Building a more useful audience segmentation and reporting system

Context

• The team already had a small set of legacy audience segments and an established reporting format, but both needed to evolve as commercial requirements became more specific.
• Sales teams regularly surfaced new client needs, while recurring reports still required repetitive manual updating.
• This created two parallel needs: more useful audience definitions for commercial targeting, and a more reliable way to keep audience reporting current.

My role

I maintained and expanded the audience-segmentation framework, developing new segments based on internal strategy and requests from the sales team. I also improved the existing reporting process and introduced automation to reduce repetitive manual work and the risk of copy-and-paste errors.

Approach

• Expanded the existing audience framework over the course of a year
• Built targetable demographic segments using inferred gender and age groups
• Developed interest-based audiences including Automotive Enthusiasts, Online Shoppers, Gamers, Techies, Beauty & Skincare Enthusiasts, and Emerging Entrepreneurs
• Worked with sales teams to translate client demand into new audience definitions
• Used GA4 and Similarweb to support audience analysis and market context
• Activated audience segments for targeting through Google Ad Manager
• Presented audience performance and new segment developments to the team on a recurring basis
• Automated monthly report updates to reduce repetitive manual work and potential human error

Outcome

The work resulted in a library of roughly 40 targetable audience segments that could support campaign targeting, sales presentations, and product development. Some newer, more specialized segments were packaged as premium targeting options, while the automated monthly reporting workflow made recurring updates faster and easier to maintain.