Audience segmentation
A brand rarely has one audience. It has several, each responding to a different angle — and treating them as one blurs the message enough to convert none of them well.
What it does
Breaks a market down into segments worth targeting separately, each with its own profile: who they are, what they respond to, which channels actually reach them.
How it works
A MarketSegment is a first-class branch of the data tree, not a tag on a contact list. Every downstream decision — which angle, which channel, which competitor set matters — is scoped to a segment, so two segments of the same brand can run genuinely different strategies at once.
Why it compounds
Segmentation is what lets A/B testing mean something. Testing an angle across an undifferentiated audience mostly measures noise; testing it within one segment measures the angle.