What does Atomisation mean in marketing terminology?


Atomisation (also known as ‘splitting’) is the process of breaking down a set of information into its smallest possible parts. This is most often used in marketing and advertising techniques and may refer to a number of different practices such as splitting campaigns, segmenting markets and dividing up customer data.

Atomisation is one of the most popular practices in the marketing industry, as it allows for detailed targeting of specific customer groups and enables campaigns to be tailored for each individual. This can lead to improved results which will in turn increase the success rate of a marketing or advertising strategy.


Atomisation is a key part of marketing, as it enables targeted campaigns that are more effective than campaigns which do not employ this process. It is also an important part of advertising, as atomisation allows for better ingraining of key messages in the minds of intended audiences, as well as improving brand recognition and visibility.

Atomisation has become an increasingly popular tool in marketing, as new technologies have made it much easier to reach out to different customer groups and tailor specific campaigns for each. This is done by fine segmenting customers in terms of age, gender, location, interests, or other characteristics.

Atomisation can also be used to split campaigns into different versions in order to tailor them to different customer groups. This can save time, as different versions of the same underlying content can be used in different campaigns reducing the need to create entirely new campaigns from scratch.

General Guidelines & Best Practices

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When using atomisation in marketing and advertising, there are certain best practices to keep in mind.

Firstly, when segmenting customer groups, it is important to keep these as specific as possible in order to ensure that campaigns are tailored to the right audience. In addition to this, marketers should also use accurate and up-to-date data for segmentation and use relevant metrics to measure the success of their campaigns.

When creating different versions of the same underlying content, marketers should ensure that each version retains the key message of the original. When atomisation is used in advertising, it’s important to ensure that the same brand aesthetic and message is used for each version.

Finally, when splitting campaigns or segmenting customers, it is important to measure the impact of each campaign in order to determine its success. This will help marketers to modify campaigns in the future and ensure that the most effective techniques are used.


Atomisation is an important and popular tool in the marketing and advertising industry. When used correctly, atomisation can help to target specific customer groups and effectively ingrain key messages in the minds of intended audiences. In order to do this correctly, marketers should use specific and up-to-date customer data and use relevant metrics to accurately measure the success of their campaigns.