Segmentation Best Practices

Posted on April 11/04/18

Segmenting gives you focus so that you can develop meaningful messaging and campaigns that effectively guide user actions toward your goals.

First of all, let’s say that a segment is a group of users chosen by a set of criteria, like age, country or preferences. User segmentation is the process of focusing the marketing strategy mainly on those characteristics. This process will impact the entire marketing funnel from exposure to retention.

User segmentation has the potential to allow marketers to address each user in the most effective way. Using a large amount of data available on users (and potential users), a user segmentation analysis allows marketers to identify discrete groups of users with a high degree of accuracy based on demographic, behavioral and other indicators.

In this blog post, we’ll be discussing few noteworthy practices that will be helpful for you to segment your users in a better way.

By Demography

Demographic data includes basic attributes of each user, including age, gender, language, geographical region. If you're collecting data from a mobile app, you might also capture information about each user's mobile device, including the device manufacturer, platform, and OS version.

By Interest

If your app collects information about customers' interests, you can use that data to create powerful segments. For example, for a sports app, you might create the following types of segments, based on the information you collected during the sign-up process:

By Social

Social networks can give you a wealth of user information.

By allowing your app users to verify who they are using their social accounts you are removing a barrier and making it easier for them to enjoy your app faster. Even better - when given permission, your brand can have access to specific social data points (such as groups that the user has liked or content that they engage with regularly) allowing you to segment your users more strategically.

By Engagement

User have a wide array of options in today's marketplace, and users are likely to abandon your app unless you take proactive steps to understand their needs. At the same time, your continued success depends on loyal, revenue-generating customers. Both of these groups can be tracked using engagement metrics.

Your segments become especially powerful when they incorporate engagement metrics. Segments that use engagement metrics typically focus on a customer's lifetime in your app, their retention in the app, and their purchasing behavior. In our All Things Sports app, we might create the following engagement-based segments:

In order to be effective, these segments must be dynamic. In other words, if you look at any of the segments listed above one week, and then look at the same segment the following week, the list of customers who belong to those segments should be different. You can calculate these segments yourself, but it is far more effective to use a third-party tool to automatically refresh the list of customers based on the definition of the segment.

User Segmentation With Walinns

Walinns Analytics helps you understand your customers' actions through advanced analytics and helps you create segments based on demographics, behaviors, or other key performance indicators (KPIs) that are important for your apps.

About the Author

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