Using Segmentation Analysis

Group your customer or leads into segments based on common characteristics.

Analysis of market segmentation studies customers, which are split into smaller groups, to comprehend their particular qualities such as age, gender, and income, among others.
It would be simpler for organizations to campaign when they are selling to a smaller segment of customers. Each advertisement will target a precise quality of the group.

Use the Segmentation module to segment your users easily into groups and compare between them, down to the individual user level.

The difference between the KPIs and Segmentation tools is that in Segmentation you can associate two different data sources, while in KPI you can only look at each data source individually.
In addition, Segmentation lets you look at known users down to the individual user level, while KPI shows your entire data, including anonymized users.
*Known users are those that revealed their identity on your website by completing a form and can be later on be associated with a sales opportunity.

Defining a Segment

To define a segment, follow these steps.

  1. Click Create on the left pane and select Segmentation from the pane that slides out on the right.
  1. In the Segmentation page, in the Define Segment section, click + analyze (1) to display the with field (2) where you select a property.
  2. Click on the property menu to display the drop-down options (3). In this example, we select Hubspot Contact.
  1. After selecting a property, the filter by field displays.

Next to each drop-down menu option is a variable that will return data in a specific format, as shown in the table below.


Selecting a Metric

After defining a segment, you will then select a Metric to analyze on top.

To select a Metric that you want to analyze, follow these steps.

  1. Click Select a Metric and select from the drop-down options that displays. The available Metrics depend on the data sources you are connected to.
  1. In this example, we select Website Page View, which shows three options below it.
    The options displayed will differ, depending on the Metric selected. A figure beside the option shows the number of options for a particular Metric.
  2. In this example, we select Unique Identified Leads.

    On the right, a default vertical bar chart illustrates the number of unique identified leads of your website page views that is part of Hubspot Contacts, the segment defined in the previous section.


    You can click on the icons above the chart to change to preferred visual illustrations and more filtered views. Refer to Configuring Advanced Settings for instructions.

Selecting Another Metric

You can follow the same steps to analyze another Metric in the same chart. Adding another metric is especially useful when you need to make a calculation using Formulas. Refer to Configuring Advanced Settings for instructions.

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