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• What is Audience Segmentation ? The 5 Main Types & Examples

  16 novembre 2023, par Erin — Analytics Tips

  The days of mass marketing with the same message for millions are long gone. Today, savvy marketers instead focus on delivering the most relevant message to the right person at the right time.

  They do this at scale by segmenting their audiences based on various data points. This isn’t an easy process because there are many types of audience segmentation. If you take the wrong approach, you risk delivering irrelevant messages to your audience — or breaking their trust with poor data management.

  In this article, we’ll break down the most common types of audience segmentation, share examples highlighting their usefulness and cover how you can segment campaigns without breaking data regulations.

  What is audience segmentation ?

  Audience segmentation is when you divide your audience into multiple smaller specific audiences based on various factors. The goal is to deliver a more targeted marketing message or to glean unique insights from analytics.

  It can be as broad as dividing a marketing campaign by location or as specific as separating audiences by their interests, hobbies and behaviour.

  

  Audience segmentation inherently makes a lot of sense. Consider this : an urban office worker and a rural farmer have vastly different needs. By targeting your marketing efforts towards agriculture workers in rural areas, you’re honing in on a group more likely to be interested in farm equipment. 

  Audience segmentation has existed since the beginning of marketing. Advertisers used to select magazines and placements based on who typically read them. They would run a golf club ad in a golf magazine, not in the national newspaper.

  How narrow you can make your audience segments by leveraging multiple data points has changed.

  Why audience segmentation matters

  In a survey by McKinsey, 71% of consumers said they expected personalisation, and 76% get frustrated when a vendor doesn’t deliver.

  

  These numbers reflect expectations from consumers who have actively engaged with a brand — created an account, signed up for an email list or purchased a product.

  They expect you to take that data and give them relevant product recommendations — like a shoe polishing kit if you bought nice leather loafers.

  If you don’t do any sort of audience segmentation, you’re likely to frustrate your customers with post-sale campaigns. If, for example, you just send the same follow-up email to all customers, you’d damage many relationships. Some might ask : “What ? Why would you think I need that ?” Then they’d promptly opt out of your email marketing campaigns.

  To avoid that, you need to segment your audience so you can deliver relevant content at all stages of the customer journey.

  5 key types of audience segmentation

  To help you deliver the right content to the right person or identify crucial insights in analytics, you can use five types of audience segmentation : demographic, behavioural, psychographic, technographic and transactional.

  

  Demographic segmentation 

  Demographic segmentation is when you segment a larger audience based on demographic data points like location, age or other factors.

  The most basic demographic segmentation factor is location, which is easy to leverage in marketing efforts. For example, geographic segmentation can use IP addresses and separate marketing efforts by country. 

  But more advanced demographic data points are becoming increasingly sensitive to handle. Especially in Europe, GDPR makes advanced demographics a more tentative subject. Using age, education level and employment to target marketing campaigns is possible. But you need to navigate this terrain thoughtfully and responsibly, ensuring meticulous adherence to privacy regulations.

  Potential data points :

  • Location
  • Age
  • Marital status
  • Income
  • Employment 
  • Education

  Example of effective demographic segmentation :

  A clothing brand targeting diverse locations needs to account for the varying weather conditions. In colder regions, showcasing winter collections or insulated clothing might resonate more with the audience. Conversely, in warmer climates, promoting lightweight or summer attire could be more effective. 

  Here are two ads run by North Face on Facebook and Instagram to different audiences to highlight different collections :

  

  Each collection is featured differently and uses a different approach with its copy and even the media. With social media ads, targeting people based on advanced demographics is simple enough — you can just single out the factors when making your campaign. But if you don’t want to rely on these data-mining companies, that doesn’t mean you have no options for segmentation.

  Consider allowing people to self-select their interests or preferences by incorporating a short survey within your email sign-up form. This simple addition can enhance engagement, decrease bounce rates, and ultimately improve conversion rates, offering valuable insights into audience preferences.

  This is a great way to segment ethically and without the need of data-mining companies.

  Behavioural segmentation

  Behavioural segmentation segments audiences based on their interaction with your website or app.

  You use various data points to segment your target audience based on their actions.

