Guest lecture on "Behavior-based customer segmentation" by Marco Wyler, Director gateB, for the CAS Digital Communication Excellence at the University of Applied Sciences Graubünden.


Historically, customers have been segmented by sociodemographics. While this was a helpful starting point, it only gives you a bird’s eye view of your customer base. It doesn’t tell you which customers are most loyal to your brand, how your customers use your product or engage with your marketing, or even where they are in their customer journey. Hypothesis- and sociodemographic-based marketing personas fall short.


Take advantage of the potential of behavior-based customer segmentation. With our solution, you can visualize customers with similar behavior in a simple and easy-to-understand way, segment them according to their unique interests and interactions, and relevantly address them with the help of actionable personas. Our tool analyzes and visualizes the behavior and interaction data of your entire customer database. The behavioral segmentation it develops is then applied to each customer profile individually and stored in the corresponding system (e.g., CRM, ERP). Additionally, for each segment, there is a data-based persona description with strategy for customer-centered processing and targeted further development.

For effective customer segmentation, behavioral factors are much more crucial than socio-demographic characteristics. Our solution therefore analyzes the interaction and behavioral data from your overall customer base to provide you with relevant customer segments and actionable personas.

Robert Schumacher

Director, gateB

Your added value

With behavior-based segmentation, you can address your customers according to their needs, helping you sustainably improve your customer relationships. If you want to gain new customers or develop new areas, our tool can grow with you. The segmentation is scalable and can automatically integrate new customers and new data points. The segmentation is continuously sharpened and strengthened for targeted customer development and higher sales.

Factsheet: Behavioral segmentation

Factsheet: Behavioral segmentation

Learn more on how behavior-based customer segmentation can help you better understand your customers, optimize your marketing, and drive sales.