Case study
How Money and Pensions Service (MaPS) helps people improve their financial futures through a refreshed segmentation solution
Summary
The Money and Pensions Service (MaPS) is a statutory
body sponsored by the Department for Work and
Pensions dedicated to helping people – particularly
those most in need – make well-informed decisions
about their money and pensions and improve their
Financial Wellbeing and resilience to build a more
secure future.
CACI has worked in partnership with MaPS for a
decade, delivering a range of analytical solutions
that have enhanced MaPS’ understanding of the
UK’s financial wellbeing. This work has included the
development of MaPS’ current Financial Wellbeing
segmentation solution, which supported the
understanding and underpinning of their national
strategy.
To fulfil their remit, MaPS must understand the
varying financial needs of UK consumers and the
characteristics, features and locations of consumers
with lower Financial Wellbeing. This insight is critical
for targeting the right groups of consumers and
offering them the necessary support.
Company size
0-500
Industry
Financial Services
Products used
Challenge
The UK’s economic landscape has changed since the development of the previous Financial Wellbeing solution in 2019-2020, with many households’ finances having been and continuing to be affected. As such, MaPS needed CACI to review and refresh the existing segmentation to ensure it remained fit-for-purpose in reflecting the Financial Wellbeing of the UK population and would distil a complex array of characteristics into one cohesive solution.
Solution
The UK’s economic landscape has changed since the development of the previous Financial Wellbeing solution in 2019-2020, with many households’ finances having been and continuing to be affected. As such, MaPS needed CACI to review and refresh the existing segmentation to ensure it remained fit-for-purpose in reflecting the Financial Wellbeing of the UK population and would distil a complex array of characteristics into one cohesive solution.
A blended data approach was instrumental in the innovative development of this segmentation. MaPS’ flagship Financial Wellbeing survey (known as “MoneyView” from 2025) and scoring methodology was used to inform the clustering algorithms alongside CACI’s UK-wide datasets to define the segments and add further colour and context into who these people are. Consolidating research with Fresco, CACI’s powerful individual-level financial services segmentation, and Ocean, CACI’s attribute-rich consumer database, ensured segments and sub-segments would be accurately rolled out across the UK at various geographic levels. This ranged from more granular postcode sectors to local authority area or region and can be applied to financial service providers’ customer databases. Through the range of data inputs, segments and sub-segments could be profiled across over 900 characteristics to enhance understanding and drive ongoing strategy through data-driven insight.
As a result, this refreshed solution is helping MaPS define, describe and outline a set of characteristics of those most in need, as well as who to target and reach. It will also enable the opportunity to profile service users and whether users with lower financial well-being were adequately supported.
Outcomes
MaPS’ refreshed Financial Wellbeing segmentation offers a range of new benefits, including:
- An enhanced understanding into how consumers’ needs differ and the areas of greatest need.
- An accurate representation of the current population’s financial situation, given changes to the market.
- Aligning to MaPS’ Financial Wellbeing scoring for consistency with internal methodologies.
- Ensuring reach is applicable to the whole of the UK.
- Underpinned by Fresco, enabling its use by wider financial service organisations to bolster their understanding of Financial Wellbeing (which can be particularly helpful in the context of Consumer Duty).
The refreshed segmentation has been fundamental in aspects of MaPS’ operations, from content design to communications activity. For example:
- Informing MaPS’ UK strategy for Financial Wellbeing.
- Identifying the target audience for MaPS’ cost of living campaign
- Participant recruitment in user research when developing new tools and services.
- Understanding local regions and areas across the UK most in need of support for partnerships.
- Understanding needs, issues and policy innovation.
To find out more about the Money and Pensions Service Financial Wellbeing strategy, click here
Case study
Retail Marketing Group delivers better campaign results using data, analytics and field force optimisation tools
Summary
Retail Marketing Group is a multi-award winning field sales and marketing agency specialising in consumer electronics, with insights and data to help brands better understand their customers, retailers and the marketplace.
Company size
250
Industry
Professional Service
Products used
Challenge
In the past, Retail Marketing Group faced a number of challenges. Call files were selected based on an individual’s knowledge of the market and long nights were spent wrestling with Excel and rudimentary maps to create territories and call schedules.
