# Segmentation

Dividing an audience or dataset into groups using defined characteristics.

Dividing an audience or dataset into groups using defined characteristics.

## An example

A report compares new and returning customers rather than mixing them together.

## Why it matters

Use appropriate data and avoid segments that expose sensitive information or create misleading comparisons.


## Related terms
- [Analytics](https://jolts.xyz/resources/glossary/analytics)
- [Attribution](https://jolts.xyz/resources/glossary/attribution)
- [Conversion tracking](https://jolts.xyz/resources/glossary/conversion-tracking)
- [Raw data](https://jolts.xyz/resources/glossary/raw-data)

## Next step

[Explore advertising](https://jolts.xyz/advertisers) or [monetize your AI app](https://jolts.xyz/publishers).