Skip to main content

Segment Insights

Updated today

Overview

Segment Insights by Factors.ai helps you move you beyond generic website traffic reports, which provide a limited view of your marketing efforts. Instead, it empowers you to measure the effectiveness of your marketing campaigns for precisely defined customer segments.

By giving you a deeper understanding of how different audience segments interact with your marketing, you can refine your approach and achieve better results.

How Does it Work?

  1. Define Your Audience: Create targeted segments based on various criteria like industry, company size, website behaviour, the sales owner, or even the buying stage they're at inside your CRM [ex. Lead, MQL, SQL, meeting booked, et al.]. Think of these as detailed customer profiles.

  2. Track What Matters: Segment Insights goes beyond website visits. It tracks KPIs specific to each segment's journey through your marketing funnel. This includes but is not limited to:

    1. Account engagement level

    2. Pipeline growth (opportunities created)

    3. The revenue generated by this segment

  3. Gain Actionable Insights: With this granular data, you can see which messages [or campaigns] resonated with your audience, what channels reach them best, and where your strategy needs improvement. It's like having a data spotlight on your marketing efforts.

Using this Feature

Track Segment Performance Over Time

See how your segment's KPIs change over time. This helps you understand whether your efforts are still needed or if the segment is progressing independently.

Here is how you do this -

  1. Select the segment you want to analyze and click on the 'Insights' tab

  2. Now open the date range selection menu and pick the date range you want to compare against.

And bam, you're ready to compare metrics for the selected segment over the previous period.

Automatic Comparison

Once you select a new timeframe, the tool will automatically display the data for both the chosen period and the previous one (e.g., This Month vs. Last Month). This side-by-side comparison makes it easy to see trends and measure performance improvement (or decline) over time.

Compare Segments

Engagement is important, but did your campaign translate to sales? Segment Insights lets you compare segments, like those targeted by an ABM campaign, vs. those that weren't. By comparing win rates and revenue, you can see the true return on investment of your efforts.

In the image below, we compare the metrics from the accounts that engaged with us on LinkedIn to those who visited the website from paid search. We can see that LinkedIn has given us better overall results.

Here is how you do this -

  1. Select the segment you want to analyze and click on the 'Insights' tab.

  2. Look for the 'compare against another segment' selection menu on the right side.

  3. Click on the menu and select the segment you want to compare against

Once you've defined the comparison segment, Segment Insights will display the KPIs for both segments side-by-side. This allows you to analyze the differences in metrics like website traffic, engagement, pipeline, and revenue.

By comparing these metrics, you can gain insights into how different audience characteristics or campaign approaches impact results.

Track Segment Health

Is your marketing connecting? Segment Insights shows key metrics for your target segment, such as website traffic, engagement, pipeline, and revenue. This allows you to identify areas for improvement and adjust your strategy accordingly.

Are you not happy with Factors' default KPI mapping? No worries, you can customize the KPIs by altering the mapping. Follow these steps:

  1. Hover over the KPI you want to replace and look for a pencil icon

  2. Open the mapping menu and click on the drop down below 'KPI definition'

  3. Now select the definition you want to use for the KPI

Do you have specific metrics unique to your business that aren't included in the default set we built out?

Again, no worries. To add it in, use custom KPIs in Factors and follow the steps laid out in this document to set this up.

Usecases

1. For Marketing Teams

Use-Case: Measuring campaign effectiveness for mid-market IT companies

Let’s say you ran a LinkedIn campaign targeting mid-sized IT companies in the US. You want to see whether the campaign actually drove traffic, engagement, and conversions from these companies.

With Segment Insights, you can create a segment that filters for:

  • Industry = IT

  • Company size = 200-500

  • Location = United States

Now you can track how this segment is moving across your website, what pages they visit, how many of them fill forms, and how many of these accounts went on to be MQLs, SQLs and how much of pipeline did these companies attribute to.

Sharing below a snapshot of the different metrics which come under the segment insights ensemble.

2. For Sales Teams

Use-Case: Prioritizing hot accounts

Your SDR team is focusing on a list of named accounts. You can create a segment for those accounts and use Segment Insights to:

  • Monitor which accounts are showing recent activity

  • See what content or pages they’re engaging with

  • Track their movement in the pipeline (if CRM integration is enabled)

This helps representatives prioritize accounts showing buying intent and personalize outreach accordingly.

3. For Content Teams

Use-Case: Understanding content consumption by target industries

If your content team wants to see how healthcare companies are engaging with a new whitepaper, you can:

  • Create a segment with Industry = Healthcare

  • Look at the page views, scroll depth, and time spent on that whitepaper

  • Compare it with other segments to improve future content strategy

Get started

Build your first segment in minutes and see the measurable impact your marketing has on your target audience. It can take up to a day for the insights to load once the segment is created/edited.

Need a hand? We're here to support you - just shoot us an email at solutions@factors.ai.

Did this answer your question?