How do the audience segment names get generated?
The name of the segments within an insights report are generated automatically based on how members within the segment describe themselves and what influences them, and takes into account their main bio-keywords and affinities to distinguish each segments from the rest of the audience.
It should be pointed out that any political, racial or sexual connotations are based on public, explicit descriptions by the individuals within the segments, but these should have been filtered out within the name recommendations.
Occasionally, you may still see the previous format of two bio keywords appearing as the label in cases where our AI approach returned results deemed inappropriate or offensive.
Please notify email@example.com if you come across any inappropriate segment names or the old format of [bio keyword, bio keyword].
What do the newly improved segment names consist of?
Previously, segment names would display two unique bio-keywords for each segment, however at times these could be vague, and it wasn't always clear to understand the segment based on these bio-keywords.
When will I see these new segment names in my reports?
The new segment names will appear once you create a new Insights report from 7th June 2023 inclusive.
How can I edit my segment names?
To edit your segment names, you must be in the Audience breakdown page where you can see the full audience and the segment card summaries, accessed by clicking on See all segments from the report summary intro.
1. Click on the 'See all segments' blue button
2. Explore the Audience breakdown page
3. Check out the navigation breadcrumb links within your report
If you find yourself elsewhere within your insights report tabs, you can access the audience breakdown via the top menu navigation links.
4. There are two ways to edit your segment names
To edit your segment names, simply click on the pencil icon next to the segment names on the graph, or click on the Actions' menu & edit on each segment card summary.
What insights can I use to help me rename my segments?
As explained, the segment names are suggestions based on the segment auto-description (bio-keywords). If you wish to modify these to include additional attributes, we recommend exploring the insights report for each segment, where you can take inspiration to rename your segments from the following tabs:
- Influencers & brands
- Media affinity
Although the naming method for your segments will always be defined by the type of analysis you’re doing, it is worthwhile using the guidelines below to shape your audience definitions using data from the segment insights within the report.
For each segment, we’d also recommend using the benchmarking feature to understand how uniquely prominent high ranking data points are, for instance comparing your segment to global or national averages.
Some suggestions would be as follows:
Age range: Age is normally a very influential factor in audience behaviours and perceptions, and so in most cases this could be included.
Gender: As with Age, gender is a defining factor for many audiences and should be featured as part of the segment name, where relevant.
Location: Identifying audience locations is useful for global analysis but using regions for country level analysis can also be beneficial.
Interests: For most marketing campaigns and strategies, interests will be an important focus since these inform both content themes and targeting. As such, we recommend including these in audience names where relevant.
Where can I find information about the segmentation methods available to me within my reports?
This user guide article about Audience Segmentation explains the two methods available to segment your audience.
Interconnectivity (clusters that are connected, who follows who, to find out what glues a community together).
Affinity (interest-based clusters, those following similar sets of accounts, therefore with similar interests).