Case study
Sophisticated data models help Scottish Water understand domestic water consumption
Summary
Scottish Water looks after Scotland’s most precious natural resource. From source to tap, they keep customers supplied with world class water. The public water and waste water organisation is responsible for providing water and wastewater services to 2.56 million household customers and 152,806 business premises. Sustainability is a major focus. Scottish Water’s strategic plan supports Scotland’s ambitions for renewable energy generation and carbon reduction.
Company size
1,000 – 5,000
Industry
Utilities
Products used
Challenge
Scottish Water has been working with CACI for over 10 years to deliver accurate models that help predict and review household water consumption.
Understanding water use
Martin Walton, Asset Planner at Scottish Water explains the challenge: “There are hardly any domestic water meters in Scotland. So, we have had to find other ways to stratify our customer base. Using Acorn data, we have built and refined models over the years that give us a clear view of how water is being used. We need this information to help us reduce water consumption by monitoring and controlling leakage, testing and maintaining network assets and influencing consumer behaviour.”
Solution
Acorn data is often associated with marketing, product development, service planning and optimisation. But for Scottish Water, it’s the foundation of a sophisticated model that determines expected usage in locations across Scotland. The insight helps operations and engineering teams to prioritise their activities and pinpoint key areas for investigation.
Scott Young, Leakage Delivery Team Leader at Scottish Water, describes the approach: “In terms of water supply, Scotland is divided into over 3,000 areas, each with a district meter. We inform supply and demand analysis within these areas using our Acorn model. We compare district meter flows to those within the Acorn model to see whether actual water usage is similar to the projected household demand for that area. When there’s a difference, we can investigate whether this is because of unrecorded usage, network anomalies or leakage.”
Martin Walton adds: “The modelled per household consumption dataset has proved to be a very accurate predictor of consumption for the domestic properties we supply.”
Results
Scott Young says: “With the Acorn data, we’ve been able to break down demand by area to understand the opportunity for leakage reduction. Using big data in the digital space is quite a radical change from the traditional mainstream approach to leakage detection. Now, we can identify areas of concern with a high degree of accuracy, even in areas with plastic pipes, where traditional soundings to find leakage are less effective.
“We look at the typical usage profile based on zone control groups that we measure and sample from. We build out models for every area using detailed data from Acorn. This combined approach produces a very accurate flow pattern and a strong benchmark comparator. We refine the model further by taking into account factors that influence peaks and troughs or that could be causing leakage.
“The data modelling also helps us to spot issues with valves at the district boundary. When anomalies appear in area flow measurements compared to the model, we can see where a district is breached and water is leaving. We confirm this by checking data relating to adjacent districts, where that water may be going. These are priority issues to fix so it’s really valuable to identify them quickly.
“When I send a team out on the ground to locate and fix a problem identified via the Acorn data model, we have a very high degree of confidence that we’ll find it where we predicted. That means we can detect and stop leaks more quickly and efficiently.”
Case study
Activating data for a flagship customer experience project for the RAC
Summary
The RAC provides complete peace of mind to more than 12.7 million UK personal and business members, whatever their driving needs. They’re famous for breakdown assistance, but they also provide motor insurance and a range of other services, including buying a new or used car, vehicle inspections and checks, legal services and traffic and travel information.
Company size
1,000 – 5,000
Industry
Transportation & Logistics
Services used
Products used
ResolvID
Challenge
The RAC had outgrown its relatively basic campaign tool. They needed something more flexible and efficient to transform the existing manual and time-intensive process for campaign delivery. Their on-premise SQL solution was hosted by a third-party agency. Poor access to data constrained the RAC marketing team, which needed to be more self-sufficient in campaign operations.
The RAC’s Data and CRM Strategy Leader, Ian Ruffle, says: “Because the legacy technology wasn’t efficient, it took over 48 hours to refresh the data. If it fell over, as it often did, because we were at the limits of the solution’s capability, it could take up to ten days from a customer being acquired to reflect that in the marketing solution. This was becoming a real problem.”
Solution
The RAC and CACI worked together to implement a suite of tools to transform the RAC’s marketing capabilities and to create the efficiencies and flexibility they needed. The first step was to build a single customer view (SCV) database using Snowflake. The pay-by-consumption processing function made it scalable and cost effective as well as future-proof. This gave the RAC direct access and control of their own data, which was a key requirement. Within Snowflake, CACI built a secure, accurate and compliant dataset, in line with GDPR requirements.
