Audience Segmentation

Find the audiences that value your products and services the most

Audience insights

Audit and consultancy



Targeted marketing campaigns for each of your audience types

Not all customers are the same. We use your data to piece together journeys, and group customers into audiences.

Through detailed analysis we generate insights into which channels and messaging work best for different audiences and optimise the journey to give users more personalised experiences.

Build loyalty with the customers you really want

Using analytics to segment your audience allows you to engage your best customers: the ones that spend more or make more frequent purchases of certain types of products.

Not only are these customers more likely to convert, but it also increases their loyalty, and makes it easier for them to buy from you.

Multinational and cross-brand audience segmentation

If you are generating significant revenues from multiple countries, or have multiple brands, Audience Center 360 allows you to analyse extremely large datasets.

Part of the Google Analytics 360 Suite, with Audience Center 360 you can build audiences in each of your target countries, and identify audiences for cross-selling and upselling opportunities.

Questions about audience segmentation?Ask one of our data team

“To run a successful campaign, you need a good relationship and a certain level of trust. In that respect we are in a really good place with Search Laboratory.”


What we do

We use a variety of tools and methods to get all of your marketing data into one place and join the data together using common identifiers in each data source. We typically do this by customising your analytics implementation or, more powerfully, by using a data warehouse such as Google BigQuery.


Our data scientists analyse the data, identifying key patterns and trends. We define audience segments using the different options within the Google Marketing Platform. If your audiences cannot be defined using standard metrics and dimensions within Google Analytics itself, we can input custom definitions from other sources to help define audience types.

Data science and audience activation

Once we have identified specific audiences, we can use the integration features in Google Analytics to share these audiences with advertising platforms such as Google Ads, Search Ads 360, Display & Video 360 and other Google and non-Google platforms.


We can then test more personalised marketing campaigns, ensuring that we capture the right audience, in the right place, at the right time, and with the right messages.


Our experience has proved that the most successful and profitable companies use audience segmentation in a scientific way: using insights to build test campaigns, measure the results, and refine the campaigns on an iterative basis.

How well do you know your audiences?Speak to one of our analysts

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