Behavioral targeting is the process of marketing to people who are most likely to use your products or services based on their demonstrated behavior. This behavior may be online (for example, keywords searched, websites visited) or offline (location tracking data, for example).
Nowadays, the abundance of data and the advances in Machine Learning and big data applications reduce the need for top-down segmentation of customers. Smart customer clustering based on many commonalities help companies better address customer needs to provide the right experience and divide resources efficiently.
As opposed to customer segmentation which divides the market into groups based on demographics and purchase history, persona detection and segmentation creates more personal profiles in order to better understand potential customers using information about behavior, attitude and personal journeys.