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

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

Audience Segmentation – Is it the holy grail? 2

LOOKING BACK…… 3

OUR WORLD IS CHANGING…… 2000 2010 2015 2019 2005 4

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 5

EVERY 60 SECONDS…… >350,000 >210,000 >120 >65,000 tweets sent snaps uploaded new accounts photos uploaded >29 million >87,000 messages processed hours watched >2 million >400 hours minutes of calls of video uploaded >1.5 million >3.8 million >18,000 songs streamed search requests matches 6

“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.” 7

Audience Segmentation – Is it the holy grail? 8

JUST IN CASE…… PATRICK PHIL STEPHANIE OLIVIA 45-50 30-35 20-25 10-16 CINEMA DVD OR VIDEO ON DEMAND NEVER STREAMING 9

OUR LIFE’S JOURNEY…… 10

AUDIENCE SEGMENTATION USAGE SOCIAL CARE – ADULTS & CHILDRENS PUBLIC HEALTH WASTE & RECYCLING BEHAVIOUR CHANGE PREMIUM SERVICES COMMS & ENGAGEMENT TRANSFORMATION 11

KEY APPLICATIONS POLICY & SERVICE ENGAGEMENT DELIVERY 12

A MEANINGFUL CAMPAIGN DATA & INTELLIGENCE CHANNEL PREFERENCES MESSAGING 13

DATA & INTELLIGENCE - BLENDED DATA APPROACH (1) ADMINISTRATIVE OPEN COMMERCIAL 14

DATA & INTELLIGENCE – BLENDED DATA APPROACH (2) Open Administrative Commercial Pros: Pros: Pros: • • • Free of charge Unique to your organisation Up-to-date & from various sources • • • Authoritative & standard Relevant to local service and need Insight not available via free, open or local government collected data. Cons: Cons: Cons: • • Often historical Red tape associated with its usage • • • May not reflect residents’ current An incomplete picture of your Restrictions publishing and sharing • needs and requirements community on its own Compatibility challenges with other systems or data OUTPUT AREA CLASSICIATION (OAC) BESPOKE SEGMENATIONS COMMERCIAL SEGMENTATIONS: ACORN, WELLBEING ACORN, MOSAIC 15

CHANNEL PREFERENCES…… Who is online & offline? How should we communicate? What are we trying to achieve? Wifi Website/Internet Mobile App Tablet/iPad Buys online Mobile/iPhone Computer Games Social Networking 16

PREFERENCES (Example) – MY GRANDPARENTS LIVES: BOGNOR REGIS Age: 94 & 97 MARRIED: 75 YEARS OCCUPATION: RETIRED OWNED OUTRIGHT BENEFITS: STATE PENSION SERVICE USER: SOCIAL SERVICES COMPLETED RESIDENTS SURVEY INCOME TV MOBILE PHONE DIGITALLY CONNECTED POST/LETTER HEALTH/MEDICAL PET DOG 17

MESSAGING 18

AUDIENCE SEGMENTATION – IS IT THE HOLY GRAIL? 1. Circumstance 2. Blended Data Approach 3. Understanding 4. Channel 5. Marketing YES OR NO? 19

AND FINALLY…...CONTACT DETAILS Stewart Eldridge Head of Public Sector & University Data 020 7605 6164 seldridge@caci.co.uk https://www.linkedin.com/in/stewarteldridge/ 20