The main benefits of segmentation is you will have the ability to divide your target in sub-groups of consumers based on shared characteristics. Cubeyou’s advanced segmentation capabilities allow you to identify, within your audience, groups of people with similar interests and passions and go beyond the traditional demographic segmentation. So the key element that drive the segmentation is INTEREST, people with similar interests will be part of the same segment.
To access the segmentation tool, click on the 'Segments' tab. To segment your audience, click on the “Start Segmentation” button and, after a few seconds, a list of segments will appear.
The SEGMENT LIST TABLE shows you in how many segments your target has been broken down, how many people are included in each segment and what percentage of your target the segment represents (Reach).
You can then visualize the segments in two different types of graphs:
CLUSTER CHART: this chart identifies all the people within a specific segments as dots on the chart. The distance between dots instead, represents the difference between the interests of the single individuals in the segments.
In the example above, apart from the distances between the single dots, you can also see how overall people in Segment 3 and Segment 2 are more similar than Segment 2 compared for example to Segment 6.
GAUGE CHART: this chart shows you the relative size of the segments compared to one another. In the example below, Segment 1 is the smaller segment up to Segment 6 that is the largest one.
If you then scroll down, you will see a breakdown of each segment and an overview of the following insights:
Main demographic traits
Top personality traits
Preferred interest categories
Top interests (brands, media, influencers)
Once you have identified the main characteristics for each segment, you can assign each segment a name that will be saved and displayed in the segment list table.
You are also able to analyze from 1 up to 3 segments and spot similarities and differences between the segments.
To analyze a single segment, click on the "Analyze" button below each segment overview, to analyze multiple segments use the "Compare" button to add up to 3 segments to your analysis and then click on the "Analyze Segments" button on the bottom of your screen. Make sure your pop-up blocker is deactivated!
A new Cubeyou tab will then open up, comparing all the segments you selected. Click here for more details about the comparison function on Cubeyou.
Once you ran a segmentation analysis, also the segments you created will be saved in your search history, not only the main target.