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How to Use Google and Facebook for Customer Segmentation

November 4, 2021
By James Gussie

Social media is the new marketing frontier, with Facebook and Google providing data on billions of users worldwide. But which platforms make sense for your business? The answer depends on what you’re selling, how many customers you need to contact, and whether or not it makes sense for your budget.

The “how to target entrepreneurs on facebook” is a guide that will teach you how to use Google and Facebook for customer segmentation.

Table of Contents

What is the definition of consumer segmentation?

Customer segmentation enables companies to target certain groups of customers in order to avoid risks and deploy marketing resources wisely. It is the classification of your consumers based on demographics, behavior, and other factors. User personas may help with marketing by enabling you to appeal to the correct demographic, which is ideal for advertising and content marketing. Customer segmentation has numerous components, and Google and Facebook can help you analyze demographics, location, and interests.

Demographics in Google Analytics

When Google released its demography report inside Google Analytics in 2013, marketers all around the world reacted positively. To a marketer, the information provided by Google is gold dust, and it’s a terrific place to start when it comes to consumer segmentation.

It’s critical to appreciate the dataset’s possible flaws and regard it as a piece of a broader jigsaw, just as it is with any other dataset. Users without the DoubleClick third-party cookie will not have their data published since the data in Google’s demographics report is taken from those cookies. To prevent individual users from being recognized, Google will utilize thresholds, so reports may sometimes only be based on a small fraction of users. Nonetheless, the information might be incredibly beneficial.

To set up demographic reporting, you’ll need to do the following:

Change your sites’ Google Analytics tracking code from ga.js to dc.js.
Go to your account’s settings and turn tracking on.

Go to Google’s Help Center for further information on this procedure.

Data Interpretation

You’ll start seeing some intriguing outcomes after you’ve put it up. Obviously, including data from my own firm would be ridiculous, therefore the samples below were graciously provided by a buddy who works for a company that offers a music-based software.

First and foremost, go to Demographics – Overview.

As can be seen from the above, the company caters to a younger market with an equal gender split. When comparing results from other months, the findings are pretty comparable, which gives them greater validity in my opinion; radically divergent results would indicate a reporting problem. You’ll have to apply your own judgment since this is clearly based on the company and seasonality.

To display other metrics, use the top-left drop-down box, which includes:

Find out whether you’ve been effective in targeting a new demographic with a percentage of new sessions.
Average Session Duration—learn which demographic spends the most time on your site.
Is a specific set of individuals abandoning your website in large numbers?
Pages/Session—same as before, but with the ability to verify which pages are active.

After that, I’ll go to Demographic – Age and add Gender as a supplementary factor.

This enables me to observe that the gender breakdown is consistent throughout age groups.

Interests

Understanding your customers’ interests outside of your specialization is an important aspect of client segmentation. In the Interests area, there are three primary categories to choose from:

Affinity Category: Affinity Categories group members based on a set of activities, such as Movie Lovers.
Consumer Electronics, for example, is an example of an in-market segment that allows us to understand what other goods our consumers are likely to buy.
Other Category: This helps us to know which of our users’ interests are shared by others, such as Arts and Entertainment.

You’ll notice the opportunity to analyze various aspects of your traffic using the metrics provided above (percent new, average session duration, and so on).

You may also look into this further to discover what your top-performing groups are interested in. I saw that the majority of the app downloads were from women between the ages of 25 and 34, thus I took the following route: Gender – Female – 25-34 – Overview – Audience – Gender – Female – 25-34 – Gender – Female – 25-34 –

This allowed me to see what this specific group’s preferred interests were:

You’re probably starting to develop some valuable client personas by now. Either export the data to Excel or start taking notes, since having the data you need on hand will be beneficial.

Graph Search on Facebook

Many people believe that the capacity to sift through all of the material on social media is the next technology “golden goose.” The “new Google” is sometimes referred to as social search, which explains why Facebook’s present income earnings are so disproportionately large in comparison to their high value. In 2013, Facebook introduced Graph Search. It’s still in its infancy, but it’s the first serious effort at “social search.”

Graph Search is now only available to residents of the United States, but there is a quick way to get it if you don’t live there. All you have to do is go to your account’s general settings and change the language to English (US). That’s all there is to it! Some users claim it takes up to 24 hours to update, while others claim it happens instantaneously.

I’m going to check at MusiXmatch, since they provide a service comparable to the one we’ve been using as an example. So, let’s look at a few search searches to see what we can find:

“Interests loved by persons who enjoy MusiXmatch” was the phrase that was searched.

Let’s have a peek at some of the sites they like.

“Pages loved by individuals who enjoy MusiXmatch” was the search term.

In the search, we may also utilize more than one competition. This should reduce the likelihood of any irregularities.

“Pages loved by individuals who enjoy MusiXmatch and Shazam” was the phrase that was searched.

As we expand the variables, we have the possibility for an almost infinite number of searches:

“Interests loved by persons who like MusiXmatch and are older than 18 and younger than 30 and reside in London” was the phrase searched.

You may utilize the interests or data you discover in the search as well. Here are a few examples of things you might search for to get you started:

Location
Groups
Name of the page
Subject of Interest
Band
Actor
Director
Drinks
Books

Exploring Facebook in further depth

In September of 2014, Simon Penson published a wonderful piece on Moz about a way for exploiting Facebook’s advertising function to convert qualitative data (although from a big pool) into quantitative data. Regrettably, this method is no longer effective. Because Facebook has changed how they evaluate prospective viewers, his estimate is no longer valid.

However, we may still employ another method, which entails delving further into Facebook’s application program interface, or API. Klipfolio has a nice article on this, so I recommend checking it out. Klipfolio’s method has the problem of just looking at interactions with your own profile, but it is still effective for client segmentation.

What’s the next step?

Data from Google and Facebook may be highly valuable in gaining a better knowledge of your client base. Psychographics should also be considered, but that’s a topic for another blog post! Facebook’s Graph Search is still in its early stages—fun it’s to play with and can provide some helpful results, but once that data can be retrieved in a more practical form, it’ll be priceless. However, it is still useful for combining with Google’s data and will enable you to construct customer profiles and efficiently target your clients.

The “facebook ad criteria” is a tool that allows marketers to target their audience with the right ads. There are many different parameters that can be used for targeting, including location, interests, and demographics.

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Frequently Asked Questions

What segmentation of customers does Google focus on?

A: According to the article that you cited, Google does not focus on any specific segmentation of customers. They perform general market research in order to determine what features would be most useful for their products.

What are the 4 types of customer segmentation?

A: The 4 types of customer segmentation are demographic, lifestyle, behavioral and psychographic.

How do you use customer segmentation?

A: Customer segmentation is the process of finding groups or types of people who are likely to purchase a certain product. It can be done through demographic, psychographic, and behavioral data via surveys, polls, market research techniques.