Audience segmentation is not a new idea, but it has only more recently been offered by mobile app analytics providers as a targeting tool.
Audience segmentation is one of the methods widely supported in all of these diverse research literatures.
Audience segmentation – a process of identifying coherent groups within a population – can be used to improve the effectiveness of public engagement campaigns.
Audience segmentation research – conducted insightfully – provides organizations with an important strategic planning asset: empirical information about how best to focus the organization's limited resources, both human and financial, to advance its objectives [15].
Audience segmentation is a process of identifying groups of people within a larger population who are homogeneous with regard to critical attributes (e.g., beliefs, behaviors, political ideology) that are most relevant to the objectives of a public engagement campaign (e.g., product sales, consumer boycotts, political participation) [14].
Audience segmentation, which involves the identification of population subgroups that share particular characteristics, has been proposed as a promising strategy because interventions can be tailored toward particular subgroups [ 25- 27].
It's likely this need for audience segmentation and specialisation drives much content creation and programming commissions.
This justifies working on audience segmentation, as not everyone will be interested in the same subject.
Over the years, as audience segmentation increased, media buyers (and publishers) selected the simplistic counting of unique visitors (UVs) as the metric of choice.
This manual was developed to assist interested parties in using the Global Warming's Six Americas audience segmentation typology.
Leiserowitz, A., Maibach, E. & Roser-Renouf, C. Global Warming's "Six Americas": An Audience Segmentation (Yale School of Forestry & Environmental Studies, 2008).
