Behavioral segmentation is a marketing technique that involves dividing an audience into smaller groups based on their behaviors or actions. This can be done using data from various sources, such as website analytics, surveys, or customer feedback, and can help businesses to understand the different needs and preferences of their customers. For example, a retail business may segment their audience based on how frequently they shop, what types of products they buy, or how they prefer to shop (e.g. online vs. in-store). Behavioral segmentation can be used in conjunction with other forms of segmentation, such as demographic or psychographic segmentation, to create more detailed and nuanced segments of the audience. By understanding the behaviors of different segments of their audience, businesses can tailor their marketing and advertising messages and tactics to better meet the needs and preferences of each group.