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Segment Tour

The Segment Page is where you learn about the demographic traits, social media preferences, brand visitation, and online behavior of a segment.

There's a lot to explore. Let's dive in.

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Segment Tour

The taxonomy often uses indexes to describe a segment’s behavior. An index measures a given segment’s behavior vs. the national average, where 100 is average.

For example, a score of 125 means a segment is 25% more likely to follow an account, visit a store, a website, etc. A score of 200 means 100% more likely than average.

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Segment Tour

Want to know exactly how something is calculated? Just hover over the question mark icon.

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Segment Tour

This is the home base for a segment. You can get a quick glimpse of their overall and real-time behaviors. As well as a demographic snapshot. Each of these we can dig into in more detail.

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Segment Tour

The live data page shows you what is happening with a segment right now as well as trends over time.

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Segment Tour

You can create a custom visitation panel by choosing the brands along the bottom and typing in the brands you want in the drop-down. This allows you to track how well your brand is doing vs. the competition for a specific customer cohort.

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Segment Tour

This gives you a sense of the top markets and geographies where a given segment makes up a majority of the population.

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Segment Tour

In-store visitation leverages a panel of ~117 million segmented devices to show the brands people in a segment visit.

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Segment Tour

You can toggle retail types by clicking the dropdown on any data panel.

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Segment Tour

You can toggle regional segment visitation by clicking the Regions dropdown menu. This allows you to see, for example, what people of the same segment are wearing on the West Coast VS. the East Coast.

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Segment Tour

Brand influence leverages a panel of ~52 million public social media profiles to show the types of brand accounts these people follow on Twitter and Instagram.

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Segment Tour

You can toggle brand types by clicking the dropdown menu.

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Segment Tour

You can see which brands males and females of this segment follow by clicking the Gender dropdown.

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Segment Tour

Channels work the same way as Brand Influence but measure the media preferences of the segment. This is great for media budget allocation, ad placements, or understanding the political leanings of a segment.

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Segment Tour

Social topics leverages the unique hashtags used by each segment.

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Segment Tour

Social Media Topics show the hashtags used in the past year by the segment.

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Segment Tour

Monthly social topics let you get out ahead of your segment’s interests, seeing what they typically talk about in a given month.

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Segment Tour

Influencers tab shows the people that a given segment follows.

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Segment Tour

Web visitation utilizes our Geoweb dataset to show what online topics a given segment researches.

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Segment Tour

This shows the demographic traits of block groups where these people make up the majority of the population.

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Segment Tour

You can toggle to see percentages or indexes.

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Segment Tour

And that’s it! There is a lot more you can learn about these segments by comparing variables in the Analyze tab. Feel free to click around and get inspired by your customers.

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