​

What are Persona Clusters?

Persona Clusters give you a quick, visual breakdown of the kinds of people who make up your audience. Instead of staring at rows of raw data, you’ll see a colorful map of named groups — such as Small Town Satisfaction or Fast-Lane Families — with each group’s share of your audience shown as a percentage. These clusters are built from shared demographics, lifestyle traits, and media behaviors.

---

​

Before You Begin

Before exploring Persona Clusters, make sure you’ve already imported. You can do this using the Import Data button in the top-right corner of the screen. Persona Clusters only work with records that are already in your account. You can also create an audience in Audience Builder. The Audiences selector in the top-right corner shows how many audiences are currently active. If you have more than one audience in Huckle, you can use this selector to switch between them or combine them.

---

​

Getting to Persona Clusters

From the left-hand menu, expand Insight Explorer and click Persona Clusters.

---

​

Reading the Treemap

Each colored block on the page represents one persona cluster. The size of the block and the percentage shown inside it tell you how much of your audience falls into that group.

• Larger blocks: bigger share of your audience.
• Smaller blocks: a more niche slice of your audience.
• Percentages: the portion of your matched records that belong to that cluster.

---

​

Choose a Cluster Level

Persona Clusters can be viewed at several different levels of detail. Each level groups your audience in a slightly different way, so you can look at the same people through different lenses. Use the row of tabs near the top of the page to switch between them:

• Custom Clusters — Clusters tailored to your account or campaign.
• Household Level — Groups based on household characteristics.
• Neighborhood Level — Groups based on the type of community people live in, and what is happening locally.
• Generation — Groups by generational cohort (e.g., Gen Z, Millennials, Boomers).
• Family Level — Groups based on family composition and life stage.
• Digital — Groups based on online behavior and digital engagement.
• Messaging Groups — Groups based on shared beliefs, hobbies.

Clicking on each Persona Cluster will provide more info.