Segmentation & Personalization

Segmentation groups customers by shared traits or behavior; personalization tailors messaging or experience to those segments (or to individuals) rather than sending one message to everyone.

Segmentation is the input, personalization is the output — you can't meaningfully personalize without first segmenting (even if the segment is "one specific individual"). The complexity range is enormous: broad segmentation might be three tiers based on purchase frequency; sophisticated personalization might dynamically alter on-site product recommendations per individual visitor in real time, powered by a CDP's unified profile.