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December 8, 2023, vizologi

Automation: The Future of Audience Segmentation

The incorporation of automation into the business realm is transforming the way companies segment their audiences. Replacing the unpredictable human element in audience segmentation processes, businesses are leveraging advanced technology through the utilization of data and algorithm-based solutions to streamline and enhance their segmentation processes.

This shift towards automation is creating opportunities for a new level of precision in categorizing customers, resulting in a more effective targeting strategy, which directly influences the outcomes of marketing campaigns. Besides its higher degree of accuracy, the automated approach also dramatically accelerates traditional segmentation processes.

Deciphering user segmentation in marketing automation

User segmentation within marketing automation involves the intricate process of categorizing users, prospective leads, and existing customers according to converging characteristics. These characteristics can range from geographic proximity and subscription status to the activity level of a user on a digital platform. The resulting categorization empowers businesses to tailor communication to specific user groups, thereby offering a highly personalized and unique experience for each customer.

This process is instrumental in refining promotional messages or campaign materials to align with a user’s behavior on a company’s digital platforms. Beyond personalized marketing, this form of segmentation offers important insights that contribute to predictive analysis such as gauging a user’s likelihood of reacting positively to a marketing strategy through lead score analysis.

Principal user segmentation methods in marketing automation

Attribute-based user segmentation

Attribute-based user segmentation is a fundamental part of audience segmentation via automation. It involves sorting out users based on specific attributes such as demographics, firmographics, and personal interests. For instance, a fashion retailer may adopt this approach to form customer segments based on elements like age and gender for the purpose of tailoring promotions for specific clothing lines accurately.

Similarly, a software company might use attribute-based user segmentation to group customers by their professional roles and industry affiliations to offer suitable product suggestions. This is all geared towards transmitting relevant and timely information to prospective clients, enhancing the potential for conversion and improving overall customer satisfaction.

Segmentation based on user behavior

Designing segments based on user behavior is another central component of audience segmentation automation. This type of segmentation involves grouping users according to their actions and interactions with a company’s digital platforms.

For example, a user who shows consistent interest in the clothing section of an e-commerce platform could be categorized as a fashion enthusiast. Such categorization provides the foundation to target the user with customized marketing campaigns which might include personally tailored recommendations and exclusive offers. The ultimate goal of this method of segmentation is to curate content that aligns with the user’s interests, hence increasing the likelihood of conversion. This not only secures an immediate sale but also aids in cultivating long-term customer loyalty.

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