So, you want to set up dynamic audience segments in Mutiny, but you don’t want to drown in vague advice or get stuck fiddling with settings that don’t matter. Good news: this guide cuts to what works, skips what doesn’t, and gets you building segments that actually help you run targeted campaigns—without the fluff.
If you’re a marketer or growth person who wants to stop showing the same bland website to everyone, and you actually want to see results from personalization, you’re in the right place.
Why Bother With Dynamic Segments?
Here’s the blunt truth: Most website personalization fails because it’s either too broad (“Visitors from the US!”) or too narrow (“People who use a purple iPhone on a Tuesday!”). Dynamic audience segments, when done right, help you find that sweet spot—targeting people based on real behavior or attributes that matter.
Using Mutiny, you can set up these segments without needing a developer to write custom code for every variation. But don’t expect magic. You still need to know your audience, have decent data, and—this is important—keep it simple at first.
Step 1: Get Clear On Who You Actually Want to Target
Before you touch Mutiny, ask yourself: Who do I actually want to reach, and why?
- Don’t just segment for the sake of it. Start with business goals—like increasing demo requests from SaaS buyers, or nudging ecommerce visitors to complete checkout.
- Look at your data. Who’s already converting? Where are people dropping off?
- Avoid “vanity segments.” Just because you can segment by location or device doesn’t mean you should. Only use attributes that genuinely change how you talk to that audience.
Pro Tip: If you can’t write a one-sentence reason for why a segment matters, you probably don’t need it.
Step 2: Connect Your Data Sources
Mutiny can use a bunch of data to build segments—anonymous visitor info, firmographics, CRM data, and more. But it’s only as good as what you feed it.
Here’s what you’ll need:
- Website analytics: Mutiny can pull basic info like device, location, and referral source.
- Firmographic data: Want to target companies by industry or size? Connect to Clearbit or similar.
- CRM or MAP integration: For next-level stuff (like targeting by Salesforce fields), you’ll have to connect your CRM or marketing automation platform.
- Custom attributes: If you have special data (logged-in status, subscription plan, etc.), make sure it’s sent to Mutiny via their JS snippet or API.
Don’t overthink it: Start with what you have. You can always add more later.
Step 3: Build Your First Dynamic Segment in Mutiny
Log into Mutiny and head to the “Audiences” section. Here’s what actually matters:
- Click “Create Audience.”
- Name your segment clearly. Be specific—“Returning SaaS Buyers – US” is better than “Segment 1.”
- Add rules: This is where the magic (or headache) happens. Some common audience rules:
- Firmographics: Company size, industry, revenue.
- Behavioral: Visited product page, spent X minutes, downloaded a resource.
- Source: Came from a specific campaign, email, or ad.
- Geography: Country, state, city.
- Custom: Anything you pass in yourself.
You can mix and match, but don’t go wild—three or fewer conditions is usually plenty.
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Set “dynamic” rules when possible. For example, “Visited in the last 30 days” or “Viewed more than 2 pricing pages.”
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Preview your audience. Mutiny lets you see sample visitors who’d match. If it looks empty, your conditions are probably too strict.
What to Ignore: - Don’t obsess over every possible field. - Don’t try to get hyper-granular right away—it usually backfires.
Step 4: Map Segments to Targeted Experiences
Now that you’ve got your dynamic audience, it’s time to actually do something with it.
- Pick one high-impact campaign. Don’t try to personalize everything. For example, change the homepage hero for “Enterprise” visitors, or show a custom banner to users from a specific ABM list.
- Attach your audience segment to the experience. In Mutiny, you’ll assign this audience to the campaign or page variation you want to run.
- Set up A/B testing if possible. Mutiny can split traffic to show you if your targeted version actually works better.
Honest Take: Most first-time campaigns flop because the personalization is too subtle (“Welcome, Arizona!”) or too generic (“See our pricing!”). Make your changes obvious enough to matter, but not so weird that visitors feel stalked.
Step 5: QA and Launch
Before you hit go:
- Preview as different segment members. Mutiny’s preview tool lets you spoof visitors from each segment.
- Test edge cases. What happens if someone fits two segments? Make sure your priorities are set—Mutiny lets you control which campaign “wins.”
- Don’t skip mobile. Weird stuff happens on small screens. Always check.
Pro Tip: Give yourself a fallback—if a visitor doesn’t match any segment, they should still get a decent default experience.
Step 6: Measure, Iterate, and Don’t Get Sucked Into the Data Vortex
After launch, resist the urge to micro-analyze every stat. Here’s what matters:
- Did your targeted campaign move the needle? Look for real lifts in conversion or engagement—not just more clicks.
- Are your segments big enough? If only 10 people a month see your personalized page, you’ll never get significant results.
- Kill underperforming segments. Don’t be precious. If a segment isn’t working, turn it off or try something else.
- Add, combine, or simplify. Sometimes two segments can be merged, or a complex rule can be dropped.
What to ignore: Vanity metrics that don’t tie to actual business outcomes. “Time on page” is usually meaningless unless you’re a publisher.
What Works, What Doesn’t, and What to Skip
What Works
- Starting simple—one or two high-impact segments.
- Personalizing for real buyer needs, not just surface-level traits.
- Using A/B tests to prove value.
What Doesn’t
- Over-segmentation (more segments = more headaches, not more results).
- Personalizing for things that don’t matter (device type, minor geos, etc.).
- Ignoring the “default” experience.
What to Skip
- Chasing every new data source or integration—get your basics down first.
- Copying someone else’s segments just because they look fancy.
Keep It Simple, Iterate, and Don’t Overthink It
Personalization tools like Mutiny are powerful, but only if you keep your audience segments grounded in real, actionable goals. Start with one or two dynamic segments, tie them to clear changes, and measure what matters. Don’t worry about getting it perfect—just get it working, learn, and adjust. Simple beats clever every time.