Data visualisation bringing data to life to aid marketing decisions

Data visualisation helps to bring data to life, interpret key patterns of market penetration, identify hot spot areas of customer behaviour, clarify best prospect opportunities and make sense of geo, mobile, online and economic trends.

Spreadsheets can be a bit dry. It’s often difficult to detect patterns in the data, see the bigger picture and to be able to take sensible business decisions. That’s where data visualisation comes into it’s own.

In order to better understand the impact that geography and location have on the buying process, our data mapping, reporting and analytical visualisation software, Segmentz® and Map2Stats, help clients to better understand the dynamics of their offering within the context of the wider marketplace through data visualisation.

Used to drive sales & marketing activity, Segmentz® is the only tool in the UK which incorporates customer data (eg sales) and blends it with consumer, workplace, mobile, online, competitor and retail geo-demographics to provide a ‘Total Picture™’ of the marketplace.

Read more on Data Visualisation – http://serendipity2.com/articles/using-data-visualisation/

Segmentz® and Map2Stats, helps clients to better understand the dynamics of their offering

  • Heat Mapping

    Understanding your customers’ behaviour, quantifying the size and potential of local markets and making sure your on and offline sales and marketing is mapped to local communities enables you to:

    • Optimise resource allocation
    • Find and communicate with ‘difficult to reach’ groups
    • Identify and address diverse needs within an area
    • Understand how ethnic groups are distributed within specific areas

    We use heat mapping where colours are used to differentiate areas of high densities of communities by significant variables. Data can be mapped and visualised to identify precise areas, enabling you to target your products in the right locations and to optimise sales

  • Drive Time Analysis

    Segmentz® enables you to zoom in and display maps at any scale, from UK-wide to street-level, whilst maintaining a high level of contextual detail and smart labelling. The ability to view data at both a macro and a micro level means that your strategic activities can be implemented in a highly targeted and localised way.

    A spread sheet can show the customers you have in a 50 mile radius, but what it cannot do is show this geographically. A marketing campaign to all your customers within a 50 mile radius is not targeted but, if the same data is plotted geographically, you can see the particular post code distribution. Knowing where customers are located and how far they will travel enables the creation of drive time catchments which you can use to devise a marketing campaign to these customers and prospects with similar profile types within those specific post code areas.

  • Catchment Analysis

    Catchment analysis is an effective tool that helps to determine how and where to conduct a new campaign or expand an existing proposition. Understanding the types of consumers who are likely to buy your products can assist in seeking a location that will give the best opportunity to realistically target these people. It’s important to have a thorough understanding and knowledge of the target location in order to work out if it has potential. Carrying out relevant research will help you to decide whether it will be financially feasible for you to open a branch of your business in a particular location.

    In order to provide you with the ability to understand the inter-relationships between existing stockists, prospect outlets, distribution points and demographic hotspots, we use volume/share data in conjunction with external data to measure the relevancy of each outlet to the brand profile.

    Data visualisation provides a clear way to identify and prioritise outlets which are located in modelled ‘hot spot’ areas based on high densities of footfall matching the brand profile.

  • Customer Hotspots

    In order to provide customers with the ability to understand the inter-relationships between existing stockists, prospect outlets, distribution points and demographic hotspots, we use volume/share data in conjunction with external data to measure the relevancy of each outlet to the brand profile.

    Data visualisation provides a clear way to identify and prioritise outlets which are located in modelled ‘hot spot’ areas based on high densities of footfall matching the brand profile.

  • Prospect Targeting

    Customers are the lifeblood of any organisation, so a business needs to do everything it can to maximise customer loyalty and engagement. This shouldn’t be at the detriment of the customer or prospect but an interaction that provides value and benefit to both sides. 

    If we know the characteristics of our best customers (eg. lifestyle, behaviours, age etc.), we can identify prospects which best match this profile and identify them at highly granular levels on a map.

  • Ranking Reports

    Ranking reports provide the ability to understand penetration or opportunity, based on modelled demographics or transactional data at any geographic level.

    Customers may want a ranked list of towns with the highest student population, the biggest workforce, mobile usage or social class – whatever, the variable or geographical level, ranking reports offer simplicity and the means to target consumers with the right omnichannel promotions.

    Ranking cities, towns or any geographical level against any key variable highlights areas of potential growth.

  • Profile Reports

    Profile reports by drive time or catchment area offer clear and straightforward reports that provide the insight required to build your sales and profitability. 

    Profile reports provide the insight required to drive a range of sales, marketing and operational activities ranging from new product launches, promotional planning and sales resourcing to on and offline advertising, mailing campaigns and brand awareness. Any variable across multiple areas can be included so that you can drill down to the desired consumer profile.

    • Monthly updates
    • Dashboard KPI reports
    • Campaign tracking
    • Targeted email or mailing lists
    • Segmentz mapping
    • Post Code hot spots
    • Strategic guidance
  • Segmentz® & Map2Stats

    The big idea behind Segmentz® is that it helps brands and retailers to gain knowledge about the geographical distribution of their on and offline customer data and to create maps and reports based on that information, in a way that is both fast and simple.

    By combining customer data, such as sales or volume figures, with our own extensive external data source, Segmentz® can provide a detailed understanding of the marketplace in which you operate, and the ability to define activity which is relevant and highly targeted.

    Segmentz® is intuitive and ready-to-use. You will be able to visualise, manipulate and report on your data without the need for any GIS expertise, highlighting trends, gaps and overlaps that wouldn’t be possible via other technology.

    Segmentz® enables you to zoom in and display maps at any scale, from UK-wide to street-level, whilst maintaining a high level of contextual detail and smart labelling. The ability to view data at both a macro and a micro level means that your strategic omnichannel activities can be implemented in a highly targeted and localised way.

    Having hosted and managed Coca-Cola’s store level customer database for the last 10 years, we have unparalleled expertise in adding value to key customer relationships spanning national grocery, hotels, pubs, clubs, fast food restaurants, convenience stores and independents to sporting venues, tourist and leisure attractions, cafes, coffee shops and garage forecourts.

    S2’s unique approach recently won Marketing Week's 'Best Use of Data in FMCG' for the 2nd time for our work with Coca-Cola at the prestigious Data Strategy awards.’

‘S2 helped define the consumption opportunity for Powerade, enabling ranking of outlets to prioritise equipment placement and field sales resourcing for the sampling programme. The success of this project resulted in a major national roll out across the UK with an emphasis on locations with the highest ranked customer profile.’

Brand Manager, Powerade