Demographics in marketing refer to the study of the characteristics of people or organizations within a defined geographical location. Companies use demographic data to segment their target audience, as consumer needs often correlate strongly with demographic variables. Demographic targeting is a form of behavioral advertising in which advertisers target online advertisements at consumers based on demographic information. Demographic marketing and segmentation improve marketing campaign results and help focus on targeting a more defined, receptive customer base. The most useful demographic characteristics for marketing strategies are age, gender, income, family status, religion/race/nationality, and education. Demographic segmentation groups customers and potential customers together by focusing on certain traits such as age, gender, income, occupation, and family status. Demographic segmentation allows companies to target the most relevant customers and ensure that there is minimal waste in advertising budget, higher ROAS, and lower CACs. Companies use local demographic data to better define their key customers. Demographics are important for identifying the target customer, but it is vital to combine demographics with other types of market segmentation to get the complete view.