[Caqui] Audience Segmentation Structure in Progic Manager
Progic Manager is a multichannel internal communication management platform — including Corporate TV, mobile app, among others — designed for medium and large companies. These organizations often have large and complex structures, with professionals distributed across multiple locations, regions, and functional areas.
In this scenario, it is very common that not every message needs to reach all employees. Some content is only relevant to specific locations, departments, or teams. That is why audience segmentation is one of the most important features of the platform.
- What is the Geographic and Organizational Segmentation Structure?
- How do companies typically organize themselves?
- Why is segmentation so important?
- The importance of employee database integration
- People databases in Progic Manager: Users vs. Employees
- When is employee database integration optional?
- Summary
What is the Geographic and Organizational Segmentation Structure?
Progic Manager includes a geographic and organizational segmentation structure registry, accessible in the classic version of the platform through the Groups menu, within Settings.
In this interface, it is possible to create a multi-level tree — which we call groups — representing the branches of this structure. This tree reflects how your company is organized, both from a geographic perspective (where your locations are) and from an organizational perspective (how teams and roles are structured).
How do companies typically organize themselves?
Typically, companies build their segmentation starting with the geographic dimension:
- In which countries does the company operate?
- In which states and cities are there locations?
- What are the physical addresses (units)?
- Departments: Marketing, Production, Safety, etc.
- Types of teams: Sales, Maintenance, Cleaning, Reception, etc.
After that, they may expand into the organizational or functional dimension.
Practical example: Large multinational company
To illustrate, imagine a large multinational company operating across several continents. Its segmentation structure could look like this:
| Level | Description | Examples |
|---|---|---|
| Level 1 — Continent | Highest geographic level | South America, North America, Europe, Africa, Asia |
| Level 2 — Country | Countries within each continent | Brazil, Argentina, Uruguay (South America); Germany, France (Europe) |
| Level 3 — State | States within a country | São Paulo, Santa Catarina, Bahia (Brazil) |
| Level 4 — City | Cities within a state | Ribeirão Preto, Campinas, São Paulo (State of São Paulo) |
| Level 5 — Unit (Address) | Physical locations within a city | Faria Lima Unit, Morumbi Unit, Perdizes Unit (City of São Paulo) |
| Level 6 — Sub-location or Function | Internal areas or functional teams within a unit | Cafeteria, Reception, Coffee areas, Sales Team, Security Team |
Some companies name their units after the street or neighborhood where they are located (e.g., “Faria Lima Unit”), making identification easier. Additionally, within the same unit, it is possible to create sublevels to represent internal environments (cafeteria, reception, coffee areas) and even functional teams (sales, security, cleaning).
It is therefore possible to combine geographic segmentation with functional segmentation, especially at deeper levels of the structure.
Practical example: Single-location company
Not every company needs such a complex structure. Many large organizations operate in a single location, with hundreds or thousands of employees in the same place.
In these cases, segmentation can be built more simply by exploring:
- Internal locations: receptions, coffee areas, cafeterias, meeting rooms
- Functional divisions: sales team, maintenance team, security
- Sublevels within these categories: for example, separating “Supplier Reception” and “Customer Reception”
The structure is fully flexible and can be adapted to best represent how your organization is structured — from multinational companies with dozens of countries to businesses with a single headquarters.
Why is segmentation so important?
There are three main reasons to build a solid segmentation structure in Progic Manager:
1. Enable content segmentation
Internal communication often requires that certain messages reach only a portion of the audience.
Example: A company with units in Ribeirão Preto and São Paulo needs to communicate a workplace safety training that will take place in Ribeirão Preto. This message should only reach employees in Ribeirão Preto, without impacting those in São Paulo.
Without a properly configured segmentation structure, it would not be possible to target this content accurately. Geographic and organizational segmentation via the Groups menu is the platform’s main segmentation tool (although other methods also exist).
2. Extract segmented delivery and engagement metrics
Even when a message is sent to a broad audience, it is essential to measure results in a segmented way.
Example: You send financial results to all employees in Brazil — tens of thousands of people. Even if the communication target was broad, you may want to compare delivery performance between the South and Southeast regions.
This allows you to identify:
- Which regions successfully received the content
- Where delivery issues occurred (such as internet problems in certain units)
- Which audiences are more engaged (views, survey responses, etc.)
- Opportunities to improve delivery channels
Segmentation is therefore not only for targeting content but also for measuring and validating communication effectiveness.
3. Delegate scope and responsibilities among users
Progic is designed to support everything from small organizations with one communicator to large, distributed enterprises where communication responsibilities are shared across regions.
A multinational company, for example, can have a single account in Progic Manager, within which:
| User Level | Capabilities |
|---|---|
| Global Administrator | Can view everything, publish to any region, and access global metrics |
| Country Manager | Can view and publish within their country and access country-level metrics |
| Unit Manager | Can view and publish only within their unit and access local metrics |
For local users, everything in the system is limited to their geographic scope. They can communicate within their area, but not beyond it. Only higher-level users have a global view.
This enables an integrated communication system with clearly defined scopes — ideal for large organizations that require both centralized strategy and local autonomy.
The importance of employee database integration
For segmentation to work effectively, it is highly recommended that companies integrate their employee database with the segmentation structure.
This integration analyzes fields such as job title, department, unit, and address to automatically assign each employee to the correct branch of the segmentation tree. The process is continuous and ensures employees are always correctly allocated.
The direct benefits include:
- Communication security: ensures that the right audience receives each message
- Reliable metrics: guarantees accurate delivery and engagement tracking
- Problem identification: helps detect segmentation issues or delivery failures
⚠️ Without employee database integration, the segmentation structure loses two of its three main benefits: direct audience targeting and segmented metrics. The only remaining benefit is the delegation of scope and responsibilities among users.
People databases in Progic Manager: Users vs. Employees
A key concept in the solution is understanding that there are two distinct people databases:
| Database | Description |
|---|---|
| Users | People who access the management system — those who publish content and monitor communication. Required |
| Employees | The communication audience — those who receive messages. Can be optional in some scenarios |
When is employee database integration optional?
For clients who use only the Corporate TV channel, employee database integration is optional. This is because Corporate TV is a visual communication channel that reaches people present in the same physical environment — it does not require authentication or individual identification.
However, the user database remains mandatory, as it is necessary to define who can access the system to publish and manage communication. These users must also be classified within the segmentation structure to ensure proper permissions and scopes.
Summary
| Aspect | Detail |
|---|---|
| What it is | A multi-level geographic and organizational segmentation structure (group tree) |
| Where to configure | Groups menu under Settings (classic version of Progic Manager) |
| Flexibility | From multinational companies with continents/countries/states/cities/units to companies with a single location |
| Benefit 1 | Content segmentation — send communications to the right audience |
| Benefit 2 | Segmented metrics — measure delivery and engagement by region/unit |
| Benefit 3 | Scope delegation — define permissions and visibility for each user according to their position in the structure |
| Recommended prerequisite | Automatic integration of the employee database |
| Exception | Clients using only Corporate TV can operate without an integrated employee database |