Retail Marketing Group needed a more efficient and accurate way of defining call files, calculating headcount, designing efficient territories and optimal call schedules. The goal was to reduce the cost of planning and running its field teams.
Solution
Retail Marketing Group uses CACI’s Retail Footprint catchment model to tell it where people shop. It uses a mix of Acorn demographic and marketing data to tell it where its targeted consumers live. This allows Retail Marketing Group to identify the best stores to visit and set the most beneficial contact strategy.
InSite FieldForce makes sure that the headcount for each project is correct and that territories are planned in an efficient way. CallSmart produces optimal call schedules and allows Retail Marketing Group to accurately estimate mileage and required overnight stays so it can budget effectively and quote clients with accuracy.
Results
Retail Marketing Group licence a number of CACI’s solutions and utilises them to plan outsourced field teams for its clients and support pitches for new business.
Having the software in-house means Retail Marketing Group can continue to accurately quote clients, improve results due to visiting more appropriate stores for each specific campaign, reduce costs through optimal routing, hire people in the right places first time resulting in reduced recruitment costs, give the field agents a sense of fairness by utilising territories at the right level and massive time savings for Retail Marketing Group’s team of analysts which uses the software.
Case study
Republic Technologies maximises ROI from its field sales team
Summary
Republic Technologies is a global consumer goods company with over 100 years of manufacturing history. In the UK, its products are sold in a multitude of retail settings including newsagents, supermarkets and convenience stores, and requires a traditional field sales force. Republic Technologies wanted to improve its operations and geographic deployment in the field to ensure it had the right people in the right place to optimise sales teams’ working patterns, growth and customer service.
Company size
100
Industry
Manufacturing
Products used
Challenge
Republic Technologies had a number of vacancies in its field sales team, but did not know the best places to recruit. Nor did Republic Technologies know whether it needed to fill all these vacancies. Could it scale the team back and still achieve its target call rate?
Republic Technologies’ territories were imbalanced, with some people working far more hours than others. The team was spending too much time driving. Republic Technologies wanted to optimise the territories to ensure that each person was working the same hours and maximise the time spent with customers.
Based on the anticipated changes to the territories, Republic Technologies wanted to provide each sales person with a plan of attack to help them get around their customers in the most efficient way.
Solution
CACI worked with Republic Technologies’ field managers to address these challenges. Using CACI’s proprietary InSite software, we started with headcount analysis and employed InSite’s travel time algorithm to understand the amount of driving the field team would have to make between calls. This helped to understand exactly how many hours the current team was working and what this would look like if the headcount changed. Based on these calculations the correct team size was established, giving Republic Technologies the confidence that it had struck the right balance.
From this optimised structure, CACI used its CallSmart route optimiser to deliver a set of efficient routes for each field sales rep.
Results
CACI’s work has allowed Republic Technologies to quantify the hidden work in a sales person’s day to truly understand the correct size of their field sales team. This ensured Republic Technologies was maximising the return on investment from this team.
The territory optimisation improved the balance of work across the team and reduced the amount of time spent driving. With this enhanced efficiency, Republic Technologies was able to focus its recruitment on better defined locations, filling vacancies more effectively in more targeted areas. Another benefit of this was a reduction in fuel bills.
The routing gave each sales person a daily sequences of visits that reduced the time they spent in the car and the time they spent planning.
Case study
How CACI’s data supported the University of St Andrews
Summary
St Andrews, on the east coast of Scotland, is a unique and captivating place. The university is a key part of its charm. Founded in 1413, the University of St Andrews is known for its rich history as well as cutting edge teaching and research. More than 10,000 students attend the university, including around 8,000 undergraduates from Scotland, the rest of the UK and overseas. St Andrews is consistently ranked in the top three UK universities and the best in Scotland.
Company size
200
Industry
Education
Products used
Challenge
Jonathan McDougall-Bagnall is the Planning Innovation and Infrastructure Manager at the university. He explains: “The data project is part of our contextual admissions policy launched several years ago. We are constantly striving to widen access to our institution and ensuring that it remains accessible to all. Historically we have used SIMD (Scottish Index of Multiple Deprivation) data and school performance data to identify candidates in Scotland who may require the support of our contextual admissions policy. We wanted to widen this to applicants from around the UK and needed to find suitable equivalent data. Each UK country calculates their index in a slightly different way, so we couldn’t make a direct comparison.”
