You can segment audiences in any number of ways, especially when you have access to the right data and the ability to analyze it with precision. On the broadest level, you can use demographic segmentation in large-scale marketing efforts to target large groups of potential customers based on gender, age, ethnicity, and more. Digital marketing efforts can focus more on psychographics and behavioral targeting, creating segments based on shared interests and behaviors to provide tailored messaging. Addressable ads via SVOD, or digital ads online, can deliver the right message to the right person. You can go even more granular by using your purchase date to understand buyer personas within your existing customer base. By understanding how to connect to your customers, you can build experiences tailored to their buying behaviors.

Audience segments should be built to align with your business goals. A common mistake is investing too much time in segments that represent your loyal customers or customers less likely to switch to your business. Your movable middle refers to the audience with the highest impact on your revenue. We’ve worked with brands to identify strategies for lost shoppers and lapsed buyers based on cross-retail household purchase data. By understanding how these groups really shop, you can focus your efforts on groups with the potential to improve sales and ROI.

Knowing which audience groups represent value is as critical as understanding which groups don’t. When we build audiences, we use 100% verified purchase data to determine which groups will drive revenue for your business. For example, we have helped brands determine how to effectively target new consumers and retain them.