Personalized marketing, i.e. one–on–one communication between the user and the company, is only possible once some of the steps have been automated. In order to do this, the users must first be divided into customer segments according to their characteristics and needs.
During the course of this master’s thesis the following hypothesis, ‘Different digital goals of a company require different criteria for user segmentation’, was verified, and a universal segmentation model for the systematic representation of the relevance of different user criteria according to the goal of the company was developed. This evaluation is based on the survey which was conducted with 21 companies.