From the course: Mobile Marketing: Creating a Strategy

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Develop audience segments

Develop audience segments

- [Instructor] Understanding your audience is a little like putting together a puzzle. You start with the basic outline of who your customers are and you gradually fill in more pieces until a full picture emerges. To continue the analogy, the data you've collected about your customers' demographics and technographics and their mobile habits are the outline to your puzzle. In this video we're going to talk about adding some of the inside pieces. That means breaking down the demographic, technographic and behavioral data into segments. These are high-level classifications or groupings of customers based on common defining characteristics and behaviors. Segmenting your audience will help you figure out how the data will translate into actionable strategy and tactics for engaging your customers. Refining the data in this way also keeps it manageable because you'll no longer have a mass of anonymous information. Instead you'll start to see patterns emerging and a clearer picture of…

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