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Audience Segmentation

Audience Segmentation (DMC 661) is an analytical exploration of how data can be used to break down mass markets into specific, reachable target markets and how that can impact addressable advertising initiatives. Potential customers demand to be seen as more than simply a face in the crowd, but reaching specific target markets can be an increasingly difficult process. Whether an organization can achieve its’ goals can hinge on how effectively it can target receptive clients in an overcrowded market. Students will closely examine what demographic data and other key indicators are essential to developing successful campaigns. Students will focus on what data best serves as lines of demarcation in the development of unique market segments to support specific marketing communications goals.

Course Learning Outcomes

Upon successful completion of DMC 661, students will be able to:

  • Explain the different types of primary and secondary data available to marketers from response data, to compiled and crowdsourced data
  • Identify which data is most effective for different target market uses
  • Compare B2B and B2C data requirements and available data modules for targeting, segmentation, data append and Account Based Marketing
  • Investigate the importance of hierarchical data in B2B decision making
  • Compare customer analysis, profiling, and targeting in the understanding of customer audiences
  • Develop target audience plans based on an understanding of customer analysis, profiling and modeling


  • Introduction to Customer-Centric Marketing
  • Segmentation Schemes and Strategies
  • Primary vs. Secondary Segmentation Data
  • Customer Profitability and Lifetime Value
  • Targeting and Positionings
  • Segmentation Strategies
  • B2B vs. B2C Segmentations
  • Wrap-up


Jennifer Wehr Holt
Profile: Holt