Audience segmentation: get key insights into your target audiences

Build and track your custom target audience to improve brand performance where it matters

What is audience segmentation,  and why is it important?

Audience segmentation is the process of creating subgroups within a larger audience. This allows brands to really understand why their key market is, launch more tailored marketing campaigns, and also create a stronger emotional bond with the people most likely to buy their product or service.

The most common audience segmentations are based on age, gender, location, income, and education. However, audience groups can also be segmented by behavior, customer journey, values, and beliefs, among others.

Audience segmentation can benefit your brand growth in the following ways

A more focused brand message and marketing campaigns

Deeper insight into what is working - and what isn't - for your brand

Valuable insights that can help you build a better brand strategy

Decreased marketing expenditure when you know you are targeting the right people

Higher conversion rates by marketing to the people most interested in your product or service

Audience Segmentation with Latana

At Latana, we understand that brands need more than just insights from the general population. We use an AI-powered algorithm to enhance the brand tracking data collected and generate accurate insights for important audiences. That means you can make marketing decisions based on audience segmentation information you can trust.
Our audience characteristics are the building blocks for your segmentation and can be used to frame and analyse your audience. The Latana dashboard offers the standard demographic characteristics of potential category user, age, gender, income, education, and location, to build your audiences.

Potential Category User

Age

Gender

Income

Education

Location

How Latana's audience segmentation can help your brand

Our product provides brands with the insights needed to understand how your target audience(s) feel about your brand. This key data can be used to:

FILTER

Zoom in on the customer groups that your brand values.

Zoom in on the customer groups that your brand values.

Analyze which audiences work best for competitors - and where your brand can fill the gap.

Focus campaigns only on the audiences that are helping your brand grow.

Custom audience segmentation

Need to track a custom audience characteristic that is important to your brand or category? We've got you covered! Target audiences can be customized with Latana. As well as the following standard audience segments - potential category user/age/gender/education level/household income level/region - additional segmentations can be included to ensure you are reaching the consumers that matter most for your brand.

With our dashboard, you can filter, analyze and compare your brand’s performance across your brand’s audiences. You can also compare the general population and your target audience, and discover and explore new potential audiences for your brand.

Quality data for
dependable audience
segmentation

At Latana, our main focus is on providing quality data you can trust. Our advanced, non-incentivized sampling and machine-learning modeling provide you with unmatched data quality that you can reliably base marketing decisions on.

Case Studies

See how industry leaders are using Latana to improve brand performance.

Round framed illustration of a man and a woman next to magnifying glass

Blinkist

Blinkist improved the performance of their TV campaigns and brand awareness

N26

How N26 reached a new niche audience and grew their market share

Headspace

Headspace replicated successful brand campaigns to accelerate growth

Related Resources

More on audience segmentation from our collection.

ultimate guide

The Ultimate Guide to Target Audiences

Everything you need to know about finding and nurturing your target audience! Fill in the form to get your FREE copy of The Ultimate Guide to Target Audiences.

Purple book with a title of LEVEL UP: Refining Your Target Audience on a yellow background

level up guide

Level Up : Refining Your Target Audience

Everything you need to know about upping your game when it comes to refining your target audiences and improving performance.

Brand Awareness

5 Ways Companies Are Utilizing AI in Digital Marketing to Enhance Customer Experience

AI has been pushing boundaries for years now in all fields, including the digital marketing space. Let's look at a few ways AI is used to enhance customer experience.

Illustration of sticky notes [Thumbnail]

Brand Strategy

7 Conversational Marketing Tips for Brand Awareness

Conversational marketing isa great technique for connecting with audiences. By facilitating one-to-one conversations, brands can better promote their products.

Latana x Calm logos with mountain scene (Thumbnail)

Consumer Insights

The Audiences Driving Calm's Brand Success

What’s driving Calm’s success in the mindfulness market? We analyzed Calm’s brand activities and funnel to identify key target audiences driving brand performance. Here’s what we found.

Brand Strategy

Why NFTs Will Be Huge For Contributing To Brand Awareness

In this article, you'll learn how to utilize NFTs for brand awareness and look into who has already adopted the technology and where It could go in the future.