Glossary | U | User Segmentation

What is user segmentation?


User segmentation is the process of dividing an app’s user base into groups based on their behaviors and demographics – such as age, country, gender, paying or non-paying, app version, level, in-app purchases, and more.

The main building block of any marketing campaign is defining the right audience by creating segments. The characteristics of the campaign’s audience can sometimes be tricky and challenging. Understanding customers and their attributes are vital for brands that want to make the most intelligent data-backed marketing campaigns. Yet, it is the type of information that is the hardest for marketers to find and access.

The consumer insights and audiences hub by enables marketers to reinvent the way they are defining, building, and activating their audience.