Audience Segmentation

capability.audience-segmentation ↗

The process of computing cohort membership from customer profile attributes — behavioral events, computed scores, demographic data, and consent flags. Packaged CDPs offer UI-based, no-code Segment Builder interfaces; composable CDPs implement segmentation as SQL or dbt models running in the CDW. The central architectural question is whether the segmentation engine runs inside the CDP (packaged) or inside the data warehouse (composable). Segment freshness — how quickly a new customer lands in the correct segment — is the primary latency and cost driver.