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A segmentation primer

December 22, 2005 |

These days, "segmentation" is a hot Web analytics topic. But what do people mean when they talk about segmentation? It's a word used more often than is understood, at least in the marketing sense.

These days, “segmentation” is a hot Web analytics topic. But what do people mean when they talk about segmentation? It’s a word used more often than is understood, at least in the marketing sense.

One of the largest, most successful Web analytics systems vendors has a report section called “Segmentation.” Yet it contains reports on the site’s most popular pages and sections. I’m not sure what that has to do with segmentation. Other vendors talk about segmentation as well, but they mean different things. Sometimes they mean the ability to filter along different dimensions or to analyze the data by combining different variables.

So segmentation could mean reporting particular data, filtering data, or analyzing data. All these things are good and potentially useful, but are they segmentation?

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