  Potential data points :

  • Page visits
  • Referral source
  • Clicks
  • Downloads
  • Video plays
  • Goal completion (e.g., signing up for a newsletter or purchasing a product)

  Example of using behavioural segmentation to improve campaign efficiency :

  One effective method involves using a web analytics tool such as Matomo to uncover patterns. By segmenting actions like specific clicks and downloads, pinpoint valuable trends—identifying actions that significantly enhance visitor conversions. 

  

  For instance, if a case study video substantially boosts conversion rates, elevate its prominence to capitalise on this success.

  Then, you can set up a conditional CTA within the video player. Make it pop up after the user has watched the entire video. Use a specific form and sign them up to a specific segment for each case study. This way, you know the prospect’s ideal use case without surveying them.

  This is an example of behavioural segmentation that doesn’t rely on third-party cookies.

  Psychographic segmentation

  Psychographic segmentation is when you segment audiences based on your interpretation of their personality or preferences.

  Potential data points :

  • Social media patterns
  • Follows
  • Hobbies
  • Interests

  Example of effective psychographic segmentation :

  Here, Adidas segments its audience based on whether they like cycling or rugby. It makes no sense to show a rugby ad to someone who’s into cycling and vice versa. But to rugby athletes, the ad is very relevant.

  

  If you want to avoid social platforms, you can use surveys about hobbies and interests to segment your target audience in an ethical way.

  Technographic segmentation

  Technographic segmentation is when you single out specific parts of your audience based on which hardware or software they use.

  Potential data points :

  • Type of device used
  • Device model or brand
  • Browser used

  Example of segmenting by device type to improve user experience :

  Upon noticing a considerable influx of tablet users accessing their platform, a leading news outlet decided to optimise their tablet browsing experience. They overhauled the website interface, focusing on smoother navigation and better readability for tablet users. These changes offered tablet users a seamless and enjoyable reading experience tailored precisely to their device.

  Transactional segmentation

  Transactional segmentation is when you use your customers’ purchase history to better target your marketing message to their needs.

  When consumers prefer personalisation, they typically mean based on their actual transactions, not their social media profiles.

  Potential data points :

  • Average order value
  • Product categories purchased within X months
  • X days since the last purchase of a consumable product

  Example of effective transactional segmentation :

  A pet supply store identifies a segment of customers consistently purchasing cat food but not other pet products. They create targeted email campaigns offering discounts or loyalty rewards specifically for cat-related items to encourage repeat purchases within this segment.

  If you want to improve customer loyalty and increase revenue, the last thing you should do is send generic marketing emails. Relevant product recommendations or coupons are the best way to use transactional segmentation.

  B2B-specific : Firmographic segmentation

  Beyond the five main segmentation types, B2B marketers often use “firmographic” factors when segmenting their campaigns. It’s a way to segment campaigns that go beyond the considerations of the individual.

  Potential data points :

  • Company size
  • Number of employees
  • Company industry
  • Geographic location (office)

  Example of effective firmographic segmentation :

  Companies of different sizes won’t need the same solution — so segmenting leads by company size is one of the most common and effective examples of B2B audience segmentation.

  The difference here is that B2B campaigns are often segmented through manual research. With an account-based marketing approach, you start by researching your potential customers. You then separate the target audience into smaller segments (or even a one-to-one campaign).

  Start segmenting and analysing your audience more deeply with Matomo

  Segmentation is a great place to start if you want to level up your marketing efforts. Modern consumers expect to get relevant content, and you must give it to them.

  But doing so in a privacy-sensitive way is not always easy. You need the right approach to segment your customer base without alienating them or breaking regulations.

  That’s where Matomo comes in. Matomo champions privacy compliance while offering comprehensive insights and segmentation capabilities. With robust privacy controls and cookieless configuration, it ensures GDPR and other regulations are met, empowering data-driven decisions without compromising user privacy.

  Take advantage of our 21-day free trial to get insights that can help you improve your marketing strategy and better reach your target audience. No credit card required.

