What is AEM Segmentation: A Comprehensive Guide

In Adobe Experience Manager (AEM), segmentation is a powerful feature that allows marketers to target specific audience groups based on their behavior, preferences, or demographics. This guide will explore the concept of segmentation in AEM, its benefits, and how it is implemented.

Key Takeaways

  • Segmentation in AEM allows for targeted audience engagement based on specific criteria.
  • It helps deliver personalized content, improving the user experience and marketing effectiveness.
  • Segmentation is achieved through segment definitions and audience creation.
  • ContextHub is a vital tool in AEM for managing segments and delivering personalized content.

Introduction to Segmentation in AEM

Segmentation in AEM is the process of dividing a broad audience into smaller, more specific groups based on certain criteria like behavior, demographics, or preferences. It is a key part of personalization and allows marketers to deliver more relevant and tailored content to each audience group.

Benefits of Segmentation

Implementing segmentation in AEM offers several substantial advantages.

Improved User Experience

By delivering more personalized content, segmentation improves the user experience. Users see content that is relevant and tailored to their interests or behavior, improving their engagement with the content.

Enhanced Marketing Effectiveness

Segmentation can improve the effectiveness of marketing campaigns. By targeting specific audience groups, marketers can ensure their messages reach the right people, leading to higher conversion rates.

Segment Definitions

The first step in implementing segmentation in AEM is defining the segments. Segment definitions determine the criteria that distinguish one group from another. These can be based on any relevant factors such as user behavior, geographical location, or personal preferences.

Creating an Audience

Once the segments are defined, audiences can be created. An audience in AEM is a group of users who meet the criteria of a specific segment. For example, an audience might be “users from New York who have visited the site in the last 30 days.”

ContextHub and Segmentation

ContextHub is a tool in AEM that plays a vital role in managing segmentation. It helps in collecting and storing user data, defining segments, and delivering personalized content. ContextHub stores user information in a profile, which is then used to determine which segments a user belongs to.

Using Segmentation for Personalized Content

Once segments and audiences are defined, they can be used to deliver personalized content. For example, a specific promotional offer might be displayed only to users who are part of a particular segment.


Segmentation in AEM is a powerful tool for improving user experience and marketing effectiveness. By understanding the concept of segmentation, how to define segments and create audiences, and how to use ContextHub, marketers can take full advantage of this feature to deliver highly personalized and effective content.

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