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Audience Segmentation Matrix

The Audience Segmentation Matrix is a 2x2 matrix used to divide an audience into four distinct segments based on their level of engagement and loyalty. This matrix is used to help businesses identify which segments of their audience are most likely to purchase their products or services.

At a very high level, the Audience Segmentation Matrix is used in the context of business, marketing.

Audience Segmentation Matrix quadrant descriptions, including examples
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What is the Audience Segmentation Matrix?

A visual explanation is shown in the image above. The Audience Segmentation Matrix can be described as a matrix with the following quadrants:

  1. Engaged: People who are most likely to purchase your product or service, actively engaged with your brand and are loyal customers.
  2. Potential: People who may be interested in your product or service, but have not yet taken the step to purchase.
  3. Inactive: People who have not interacted with your brand in some time and may need to be re-engaged.
  4. Lost: People who have not interacted with your brand in a long time and are unlikely to purchase your product or service.

What is the purpose of the Audience Segmentation Matrix?

The Audience Segmentation Matrix is a 2x2 matrix used to divide an audience into four distinct segments based on their level of engagement and loyalty. This matrix is used to help businesses identify which segments of their audience are most likely to purchase their products or services.

The four segments are:

  • Engaged: These are the people who are most likely to purchase your product or service. They are actively engaged with your brand and are loyal customers.
  • Potential: These are the people who may be interested in your product or service, but have not yet taken the step to purchase. They may need additional information or incentives to become customers.
  • Inactive: These are the people who have not interacted with your brand in some time. They may need to be re-engaged with your product or service.
  • Lost: These are the people who have not interacted with your brand in a long time and are unlikely to purchase your product or service.

By understanding the different segments of your audience, you can tailor your marketing and sales strategies to better target each segment and increase sales.


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What templates are related to Audience Segmentation Matrix?

The following templates can also be categorized as business, marketing and are therefore related to Audience Segmentation Matrix: Effort Impact Matrix, Gap Analysis Matrix, Growth Share Matrix, Kraljic Matrix, Outsourcing Matrix, Quadrant Analysis, Risk Analysis Matrix, Risk Value Matrix. You can browse them using the menu above.

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