One of the most powerful tools that an analyst has at their disposal is segmentation analysis, which can help you uncover opportunities that you wouldn’t notice otherwise.

Here’s an example of how I helped my client Unisport (a soccer apparel and equipment company) increase their sales, while I was working at Facebook. The tool I used? Segmentation analysis!

How I did it

Unisport, one of my clients at Facebook, is a company that sells sports equipment and wanted to get more conversions. 

I did a segmentation analysis that revealed that there were two major demographic groups that were existing or potential customers: young males (which the company was already targeting) and females in their 30s-50s (which the company didn’t pay attention to). The women were most likely mothers that wanted to buy soccer shoes for their children.

I worked with the client’s marketing team and we developed two separate marketing campaigns for the two demographics.

The one that targeted young men focused on the new flashy shoes that are associated with the star athletes.

The other one spoke to mothers by focusing on inexpensive, safe shoes and equipment for their children. We also did a “Back to School” campaign to link it to this demographic.

The company managed to increase their conversions multiple times while seeing a very good CPA for both groups of users.