A segment is a homogeneous subset of a population (customers, prospects, consumers) on which marketing actions can be carried out. In MoonFish, it is represented by the construction, by the user, of a word cloud covering a specific subject/brand/product. Each of these words corresponds to (audience activatable)set of weighted words which corresponds to a topic/behavior interest. Segments can be divided into subsegments, which is the equivalent to creating a taxonomy.
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