Audience Segmentation

Not all customers are the same. Their behavior and preferences can differ based on age, gender, and nationality, amongst other things, and buying habits can be influenced by the time of year, special dates, or - for business buyers - procurement cycles, product launches, and changes in the market landscape.

Our specialist Analytics and Data Science team work with many of the world's leading brands to help segment and analyze the behavior of their customers, generating insights and building a deeper understanding of when, where and how each segment engages with content and ads, and chooses to buy from them rather than their competitors.

Targeted marketing campaigns for each of your audience types

We use your customer data to piece together journeys, and group users into audiences. The information we look for includes:

  • How different audiences behave across various platforms
  • How they find the website, and how they come back
  • What they do on the website, how they convert, and what they do afterwards.

Though detailed analysis we generate insights into which channels and messaging work best for different audiences, and optimize the journey in order to give users more personalized experiences based on their preferences.

Building loyalty from the customers you really want

We also know that some customers are more valuable than others, either because they have bigger budgets or because they make more frequent purchases of certain types of product.

Using analytics to segment your audience allows you to build campaigns engaging with your most loyal customers. Not only are these customers more likely to convert, but it also increases their loyalty and makes it easy for them to buy from you.

Life time value

Investing for the long term means targeting customers with the highest life time value. We work with our clients to identify these audiences, and build campaigns that aim to make them feel special: to give them the information they want, when they want it, and to build special offers aimed at rewarding their loyalty.

This work will then lead to more conversions, resulting in maximum return from your advertising budgets.

The Google Analytics 360 Suite allows you to use customer data to segment and create audiences. Sharing these audiences with the rest of the Google stack provides personalized experiences for your customers along every step of the way.

How do we do it?

Extract/Join data

We use a variety of tools and methods to get all of your marketing data into one place and join the data together using common identifiers in each data source. We typically do this using a data warehouse such as Google BigQuery.


Our data scientists analyze the data, identifying key patterns and trends.

Segment Audiences

We define audiences using the Audiences tool in Google Analytics. If your audiences cannot be defined using standard metrics and dimensions within Google Analytics itself, we can input custom definitions from other sources to help define audience types.

Data science: target, test and retest

Once we have identified specific audiences, we can use the integration features in Google Analytics to share these audiences with advertising platforms such as AdWords, DoubleClick and other Google and non-Google platforms.

We can then test more personalized marketing campaigns, ensuring that we capture the right audience, in the right place, at the right time, and with the right messages.

Our experience has proved that the most successful and profitable companies use audience segmentation in a scientific way: using insights to build test campaigns, measure the results, and refine the campaigns on an iterative basis.

High volume, multinational and cross-brand audience segmentation

For clients that are generating significant revenues from digital marketing, have campaigns in multiple countries, or have multiple brands, we would recommend considering the Google Analytics 360 Suite which includes Audience Center 360.

As official sales partners we can show you how to use Audience Center 360 to analyze extremely large data sets, to build audiences in each of your target countries, and to help target audiences for cross-selling and upselling opportunities.