Audience Segmentation
Dividing an audience into subgroups based on shared characteristics for more targeted analysis or messaging.
Full definition
Audience segmentation is the process of dividing a broad target audience into smaller, more homogeneous groups based on shared attributes — demographic (age, location, industry), behavioural (purchase history, pages visited, email engagement), psychographic (values, motivations), or technographic (device type, browser, platform). In analytics, segmentation enables comparison of how different groups behave — e.g., comparing conversion rates between mobile and desktop users, or between paid and organic traffic. In marketing, segmentation enables personalised messaging — sending different email content to high-value customers versus new subscribers, or targeting different ad creatives to different age groups.
Real-world example
An online retailer segments email subscribers into three groups based on purchase history: new subscribers (no purchases), one-time buyers, and repeat purchasers. Each segment receives different email sequences with different offers and messaging.
Related terms
Google's current analytics platform, using an event-based data model designed for cross-device and cookieless measurement.
Read definitionA technique that groups users by a shared characteristic (usually acquisition date) to track their behaviour over time.
Read definitionA targeting feature that finds new users who share characteristics with an existing audience of customers or high-value users.
Read definitionA measurable value that demonstrates how effectively a business is achieving its key objectives.
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