Technology has rapidly changed the way the world conducts business. Perhaps one of the most beneficial change businesses have seen is the ability to segment its customers. Analytics from websites, social media and search engines provide businesses with the tools it needs to tailor their business style depending on which audience they are trying to reach or what message they are trying to convey. When it comes to social media and digital marketing, knowledge is power! Thanks to major advances in technology, companies now have access to valuable consumer insights which can be used to improve product, customer experiences, and business processes.