One of the most powerful ways to enable an audience connection is through behavioural segmentation. Many companies today segment from a business standpoint. Don’t get me wrong, this is a good strategy and aligns your measurement and optimisation strategy with your business segmentation model. Customer / non-customer segments. Product A owners / product B owners. Mosaic-based segments. Geographic segments. Lead / Non-lead segments. These are all typically business-based segments, and you should definitely be segmenting using this methodology if your overall business does. But I think there’s a higher level of segmentation – behavioural segmentation. Read on to see how we easily achieved this.