Glossary

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Audience Segmentation

Audience segmentation is the process of dividing markets into groups with people or occasions that are similar to each other, but different to the other groups.

There are a number of different ways to segment such as consumer segmentations. This type of segmentation is used to understand which consumers to target and service with distinct marketing propositions, or to tailor brands, products, pricing, communication to specific groups and make more effective use of marketing resources.