The database is hosted in the MS Azure cloud, and is refreshed and managed using Azure Functions, event triggers and DBT models. CACI’s resolution identity product, ResolvID, also plays a part in the solution. It’s hosted in Amazon Web Services (AWS) and consumed in real-time as event-triggered files are added into the database. This gives the RAC a complete view of each customer across multiple datasets and sources, allowing them to engage their customers in a more holistic way.
CACI implemented Adobe Campaign, Target and Analytics. For the campaign implementation, the team created 42 different tables and two different data structures – one for the B2C side of RAC’s business and one for the B2B side. Then, the RAC and CACI worked together to migrate all their existing campaigns from their legacy solution into the new Adobe Campaign instance, automating everywhere that was possible.
Adobe Triggers mean that web-based events from the customer can feed through into Adobe Campaign in real time. The RAC are using this for their enhanced abandoned baskets campaign. Communication can be triggered instantly, catching customers at a key point in the purchase lifecycle.
With Adobe Target, customer journeys can be personalised throughout the RAC’s website. Now, when a customer lands on the home page, they see personalised content based on interaction they’ve had with the brand before and products that they have or have not purchased.
Results
CACI’s team worked closely with the RAC design team to create them an on-brand template within the CACI Email Studio application. This reduced their previous dependency on third party creative agencies. Now, the RAC team is empowered to control and to create their own emails, without needing an HTML skillset. Email Studio delivers confidence in the usability and the rendering of emails when they land in the customer’s inbox, making sure it’s a positive experience throughout.
Ian Ruffle quantifies the value of the transformation: “Our marketing activation project has delivered a seven-fold improvement in data latency. We’re getting a reliable daily build of the core tables, plus many tables maintained in real time or via hourly batch processes, to meet the various trigger needs of the business.
“75% of the campaigns in the new solution are fully automated. We’re in the process of embedding this for newer campaigns. This gives our teams a huge amount more time to think about how to optimise the campaign and get the best ROI. At the roadside, when customers aren’t sure where their patrol was, they phone us. We’ve seen a 6% reduction in these calls, which is huge for us. It’s a massive cost saving and a much better customer experience, to be kept fully informed”
Case study
Principality Building Society launched a new proposition to a new customer segment with Fresco
Summary
Principality Building Society developed a new highly focused proposition using Fresco’s insight on consumer behaviour and needs, aimed at the rising metropolitans segment. The targeted campaign produced triple the expected uptake of its innovative First Home Steps app.
Company size
1,000
Industry
Financial
Products used
Challenge
Principality’s portfolio and propositions teams have been working together to define and understand new target customer segments and design services and products to meet their needs. With a loyal and long-standing customer base, the team wanted to find a way to engage with younger customers nearer the start of their savings journey.
Principality has always used data to support planning and risk assessment and to measure performance. Principality has evolved the use of demographic, lifestyle and market data from CACI to further refine its customer and market insights. Using CACI’s Fresco segmentation was an obvious choice to support the project. Fresco describes individuals in terms of their financial product holdings, attitudes, life stage, affluence and digital behaviour. Principality wanted to differentiate through propositions with better customer type information.
Solution
Very often, insight is siloed within teams. Data is purchased and used for specific projects and activities. For the First Home Steps proposition, Principality shared insight across all the teams and individuals involved in planning and delivering the campaign.
CACI presented data insight to a multi-functional Principality team, showing how it could help to refine different aspects of the proposition and supporting the communication campaign. The data was used from the start, informing every aspect of proposition development. Principality combined CACI’s Fresco insight with its own research into first time buyers to produce a robust and differentiated evidence base that informed every First Home Steps decision.
The Fresco data helped build a picture of the target group and to understand their needs, in the context of how they live and work and the challenges they face in saving and planning. First Home Steps addresses the rising metropolitan segment, aiming to appeal to those looking to the future and saving to buy their first property.
The Fresco insight helped Principality’s team understand exactly how to reach the people it had identified, showing geographic areas where there was a high proportion of rising metropolitan consumer households. This supported targeting of ads and resources.
Results
The proposition team launched the First Home Steps campaign to educate and support younger adults who have reached the stage of wanting to buy a house, so they can be confident in their ability to manage their finances and buying decisions.
