Millennials. Gen X. Gen Z. Baby Boomers. Typically, marketers tend to only see consumers through these limited generational lens, combined with traditional demographic divides. But if everyone uses the same basic demographic model, none would have a competitive advantage. To grow and retain more relationships than your competition, you’ll need to use behavioral segmentation and personalize every aspect of your experience — starting with communication and marketing. You will need to use consumer data and demographics to identify the interest of specific like-minded individuals.