What a segment is: In Adobe Test&Target terms, a segment is a group of visitors who share a specific characteristic or set of characteristics– like what browser they’re using or what search engine they came from. Segments are primarily used to provide marketers with data and insights.
What a segment is not: interchangeable with “targets” (in Adobe Test&Target). Segments and targets work together, but they’re not the same.
Why we care about segments: Segmenting can be a useful and powerful tool for marketers to analyze conversion data, either by split testing the segments, or using targeting to do more detailed testing.
This post is part of an ongoing Clickipedia series, defining all the terms you need to know for conversion rate optimization. Keep checking back each week to learn more, and don’t forget to check out the whole series.