Promoted and supported in-branch, First Home Steps offers ‘workouts’ to get homebuying hopefuls financially and practically fit to obtain a mortgage and buy their first home. Resources include a borrowing calculator, a budget planner, house prices guide and savings tips. It’s all brought together in the First Home Steps app, a free pocket guide to the house-buying process. Principality hopes to motivate users to open a First Home Steps savings account, to save towards a mortgage deposit.
“We launched in branch and the campaign exceeded targets, especially for people downloading the app, with triple the numbers expected. From the first phase of the campaign the insight basis has given us great confidence for the next stage.”
Susan David, Propositions Manager, Principality Building Society
Sharing the data insight with colleagues from all parts of the business has not only created a stronger proposition, it has driven interest and positive support from branch colleagues who talk to branch visitors about their finances. They have been advocates for the app, able to talk knowledgeably and empathetically with branch visitors who might benefit, armed with a clear understanding of their likely needs and attitudes.
Principality has a mature approach to data, using a range of sources intelligently and collaboratively. They use their budget smartly, ensuring that they make full and focused use of the insight sources they subscribe to. CACI’s resources and services are key tools that help them retain loyal customers and to innovate. As well as delivering proposition insight, Fresco helps Principality understand branch footfall and customer profiles. Weekly flow information from CACI’s Retail Finance Benchmarking Mortgages and Savings provides the market context.
Case study
Data solutions for Wrightington, Wigan and Leigh NHS Foundation Trust
Summary
Wrightington, Wigan and Leigh Teaching Hospitals NHS Foundation Trust (WWL) are a major acute and community trust dedicated to providing the best possible healthcare. Operating across five hospital sites and numerous community locations, they invest around £300m each year in order to design their services around the needs of their patients.
Company size
4,600+
Industry
Healthcare
Products used
Challenge
WWL saw an opportunity for change. After years of working stuck between two data warehouse versions, the WWL team were consumed by delays, hours of manual processing and a solution that was unreliable and not fit for purpose. As Mark Singleton, Associate Director of IM&T at the Trust would later describe: “the future didn’t look bright” — they needed something better.
As increasing mergers and collaboration between trusts was starting to take place, the business case for a new solution emerged — one that would meet all of their requirements, starting with a single version of the truth.
WWL looked at their options, knowing they needed a single data warehouse solution and while in the past this may have been done in house, the Trust concluded this wouldn’t meet the timeframe objectives, and with that in mind went out to tender for a partner to help bring in this solution.
Solution
CACI were initially appointed by WWL to implement their proposed solution: InView Express.
The InView data warehouse solution was specifically designed for the NHS market and when CACI were appointed by WWL, it had already been implemented in many trusts across the UK.
WWL could see the design of InView had incorporated the complexities required for an NHS data warehouse. It would allow them to produce the Trust’s national datasets and statutory returns and bring all siloed data sources into a single data warehouse, providing an accurate and co-ordinated view of the Trust’s services.
Plus, with the intuitive environment of InView, users across the Trust would be able view and analyse the data easily, and subsequently make effective decisions in an efficient way.
Thinking of the future ahead, WWL took the decision to take on all of the InView modules at the beginning, providing the capability to grow as they took on new data sources. This would soon provide to be an invaluable decision.
After benefiting from the InView solution for a few years and expanding its use, a new challenge appeared: WWL were to take on Community and Mental Health services, and this was a significant increase to their services and data.
Mark Singleton, Associate Director of IM&T at WWL, explains: “It’s not everyday that you’re being asked to grow services by 20-25%”, and that taking on these new areas would bring with it many different national datasets that the Trust had never dealt with before.
With additional returns and outputs due in a short space of time, WWL turned to CACI’s experience in working with community data to help them develop these new datasets in order to meet the national standard.
Results
Since implementing InView and later expanding it to support the new Trust requirements, WWL now have a reliable foundation which frees up capacity to focus on analysis of data and more strategic goals.
The team no longer spend time troubleshooting issues or hours processing data manually and can take on proactive improvements in house such as developing SQL.
WWL are making the most of the robustness of InView, with their database projected to be almost 2TB by 2021. For the Trust this is invaluable, as with some tables containing over 150 million records, they are able to record and manage vast amounts of historical data.
