Segmentation and Persona Building With MarTech
MarTech has traditionally focused on the execution of marketing and advertising campaigns. Whether it is DSPs, DMPs, content marketing, acquisition, etc., MarTech stacks concentrate on the implementation of marketing campaigns. However, as MarTech data becomes more diverse, there is an opportunity to help on the front-end of marketing campaigns—through segmentation and persona building—enabling marketing strategists to create more holistic pictures of their target consumers and ultimately increase marketing ROI on the backend.
Customer Segmentation is the practice of grouping sets of similar people (customers or potential customers) based on distinct needs or characteristics. Segments are typically developed through large-scale market research and defined using demographic information like age, ethnicity, or location. Segments can also be created using psychographic and behavioral information like interests, opinions, values, lifestyle, or lifestage. Customer segments don’t provide insights into a specific consumer, but rather groups of consumers within a broader marketplace. These groups can help marketers differentiate between the different types of customers that exist and the interests of those customer groups.