Segmentation

Segmentation technologies sort website visitors into audiences by behaviour, interests or source so that content, ads and messages can be targeted per group. The category includes data management and audience platforms such as Oracle BlueKai, Salesforce Audience Studio, Tealium AudienceStream and Cxense, Salesforce Interaction Studio for real-time personalisation, and Sirdata for consent-based audience data. Sites using them are mostly publishers, media groups, large retailers and brands with a data or ad-tech team. For lead generation a segmentation platform signals a sophisticated marketing stack and a data budget: a fit for customer data platforms, consent and privacy vendors, analytics and attribution tools, advertising networks and data consultancies.