Reachmedia Develops Market Leading Customer Profiling and Segmentation Tool
Reachmedia has added a powerful customer profiling and segmentation tool to its suite of products.
The data segmentation model, named Genius, is powered by New Zealand Post and has been modified specifically for
targeted media company Reachmedia and the unaddressed mail channel.
“Genius is designed to help businesses better understand their customers, identify new prospects and improve their
return on investment”, says David Nation, General Manager of Sales and Marketing for Reachmedia.
Genius collates over 1,000 data variables, including census data, New Zealand Post rural delivery data, property values,
spending data and lifestyle information from the New Zealand Post lifestyle survey.
Census data is used to divide the New Zealand population into nine different cluster groups. Each cluster is then
overlaid with geo-demographic and behavioural data to break each group into 36 different segments.
“Because the data is modelled at multiple levels we are able to provide the most accurate picture of the New Zealand
market. This enables businesses to make their messages more relevant to potential customers”, says David Nation.
Genius has been developed by New Zealanders for the New Zealand market, and is the first data segmenting tool to provide
in-depth information on the rural community.
“Because Genius is designed locally, the modelling has been specifically developed for the size of our population”, adds
Mr Nation.
“There is also local support for the programme; the experts who created Genius are on hand to assist our customers”.
Reachmedia envisage that businesses with limited information on their target market will be able to use Genius to
develop an accurate potential distribution catchment. The tool can also be used by businesses currently using the
unaddressed mail channel to identify inefficiencies and build further insights into customer behaviour.
Genius is now available to all Reachmedia customers.
ENDS