1. A computer-implemented method, comprising: receiving or determining, by a segmentation module in communication with an online tax preparation application website and executed by a processor of a computer, respective navigation data generated based on respective end users interacting with the online tax preparation application website through respective computers executing respective browsers and preparing respective electronic tax returns of respective taxpayers, the segmentation module being programmed with static attributes comprising respective static attribute options in a natural language format at a time of release of the online tax preparation application; after release of the online tax preparation application and generation of the navigation data, determining, by the segmentation module, first numerical segmentation data of respective static attributes options for respective end users; after release of the online tax preparation application, generation of the navigation data and determination of the first numerical segmentation data, receiving, by the segmentation module and from an external source that is not an end user for which navigation data was previously generated, respective supplemental attributes comprising supplemental attribute options in a binary or ternary format that were not previously programmed into the segmentation module; determining, by the segmentation module, second numerical segmentation data of respective supplemental attribute options for respective end users; generating, by the segmentation module, a first data structure aggregating respective numerical segmentation data based on respective static attribute options and supplemental attribute options; generating, by the computer, a second data structure for a schema of a database management system and incorporating numerical segmentation data of the first data structure into the second data structure; after the generation of the first data structure and the second data structure, receiving, by the computer, a query from a computing device of a query source that is not an end user of the online tax preparation application website for which navigation data was previously received or determined, the query comprising criteria specifying at least one, static attribute option and at least one supplemental attribute option; the computer executing the query against the second data structure such that the query is executed against aggregated data and generating a result comprising numerical segmentation data indicating a number of the end users of the online tax preparation application website satisfying the query criteria; and the computer presenting the result of query execution to the query source through a display of the computing device.