• Matomo analytics for wordpress

  15 octobre 2019, par Matomo Core Team — Community
  Self-hosting web analytics got a whole lot easier ! Introducing Matomo for WordPress

  Be the first to try it out ! Your feedback is much needed and appreciated

  Get a fully functioning Matomo (which is comparable to Google Analytics) in seconds ! How ? With the new Matomo Analytics for WordPress plugin. 

  Web analytics in WordPress has never been easier to get, or more powerful. Matomo Analytics for WordPress is the one-stop problem solver. It’ll save you time, money and give you the insights to help your website or business succeed. 

  Best of all, we get to further the goal of decentralising the internet. Our hope is for Matomo Analytics for WordPress to spread far and wide. We’re so excited that more and more people can now get their hands on this powerful, free, open-source analytics platform, in a few clicks !

  Download now and check it out !

  Download Matomo for WordPress

  What do you get ?

  • No more signing up to third party analytics service (like Google)
  • No more sending away your valuable data to a third party service (like Google)
  • Easy setup – install with a few clicks, no tracking code installation or developer knowledge needed
  • 100% accurate data – no data sampling and no data limits 
  • Full data ownership – all data is stored on your servers and no one else can see your data
  • Privacy protection / GDPR compliance
  • Ecommerce tracking out-of-the-box (Woocommerce, Easy Digital Downloads, and MemberPress) and we’re keen to add many more over time
  • Powerful features – segmenting, comparing reports, different visualisations, real-time reports, visit logs and visitor profiles, Matomo Tag Manager, dashboards, data export, APIs, and many more
  • Compared to other WordPress solutions we don’t charge you extra for basic features that should work out-of-the-box
  • Just like Matomo On-Premise, Matomo Analytics for WordPress is free

  We need your feedback !

  We all know and love the versatility of WordPress – with over 55,000 plugins and all the different ways of hosting it. However, with this great versatility comes the potential for things to be missed, so we’re keen to hear your feedback.

  • Is our plugin breaking anything on your WordPress, or, not compatible with something ? Please create an issue on our repository.
  • Is something not working ? If so, what ? Please create an issue on our repository.
  • How does running Matomo impact the performance of your WordPress server ? Also, if you have any other feedback for us – whether good or bad – please email us at wordpress@matomo.org. We’d love to hear what you think !
  • Can you perform a security review of the plugin ? Security issues are best reported to security@matomo.org
  • Do you have any questions ? Questions are best asked in our forum

  Thank you ! We really appreciate your help on this ❤️

  How do you get Matomo Analytics for WordPress ?

  Download Matomo for WordPress

  You can then upload it in your WordPress by going to “Plugins => Add New”. During the upload, if you get an error like “Are you sure you want to do this ?”, we recommend you upload the extracted zip file on to your server and into your ‘wp-content/plugins’ folder manually using ftp or ssh. Make sure the plugin name is ‘matomo’.

  All you need is at least WordPress 4.8 and PHP 7.0 or later. MySQL 5.1+ is recommended. 

  The source code is available at : https://github.com/matomo-org/wp-matomo/. 
  

  In perfect harmony : Matomo and WordPress

  

  The idea for this started two years ago when we realised the similarities between the Matomo and WordPress project. 

  Not only from a technological point of view – where both are based on PHP and MySQL and can be extended using plugins – but also from a philosophical, license and values point of view. We both believe in privacy, security, data ownership, openness, transparency, having things working out-of-the-box, simplicity etc. 

  WordPress is currently used on approximately 30% of all websites. Many of them use the self-hosted open-source WordPress version. Giving everyone in this market the opportunity to easily get a powerful web analytics platform for free, means a lot to us. We believe WordPress users get a real choice besides the standard solution of Google Analytics, and it furthers our effort and goal of decentralising the internet. 

  We’re hoping more people will be empowered to protect user privacy, have access to a great free and open-source tool, and keep control of data in their own hands.

  We hope you feel the same. Help us spread the word to your friends and get them in on this awesome new project !

  Share on facebook

  Share on twitter

  Share on linkedin

  FAQs

  Isn’t there already a WP-Matomo plugin for WordPress available ?

  Yes, the existing WP-Matomo (WP-Piwik) plugin is an awesome plugin to connect your existing Matomo On-Premise or Matomo Cloud account with WordPress. The difference is that this new plugin installs Matomo Analytics fully in your WordPress. So you get the convenience of having a powerful analytics platform within your WordPress.

