MNTN's Audience Segment Report allows you to view the performance of each individual audience segment within your Prospecting and CRM campaigns.

Compare the performance of each segment to understand your audience's interests, behaviors, intents, and attributes. Learn effective ways to test, learn, and optimize your Performance TV campaigns.

✅ Use segment-level data to optimize your audiences and drive better performance

✅ Test an unlimited number of audience segments to learn more effectively

✅ Leverage detail and transparency that goes beyond what’s available on other channels

Understanding Audience Segment Data

The Audience Segment Report evaluates your campaigns' third-party interest segments and your targeted CRM segments.

Though the performance data is not de-duped across segments as one household could fall within multiple segments, the report can be filtered by 'Segments' and 'Campaign' for the most informed understanding of your audience's performance.

💡 Note: We do not currently support filtering by other dimensions such as creative, geo location, etc.

Reading the Audience Segment Report

In this report, you’ll find 3 distinct sections to better evaluate and understand your data.

Top 5 Segments: Spend and Users Reached

In this section of the report, we can evaluate our top 5 audience segments against one another by Spend and Users Reached.

Leverage this section of the report to evaluate spend and reach across your top segments. This report can help to inform exactly which customer attributes, interests, or behaviors are receiving the highest coverage across your campaign.

Top 10 Segments: Conversion Volume

In this section of the report, we’re able to evaluate conversion performance across our top 10 segments by conversion volume.

Use this data to determine which audiences are driving the highest volume of conversions, and the comparative spend against that audience in order to best evaluate efficiency.

You can also select other available metrics to sort your audience segments by in the top right-hand corner of this graph. Choose from any one of the many metrics available, which are also available in the below Segment Details Data Table.

Segment Details

This report allows you to dive into the nitty-gritty data of your audience segmentation strategy by showing line-by-line reporting on all individual segments.

🧠 Pro tip: When viewing this report, it's important to note that the data is not de-duped across audience segments; see below for more details

An individual can fall into multiple audience segments, especially if your segmentation strategy includes similar attributes, encouraging overlap. What this looks like is as follows:

Health Food Store X is targeting individuals who have an interest in Organic Foods, as well as individuals who are likely to use Buy Online, Pick Up in Store.
Even though these are 2 separate segments, prospects could fall into both segments depending on their interest and behaviors.
If a prospective customer falls into both audience segments and makes a purchase, that purchase will be recorded under both the Organic Foods and Buy Online, Pick up in Store segments, recording the conversion twice.

Evaluate the efficiency of all individual audience segments by leveraging the most relevant metrics to inform your decisions. You can see data from users reached, conversions, ROAS, and more!

Exporting your Audience Segment Data

You have the ability to download this table into an Excel file as well. Hit the "Export" button on the top right-hand side of the table to prompt a .xls download.

Audience Segment Report Best Practices

Analyze Significant Data	Consider leaving your audience in-market void of change for an entire sales cycle. At that point, analyze segment-level performance to inform further adjustments.
Keep Your Goals in Mind	We'd recommend removing any segments that are the furthest from achieving your goals. Any segments that are achieving or exceeding your goals (even if they are the lowest performers), we'd recommend keeping in place. Arming your audience with a variety of segments increases the available scale of your overall campaign and provides our automated optimization with more options to help drive performance.
Compare Differentiated Segments	When analyzing performance, it's important to focus on segments unlikely to have significant overlap and/or data collected differently. This will help provide the clearest direction to guide effective optimizations.
Consider “And” Statements	When creating an audience using “And” statements between segments, you’ll only be targeting the overlapping users who fit into both of these audience pools. While “And” statements are a powerful targeting tool, it’s important to note that they will remove the ability to compare outcomes you would have generated from each individual segment you’re connecting. If your goal is to test a multitude of segments and identify top performers, then we recommend leveraging as many “Or” statements as possible when building out your audiences.

FAQ

Why am I seeing low conversions in the Audience Segment Report?

There are scenarios where we are unable to match an IP address associated with a performance event linked to a campaign. Historically, this is a normal occurrence and is due to a concept known as, “traveling devices.”

For example, a user will see an ad at home on the IP address that is part of the audience. That user then travels and completes the conversion on a different IP address that is not part of the audience.

If this occurs, we will not be able to report the conversion on the “Audience Segment Report” due to the IP address that the conversion took place on is not attached to an audience segment.

Check out our Audience Segment Reporting Webinar for more information!

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