Audience segmentation analysis means grouping your target audience based on shared traits. These traits could be anything from age to types of mobile OS or purchase history. The idea is to make tailored marketing strategies that feel more relevant to each group.
This customised marketing is much better than casting a wide net with generic messaging. For audience segmentation example, a B2B company might segment leads into “Sales Accepted Leads” (AQLs) and “Sales Qualified Leads” (SQLs) to prioritise outreach.
But segmentation is more than just a targeting trick. It’s about delivering the right message to the right people at the right time. All using structured data, integrated dashboards, and analytics tools to guide your decisions. Done well, it turns passive audiences into active participants in your brand journey.
Key Types of Audience Segmentation
There are several ways to approach segmentation, and most businesses use more than one type at once. Typically, we ask our clients to understand these key types below to make their marketing audience segmentation far more effective.
Using these together sharpens your messaging and helps you deliver more targeted campaigns, exactly what good marketing automation metrics are built to reflect.
- Demographic Segmentation: This segmentation involves grouping the audience by fundamental attributes. Let’s say, like age, gender, income, education, and occupation. It answers the fundamentals of who your customer is.
- Geographic Segmentation: You can segment by country, region, city, or even down to specific neighbourhoods. A local bakery, for example, would focus its marketing on nearby residents.
- Psychographic Segmentation: This type delves deeper into your audience’s lifestyle, values, interests, attitudes, and opinions. It helps you understand the reasons behind their purchasing decisions. As an example, an outdoor gear company targeting adventure seekers.
- Behavioural Segmentation: This segmentation focuses on customer actions and interactions. Like checking purchase history, product usage rates, brand loyalty, and how clients engage with your marketing channel. This helps in understanding how to segment your audience based on their direct experiences with you.
- Technographic Segmentation: Categories based on understanding the technology your customer uses. It can include their preferred devices (mobile vs. desktop), software adoption (like specific CRMs or marketing tools), and overall tech-savviness. This segmentation is getting relevant in B2B or SaaS.
How to Conduct Audience Segmentation Analysis?
Conducting an effective audience segmentation analysis is a methodical process. It involves several key steps to ensure you get meaningful insights from your data.
Collect and Unify Customer Data
Start by bringing together all the customer data you have. From CRM, website activity, email engagement, sales records, and even social insights. You can’t segment well with scattered information.
Don’t forget customer surveys and feedback forms. The aim is to create a single, unified view of your clients. This comprehensive data set is the bedrock of your analysis.
Identify Key Variables for Segmentation
Once your data is in one place, you need to pinpoint the key variables. What characteristics will define your segments? These variables should align directly with your marketing goals. Are you trying to identify your most profitable client group? Or perhaps understand different usage patterns for a new product? Choosing the right variables is crucial for meaningful target audience segmentation.
Use Analytical Tools or Platforms
Now, it’s time to bring in the right audience segmentation tools. Use audience segmentation tools that let you visualise trends and dig deeper. Platforms like Google Analytics, advanced CRM analytics, or specialised customer data platforms can do the heavy lifting.
Based on our work, our Octobits, a specialised customer data platform, combined with HubSpot, give our clients a fuller picture and reduce silos between teams. You can learn more about the right tools in our breakdown of marketing automation platforms.
Evaluate Performance by Segment
Once your segments are live, track how each group behaves. Because knowing how to segment your audience is one thing. Then, knowing if the segment is working is another thing. So, you need to analyse audience segmentation performance consistently.
Track key marketing automation metrics for each segment. Look at conversion rates, engagement levels, and even customer lifetime value. This evaluation helps you understand which segments are responding best to your efforts.
Refine Segments Based on Data Insights
When you in the evaluation phase, you will realise that customer segmentation is not static, which means you need to refine it. It’s a dynamic process. Markets change, and so do customer preferences. You must continuously monitor your segments. Use new data and performance insights to refine them.
This iterative approach ensures your marketing audience segmentation remains relevant and effective over time. If you’re wondering how this links to your wider marketing strategy, we also explore this in our guide to market segmentation.
How Nexalab Help You Segment and Analyse Audience?
At Nexalab, we approach segmentation as part of the bigger picture, one that spans lead generation, automation, CRM, and customer insights. Through Octobits, we help you centralise data and map it to meaningful customer segments. You can track how each audience performs over time, adjust touchpoints, and feed those insights back into your marketing or product roadmap.
So, whether you’re testing a new campaign or fine-tuning target audience segmentation, we’re right there with you. Yup, from setup to execution. We don’t just show you segments. We help you use them.
Your Next Step
Target audience segmentation analysis is a continuous cycle. From collect, analyse, test, and refine. And the companies that treat it that way are the ones that see better outcomes, from stronger engagement to clearer sales handoffs. That’s why we at Nexalab are here to support you. Octobits platform is designed to simplify the complexity of audience segmentation analysis.
With Octobits, we’ve done the legwork. All to make you move faster, with fewer missteps and more clarity. So, if you think this kind of partnership will help you, let’s talk. We invite you to book a free discussion session. At no cost. In the meeting, we walk through your current approach and show how audience segmentation analysis can give it the edge it needs. And you can use Octobits for free until the end of 2025. So, book your free discovery session with our specialist now.
