Finance:Microsegmenting

Short description: Marketing process

Microsegmentation is a marketing process that uses techniques such as data mining, artificial intelligence, and algorithms to recognize and predict minute consumer spending and behavioral patterns. The collected information is used to help marketers identify extremely precise microsegments (down to the individual consumer level). Microsegments can then be the focus of personalized direct micromarketing and micropromotion campaigns.

This form of micromarketing considers that each consumer has different ideas and feelings about a company’s products, services, prices, and promotions, and sets out to recognize these differences and respond to them in an appropriate manner.