Behavioral segmentation and personalization are both ways to increase the relevance of marketing to potential customers.
Behavioral segmentation divides customers into groups based on their behavior patterns or behavioral data, so that marketers can target specific behaviors that can make their desired outcomes more likely. Marketing to behavioral segments is likely to create more relevance than marketing by demographics or geography, but still won’t necessarily be relevant to every customer in the segment.
Personalization is a strategic approach that tries to make marketing individually relevant to every customer. Because adjusting a marketing offer to be unique to each customer would take infinite human resources, the most effective personalization is accomplished with a combination of marketing technology (MarTech) and customer data.