is an extremely precise division of a market
, typically identified by marketers through advanced technology and techniques, such as data mining
, artificial intelligence
, and algorithms. These technologies and techniques are used to recognize and predict minute consumer spending and behavioral patterns (microsegmentation).
Once identified, microsegments can become the focus of personalized direct micromarketing and micropromotion campaigns. Each campaign is meant to target and appeal to the specified tastes, needs, wants, and desires of the individuals that make up the microsegment.