Analytics may separate visitors by different characteristics including demographics, length of time on site, number of purchases, gender or any other type of factor that they may use for advertising or analytics purposes. Visitor segmentation is useful to track the habits and navigation patterns of discrete groups of visitors. It can also be used to track the success of specific advertising campaigns by geographical area.
A good example of the use of segmentation is to track the visitors in different age groups. Using this criteria it is possible to determine the appeal the website, products and value proposition has on different age groups. This can be very helpful in multiple ways and can offer good pointers for the qualitative research later on.