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Understanding Reports and Segments in Audiense Action

Learn how to interpret Audiense Action reports and audience segments to turn consumer insights into effective marketing strategies.

Overview

Follow this guide to learn how to understand Audiense Action reports and the audience segments generated within each project.

Each report in Audiense Action surfaces the most relevant audience personas based on real behavioral data. These segments are paired with detailed insights and campaign recommendations that help marketers understand who their audience is, what motivates them, and how to engage them effectively.

What Is an Audiense Action Report?

An Audiense Action report is the primary output of a project. It contains a curated set of audience segments along with strategy and activation tools designed for immediate use.

Reports are automatically generated after defining an audience and typically take between five and ten minutes to complete. Once created, reports are saved and can be accessed again at any time without using additional credits.

Each report focuses on the top eight most relevant audience segments, selected based on the size of their overlap with your defined audience, the strength of their behavioral affinity, and strategic diversity across segment types.

Understanding Audience Segments

Audience segments represent distinct personas built from Audiense’s proprietary library of over 200 behavioral segments. Each segment combines multiple behavioral, psychographic, and interest-based signals to form a coherent audience profile.

Rather than showing generic demographic groups, segments reflect how real people behave, what they care about, and how they engage with content and brands.

By reviewing multiple segments within a report, you can uncover different high-value personas within your broader audience.

The Top 8 Segments:

Your project surfaces the 8 segments that represent the biggest opportunities for the selected brand or audience. These are selected based on:

  • Size of audience overlap with your brand/interests

  • How overrepresented they are compared to the general population

  • Strategic diversity across different behavioral themes

Each segment card shows the segment name, a brief description, and audience size metrics (for Digital Signal projects).

Understanding "This Audience" vs "Total Segment" for Digital Signal Projects

These two numbers help you understand segment relevance, audiense and total segment.

  1. This Audience: The number of people within the behavioral segment who show engagement behaviors connected to your selected brand or criteria. This represents the intersection between the segment and your specific audience.

  2. Total Segment: A benchmark showing the total size of that behavioral segment within your geographic and demographic filters. This is not always global; it reflects your applied filters (e.g., females ages 25-40 in Texas).

Example: If "The Family Spirit" segment shows This Audience: 150K and Total Segment: 2M, it means 150,000 people who exhibit Family Spirit behaviors also engage with your selected brand, out of 2 million total people showing Family Spirit behaviors in your filtered geography.

What Each Segment Contains

Click into any segment card to explore:

Strategy and Messaging:

  • Overall Strategy: High-level positioning and creative direction

  • Core Value Proposition: What to emphasize in your messaging

  • Key Messaging Themes: Topics and angles that resonate

  • Emotional Triggers: Feelings that motivate this audience

  • Rational Benefits: Practical reasons they'll respond to

Visual Guidance:

  • Photography style recommendations

  • Mood and visual themes

  • Color palette with hex codes (hover to see codes)

  • Lighting and composition suggestions

  • Lifestyle elements to include

Attributes and Values:

  • Attributes: Characteristics derived from behavioral data (e.g., "aesthetic-conscious," "health-focused")

  • Values: Deeper motivational drivers (e.g., "well-being," "elegance," "self-improvement")

Influencers and Brand Affinities:

  • Up to 20 individual influencers per segment with follower counts and social handles

  • Up to 20 brand affinities per segment

  • Based on actual engagement data from your audience

Targeting Descriptors:

  • Meta Tags: Ready to copy/paste into Facebook and Instagram Ads Manager

  • Google Tags: Affinity categories for Google Ads campaigns

Note: When creating campaigns, audience segments can be used as your “anchor audience” across channels. Each of the top segments in a project represents a distinct persona with unique traits that are built from behavioral and psychographic patterns, so they’re meant to be stable audience definitions you can plan a campaign around by using the provided Meta and Google descriptors as guidance along with the segments’ attributes/values/behaviors to recreate the same propensities in other channels (outside of Meta and Google).