Let’s assume, you run an online store for kitchen supplies and you have mainly two categories of customers: professional cooks and home cooks. The former are probably interested in products for the professional kitchen and the latter are more likely to buy something for daily use at home. It therefor is not sufficient to offer the same content to each of them. You will only reach a fraction of them, which considerably can reduce the success of the shop.
This is where segments come in. They help you to offer the right content to the right customers. The CoreMedia personalisation engine enables editors to use segments that were defines in Monetate to tailor the shopping experiences to their customers needs.
In the studio, the editor would be presented with the following view. The professional cook and the home cook are offered products that match their interests, which makes it more likely that they will buy them in my store. Not to forget the customers who do not correspond to any of the specified categories - for example those who visit a site for the first time. For these customers there is the Baseline. Here you can place content that appeals to the widest possible audience.