Segmentation
Segments may use geography, plan, lifecycle stage, acquisition source, device, account size, or product behavior. Useful segments are tied to a decision and have enough volume for reliable interpretation. Analysts should avoid sensitive or unfair targeting, document dynamic membership rules, and distinguish correlation from causation when one segment performs differently.
What is Segmentation?
Segmentation divides users, customers, sessions, or events into groups based on shared attributes or behaviors so their performance can be compared.
Why it matters
Segments may use geography, plan, lifecycle stage, acquisition source, device, account size, or product behavior. Useful segments are tied to a decision and have enough volume for reliable interpretation. Analysts should avoid sensitive or unfair targeting, document dynamic membership rules, and distinguish correlation from causation when one segment performs differently.
Example
A team compares activation for self-serve and sales-assisted accounts, then drills into the steps responsible for the difference.