Segmenting your customer base is important in developing an effective marketing strategy. It helps boost your profitability, save money and time, and increase mobile app engagement
. Collecting data about your target audience according to the selected criteria allows you to identify the most promising groups and build personalized communication with them. So you can make offers to really interested users.
User segments can be created based on demographic, geographic, cultural, motivational, technological, and other criteria. You should choose these criteria yourself because audience characteristics can greatly vary for different mobile games and apps. Although there might be many groups, in the end, it is better to choose a few of the most promising ones so as not to scatter your resources.
When collecting information about your consumers, always keep in mind the need for data protection, the importance of using trusted intermediaries, and compliance with international security standards (such as the General Data Protection Regulation). All data should be anonymous, and exact details can only be taken after the clients’ consent.