What makes a useful segment?
A segment should describe a meaningful difference, be identifiable with data you can actually access, and support a different experience or decision.
Common segmentation inputs
- Lifecycle stage
- Role or use case
- Campaign and referral source
- Pages viewed or actions taken
- CRM tags and custom fields
- Survey or quiz responses
Avoid segmentation for its own sake
Ten audiences that all receive the same message are operational overhead, not useful personalization.
Build reusable definitions
Where possible, define audiences once and reuse them across content, forms, offers, measurement, and other workflows.
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