Audience Segmentation

Audience segmentation is the process of dividing the market into groups of consumers with similar characteristics and needs. Business analysts use this approach to better direct their marketing efforts.

They analyse data and research the market to highlight key parameters such as:

• geographic data,
• demographic characteristics (age, gender, income),
• psychographic factors (interests, values, lifestyle),
• behavioural indicators (purchasing behaviour, preferences) and others.

Using these and many other criteria, marketers identify similar consumer groups. This helps to create more relevant, personalised offers and make communication more effective. This leads to increased customer satisfaction and brand competitiveness.

Audience segmentation can be done at any level. For example, the distribution of non-segments/clusters of your own customer base can also be called audience segmentation.