Abstract: Systems and methods for segmenting consumer populations based on behavior motivation data are disclosed. In one embodiment, a method comprises identifying a population of electronic devices, selecting a first electronic device of the population of electronic devices, receiving a set of digital points of interest associated with the first electronic device, determining a dominant persona of a user of the first electronic device based on analyzing each digital points of interest in the set of digital points of interest, and generating a marketing report providing marketing recommendations or strategies for marketing to the user of the first electronic device based on data associated with the dominant persona.