What is the purpose of segmentation in Adobe RTCDP?

Segmentation in Adobe RTCDP primarily serves to categorize customers into specific groups based on shared characteristics or behaviors. This categorization is crucial for creating targeted marketing campaigns that resonate with different segments of the audience. By utilizing customer data efficiently, businesses can tailor their messaging, offers, and engagement strategies to meet the unique needs and preferences of each segment.

For example, a brand might segment its customers based on demographics, purchase history, or engagement levels. This allows marketers to create more personalized experiences, improving the effectiveness of campaigns and ultimately driving better customer engagement and conversion rates. Through effective segmentation, companies can leverage data insights to maximize their marketing efforts, ensuring they reach the right audience with the right message at the right time.