Customer segmentation: Maximize conversion by audience with actionable, privacy-compliant insights

Traditional customer segmentation often provides rich descriptions but falls short on actionable insights, leaving marketers without a clear path to conversion. At Gain Theory, we bridge this gap. Our approach doesn’t just define your segments; it fundamentally improves how you measure and convert them, directly linking audience insights to marketing effectiveness.

Segmentation that meets you where you are

To ensure we deliver what’s right for your business, we offer two customer segmentation solutions:

Create new segmentation

For clients who don’t have a pre-existing segmentation, we can build one from scratch. This involves creating targetable audience segments using a blend of attitudinal, behavioral, and demographic characteristics. The goal is to identify audiences that are not just distinct, but also responsive to marketing efforts.

Improve existing segmentation

If you already have pre-existing segmentation, we layer our advanced audience response data on top of your existing segments. This provides marketers with immediate, data-driven insights into the effectiveness of current segments and campaigns.

Gain Theory’s differentiated approach: Tying effectiveness to audience segments, optimizing for growth

Our ability to tie marketing effectiveness directly to audience segments is what sets us apart. Our unique, privacy-compliant methodology, bolstered by partnerships like Choreograph, allows you to understand which channels and tactics work best for different audiences. We can score audiences on media responsiveness and buying index, enabling you to optimize your media for specific geographic and demographic segments without compromising consumer privacy.

This is achieved by moving beyond user-level data and instead integrating audience information with marketing activity at a hyper-local geographic level (e.g. by zip code). This innovative approach creates thousands of natural data variations, enabling robust, granular measurement without compromising consumer privacy. We also have access to robust datasets from WPP and third-party providers that can augment your own data.

In turn, this enables you to measure and analyze marketing performance by specific audience segments. For example, you can:

Measure the incrementality and efficiency of marketing tactics (creatives, channels, partners) for different audience groups.
Find opportunities within low-penetration audiences that show higher-than-average marketing response.
Create a continuous cycle of geo and audience targeting, measurement, and optimization.

From audience insight to business impact

We enable you to understand how marketing can drive conversion by audience, and how to optimize media and marketing strategies and tactics to maximize that conversion. Ultimately, we don’t just tell you who your segments are; we tell you how to reach them effectively and what messages will resonate.