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Audience Segmentation – is it the holy grail?Stewart Eldridge, Principal Consultant – Head of Public Sector & University Data
Tuesday 19th November 2019
Local Government Association, 18 Smith Square, Westminster, London, SW1P 3HZ
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Audience Segmentation – Is it the holy grail?
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LOOKING BACK……
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OUR WORLD IS CHANGING……
2000 2005 2010 2015 2019
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Everyday day we create
2,500,000,000,000,000,000 2.5 Quintillion
bytes of data
90% of the worlds data was created in the last 2 years
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EVERY 60 SECONDS……
>210,000snaps uploaded
>350,000tweets sent
>29 millionmessages processed
>87,000hours watched
>1.5 millionsongs streamed
>65,000photos uploaded
>400 hoursof video uploaded
>120new accounts
>3.8 millionsearch requests
>2 millionminutes of calls
>18,000matches
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“Good use of data can be hugely beneficial in helping councils make services more targeted and effective … But it is important to note that data is only ever used to inform decisions and not make decisions for councils.”
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Audience Segmentation – Is it the holy grail?
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JUST IN CASE……
PATRICK PHIL STEPHANIE
45-50 30-35 20-25 10-16
OLIVIA
CINEMA DVD OR VIDEO ON DEMANDSTREAMING
NEVER
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OUR LIFE’S JOURNEY……
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AUDIENCE SEGMENTATION USAGE
SOCIAL CARE – ADULTS & CHILDRENS PUBLIC HEALTH
TRANSFORMATION PREMIUM SERVICES
WASTE & RECYCLING
BEHAVIOUR CHANGE COMMS & ENGAGEMENT
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KEY APPLICATIONS
POLICY & SERVICE
DELIVERY
ENGAGEMENT
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A MEANINGFUL CAMPAIGN
DATA & INTELLIGENCE CHANNEL PREFERENCES MESSAGING
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DATA & INTELLIGENCE - BLENDED DATA APPROACH (1)
OPEN ADMINISTRATIVE COMMERCIAL
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DATA & INTELLIGENCE – BLENDED DATA APPROACH (2)
Open Administrative Commercial
Pros:
• Free of charge• Authoritative & standard
Cons:
• Often historical• May not reflect residents’ current
needs and requirements
OUTPUT AREA CLASSICIATION (OAC)
Pros:
• Unique to your organisation• Relevant to local service and need
Cons:
• Red tape associated with its usage• An incomplete picture of your
community on its own
BESPOKE SEGMENATIONS
Pros:
• Up-to-date & from various sources• Insight not available via free, open or
local government collected data.
Cons:
• Restrictions publishing and sharing• Compatibility challenges with other
systems or data
COMMERCIAL SEGMENTATIONS: ACORN, WELLBEING ACORN, MOSAIC
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CHANNEL PREFERENCES……
Social NetworkingComputer GamesWifi Tablet/iPadMobile/iPhone Mobile AppWebsite/Internet Buys online
Who is online & offline?
How should we communicate?
What are we trying to achieve?
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PREFERENCES (Example) – MY GRANDPARENTS
OWNED OUTRIGHTLIVES: BOGNOR REGIS OCCUPATION: RETIREDMARRIED: 75 YEARSAge: 94 & 97
INCOME TV DIGITALLY CONNECTEDMOBILE PHONE PET DOGPOST/LETTER
BENEFITS: STATE PENSION COMPLETED RESIDENTS SURVEYSERVICE USER: SOCIAL SERVICES
HEALTH/MEDICAL
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MESSAGING
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1. Circumstance
2. Blended Data Approach
3. Understanding
4. Channel
5. Marketing
AUDIENCE SEGMENTATION – IS IT THE HOLY GRAIL?
YES OR NO?
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Stewart Eldridge
Head of Public Sector & University Data
020 7605 6164
seldridge@caci.co.uk
https://www.linkedin.com/in/stewarteldridge/
AND FINALLY…...CONTACT DETAILS
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