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Structuring data in this way enables targeted optimization processes that can have a decisive impact on a company's sales.

In marketing, this approach, among other things, supports the optimization of advertisements or the decision on the right medium in which advertising is published. In particular, customer segmentation can be performed, which splits customers into groups that have one or more common characteristics.

Depending on the segment, the customer group is then provided with the appropriate content to drive them further along the customer journey and make sales. 

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