Audience Segmentation is it the holy grail? Stewart Eldridge, - - PowerPoint PPT Presentation

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Audience Segmentation is it the holy grail? Stewart Eldridge, - - PowerPoint PPT Presentation

Sep 17, 2022 145 likes •374 views

Audience Segmentation is it the holy grail? Stewart Eldridge, Principal Consultant Head of Public Sector & University Data Tuesday 19 th November 2019 Local Government Association, 18 Smith Square, Westminster, London, SW1P 3HZ 1

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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%

  • f the worlds data was created

in the last 2 years

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EVERY 60 SECONDS……

>210,000

snaps uploaded

>350,000

tweets sent

>29 million

messages processed

>87,000

hours watched

>1.5 million

songs streamed

>65,000

photos uploaded

>400 hours

  • f video uploaded

>120

new accounts

>3.8 million

search requests

>2 million

minutes of calls

>18,000

matches

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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 DEMAND STREAMING 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 Networking Computer Games Wifi Tablet/iPad Mobile/iPhone Mobile App Website/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 OUTRIGHT LIVES: BOGNOR REGIS OCCUPATION: RETIRED MARRIED: 75 YEARS Age: 94 & 97 INCOME TV DIGITALLY CONNECTED MOBILE PHONE PET DOG POST/LETTER BENEFITS: STATE PENSION COMPLETED RESIDENTS SURVEY SERVICE 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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