  We highly recommend you install this new plugin if you use WordPress and are not running Matomo yet. 

  If you are already using Matomo on our Cloud or On-Premise, we’d still highly recommend you use WP-Matomo (WP-Piwik). So that you get an easier way of inserting the tracking code into your WordPress site and get insights faster.

  I have a high traffic website, will it be an issue ?

  If you have a lot of traffic, we’d advise you to install Matomo On-Premise separately. There’s no specific traffic threshold we can give you on when it’s better to use Matomo On-Premise. It really depends on your server. 

  We reckon if you have more than 500,000 page views a month, you may want to think about using Matomo On-Premise with WP-Matomo instead, but this is just an estimate. In general, if the load on your server is already quite high, then it might be better to install Matomo on a separate server. See also recommended server sizing for running Matomo.

  How do I report a bug or request a new feature in Matomo for WordPress ?

  Please create an issue, on our repository whenever you find a bug or if you have any suggestion or ideas of improvement. We want to build an outstanding analytics experience for WordPress !

  Have another question you’re dying to ask ? The Matomo for WordPress FAQ page might have the answer you need. 

  Matomo Analytics for WordPress newsletter

  Get ahead of the crowd – signup to our exclusive Matomo for WordPress newsletter to get the latest updates on this exciting new project.

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  Download Matomo for WordPress

• Matomo analytics for wordpress

  15 octobre 2019, par Matomo Core Team — Community
  Self-hosting web analytics got a whole lot easier ! Introducing Matomo for WordPress

  Be the first to try it out ! Your feedback is much needed and appreciated

  Get a fully functioning Matomo (which is comparable to Google Analytics) in seconds ! How ? With the new Matomo Analytics for WordPress plugin. 

  Web analytics in WordPress has never been easier to get, or more powerful. Matomo Analytics for WordPress is the one-stop problem solver. It’ll save you time, money and give you the insights to help your website or business succeed. 

  Best of all, we get to further the goal of decentralising the internet. Our hope is for Matomo Analytics for WordPress to spread far and wide. We’re so excited that more and more people can now get their hands on this powerful, free, open-source analytics platform, in a few clicks !

  Download now and check it out !

  Get Matomo for WordPress

  What do you get ?

  • No more signing up to third party analytics service (like Google)
  • No more sending away your valuable data to a third party service (like Google)
  • Easy setup – install with a few clicks, no tracking code installation or developer knowledge needed
  • 100% accurate data – no data sampling and no data limits 
  • Full data ownership – all data is stored on your servers and no one else can see your data
  • Privacy protection / GDPR compliance
  • Ecommerce tracking out-of-the-box (Woocommerce, Easy Digital Downloads, and MemberPress) and we’re keen to add many more over time
  • Powerful features – segmenting, comparing reports, different visualisations, real-time reports, visit logs and visitor profiles, Matomo Tag Manager, dashboards, data export, APIs, and many more
  • Compared to other WordPress solutions we don’t charge you extra for basic features that should work out-of-the-box
  • Just like Matomo On-Premise, Matomo Analytics for WordPress is free

  We need your feedback !

  We all know and love the versatility of WordPress – with over 55,000 plugins and all the different ways of hosting it. However, with this great versatility comes the potential for things to be missed, so we’re keen to hear your feedback.

  • Is our plugin breaking anything on your WordPress, or, not compatible with something ? Please create an issue on our repository.
  • Is something not working ? If so, what ? Please create an issue on our repository.
  • How does running Matomo impact the performance of your WordPress server ? Also, if you have any other feedback for us – whether good or bad – please email us at wordpress@matomo.org. We’d love to hear what you think !
  • Can you perform a security review of the plugin ? Security issues are best reported to security@matomo.org
  • Do you have any questions ? Questions are best asked in our forum

  Thank you ! We really appreciate your help on this ❤️

  How do you get Matomo Analytics for WordPress ?

  Get Matomo for WordPress

  Log in to your WordPress and go to “Plugins => Add New”, search for “Matomo Analytics – Ethical Stats. Powerful Insights”, click on “Install” and then “Activate”.

