To Research Market Positioning of your product. Customer Analysis (KYC) - Improve your service, know and give them what they want. To Improved Targeting and Optimization (CRO) Channel Selection - Target niche channels Improved ROA of Advertising - Higher converting content. Get higher quality leads - Know how best to help! Branding / Rebranding - customer tastes change! Finding new niche areas and audiences to target. Increase relevancy, engagement + Retention with targeted content + offers (personalisation) Build trust, Get Repeat Sales and Advocates. All of these above points require market segmentation, combine data types for better personal targeting.