Segmentation is a key consideration when creating a campaign. In most cases, you will need to have segments already defined before starting your campaign.
Site visitors have different interests and objectives when they come to a site. Understanding these goals and fulfilling the expectations is an important success factor for online marketing.
Segmentation helps to achieve this by analyzing and characterizing a visitor's:
- activity on the website
- activity on other websites
Content can then be specifically targeted to the visitor's needs and interests, depending on the segment(s) they match.