Why to segment your audiences?

by Valentina P. Content Lead

Audience segmentation is one of the underlying content personalization processes, it is what makes the magic real.

Actually, segmenting data into separate sections and categories is the first stage of any decision making. Measuring a plenty of information and finding patterns is vital for understanding what is going on.

Audience segmentation basics

Starting with statistics and big data, the process ends in finding your ideal customers and finding the correct way of interaction with your target audience.  Customizing information and targeting the right audience at the right time make your revenues grow.

Usually, businesses use 4 criteria for audience segmentation:

  • Demographic. Their age, gender, occupation, and so on.

  • Geographical. Continent, country, area, city or town, etc.

  • Psychographic. Lifestyle, social class, attitude, etc.

  • Behavioral. User status, loyalty, website usage.

At IO Technologies, we have our own criteria to base audience segmentation on. Surely, there is a great piece of analyzing and segmenting big data behind the curtain, however, we get the following information:

  • Behavioral criteria: what people do while reading your articles, why they do so.

  • Social/demographic criteria about clients is gathered from different sources like data management platforms, user databases, feedback, registration data, survey forms, etc.

Everyone who works with media might have already caught the gist. This data gives a chance to match audience segments with suitable content. It is the basics and the first step that has to be done for making content personalized, and experience unique.

What metrics to watch?

When you start working on audience segmentation, you should concentrate on several metrics:

  • The difference between User engagement time and Article reference time.

  • What audiences prefer specific publications.

  • Whether your target audience always looks for specific content.

This data is crucial for understanding the types of dynamic content that are necessary for your website:

  1. Publications recommended to each segment of audience.

  2. Articles that fit the main page perfectly.

  3. Headlines that work the best way for your target audience.

Analyzing all said above, we can see that data processing, customization, and observation are the main steps to success.

What does it mean, finally?

The theory is the same for any business. No matter whether you own a newspaper or an online shop. You can target the right audience at the right time with the right message. Use technology to achieve the best results, as no humans can process so much data alone. Automating audience segmentation is the next point to think about. After all, your business will flourish when you find your loyal clients.

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About Valentina P. Freshman   Content Lead

14 connections, 0 recommendations, 43 honor points.
Joined APSense since, April 17th, 2018, From Kiev, Ukraine.

Created on May 7th 2018 07:32. Viewed 221 times.


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