Anonymous versus known visitors
Anonymous visitors can still carry useful first-party context such as source, campaign, viewed pages, and current-session behavior. Known visitors may add CRM or email-platform data.
Segment by behavior
Pages viewed, repeat visits, or progression through important content can indicate interest, but behavioral signals should not be treated as certainty.
Segment by declared preferences
Quiz, survey, or form answers can be more explicit than inferred behavior when questions are concise and relevant.
Keep audiences understandable
Segments should be explainable to the people who write content and measure outcomes, not only to the person who configured the rules.
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