What is Audience Segmentation

Audience segmentation is the process of creating unique groups of users based on specific criteria, such as:
Age
Gender
Location
Occupation
Interests
Pain points
Content preferences
Buying behaviors

What is an example of audience segmentation?
A news publisher, for instance, might create target audience segments of people who prefer content about politics, pop culture, finance, fashion, and tech. The publisher can then build customized content — such as email newsletter offerings and real-time push notifications — for each of these segments.

Why is audience segmentation important?
Audience segmentation is important because it can help publishers launch more cost-effective and engaging marketing campaigns. By dividing audiences into groups, marketers can better deliver experiences that are relevant to each segment’s behaviors and preferences. Publishers can also package those built-in audience segments and sell them to ad partners, inviting them to buy targeting inventory that meets their specific needs.

How does audience segmentation work?​​
Publishers can identify audience segments by collecting first-party data about their readers and subscribers. For example, they might launch surveys, create preference centers, or distribute sign-up forms. They can also streamline this process by using a marketing platform to automatically gather this data from across channels and build the right segments.