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S2 relaunches data mapping and analytics software, Segmentz®

Data Strategy Award Winner, Serendipity2 (S2), one of the UK’s leading data, digital and direct marketing companies, is delighted to be relaunching its data mapping and analytics software, Segmentz®.
Experienced marketers will no doubt be aware of the importance of Geographical Information Systems (GIS) to their business, whether it be geography of customers, prospects, outlets, distribution points - or any overlaps between these factors. One can easily see the ways in which the geographical visualisation of data can help businesses detect trends and interpret patterns.

In this context S2, a data, digital and direct, multi channel marketing agency, is re-launching Segmentz ®, its pre-configured GIS tool that enables users to visualise, manipulate and report on their data without the need for GIS expertise. By combining a client’s business information with carefully selected data from some of the UK’s leading consumer and business database companies (many of whom have a license to use the software themselves), Segmentz® can provide a detailed understanding of the marketplace in which clients operate, and the ability to define activity which is both relevant and highly targeted.

During the ongoing development of Segmentz®, S2 saw an opportunity to consult existing customers and developed the software in such a way that it could be easily tailored to meet their needs. Whilst sticking to the initial concept of Segmentz® as a fast and simple tool, S2 worked on redeveloping the software without over developing it.

S2 recently built a bespoke version of Segmentz for Coca-Cola Great Britain to aid in the launch of their new Glacéau VitaminWater product. Coca-Cola needed to understand the inter-relationships between the locations of existing stockists (from the pilot launch), other existing and prospect customer outlets, distribution points and target demographic hotspots. By building a bespoke version of Segmentz®, pre-loaded with the pertinent Coca-Cola, S2 and third-party data variables (at both point and geography-brick level, and covering the three dimensions of consumer, retail and workplace), S2 empowered the client to visualise, cross-analyse and create reports on these various data elements and pinpoint exactly the right outlets to target for the launch, down to a very localised level.

Market Execution Controller at Coca-Cola GB, Stewart Beale comments “We needed a software tool which had real intuitive appeal and was ready to use as none of the team was an experienced GIS user and timelines were such that we didn’t have time to invest in intensive training or setting up a system ourselves. Having a version of Segmentz built specifically for our purposes meant that we were able to devise and execute our launch strategy in record time”.

Serendipity2 is launching its new and improved Segmentz system at the Technology for Marketing & Advertising show (Earls Court, 23-24 February 2010).

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