behavioral segmentation
[/bɪˈheɪvjərəl ˌsɛɡmənˈteɪʃən/]
nounpl: behavioral segmentations
segmentação comportamental
1. A marketing strategy that divides consumers into groups based on their actions, purchasing patterns, usage rates, brand interactions, and decision-making behaviors rather than demographic characteristics
The company used behavioral segmentation to identify which customers were most likely to make repeat purchases.
A empresa utilizou segmentação comportamental para identificar quais clientes eram mais propensos a fazer compras repetidas.
2. The process of categorizing market audiences according to their observable behaviors, habits, and responses to products or services
Through behavioral segmentation, the e-commerce platform discovered that late-night shoppers had different preferences than daytime users.
Por meio da segmentação comportamental, a plataforma de comércio eletrônico descobriu que compradores noturnos tinham preferências diferentes dos usuários diurnos.
Behavioral segmentation is a cornerstone concept in modern marketing in both Brazil and the USA. In Brazilian e-commerce and digital marketing, it has become increasingly important as companies leverage data analytics and AI to understand consumer patterns. In the USA, it's fundamental to Silicon Valley's tech and advertising industries. The term reflects the shift from traditional demographic marketing to data-driven, behavior-focused strategies that are prevalent in contemporary marketing education and practice in both countries.
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