Segmentation is used to identify the most valuable sub-groups of a brand's existing and potential customers, based on their needs, wants and feelings.
New data sources is making segmentation more powerful and marketers are using AI and machine learning to identify meaningful and addressable audiences.
Read more articles from the WARC Guide to Segmentation
Living Personas: Consumer segmentation designed for media activation
China: Towards a segment of one
Consent: The elephant in the room
2022: Three new tribes