What is audience segmentation and why is it important?
Audience segmentation is identifying groups of people within a broader audience who are interconnected.
Once audiences are segmented, our insights data tells us what they care about and what trends hold them together.
At Audiense, our 'unit of work' is the initial audience, defined by specific criteria you choose to input, such as people found in a specific geolocation.
Audiense segmentation allows you to dig deeper into the niche communities that make an audience and provide niche insights on each of these groups. Enabling you to action your findings whether it be optimising content type/reach, increasing campaign ROIs, increasing lead generation or uncovering new market opportunities.
How does Audiense segment?
We believe that on Twitter there are two main types of behaviour in the follower/engagement relationship, they are not completely exclusive one from another, but there is a clear distinction:
- You follow/engage with accounts that you don’t know personally or are not work-related, hobbies, or peers, but they are interesting to you. Usually, they are going to have a bigger audience than the average person. Extreme examples of this behaviour are celebrities accounts.
- You follow/engage with accounts that you know personally or are your work/hobbies, peers. Extreme examples of this behaviour are following your boss or your university colleagues.
Historically, Audiense segmentation has been based on interconnectivity which is more connected with the second behaviour. Now we offer two types of segmentation, so that we can use the most relevant one depending on your audience or use case.
The Twitter handle of a user represents its personal branding. Follows are indications of their affinities, hobbies, interests, when properly registered/analyzed. When segmenting by Affinity we are doing interest-based segmentation because it focuses on buckets of users and their interactions with the top 1-10% of the influential accounts. When segmenting by Interconnectivity, we are able to see how audiences naturally come together, and it is particularly useful in certain use cases like B2B and overall for non-global-B2C audience studies.
Audiense segments based on interconnectivity. We create segments by clustering individuals based on “who knows who” i.e how these individuals are interconnected. We take into account who engages with who and cluster them together - for instance, if person A follows person B then they’ll be clustered together. Our data team found that clustering based on this method creates consistent and relevant segments, as well as identifying more unique characteristics for each segment. Once we have identified the clusters/groups, we can ask the question “how do they know each other” i.e. what are the hidden trends that the platform has revealed, including interests, psychographics, influencers.
Affinity segmentation (Beta)
Audiense’ new Affinity segmentation clusters your audience into segments based on commonalities of affinity and interests they have expressed.
When segmenting by affinity, Audiense will look into all of the accounts that the members of your defined audience are following. With that information, the algorithm will group the audience members who follow similar sets of accounts and therefore have similar interests.
- Looking for fewer but more widely defined segments: this segmentation often results in a lower number of segments that provide a higher-level segmentation of your audience
- When you need your segment sizes to represent the total audience size
- Analysing big audiences in order to understand a broader audience (often linked to a consumer media strategy use case)
How to select Affinity segmentation?
If you have access to the Beta Affinity segmentation, simply follow the following steps to run Insights reports based on Affinity segmentation:
1 - Start creating your report as usual: choose audience type, define audience type.
2 - On report Launch, check the box “Segment by Affinity”
3 - Those reports created with Affinity segmentation will be identifiable with the yellow Affinity segmentation label:
4 - If you don't want to segment your audiences via Affinity, just ignore the checkbox and your audience will be segmented based on interconnectivity.
What else you should know about our Beta Affinity segmentation
- Affinity segmentation is not available for audiences that have been built-in the Audiense Connect and have over 250K members.
- Affinity segmentation reports count towards your monthly report credit. Please contact your Account Manager if you have any questions.
- The current flow for selecting Affinity segmentation is the beta version and will change when officially launched.
- Bear in mind this feature is in Beta and you might encounter some unexpected behaviours. If so, we kindly ask you to report them via email@example.com or firstname.lastname@example.org.
- If you have access to our Beta affinity segmentation, we would like you to provide feedback on your experience either directly to your account manager or email@example.com
- If you don't have access to our Beta affinity segmentation and would like to, please get in touch with your account manager or with firstname.lastname@example.org