How to reach right users with Mobile Segmentation

Posted on May 29/05/18

Mobile marketers are obsessed with the internet and analytics to develop their app. Statistics prove that 80% of all internet users own smartphones worldwide. The user on average checks their phone 150 times a day.

App developers and marketers must focus on how to sustain their app along with the competitors, to achieve that they use analytics and metrics. Metrics vary for different apps, segmentation is crucial among the engagement metrics

Segmentation is grouping of users based on certain criteria of the app to get insights about the user and their behavior. Segment the user only for important events in your app for a better understanding whether the main event of the app is used as such.

By using segmentation you can group users based on their geography, demography and app properties. Segregating them into categories will help us to get precise data about their actions like where they struggle in the app, where they convert easily and where most likely the user get churned.


Let us take the food delivery app swiggy as an example, how segmentation helps them to analyze the app usage among users. The app is used worldwide and the user varies by country. So, segmentation helps you to segment users under various categories.

Segmenting users by geography and demography

Based on demography, we can send offer notifications and food items notification like, when we list people above 50 years, we can send push notify them for sugar-free products and less calorie food items. Another one example like, for teenagers we can provide offers based on their user persona. When they regular get a particular food item we can provide offers for them for the food they like.

Segmenting based on geography, users and their traditional cuisine vary from country to country. You cannot provide same food offer to the people in US and india, their cuisine vary. Segmentation helps us there to segment the users

Segmentation based on user actions

Segments can be created based on the user actions in the app, segmentation can be used in segregating the users based on new users, active users, first repeat purchase users, last purchase users etc.,

First impression is best, grouping the new users and provide welcome offers for the users to make them sustain for next purchase, try to deliver the food as soon as possible to make them happily place the next order.

Segmenting the first repeat users, based on the criteria user who did the action and who did not , it can be used to get insights about the number of new users and the number of first repeat user purchase count. Because user placing order for the second time in your app are gold users who will more likely turn into loyal users. Segment and push notify them about new food items and offers provided on them.

With the walinns segmentation feature as an example, will get detailed knowledge about segmentation.

Based on the events, new segment can be created. You can group the users based on their behavior.

The two criteria like users who performed any action and user who did not perform any action.

Here the event is mexican pizza, so it lists the number of users who placed an order on mexican pizza. With this details we can create a list on number of users who views the particular item continuously but fails to purchase, by knowing this we can push notify them with an offer to place the order.

The segmentation can be done based on geography, demography and app properties, the resultant graph displays the value based on events and people.

Thus, walinns dashboard helps you to segment user based on their actions, with which you can trigger more conversions in your app and reduce the drop off rate.

About the Author


Priyanka is based out in India, and she loves blogging, traveling and doing cool kinds of stuff in data understanding and visualization.