Summary
This chapter discussed taking the next steps to ensure that your content is specific and relevant to the people in your audience and the tools available for identifying different subsets of people. This is because we know that a more engaged audience generally results in higher metrics and revenue.
In this chapter, we have gained a sense of why we want to be using groups, tags, and segments and how targeting more specific content can lead to more engagement. We also nailed down how to set up groups and determine the reasons we might want either a visible group option or hidden groups. There is some difference between groups and tags, and we learned how tags can be used to build up contact data and how that helps us to get the best initial use of segments. Finally, we learned how to use segments in the audience interface and enable the app to update and maintain these for us.
Now that we know the basics of segmenting, let’s next take a look at how we can use it...