Serendipity2 (S2), one of the UK's leading data, digital and direct marketing companies, is delighted to be re-launching its data mapping and analytics software, Segmentz®.

Segmentz: redeveloped not over developed

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.

Segmentz is a 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.

Empowering clients

S2 recently built a bespoke version of Segmentz for Coca-Cola Great Britain to aid in the launch of their 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.

"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".
- Stewart Beale, Market Execution Controller at Coca-Cola GB.

Serendipity2

- Data Strategy Awards winners, 2008 for 'Best Use of Data in FMCG'.

We have many years experience in the data and DM industry, with the capacity to manage any B2B or B2C campaign from simple database cleansing, matching, enhancement and list provision to more complex data profiling, analytics, modelling and customer segmentation.

Our on and offline services include:
Creative & design, website development and SEO, digital & e-marketing, data & database purchase/management, marketing analysis tools and brand strategy.

Our clients include:
Blue chips like Coca-Cola and Sun Microsystems, respected brands such as SUFC and Confused.com along with progressive SME's: Dafferns Accountants, Webroster Ltd, Edgbaston Priory Club & Mallory Court Hotel to name a few.

A real science approach. . .
We are exceptional to other marketing agencies because we apply real 'science' to every project/campaign we undertake, utilising our data & insights expertise to inform/ assess the value and effectiveness for all marketing channels and formats.

When analysing customer profiles and activity, our revolutionary Segmentz analytical software is really the icing on the cake within our data and insight offering. It is the only tool in the UK that incorporates consumer, workplace & retail geodems to provide a total picture of the marketplace, which is used to drive clients' strategic sales and marketing activity.

For more information, visit www.serendipity2.com