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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.

• html5 video player with concatenation tracks by time [on hold]

  26 août 2017, par Jensen

  I have some videofiles (h264) :

  http://localhost/001.mp4
http://localhost/002.mp4
http://localhost/003.mp4
http://localhost/004.mp4
http://localhost/005.mp4
...

  And some meta-information about its duration and time shift from 00:00:00

  I want to develop html5 video player, that has time widget with scale from 00:00:00 to 23:59:59. User can click on time widget and player starting show correct videofile from correct position (not always from start).

  I need something like this

  Company Hikvision (EzvizCloud) has this videoplayer, but it is not for sale

  single html5 <video></video> tag doesn’t support multiple video files.

  Should i use multiple <video></video> tags or just open websocket and draw picture on canvas ?

• Projects from behind-the-scenes

  28 septembre 2018, par Jake Thornton

  Kia ora from the marketing team !

  Marketing team ? That’s right ! You haven’t heard from us in the past, but we’ve been working in the background to create a better experience for you, our dedicated Matomo community.

  Kia ora ? Well, that just means “hello” in Maori, we’re based in New Zealand you see.

  The Matomo marketing team has some really exciting projects in the works we wanted to share with you, but first, there’s someone I want to introduce :

  Meet Joselyn from the Matomo Marketing team

  Meet Joselyn, one half of the Matomo marketing team and our Digital Marketing and Communications Specialist. Joselyn has come on board to help us communicate more frequently and effectively as we continue our mission to be the #1 free open source analytics platform in the world. Please take it away, Joselyn !

  “Hi everyone ! The team here at Matomo have been doing an incredible job passionately driving the cause for user privacy and data ownership and uniting that with a love for digital analytics. It’s exciting being a part of a team unafraid to push on with their hearts on their sleeves and their values at the forefront of everything they do. I hope to bring to light all the fantastic things happening in our world of web analytics as well as across the globe.

  

  Our online world is fascinating when we think about what we can achieve with analytics, but there’s room to improve. We see newer technologies, but old ways of working which don’t take into account a person’s safety online. So we hope to champion a new future which looks set to be much more meaningful. Ensuring you get the best experience, but also feel protected with the knowledge that we get it. Your data and privacy isn’t for sale.

  I also hear you guys, the community, have followed Matomo since the beginning, which is wonderful ! I hope you’ll be able to join us as we grow and learn. We’ve got so many thrilling things to share with you. The highs, the lows and everything in between. Cheers !”

  Thanks Joselyn ! On top of working to engage the community and new users, Joselyn will also be keeping the rest of the Matomo team on our toes getting the inside scoop on what’s happening within the Development and Support teams ; as well as giving you behind-the-scenes access to what’s going on here at Matomo. We have a big vision and with so many things happening right now, we want to get you involved as much as possible.

  It may sound a bit clichéd but I’m saying it anyway – without your help, Matomo wouldn’t be here today.

  Help us choose a logo

  So first of all, we want you to say thank you and second we’d be delighted if you could help choose our new logo ! As you may already know, we changed our name from Piwik to Matomo at the start of the year. Though it was fun using a cool font (Aileron Heavy btw) as a quick fix for our name change, it was a temporary solution. The Matomo team has been involved in the direction of creating a new logo, but now we’re stumped ! We have three different concepts to choose from so please help us out !

  Click here to logo poll

  A new website for Matomo.org !

  Other exciting marketing projects include a new website design (yay !) – to everyone gasping nervously…don’t worry, nothing in what we offer is changing. We are and always will be a freely accessible open source analytics platform, just wanted to quickly clear the air on that one !

  We also have some video projects in the works to make the Matomo experience better for everyone and there are even rumours a brand video that tells the Matomo story is on the way ;)

  What next ? With Joselyn on board and loads of exciting projects happening, it won’t be long until you hear from us again, so keep an eye out for our next update as we reveal the winning Matomo logo.

  Be sure to follow us on Facebook, Twitter and Github – we promise to be more active than what we have been !