How can we use segmentation and personalization to form deeper connections with audiences?

Our State of the Sector 2023 report showed an increased focus on culture and belonging this year. Creating a sense of connection with employees requires understanding. Our Data & Insights Strategy Lead Vincent Foreman discusses why a rich appreciation of your internal audiences as individuals is critical.

When you’re competing for attention across crowded channels, a solid understanding of your audience increases relevance. And relevance is a core principle for building trust and connection.

A data-led approach removes the biases and assumptions that are characteristic of a one-size-fits-all approach — and helps us cut through the noise. It’s a pre-requisite for experiences that connect and resonate.

If we want our messages to be effective, simple ‘demographic’ data is not enough. Viewing an audience through a human lens, however, will have a profound impact on your ability to target at an emotional level. Uncovering layers of potential with psychographic data such as attitudes, lifestyles and beliefs will elevate your communications.