---
title: "Segmentation apps"
url: "https://helpdesk.telmarhelixa.com/en/article/segmentation-apps"
language: "en"
last_updated: "2026-10-27T15:23:09.181Z"
---

# Segmentation apps

An advanced multivariate segmentation suite, reached from the **Segmentations Module** in the left bar (see Explore - Top Bar and Left Bar).

## **The four apps**

| App | Purpose (one line) | Note |
| --- | --- | --- |
| Cluster Analysis | Splits respondents into mutually exclusive, like-minded segments | Explore - Cluster Analysis |
| Correspondence Analysis | Maps multi-variable categorical relationships on a 2D perceptual grid | Explore - Correspondence Analysis |
| Factor Analysis | Reduces large batteries of correlated questions into latent dimensions | Explore - Factor Analysis |
| Audience Effects | Finds high-potential target audiences using reach / index screening plus CHAID | Explore - Audience Effects |

## **Common behavior**

-   **Segmentation active notification:** when a saved report with active Segmentation sessions is opened, Explore alerts the user that statistical segmentation models are attached to the file.
-   **Data discrepancy alerts:** segmentation calculations use fixed iterations. If rows, columns or tablebases in the Crosstab are changed while a Segmentation session is active, a warning banner says the crosstab data no longer matches the segmentation inputs.
-   **Export:** formats are PPT, Google Slides, PDF, JPEG, PNG and SVG.

## **How the apps connect**

Links between the apps, as stated in the source:

-   Correspondence Analysis is used **before** Cluster Analysis to identify which psychographic variables are most strongly associated with audience segments and products (sorting by % INF).
-   Factor Analysis is frequently used **before** Cluster Analysis, so clustering runs on 5 to 10 factor scores instead of dozens of raw variables.
-   Factor scores can be saved as custom audiences and used as rows, columns or clustering inputs.
-   Audience Effects segments can be moved into planning tools such as the optional Audience Planner, or passed to media and channel planning tools and activation partners.