File Under: Glossary

Segmentation

Akin to the notion “divide and conquer,” segmentation is marketingspeak for breaking your audience down into definable subcategories. For instance, Coca-Cola may segment its audience based on frequency (one can a month or five cans a day), location (Bangkok or Bangladesh), and many other criteria. On the web, segmentation is useful not just to marketers but to site designers as well, since the segments we track – IE vs. Mozilla, first-timer vs. repeat visitor, domestic vs. international – shape the way we develop and deploy our websites.