Segmentation of the audience based on behavioral and demographic data: prospects for personalized marketing

The article examines audience segmentation methods based on behavioral and demographic data to enhance the effectiveness of personalized marketing. It analyzes machine learning technologies and algorithms, such as clustering and regression, which help create accurate consumer profiles for targeted marketing campaigns. Special attention is given to data integration from various sources, as well as the impact of a personalized approach on business metrics such as engagement, conversion, and customer retention. The study demonstrates that the use of modern methods can significantly increase companies' competitiveness in the modern market.