As CACI has invested and improved InView over the past few years, WWL are also utilising the regular updates in order to continually improve and evolve their reporting. Recently WWL have been looking at semantic reporting as a next step to improving the consolidated view of data across the Trust and will be further enhancing their deployment by using the new InView Extensions functionality
By optimising their use of InView, focusing on data analysis and striving to be a data-driven organisation through continual improvements, WWL are empowered to make efficiency savings, and improve the quality of care for patients across Wigan.
Case study
How Transport for Greater Manchester increased value from data to understand the people behind travel patterns
Summary
A combination of Transport for Greater Manchester and CACI’s data created insight on customer profiles.
Company size
1,000
Industry
Transport & logistics
Products used
Challenge
Increase the proportion of journeys made by active travel and public transport
Understand variations in the customer profile across different modes of travel, and specific Bus, Metrolink, and cycle routes
Understand barriers to take-up for different user groups (e.g. geographic location, affordability)
Identify appropriate ways to engage with existing customers and target new users
Solution
To overcome these challenges, Transport for Greater Manchester partnered with CACI on the following solutions:
- Acorn Postcode, Workforce Acorn, Paycheck and Retail Footprint to enhance its own datasets, including survey data (at the sampling, weighting and analysis stages)
- Use with GIS systems to identify spatial patterns and trends
- Postcode-level analysis provides a granular understanding that allows for targeted intervention
Results
“CACI’s Acorn, Acorn knowledge base and supporting products (Paycheck, Retail Footprint), used in combination with our own datasets, increase the value we can get from our data and help us to understand in more depth the people behind the travel patterns.”
Rosalind O’Driscoll, Head of Policy Insight and Public Affairs – Transport for Greater Manchester
Case study
How OneFamily use data to identify demand for new products
Summary
OneFamily is an award-winning financial services company, providing products and services that help modern families thrive. The firm’s vision of “Inspiring Better Futures” means creating products to meet the needs of every generation of the modern family, from dual parents, divorced people and single parents to grandparents, junior savers and family friends.
OneFamily serves over two million UK customers, caring for over £7 billion of families’ money. With over 40 years’ experience, the OneFamily team offers a range of products including protection and lifetime mortgages, children’s and young people’s investments, including Junior ISAs and Child Trust Funds. The business has donated £3.5 million to support customers and communities since 2015 and is committed to responsible investment through climate-impact funds.
Company size
1,000
Industry
Non-profit
Products used
Challenge
Deeply committed to innovation and data-driven decision making, OneFamily faced challenges in effectively targeting their customer base.
Despite possessing the necessary in-house data science skills, they struggled due to limited resources to fully leverage their existing ‘R’ analytics software. These resource shortages therefore hindered their ability to predict market trends and make evidence-based decisions.
As a progressive financial services company with an ethical business model, a critical challenge is to minimise waste and maximise value in all its operations. OneFamily therefore needed to refine their strategy and product development processes using advanced data analytics in order to minimise waste and enhance the precision of their targeting efforts to maximise value to its customers.
Solution
OneFamily uses Acorn and Fresco data for insight into existing customers, including its large Child Trust Fund (CTF) customer base.
Julian explains: “We are a progressive, innovative financial services organisation and we’re dedicated to developing products that meet the needs of today’s generation.”
“That’s why we’re strong advocates of data science, using it to determine strategy and product development and to help us predict market trends. Evidence-based decision making is core to our contemporary, forward-looking approach. Targeting effectively minimises waste and maximises value and relevance to our customers: these principles are important in our ethical business model.”
He adds, “Fresco is aimed at the financial services market so it’s a good match with the information we find most useful as we review and refine our products and portfolios. We can see where we index well across the UK and we can spot new opportunities to meet customer needs.”
Results
Julian was impressed by CACI’s Fresco and Acorn datasets. “They compare well with other segmentation models I’ve used in my career: we believe they’re best of breed products in our sector. They allow OneFamily to segment our family-oriented customer base and see how it’s represented across the UK population. We can zoom in to understand the preferences and needs of customers in granular detail, then locate other similar target groups.”
Data science has helped Julian and his team to identify demand for new products such as Junior ISAs, lifetime mortgages and over 50s family saving products. Fresco and Acorn data also help OneFamily prioritise recipients for cross-selling or upselling campaigns, connecting them with products that meet their current needs.
OneFamily’s insights analysts now run logistical regression models and retention models to predict customer behaviour and preferences. Julian says, “We categorise our customers and apply CACI’s variables to identify high, medium and low propensity groups for a given product or campaign.”
