Optimizing our campaign with the right audience is key to optimizing our limited efforts and resources. This makes it essential to do a good analysis and know the available possibilities to better target. To help you in this effort, we have created this classification of segmentation possibilities that will help you when talking to your database provider or when implementing it on advertising platforms such as Google or Facebook.
Index
Sociodemographic and consumer segmentation criteria
Segmentation criteria based on psychographic variables
Sinus Milieu are other typologies, which mix psychographic criteria and socioeconomic criteria.
Segmentation by behavioral variables
Sociodemographic and consumer segmentation criteria
They are the most standardized segmentation possibility, since they allow us to understand the definitions of each group in a global and general way.
The above are all criteria for consumer segmentation. What happens when we are in a B2B environment? In a similar way to segmenting the business market, we will look at other types of standardized variables provided by B2B information providers, such as Deyde DataCentric or Informa, or online platforms such as Linkedin.
Segmentation criteria based on psychographic variables
In many cases, sociodemographic variables are not enough to explain the differences ghost mannequin consumption or positioning of an offer and we have to consider more issues related to their interests and general attitude towards life. That is, in this case we pay more attention to the personality of the consumer.
For example, Cambridge Analytics used an OCEAN test to personalize political messages in its successful Facebook campaign in favor of Brexit, in order to differentiate the audience around the 5 major personality traits.
In my experience, psychographic segmentations work worse than sociodemographic segmentations (age, geo…), but if you create different creatives based on each psychographic group, I have found that the response rate can be multiplied x2. This is what Cambridge Analytics did in its controversial campaigns, they attacked b2b reviews who scored high in neuroticism with a conspiracy narrative; those who scored negatively in openness to experience, they attacked the danger of immigration.
Sinus Milieu are other typologies
which mix psychographic criteria and socioeconomic criteria.
At Deyde DataCentric we also have experience in classifying companies based on what they are like. Their personality. And for this, there is nothing better than analyzing their website, digital content and social networks. To do this, we download and scrape up to a 3rd level of the HTMLs that contain the digital presence of Spanish companies. From there, we semantically analyze everything downloaded by company, identifying the most relevant keywords and their density.
And we have started to apply this to analyse client portfolios. Analyse the websites of your best clients to see Mitä uutta MyGeotabissa elokuu 2024 they have in common and what they have different. With this we generate a keyword scorecard of your top clients. This score is a tag cloud. This would be an example of what the scorecard looks like for the analysis of the websites of a client dedicated to high-end car rental. These keywords stand out on the websites of their clients.
