Customer segmentation organizes customers into audiences based on shared behaviors, attributes, identities, audience membership, or predicted actions, powering acquisition, retention, and personalization programs.

Build audiences from real-time customer behavior, long-term warehouse data, predictive signals, or a business goal described in plain language. Audiences can update continuously, calculate once, or refresh on a schedule.

Its the goal-first way to build. Describe the outcome, review the proposed audience and its reasoning, refine the definition, and save it through your standard workflow. Availability varies by workspace.

Yes. Composable Audiences uses data directly in your data warehouse/lakehouse without copying and activates downstream. Hybrid Audiences match warehouse identities to existing mParticle profile, so an audience can combine deep historical context from the warehouse with the behavior that happened a minute ago. Membership stays visible on the profile and usable as criteria in real-time audiences.

Yes, Performance Accelerators increase the reach of an audience you already built: Match Boost raises match rates at the destination, Audience Expansion finds more customers resembling your best ones, and Household Reach extends targeting or suppression to the buying group. See Performance Accelerators for more details.

Across the paid and lifecycle destinations your team already uses, with 300+ out-of-the-box integrations. One qualification definition applies everywhere instead of being rebuilt channel by channel, and exclusions stay aligned so customers stop receiving campaigns they no longer qualify for.