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Here is a step-by-step procedure for conducting a campaign with target audience segmentation. The process begins with defining goals and putting forward a hypothesis. There are many segmentation methods: by specific criteria (the most popular), Mark Sherrington's 5W, Ben Hunt's stepladder, JTBD, etc. It should be noted that it is necessary to determine what the criteria will be, what result is desirable to obtain. Next, figure out where to get analytical data. After that, according to the information received, the target audience should be divided into segments. Having completed this work, you can begin the most important thing - analyze each of the resulting segments and draw fan data conclusions about what can be offered to their representatives.

Then it remains to write a general campaign strategy and a specific action plan for each group. Data sources for target audience segmentation Data for segmentation of the target audience is taken from different sources. First of all, you need to use analytical tools, such as Google Analytics. With their help, you can learn about the demographic characteristics of site visitors, what interests them, their behavior, etc. For social networks, you can use built-in analytics for the same purposes. Another effective way is to conduct surveys. This can be done both on your site and in social networks. To make the process interesting and get more information, it is useful to organize a thematic quiz .

quiz, you can gather a focus group, hold a conversation and get answers to important questions. Or just take a few interviews (definitely in-depth ones!) from representatives of the target audience to understand their problems and expectations. Or you can do it even easier - look at data on transactions or purchases in your store. There is also a lot of interesting information there: average check, popular products, how often they buy and other figures that add a few strokes to the portrait of an ordinary buyer. After that, it is advisable to analyze the reviews left by visitors on your website. Another effective way to get useful information is to research your main competitors - their marketing campaigns, press releases, social media communities, customer reviews, etc.