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How Data Helps: Customer Audience Segmentation

How Data Helps: Customer Audience Segmentation

If I asked you about your customers, the chances are pretty good that you can tell me something about your typical customer – whether they’re male or female, how old they are, a little bit about what’s important to them. But what about your non-typical customers? Within any customer base, there are groups of people who share traits in common; marketers call these audience segments. Your typical customer represents one audience segment; additional audience segments may be smaller in size yet still very important to your business’ bottom line.

For example, let’s consider a florist’s shop. This particular florist would tell you their typical customer was an older woman who ordered fresh arrangements to be delivered to family and friends on special occasions; this represented the majority of their business. They also did a pretty good business with wedding flowers – the buyers here tended to be younger couples.

At this point, the florist was confident they understood their customer mix fairly well. Data analysis revealed they were wrong: they had a small but profitable audience segment they’d been previously unaware of. Real estate agents had been frequenting the florist for arrangements they could use to stage the houses they were showing: as the local property market boomed, this portion of the business had been steadily increasing right under the owner’s noses without them even noticing.

[Tweet “Data is useful because it provides an  accurate record of what’s happening in the business.”]

Data is useful because it provides an objective, accurate record of what’s actually happening in the business. This record can reveal things that you may not have observed yourself – but once you have the knowledge, you’re free to capitalize upon it. In the case of our florist, a loyalty program designed to reward realtors for their repeat business was an immediate hit with this audience segment; later analysis revealed sales from this audience segment increased more than 10% in a single month.

There are several ways to capture data about your customers. The florist uses the same marketing platforms many small business owners embrace: a website, Facebook and Instagram, and email marketing. Each one of these platforms come with their own systems for capturing user behavior. Website analytics currently offers the most in depth coverage of user demographics, interests and behaviors. If you’re feeling like you might be in the same position the florist was – not entirely informed about the number and relative value of the audience segments you have – your website data is the first place to start looking for answers. If you need help making this happen, let us know: our team of development wizards and retail experts will be happy to help.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office