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Audiences & Targeting
3 min read
Audience segmentation is the practice of dividing a broad market into smaller groups that share traits — demographics, behaviour, needs or value — so you can target and message each one on its own terms. It is the foundation most targeting and personalisation is built on.
Gather the data. Pull together what you know about your audience.
Choose the axes. Decide which traits actually change behaviour.
Form the segments. Group people who share those traits.
Target each distinctly. Message and bid for each group on its own.
Demographic. Age, gender, income and life stage.
Behavioural. What people do, buy and engage with.
Geographic. Where they are.
Value-based. How much a customer is worth.
Sharper messaging. Each group hears what is relevant to it.
Efficient spend. Budget follows the segments that pay off.
Foundation for targeting. Most advanced targeting starts here.
Over-segmentation. Too many tiny groups become unmanageable.
Stale segments. People move between groups over time.
Data gaps. Weak data makes for weak segments.
Privacy limits. Some traits cannot or should not be used.
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