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Back to Basics: Audience Segmentation

Ready to dive deep into mobile engagement topics and customer experience strategies? Welcome to our back to basics series, where we’ll do just that. In this post, we’ll cover best practices around Audience Segmentation using Upland Localytics. Whether you need a refresher or you’re just starting out with audience segmentation as part of your mobile app marketing, this post will give you a few tips to implement straightaway.

Audience Segmentation Basics

The more precisely you can target your customer base, the better. We’ve seen time and time again how critical personalization is for engagement. Our data team has found that individualized app messages have higher conversion rates. The better you understand your users’ preferences and in-app behaviors, the better you can tailor your messaging to more consistently engage with and retain users.

The simplest way to personalize your messaging is through audience segmentation. The Audiences feature within Upland Localytics utilizes the rich user data we collect, which includes information user characteristics, actions, and app usage. This data can be extremely granular – capturing up to 50 profile and behavior characteristics. For example, an online event ticketing business can precisely target users based on whether they viewed tickets for particular artists, at specific venues, and even in a target price range. 

Improving your Audience Segmentation

If you have 5 minutes:

Create the audience segments that matter most to your business. Start off by first identifying the users you want to target based on their preferences. Create segments that align with your ideal customer profile and campaigns.  For example, travel brands can target travelers interested in a certain area of the world or who are looking for beach vacations at affordable prices.

The Audiences feature allows brands to filter by up to multiple behavioral and profile conditions. A behavioral condition can include attributes such as Inbox or Messages Viewed, while a profile condition can include information like Gender or Favorite Category. Brands should combine this information to create even more targeted audience segments. In the example below, an e-commerce brand can segment users who added products to their cart but did not check out.

See exactly how brands can easily and precisely target their customers through this how-to video:

If you have 1 hour: Identify different use cases and campaigns to apply precise audience segmentation. Audience segmentation can be used for plenty of use cases beyond lead capturing. Reward your loyal customers through special offers or exclusive content. Build omni-channel capabilities by exporting custom audiences to your ad platform or marketing automation software to bring churned users back to the app.

If you have 1 day: Your users’ interests and preferences aren’t static, so your audience segmentation doesn’t have to be either. As users spend more time on an app, brands can learn more about users. The Audiences feature will dynamically add and remove users from Audience groups that they do or don’t belong to. This ensures that customers aren’t receiving messages that don’t apply to them and only receive campaigns targeted to their exact needs.

A brand’s marketing efforts are often diverse and spread across various platforms. Luckily, our Audience API allows brands to import or export entire Audiences to or from other systems. With additional data, brands will be able to create even more precise Audiences.

Through precise audience targeting, brands are sure to see increases in conversion rates. Hyper personalization and segmenting can ensure that brands are sending thoughtfully crafted messages with the user’s interests in mind.

This just scratches the surface of how the Audience feature can help brands create individualized marketing. Schedule a demo to learn what Upland Localytics can do for your brand.

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