Social media data, in the form of profiles, connections, likes, shares, and posts, can be the raw material for remarkably relevant marketing. The data serves as a map to consumers’ preferences, interests, and beliefs. But marketers struggle to mine the data, identify and build valuable segments based on the data, and target those segments with uniquely relevant products, offers, and messages. This report answers B2C marketers’ biggest questions on how these segments work, how they can be used, and whom to turn to in order to generate them.