Macro segmentation refers to the practice of dividing online traffic into a few sub-groups of visitors who differ from one another in one or two basic attributes like location, gender, or an identified browsing pattern.
This method of broadly segmenting the traffic to a site is an effective means of providing a personalized experience to a specific bucket of visitors. It allows site managers to employ a simpler approach to targeting each of the macro segments through the use of demographic filters or identifying new versus return users, as an example. These simple techniques ensure that a basic level of customization increases the effectiveness of campaigns for these macro-segments.
Here we explain what segmentation is and how it falls short of true personalization along the customer journey with a brand.