{"id":23907,"date":"2020-03-24T13:52:39","date_gmt":"2020-03-24T13:52:39","guid":{"rendered":"https:\/\/trbocom.wpengine.com\/glossary\/segmentation\/"},"modified":"2025-03-12T09:56:52","modified_gmt":"2025-03-12T08:56:52","slug":"whitepaper-segmentierung-2","status":"publish","type":"glossar","link":"https:\/\/www.trbo.com\/de\/glossary\/segmentation\/","title":{"rendered":"Segmentierung"},"content":{"rendered":"<p class=\"p1\"><span class=\"s1\">In (online) marketing, segmentation is about forming homogeneous groups out of the entirety of (potential) customers and treating them according to their needs. The aim is to address and serve customers more profitably in the long term.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">A customer segment is defined by the classifiability of the customers (why was the customer assigned to a certain segment) and by the translatability of the measure (with which strategy\/measure can the customer be addressed efficiently).<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\"><b>Types of segmentation<\/b><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Segments can be formed in different ways and based on different data (e.g. from the CRM system).<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\"><strong>1. Segmentation by marketing channel<\/strong><\/span><\/p>\n<ul class=\"ul1\">\n<li style=\"list-style-type: none;\">\n<ul class=\"ul1\">\n<li class=\"li1\"><span class=\"s1\">Direct access<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">E-Mail<\/span><\/li>\n<li class=\"li1\"><a href=\"https:\/\/trbo.com\/en\/glossary\/search-engine-advertising\" target=\"_blank\" rel=\"noopener noreferrer\"><span class=\"s1\">SEA<\/span><\/a><\/li>\n<li class=\"li1\"><span class=\"s1\">Display<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Social<\/span><\/li>\n<li class=\"li1\"><a href=\"https:\/\/trbo.com\/en\/glossary\/affiliate-marketing\" target=\"_blank\" rel=\"noopener noreferrer\"><span class=\"s1\">Affiliate<\/span><\/a><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s1\">\u2192<\/span><span class=\"s1\">\u00a0User is identified as Click-In User<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\"><strong>2. Segmentation by website behavior<\/strong><\/span><\/p>\n<ul class=\"ul1\">\n<li class=\"li1\"><span class=\"s1\">Dwell time<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Average number of pages visited<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Exit on certain pages<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Pages visited (home page, detail page, categories etc.)<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Users, who scroll far<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">People who reached the shopping cart<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Exits from the shopping cart<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Referrer<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Sessions (first user \/ return user)<\/span><\/li>\n<\/ul>\n<p class=\"p1\"><strong><span class=\"s1\">3. Segmentation according to buying behavior<\/span><\/strong><\/p>\n<ul class=\"ul1\">\n<li class=\"li1\"><span class=\"s1\">New\/existing customer<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Non-buyers<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Categories in which someone buys<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Warenkorbwert<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Number of sales<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Last \/ first purchase<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Total purchase value<\/span><\/li>\n<li class=\"li1\">Abandoned purchase<\/li>\n<li class=\"li1\"><span class=\"s1\">Products in the shopping cart<\/span><\/li>\n<\/ul>\n<p class=\"p1\"><strong><span class=\"s1\">4. Segmentation by demographic characteristics<\/span><\/strong><\/p>\n<ul class=\"ul1\">\n<li class=\"li1\"><span class=\"s1\">Geolocation (city, country, postal code)<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Age (e.g. generation z, baby boomer, etc.)<\/span><\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s1\"><strong>5. Segmentation by <a href=\"https:\/\/trbo.com\/en\/glossary\/personas\" target=\"_blank\" rel=\"noopener noreferrer\">personas<\/a><\/strong><\/span><\/p>\n<ul class=\"ul1\">\n<li class=\"li1\"><span class=\"s1\">The bargain hunter<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">The quality-oriented buyer (identifiable by brand, price and, if applicable, material)<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">The insecure one (high dwell time, does not put anything in the shopping cart, <a href=\"https:\/\/trbo.com\/en\/glossary\/shopping-cart-abandonment\" target=\"_blank\" rel=\"noopener noreferrer\">shopping cart abandoned<\/a><strong>,<\/strong> etc.)<\/span><\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s1\"><strong>6. segmentation by terminal or device group<\/strong><\/span><\/p>\n<ul class=\"ul1\">\n<li class=\"li1\"><span class=\"s1\">Desktop<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Mobile<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Tablet<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">iPhone, iPad<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Android, windows phone<\/span><\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s1\"><strong>7. Segmentation by external factors<\/strong><\/span><\/p>\n<ul class=\"ul1\">\n<li class=\"li1\"><span class=\"s1\">Weather and temperature<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Season (spring, winter)<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Holidays<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Special sales events<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Other events<\/span><\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s1\">Segmentation allows a more targeted control of advertising campaigns and onsite actions. Accordingly, it is also essential for the <a href=\"https:\/\/trbo.com\/en\/glossary\/onsite-personalization\" target=\"_blank\" rel=\"noopener noreferrer\">Personalisierung<\/a> of websites and online shops. Whether segmentation is effective should always be tested using <a href=\"https:\/\/trbo.com\/en\/glossary\/a-b-testing\" target=\"_blank\" rel=\"noopener noreferrer\">A\/B-<\/a> oder <a href=\"https:\/\/trbo.com\/en\/glossary\/multivariate-testing\" target=\"_blank\" rel=\"noopener noreferrer\">multivariate tests<\/a>.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">When talking about segmentation, a distinction should also be made between static segmentation and dynamic segmentation. Static segmentation classifies users into specific groups based on their previous actions (e.g. newsletter subscription) or characteristics (e.g. postcode). <a href=\"https:\/\/trbo.com\/en\/glossary\/dynamic-segments\" target=\"_blank\" rel=\"noopener noreferrer\">Dynamische Segmentierung<\/a>, on the other hand, assigns users to groups in real-time. A user can move from one segment to another with a single click.<\/span><\/p>","protected":false},"template":"","resource_original_language":[711],"class_list":["post-23907","glossar","type-glossar","status-publish","hentry","resource_original_language-en-original"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Glossary: Segmentation | trbo<\/title>\n<meta name=\"description\" content=\"Segmentation divides users into targeted groups based on behavior, demographics, and external factors for precise marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.trbo.com\/de\/glossary\/whitepaper-segmentierung-2\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Glossary: 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