Solution
The St Andrews team researched the data sources available and concluded that Acorn was the most comprehensive, accurate and current dataset for their needs.
“We use the Acorn postcode database as an integral part of our decision making system, to help us determine which candidates come from areas of deprivation,” says Jonathan. “We have the database and the profiler software, though we mainly use the database directly. The data is simply structured and easy to use, it comes in the same format every year. It’s very straightforward to pull into our systems, because of the consistent format and quality.”
Results
Joanna Fry, Access Manager: Widening Access & Transitions, says: “Our admissions system includes codes attributed to socio-economic deprivation and other widening access criteria, drawn from Acorn data and other sources.
“Both the admissions team and our academic colleagues can now look at students in groups and compare peer groups of those with similar access codes. This gives us vital context to benchmark students from similar environments and circumstances. For example, it can help us interpret the range of exams they’ve taken; the candidate‘s school may not have a wide range of subjects on offer. It also can help us understand how personal statements and references are written, depending on the influences and level of support that a candidate may have had.”
Case Study
How CACI helped The Harlequin Group improve site search process
Summary
The Harlequin Group approached CACI for support in speeding phone mast site searches using HERE mapping from our data.
Company size
200
Industry
Telecommunications
Services used
Challenge
The Harlequin Group, a consultancy specialising in planning and site acquisition for organisations in the telecommunications and public utility sectors, carried out the geocoding of potential locations using open-source mapping in conjunction with various other data layers, but found that the results were not always as precise as it would have liked.
Improving result precision
Use of various data layers
Solution
Harlequin now uses HERE satellite imaging, terrain and hybrid map layers when conducting site searches. “The satellite imaging is particularly useful,” Simon says. “It’s always important for us to discover land ownership, and HERE is invaluable in displaying context. The clear detailed images make it much easier to see the precise location of possible sites.”
The searches are conducted by means of map references; then the map layers can be turned on or off to display the right details.
Results
The company has significantly sped-up and improved the accuracy of its site search process since using the HERE digital mapping and location intelligence platform supplied by CACI. The HERE location platform offers detailed, online street-level mapping, aerial photography and geocoding across the world. Maps and postcodes are constantly updated so that the latest data is always available and ready to be integrated into users’ own applications. CACI is one of the longest-standing distributors of HERE mapping, and has extensive experience in specifying and configuring the most appropriate HERE products for individual customer requirements. Harlequin specialises in conducting searches on behalf of organisations such as mobile phone networks seeking new sites for masts or other equipment. It has also been involved in research for a Government initiative to fill in “not spots” where mobile phone signals are very poor.
Following criteria specified by its customer, the company identifies possible sites within a chosen area – which might typically cover 2km – and then checks to find out whether that area has any features that might prevent the installation from going ahead.
Case study
Detailed local population insight to inform service provision in a new Central London life sciences hub
Summary
Guy’s & St Thomas’ Foundation was previously known as the Guy’s & St Thomas’ Charity. It is an independent foundation whose mission is to invest, partner, engage and influence to come at big health challenges from all angles. The Foundation and its family of organisations collaborate with communities, partners and hospitals, using its assets to transform lives.
Impact on Urban Health is part of the Foundation, with a specific remit to make urban inner London and similar areas healthier places to live.
Company size
200
Industry
Non-Profit
Products Used
Challenge
Guy’s & St Thomas’ Foundation has created a 300,000 square foot life sciences hub with world-class lab facilities. The development is adjacent to the Guy’s Hospital campus in Southwark and will form part of a new health innovation cluster in central London.
To assess the impacts and benefits of the development for the local community, the property team asked Impact on Urban Health to help them understand more about the needs, lifestyles and characteristics of the people who live nearby.
Assess impact and benefits of the development
Understand the needs, lifestyles and characteristics of those nearby
Solution
Data Analyst Alessandra Denotti is responsible for generating insight for Impact on Urban Health projects. She used CACI’s Acorn demographic data to map profiles of the population in the immediate area around the proposed Snowsfields development.
Results
Project Director Emma Davies studied Alessandra’s insight presentation to understand the local population better, in order to design and propose relevant services within the Snowsfields development plan for local residents to use.
