Challenge: USG Boral couldn't measure site performance by their three distinct audience types (Architects/Designers, Builders/Installers, Homeowners) because core website sections weren't segmented by audience.

Solution: Implemented Incendium's Site Personalization with both automated audience classification (based on behavior) and self-selected classification (visitor-identified) to properly segment site users.

Impact: Delivered detailed audience-segmented performance reports after 3 months, revealing which audiences performed best and where engagement gaps existed, enabling data-driven content strategy decisions.

USG Boral is a building materials supplier and distributor specializing in interior linings, including plasterboard, ceiling board, cornice, internal framing, and plastering products and tools. The company serves three distinct customer segments: Architects and Designers seeking specific project applications, Builders requiring reliable materials, and Installers and Homeowners looking for practical solutions. With such diverse audiences, understanding how each group interacts with their website was critical for optimizing marketing campaigns and content strategy.

USG Boral had created dedicated website sections for their three main audience groups, but their core categories—products, solutions, and resources—weren't audience-specific. This created a blind spot in their analytics. They couldn't accurately measure which audience segments were engaging with key content areas, making it impossible to optimize marketing campaigns for specific groups or develop targeted content strategies. Without proper audience classification, USG Boral was essentially measuring all visitors as a single group, missing crucial insights about how different customer types interacted with their site.

Incendium implemented a dual-approach audience classification system using Site Personalization features. The Automated Audience Classification analyzed user behavior patterns—tracking multiple page visits and engagement levels across different site sections—to intelligently classify visitors into one of the three audience types only when specific behavioral thresholds were met. To add rigor to the process, Self-Selected Audience Classification used a non-invasive popup asking "Which best describes you?" with options for the three audience groups plus "none." This personalization layer required no developer resources and sat seamlessly on top of the existing website, continuously classifying new visitors and measuring performance by audience segment.