How AI-Driven Audience Insights Transform Marketing Performance

With vast amounts of data and infinite customer touchpoints created every day, audiences are moving fast. Does your segmentation keep up?

With the speed of data proliferation only picking up, one way that marketers can keep up is through the use of real-time segmentation.

And what if it was AI-powered?

With the right tech, marketers can now create AI-powered audience segments targeting highly specialized audiences with hyper-personalized content. 

For example, Stirista’s APT tool creates AI-generated audience profiles based on your full scope of data, so you can instantly act on customer insights to uncover highly-targeted, scalable audience segments.

Let’s throw out the old toolbox and take a peek under the new marketing hood.

Why traditional audience segmentation no longer works

Traditionally, audience segmentation was a front-loaded process.

Marketers would define their target audiences based on demographics, psychographics, or past behaviors, then build static personas and tailor messaging accordingly. Once the segments were set, the targeting followed.

But today’s audiences don’t sit still. 

Increasing complexity of customer journeys

Back in 2017, Harvard Business Review created a study that found over 70% of shoppers used multiple channels when they shopped. Now, the number of channels may very well have increased – and the time spent with each channel varies widely.

And when consumers expect brands to remember their preferences and deliver tailored experiences, there’s a high bar for delivering the right creative.

The problem of data silos

According to a Salesforce report that surveyed marketers in 2024, “only 31% of marketers are fully satisfied with their ability to unify customer data sources.”

Customer data often lives in separate platforms — think CRM systems, email marketing tools, and e-commerce platforms.

Without real-time triggers, brands miss chances to engage when customers are most likely to convert, like immediately after a website visit or social media interaction.

The need for real-time audience insights

One of marketers’ biggest challenges is engaging with customers in real time. 

About 2 in 5 marketers “still don’t have real-time data at their disposal for crucial tasks, relying instead on potentially outdated insights — or even intuition.” 

That’s a real bummer when modern customer journeys are fluid and driven by immediate needs.

The power of real-time audience profiles: Stirista’s APT Tool

There’s no future for audience segmentation without AI. 

That’s why we built an AI-powered targeting tool to leverage all your data – across all your customer touchpoints – to generate actionable, highly-targeted, real-time audience profiles that optimize performance across channels.

Powered by Stirista’s best-in-class ID Graph, ESP, and DSP, in addition to advanced LLMs and modeling techniques, we drive audience expansion and the right, personalized reach throughout the customer journey.

With the APT tool, you get actionable insights for email marketing, real-time audience expansion with DSP+ intent data, and AI-powered audience segmentation for personalized messaging.

That way, your message always reaches the right audience, right on time.