Data and infrastructure
Segmentation is the division of an audience into homogeneous groups, so each group receives a relevant message instead of everyone receiving the same one.
The criteria have moved from demographics to actual behaviour, because a group built on age and postcode predicts buying far less well than a group built on what people actually did. Its limit shows when it is sold as personalisation: one message for the whole group speaks to a cluster, while the person receiving it expects a conversation with themselves.
An example
A pharmacy with a loyalty scheme can split customers by age bracket, or by what they buy when the season turns. The second cut triggers a message that arrives in the week the need exists; the first triggers a message that reaches everyone on the same day.
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