  All you need is at least WordPress 4.8 and PHP 7.0 or later. MySQL 5.1+ is recommended. 

  The source code is available at : https://github.com/matomo-org/wp-matomo/. 
  

  In perfect harmony : Matomo and WordPress

  

  The idea for this started two years ago when we realised the similarities between the Matomo and WordPress project. 

  Not only from a technological point of view – where both are based on PHP and MySQL and can be extended using plugins – but also from a philosophical, license and values point of view. We both believe in privacy, security, data ownership, openness, transparency, having things working out-of-the-box, simplicity etc. 

  WordPress is currently used on approximately 30% of all websites. Many of them use the self-hosted open-source WordPress version. Giving everyone in this market the opportunity to easily get a powerful web analytics platform for free, means a lot to us. We believe WordPress users get a real choice besides the standard solution of Google Analytics, and it furthers our effort and goal of decentralising the internet. 

  We’re hoping more people will be empowered to protect user privacy, have access to a great free and open-source tool, and keep control of data in their own hands.

  We hope you feel the same. Help us spread the word to your friends and get them in on this awesome new project !

  Share on facebook

  Share on twitter

  Share on linkedin

  FAQs

  Isn’t there already a WP-Matomo plugin for WordPress available ?

  Yes, the existing WP-Matomo (WP-Piwik) plugin is an awesome plugin to connect your existing Matomo On-Premise or Matomo Cloud account with WordPress. The difference is that this new plugin installs Matomo Analytics fully in your WordPress. So you get the convenience of having a powerful analytics platform within your WordPress.

  We highly recommend you install this new plugin if you use WordPress and are not running Matomo yet. 

  If you are already using Matomo on our Cloud or On-Premise, we’d still highly recommend you use WP-Matomo (WP-Piwik). So that you get an easier way of inserting the tracking code into your WordPress site and get insights faster.

  I have a high traffic website, will it be an issue ?

  If you have a lot of traffic, we’d advise you to install Matomo On-Premise separately. There’s no specific traffic threshold we can give you on when it’s better to use Matomo On-Premise. It really depends on your server. 

  We reckon if you have more than 500,000 page views a month, you may want to think about using Matomo On-Premise with WP-Matomo instead, but this is just an estimate. In general, if the load on your server is already quite high, then it might be better to install Matomo on a separate server. See also recommended server sizing for running Matomo.

  How do I report a bug or request a new feature in Matomo for WordPress ?

  Please create an issue, on our repository whenever you find a bug or if you have any suggestion or ideas of improvement. We want to build an outstanding analytics experience for WordPress !

  Have another question you’re dying to ask ? The Matomo for WordPress FAQ page might have the answer you need. 

  Matomo Analytics for WordPress newsletter

  Get ahead of the crowd – signup to our exclusive Matomo for WordPress newsletter to get the latest updates on this exciting new project.

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       if (this.getAttribute('name') === 'signup[email]') {<br />
         if (_this.validEmail.test(this.value)) _this.validate();<br />
       } else {<br />
         if (this.value.length === 1) _this.validate();<br />
       }<br />
     }<br />
<br />
     for (var i = 0; i &lt; fields.length; ++i) {<br />
       var inputs = fields[i].getElementsByTagName('input');<br />
       for (var j = 0; j &lt; inputs.length; ++j) {<br />
         if (this.fieldType(fields[i]) === 'text_field') {<br />
           inputs[j].onkeyup = onTextFieldChange;<br />
           inputs[j].onchange = onTextFieldChange; <br />
         } else {<br />
           inputs[j].onchange = function(){ _this.validate() };<br />
         }<br />
       }<br />
     }<br />
   }<br />
 });<br />
<br />
 if (document.addEventListener) {<br />
   document.addEventListener(&quot;DOMContentLoaded&quot;, function() {<br />
     new Mimi.Signups.EmbedValidation();<br />
   });<br />
 }<br />
 else {<br />
   window.attachEvent('onload', function() {<br />
     new Mimi.Signups.EmbedValidation();<br />
   });<br />
 }<br />
})(this);<br />
&lt;/script&gt;

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