Segmentation

It’s a marketing term, actually. But without technology, segmentation can’t be done efficiently. So segmentation is a technology business. And its going to be a big technology business, if it isn’t already.

Soccer moms. Nascar dads. Gadget geeks. We all know who they are and why marketers want to reach them. And database technology combined with the Internet allows us to reach them more efficiently than ever before. I’ve talked about audience management in a previous post. Audience management is all about looking at your audience in terms of segments of people and then delivering these “segments” to advertisers.

I can think of plenty of examples, but the one I like best tonight comes my friend Seth Godin. Check out all the items the people who like to eat at Applebees restaurant like to buy on Amazon.