Market segmentation takes the entirety of your target audience and segments it into subsections based on the various types of data available.  These data types ideally would include the following: Demographic data – defines the characteristics of a population. This includes age, gender and income bracket (widely, freely available via Google analytics). Psychographic data – defines a persons likes, lifestyle, values, interests, beliefs and personality with the purpose of determining pain points and potential ways to motivate them towards purchase via a conversion funnel.  Behavioral data – grouping customers through patterns of behavior through tracking technology, - enables store owners to understand what customers are doing on your website across all devices (also Google Analytics) Geodata / geographic data – data related to location relative to position on earth over time (Google Analytics) When the above types of data are combined it provides the means to generate more powerful customer profiles.