Sena builds audience segments from recorded purchases and stated preferences in every market where a product sells. Brand, growth, and analytics teams size each segment, read the message it responds to, and act on the same current picture.
Most marketing teams already have a segment model. They built it once from the attributes a CRM happens to store, and it sits there until someone asks it a market question. Three failures show up then.
A segment drawn on age, job title, and form fills records who someone said they were when they filled the form. Purchase moves after that, and the segment stays where it was.
A segment model built on the home market travels to every other market unchanged. It describes countries that resemble the home market and misdescribes those that diverge from it.
A segment can only be counted where the team already has customers. The people buying the category from a competitor sit outside the count, which is precisely the group a growth plan needs sized.
Sena is a decision AI with access to real-world data. It builds each segment from what consumers in a market recorded buying and what they stated they prefer, sizes it within that market, and traces every segment back to the signals that formed it.
Sena groups consumers by what they bought in the category and how often, then attaches the stated preference behind each group.
Sena runs the segmentation separately in each market, so a country with a different category structure reports a different set of segments.
Sena sizes each segment across everyone buying the category in that market, including the people buying from a competitor today.
The method holds across every category. What changes is the variable a segment is drawn on and the boundary placed around the market. Sena runs this on consumer-reported preference and recorded purchase, with the market and the period pinned for the whole window.
624,960 people. Sized across the category, so the growth target carries a denominator a board can check.
| Type | What it groups on | What it answers |
|---|---|---|
| Demographic | Age, income, household size, life stage | Who the buyer is on paper |
| Geographic | Country, region, city, store catchment | Where the demand sits |
| Psychographic | Values, attitudes, stated priorities | Why a claim lands |
| Activity-based | Recorded purchase, frequency, repertoire, switching | What the buyer does |
| Needs-based | The job the category performs for that buyer | Which product wins the occasion |
Name every player a buyer would weigh against the product, including private label, where it holds real share. The boundary decides who counts as a category buyer, so it decides every segment size that follows.
One variable per model, held constant. Mixing recorded purchase with declared attributes inside one model produces segments that overlap and sum past 100 percent.
One market, one period. Sena holds both fixed on every report, which keeps segment sizes comparable across markets and across refreshes.
Count each segment inside the category, then read the stated preference the segment shares. Size makes the case for spending, and stated preference drives the claim.
Segmentation splits a market. Audience segmentation analysis reads what the split means: which segments grew, which lost members to a competitor, and which responded to a claim already in the market. The split is a snapshot, and the analysis shows movement between them.
Sena holds the previous reading alongside the current one, so segment drift appears as a number, and the segments that moved are named.
The same method runs on a business category, with the grouping variable moved from household purchase to purchasing role, contract cycle, and category spend. Concentration is the operational difference. Where one account can carry a segment, the model needs an account-level view, so the segment table reports named accounts and their category spend beside the percentage.
Real people share what they buy and prefer, under explicit consent. Sena captures it directly at the source, so every figure traces back to its source whenever a number is questioned.
Sena answers segmentation questions from consumer data collected under explicit consent. It names the segments that moved, sizes them within the market, and attaches the reasoning and the source records to the answer.
Sena counts the category in a market the team has yet to enter, then reports the segments inside it with their sizes.
Sena attaches stated preference to every segment it forms, so the claim follows from the group, ahead of any test against it.
Every segment traces back to the recorded purchases and stated preferences that formed it, with the market and the date attached.
A segment is only as real as the data that formed it. Sena builds every segment on this page from real-world data captured when the question needs it, from the consumer signal at the source through to the market, the data, and the source behind every figure.
Records what each segment in a market bought and preferred, so splits rest on purchase. That activity is what a segment groups on, drawn from the people making the category decision. Every segment is built from people who agreed to share what they buy. That consent covers both the purchase record and the stated preference a segment is sized on.
Reads the products a consumer chose from images and video captured in real stores, so the repertoire behind a segment covers what reached the basket.
Brings the team's own campaign, sales, and CRM data in through existing integrations, including Salesforce and HubSpot, so a market segment reads beside the customer file the team already holds.
Turns scattered segment decks, exports, and spreadsheets into one connected database, so a current model draws on every version the team has filed.
Four teams read the same segmentation, and each one needs a different cut of it before they can act.
The claim needs the stated priority of each segment before writing the claim.
Where the budget goes and needs segment sizes that cover the whole category, beyond the customer file.
Positioning and needs to know which segment buys the category and which one buys the product.
The model needs each segment traceable to the purchases that formed it.
The same consumer reading, grouped against the decision each category actually makes.
Group buyers on what reached the basket, market by market, where the category decision happens in-store.
Segment on product held and switching intent across regions, market by market.
Separate the buyers who upgrade from the buyers who churn before either shows up in the numbers.
Find the segment that buys the product for the stated need it was built for.
The mechanism stays the same for every market and every category. Each step is documented, which keeps segment size defensible.
Real contributors share what they buy and prefer, with explicit consent, in the markets under review.
Sena normalizes the signal and groups consumers on the variable named inside the category boundary set.
Each segment reports its count, its share of the category, and the stated preference behind it, market by market.
Most segmentation setups group the customers a team already holds. Sena groups everyone buying the category in that market. The table below holds the differences that show up in the model.
| Capability area | Current approach | Sena |
|---|---|---|
| What a segment groups on | Declared attributes and CRM fields captured at signup. The segment describes a statement made once. | Recorded purchases and stated preferences, kept current by the consumer network. The segment describes an action taken. |
| Who the count covers | The customer file. People buying the category elsewhere sit outside the model. | Everyone is buying the category in that market, including competitor buyers. |
| Market coverage | One model built on the home market and applied everywhere. | A separate segmentation per market, with divergence between markets named. |
| Sizing a new market | Sizing arrives after entry, once customers exist to count. | Segment sizes arrive before entry, counted across the category. |
| Message fit | The claim gets written, then tested against the segment. | Each segment carries the stated priority its members share, so the claim follows the group. |
| Auditing a segment | Methodology documents describe the approach. The records behind a segment size stay inside the system that produced them. | Every segment traces back to the purchases and preferences behind it, with the market and the date. |
See situations where a purchase-built segment changes the decision. All three read from one consumer network.
Count the category in a market the team has yet to enter, read the segments inside it, and take the entry case to the board with a denominator attached.
Watch segment membership move between players week by week, and see which claim the leavers responded to before the churn number reports it.
Bring the segment size and stated priority from one source, so the weight goes to the growing group, and the claim matches what that group asked for.
Audience segmentation answers who the buyer is. The four decisions below are the ones marketing teams ask directly about it.
Every marketing decision Sena supports, in one place
Preference, purchase, and consumption read together
Segmentation splits the market into groups. Consumer intelligence holds the full picture of where each group sits inside, per market, so a segment reads against the category around it.
Explore consumer intelligence 02What consumers did, and what moved them to it
A segment names the group. Consumer behavior analysis explains the purchase inside it: the occasion, the trigger, and the alternative that is lost.
Explore consumer behavior analysis 03The lift reads by segment
A segment is worth spending against once you can read the spend back. Campaign performance reports lift inside each segment, against category demand for the same window.
Explore campaign performance 04The category picture shows the segments
Segmentation answers who buys. Marketing intelligence answers what the category is doing around them, market by market, in plain language.
Explore marketing intelligenceThe walkthrough segments the category by named markets, sizes each segment across everyone buying it, and traces the sizes back to their source while the team watches.
Tell us the category and the markets, and we will bring the segmentation.