Marketing segmentation is the practice of dividing customers into groups based on shared behavioural and purchasing habits. Customers are clustered based on demographic, psycho graphic, behavioural, and geographic characteristics. To maximise marketing strategy, these four divisions are further subdivided into subcategories. Marketing has evolved into a precise and customer-centric process in today’s digital environment. Targeting your clients with relevant and timely adverts performs better than launching a generic, expensive marketing campaign.