Customer segmentation is an undeniably valuable tool that helps brands better understand and reach key consumer groups. There are numerous benefits to dividing a broad group of customers into subsets with shared characteristics. Segmentation allows brands to determine the key groups within their customer base and then focus efforts on better serving them.
Over the past decade, social media has brought about a much-discussed explosion in consumer data, adding to the ever-expanding pool of “big data” and bringing with it new
opportunities for customer segmentation.