Data segmentation in analytics refers to the process of dividing large sets of data into smaller, more manageable parts based on specific criteria. This technique allows analysts to identify patterns, trends, and insights that may not be visible in aggregated data. By focusing on distinct segments—such as demographics, behavior, or purchase history—businesses can tailor their marketing strategies and improve customer experiences. Effective segmentation enhances decision-making and enables targeted communication, increasing the relevance of campaigns and maximizing return on investment.