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?
Define Your Audience: Create targeted segments based on various criteria like industry, company size, website behavior, 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.
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:
Account engagement level
Pipeline growth (opportunities created)
The revenue generated by this segment
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.
Primary Use cases
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 -
Select the segment you want to analyze and click on the 'Insights' tab
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 tried our interactive demo. We can see that LinkedIn has given us better overall results.
Here is how you do this -
Select the segment you want to analyze and click on the 'Insights' tab.
Look for the 'compare against another segment' selection menu on the right side.
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:
Hover over the KPI you want to replace and look for a pencil icon
Open the mapping menu and click on the drop down below 'KPI definition'
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.
Get started
Build your first segment in minutes and see the measurable impact your marketing has on your target audience. Need a hand? We're here to support you - just shoot us an email at solutions@factors.ai.