Effective market segmentation starts with quality data management.

Market segmentation is an essential component of successful marketing for businesses of all sizes. As customers come to expect more personalized interactions with brands, effective market segmentation can provide the necessary personalization to boost response rates on marketing campaigns and overall sales. Companies must strike a delicate, Goldilocks balance with their market segmentation — it should be targeted to be effective, but not with too many segments so that marketing and sales efforts, staff, programs, and technology are diluted. 

A data management partner like Infoverity can support organizations to optimize the use of their resources to create the right balance of target segments with the availability of resources. Data management also enables companies to generate accurate buyer personas and psychological profiles of customers that are crucial to effective market segmentation strategies. 


Companies value first-party data as the most valuable when it comes to customer growth. Eighty-two percent of those surveyed indicated that “buyer intent, first party” (data from research activity on your website or landing pages) is very important and useful to GTM teams. In addition, data from “CRM tools, sales channels and product usage” was selected by 79% of respondents as very important.

Had access

Product leaders struggle to receive access to unified customer data. The same survey found that only 41% of respondents had access to a customer data warehouse or customer data platform that brings together and unifies the data types important to generating customer insights.

MDM Case Studies

Interested in learning more about the benefits MDM and Data Governance programs can have for your organization?

Enter your contact info to download the White Paper [PDF]