New Big Data and Segmentation Firm Launches in UK

In the UK, Peter Ellen, former CEO of the retail chain Fopp has officially launched Big Data for Humans, which aims to 'democratise Big Data analysis for successful SMEs'.

The company was set up as long ago as 2014 by Ellen and co-founder Steven Rose, a veteran of marketing software and CRM, and is backed by a group of transatlantic investors including Techstars, EC1 Capital and Firestartr. Ellen previously co-founded Fopp, which was sold to HMV, and Maxymiser Inc., which is now part of Oracle.

The new firm uses real-time granular data from hundreds of millions of sales transactions to segment and target customer groups, helping clients to retain, cross-sell and up-sell to them. Having spent the last year and more 'honing its algorithm with a range of clients', the company has now formally launched with an analysis of UK retailers' 'disappointing Christmas', which based on analysis of 950 million sales transactions in 2015 it blames on a failure to engage with high value segments, including customers who shopped both online and in-store.

Ellen says the retail figures show 'a clear disconnect between retailers' C-suite executives and their customers', due in part to the lack of effective segmentation working across online and off-line behaviour, and in part on 'a dearth of readily-available intelligence on what people are buying, how and when'.

The company says its segmentation models are easy and quick to implement, with deployment 'up to five times faster than any other 'big data' company'.

Web site: www.bigdataforhumans.com .