{"id":9442,"date":"2023-07-19T15:44:09","date_gmt":"2023-07-19T13:44:09","guid":{"rendered":"https:\/\/www.mickyweis.com\/personalisering-og-segmentering\/"},"modified":"2025-08-19T15:58:15","modified_gmt":"2025-08-19T13:58:15","slug":"personalization-and-segmentation","status":"publish","type":"post","link":"https:\/\/www.mickyweis.com\/en\/personalization-and-segmentation\/","title":{"rendered":"Personalization and segmentation: How to create personalized marketing"},"content":{"rendered":"<p>In this post we will take a closer look at what personalization and segmentation actually are.<\/p>\n<p>These are without a doubt two concepts you have already heard about, but for many their meaning might be somewhat more peripheral. This post is dedicated to these very concepts and their importance for marketing.<\/p>\n<p>Let us start with a short definition:<\/p>\n<ul>\n<li><strong>Segmentation:<\/strong> A division of your customers based on characteristics set by the company itself.<\/li>\n<li><strong>Personalization:<\/strong> The adaptation of ads, messages, emails etc. that are relevant for the individual customer and their needs.<\/li>\n<\/ul>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Jump to section<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.mickyweis.com\/en\/personalization-and-segmentation\/#Why_is_segmentation_important\" >Why is segmentation important?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.mickyweis.com\/en\/personalization-and-segmentation\/#How_do_you_segment\" >How do you segment?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.mickyweis.com\/en\/personalization-and-segmentation\/#Segmentation_and_personalization_require_data\" >Segmentation and personalization require data<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.mickyweis.com\/en\/personalization-and-segmentation\/#What_do_you_gain_from_personalization\" >What do you gain from personalization?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.mickyweis.com\/en\/personalization-and-segmentation\/#From_groundbreaking_phenomenon_to_expected_feature\" >From groundbreaking phenomenon to expected feature<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Why_is_segmentation_important\"><\/span><strong>Why is segmentation important?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Within marketing, segmentation is an essential aspect, as it contributes to more targeted and personalized marketing, which in the end can lead to more customers and increased revenue.<\/p>\n<p>By segmenting your target groups, you can use your resources more wisely by specifying which groups should be presented with which ads, emails etc., to ensure that it is always relevant content that meets consumers.<\/p>\n<p>In this way, no effort is wasted on reaching groups who may not be interested or who do not belong to a segment the company is otherwise addressing.<\/p>\n<p><strong><a href=\"https:\/\/www.mickyweis.com\/en\/facebook-ads\/\">Read more about how I segment my target groups on Facebook in my ultimate guide to Facebook advertising here.<\/a><\/strong><\/p>\n<h3><span class=\"ez-toc-section\" id=\"How_do_you_segment\"><\/span><strong>How do you segment?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The segmentation process differs from company to company and depends entirely on what you can offer as well as what your goals are. Generally, there are some classic criteria you can segment by, such as gender, behavior, age, place of residence, and so on.<\/p>\n<p>This information is necessary to create tailored experiences for customers, who will feel they are met by a company that captures their interest and pays attention to their needs.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Segmentation_and_personalization_require_data\"><\/span><strong>Segmentation and personalization require data<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>To be able to create and apply specific segmentation that helps build personalized user experiences, data is required.<\/p>\n<p>Who visits your website, and how were they led there? Do the visitors show a particular type of behavior on your website? When did this happen, and where were they located when they visited your site?<\/p>\n<p>An analysis of this type of data will help your company sharpen its marketing, and it will be possible to create relevant user experiences that take your customers\u2019 interests and needs into account.<\/p>\n<p>The segmentation process and the related analysis can, for example, take place in<a href=\"https:\/\/www.mickyweis.com\/en\/alternatives-google-analytics\/\"> Google Analytics<\/a> based on the criteria you set up, which make sense for your company\u2019s marketing.<\/p>\n<p><strong><a href=\"https:\/\/www.mickyweis.com\/en\/marketing-tools\/\">Get an overview of the tools I often use for marketing here.<\/a><\/strong><\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_do_you_gain_from_personalization\"><\/span><strong>What do you gain from personalization?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Personalization comes as a result of proper segmentation, where target groups are well-defined and can be used to tailor marketing to show content that resonates with them.<\/p>\n<p>With more personal marketing, the target group will sense that the brand reaches out to them, listens to their needs, and creates personalized <a href=\"https:\/\/www.mickyweis.com\/en\/user-experience\/\">user experiences<\/a>. This could, for example, be content tailored to the audience\u2019s interests, based on previous purchases, geographic location, and so forth.<\/p>\n<p>In other words, it provides a unique experience for each customer and will ultimately help strengthen the target group\u2019s loyalty to the brand.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"From_groundbreaking_phenomenon_to_expected_feature\"><\/span><strong>From groundbreaking phenomenon to expected feature<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In recent years, the personalization of ads has truly evolved and created new opportunities for marketing.<\/p>\n<p>Relevant ads and a unique consumer experience have over time become an integrated feature in marketing, and many experts point out that consumers now actually expect to be met with personalized ads that relate to them and their behavior.<\/p>\n<p>For example, if a customer has just ordered a product online, it is often expected that shortly afterwards an email will appear in their inbox with other relevant products they are also likely to be interested in.<\/p>\n<p><strong><a href=\"https:\/\/www.mickyweis.com\/en\/e-mail-marketing-guide\/\">Read more about how you can become skilled at email marketing in my guide here.<\/a><\/strong><\/p>\n<p>It used to be completely unheard of that an email could address a customer directly, for instance by using their first name in the subject line. Over time, however, this has become an expected feature, along with many other personalization initiatives that increase customer satisfaction and, in the end, give a greater chance of conversion.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In this post we will take a closer look at what personalization and segmentation actually are. These are without a doubt two concepts you have [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":6316,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[82,93,99],"series":[],"class_list":["post-9442","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-big-data-en","category-marketing-general-en","category-on-site-marketing-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Personalization and segmentation: Your guide to smarter marketing<\/title>\n<meta name=\"description\" content=\"In marketing, segmentation is an essential aspect as it contributes to more targeted and personalized marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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