Segmental

Segmental is a segment-specific analytics tool for analysing and monitoring your key target groups.

Segmental by 70/30 Digital

Bye now web analytics, hello audience analytics! Brands are now rapidly exploring alternatives to good old web analytics that would be more tied to business.

Segmental is an analytics tool designed to help teams understand and track the performance of key customer segments. As the collection and refinement of 1st party data becomes crucial for brands, so does audience analytics.

See how your segments evolve

Segmental helps you really understand segments built in your CDP, MA-tool or CRM. Want to track how your most important target groups have developed over time? Now it’s possible. It displays KPI metrics for different segments, such as segment size, value, and behavioral indicators, all in one easy-to-understand view.

Compare segments side by side

Segmental lets you compare as many segments as you want at once and draw conclusions about the effectiveness of your marketing efforts across different groups: which segment’s average purchase value has increased or decreased, and which segment is responding better to newsletters over time?

Compare automations

In addition to customer data, Segmental lets you compare campaigns and automations side by side. You can directly see how different newsletters and automations perform and track their results over time. We can visualize at a glance how various A/B or A/B/C/D tests have performed.

How does Segmental work?

It gathers data via APIs and displays it from the perspective of segments, or customer groups. Have you wanted to track, for example, the average purchase value, segment size, or behavior trends of dog owners over time? Now it’s possible.

What data does it need?

It uses your CDP’s data and target audiences. After the data is in Segmental you can form segments in Segmental and investigate those as you please. The more zero-party data you have—such as interests or other enriched data—the more insightful it becomes! But you can get started even without it.