• by Jess Nelson , February 1, 2016

SaaS platform Vennli recently updated its analytics software with expanded customer segmentation and data visualization features.

The B2B business intelligence software helps companies conduct competitive analyses and customer research, ultimately displaying the results in an interactive Venn diagram.

The new features add a higher degree of competitive analysis for Vennli customers and a deeper level of customer segmentation that enables marketers to understand their customers better and pinpoint the best ways to market to them, according to the company.

Pooya Ghiaseddin, chief product officer at Vennli, asserts that data visualization can help email marketers who don’t have the resources of a data scientist at hand.

The new Heat Map feature adds a side-by-side comparison of how each customer segment reacts to certain types of advertising, what content they are most likely to engage in and what drives customers to buy. For example, email marketers can reach different customer segments with tailored messaging by pinpointing what product a Millennial or Baby Boomer would prefer.

Improvements also include quick access to detailed views of customer segment demographics, choice factor filtering and trending market changes.

Vennli claims this level of analysis helps companies identify trends and adjust their products or messaging with more precision to specific demographics.

“Data visualization can be helpful for marketers without extensive background in market research and analysis,” says Ghiaseddin. “People are visual beings, and data visualization is helpful for people trying to take in information that might be difficult to assess, especially when it’s taking figures and trying to calculate where to focus business and marketing efforts.”

Data visualization can also help email marketers gain more insight into their campaigns and can help justify business expenditures to stakeholders, he says.