A standard data extension is a customizable table that contains your data.
In most cases, the data you keep in a data extension relates to a subscriber.
Example: I want to send to everyone in my data extension that has a zipcode of 47405
Using a data extension with a data filter to filter your subscribers and their zipcode data as part of their attributes you can accomplish this.
Data extensions within the Marketing Cloud Email Studio can also satisfy the need for flexible data storage.
Example: I want to store the name and department ID of every department in my school in a data extension.
*If you get to the data extension folder and you see a banner that says: "Get access to enhanced segmentation!" Just contact email@example.com and ask them to do this. All new business units are set up this way but we do find an occasional unit that needs this upgrade.