Marketing Glossary

Audience Segmentation

What is audience segmentation?

Audience segmentation is the process of dividing website visitors into groups based on various characteristics such as behaviour, psychographics, demographics and customer type. This allows marketers to see what people are driving in an actionable way.

What kinds of visitors can you segment?

There are many types of segments that marketers can use to segment visitors. Standard segments might include dimensions such as age, gender or location. Advanced examples would include:

Verification processes vary depending on the size and level of sophistication of customers. Large depots will often have more automated methods in place, whereas smaller shops may require manual transactions.

Audiences can also be segmented by the weather, which helps eCommerce brands with seasonal products to ensure they are selling them to their target audience.

What is behavioural segmentation?

Behavioural segmentation is a way for marketers to understand behaviours of users on their website, like how often they interact with certain elements and what interests them in the offerings. It’s also crucial to identifying loyal customers who will help drive more revenue per user.

How does user segmentation help?

Custom audiences are a way to customize your website’s experience by building segments of visitors based on how they have been “activated” and what their relevant values were. Doing so will better help you improve the overall user experience for everyone on your site, as well as increase sales and conversions that go along with personalizing advertising.

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