Glossary/Audience data/Customer segmentation
What is customer segmentation and how does it work for media?
The main types of customer segmentation and how media companies use them for readers, subscribers and advertisers.
Written by Samhub with the help of AI·Updated 13 Oct 2026·3 min readCustomer segmentation is dividing customers into groups that share traits, needs or behavior, so each group can be served, priced or marketed to in the way that fits it best.
Types of segmentation
| Type | Based on | Media example |
|---|---|---|
| Demographic | Age, income, household | Families with children |
| Geographic | Where people live | Readers in one city |
| Behavioral | What people do | Daily sports readers |
| Value | What customers are worth | Subscribers at risk of churning |
How media companies use it
For advertisers
Readers grouped into audiences buyers can target.
For subscriptions
Offers and messages for readers close to subscribing.
For retention
Early action on subscribers who are about to leave.
16 pages for publishers, with a checklist for data, programmatic and direct sales.
Segments need good data
Segments are only as good as the data behind them. One profile per reader, enriched with the detail you need, makes segments accurate and big enough to use.
Addressability at Stampen Media after moving its reader data into one layer with Samhub.
Frequently asked questions
Customer segmentation usually covers known customers. Audience segmentation also covers anonymous readers for advertising.
As many as you can act on. A few well-used segments beat many that nobody uses.
Usually, when it is based on individual behavior. It needs a legal basis under GDPR.
Behavioral segments change daily. Review definitions a few times a year.
Related terms
Grouping readers so advertisers can reach them.
Targeting ads based on what readers have done before.
Adding detail to the data you already have.
Data you collect directly from your own readers.
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