“CACI’s experts bridge the gap, providing specialist knowledge and so we can exploit the datasets to the max. CACI’s Head of Analytics is exceptionally knowledgeable and has steered our retention project so we can use propensity modelling on top of the lookalike datasets. That means we can focus with confidence on incentivising the top three deciles rather than expensively blanket-marketing to the entire base.”
Case study
How Mood helps NSCHT drive business value out of their information
Summary
North Staffordshire Combined Healthcare Trust (NSCHT) is a leading provider of mental health, social care, learning disability and substance misuse services in the West Midlands. It is one of only two specialist mental health Trusts rated ‘Outstanding’ by the Care Quality Commission (CQC).
The Trust needed to improve the management, dissemination and availability of meeting outcomes, committee reports and project work. The Trust’s overall aim was summed up in the promotional strapline for the project: “All our actions. All our projects. All in one place.”
Company size
1,000 – 5,000
Industry
Healthcare
Products used
Challenge
The Trust had a robust – albeit complicated – matrix of inputs/reporting from frontline managers into documentation in various formats. Directors and leaders (particularly executive directors) had to individually review Action Logs from Highlight Reports, Board Papers and Committee Assurance Reports to view the Trust’s management landscape.
As a result, two clear goals were set:
Increase the Trust’s efficiency
Enable faster achievement of the Trust’s core strategic objectives by reducing the incidence of missed or overdue actions
Solution
CACI’s Mood no-code software augmented NSCHT’s secure web access in the following critical ways:
It created an opportunity to develop functional solutions rapidly along with trial designs with users.
It offered the means to create interlocking functional “modules” and initiated the Trust’s building of three capabilities which formed the foundation of their new Unified Knowledge Layer (UKL):
- Meeting Manager
- Action Manager
- Personal Dashboard
Meetings are set up using Meeting Manager, where users can assign attendees, set out agendas and supply links to papers, allowing attendees to access everything they need in one location. Notes and actions can be captured during or after the meeting and are available to everyone. Actions can be assigned following the meeting and can be edited in Action Manager. Interested parties can then view the outcomes, papers and more in this single place, including browsing back to earlier meetings. Filters also allow for focus on a single meeting type, theme or even a single accountable owner.
Actions, whether from a meeting, project checkpoint or even a performance review can all be input directly into Actions Manager.
Alternatively, actions can be uploaded in bulk from a spreadsheet. Actions can be viewed through several filter-enabled lenses, such as an executive owner, action lead, topic, project, overdue, etc. They can be updated online and are visible instantly to all interested parties.
The Personalised Dashboard gives a user immediate visibility of all actions assigned to them. This presents a clear view of priorities so they can provide updates or delegate as necessary.
Added beneficial features include the solution’s Single Sign-On design, which links the Active Directory and removes the need to sign into UKL. It also includes Access Controls, where certain information can be available only to a restricted, need-to-know audience.
Results
- NSCHT is now equipped with new digital functionality and is currently implementing it across the wider organisation. The Trust regards the UKL as one of the primary choices for implementing new, digitised management information and intelligence – including upcoming new modules for stakeholder engagement and Active Listening.
- With fewer actions missed or completed late, various initiatives are now completed more efficiently, with less time spent on chasing updates. Management time is also more dedicated to items with the greatest priority and senior management are better able to gauge the landscape to assess the general health of activities.
- Mood’s no-code design helped the Trust rapidly design a prototype alongside key Trust staff and make it available for trial. While the solution was developed incrementally, user value was delivered from an early stage.
CACI has been delighted to work with NSCHT and enjoys the working relationship, leadership and creative input received from the NSCHT team throughout the process. The Trust’s leadership team is keen to continue broadening the use of UKL both through encouraging use by all staff and by extending functionality over the next few years into new modules delivering added capabilities.
Case study
How InView regenerated Croydon Health Services’ data capabilities
Summary
Croydon Health Services NHS Trust is a mid-sized hospital in Croydon that provides acute and community care through services and departments ranging from A&E, adult and paediatric critical care to outpatient and inpatient treatment and community services.
Prior to partnering with CACI over a decade ago, the Trust did not have their own data warehouse. Their in-house and bespoke systems were built using tools like Microsoft Access and SQL Server, which challenged their ability to load their structured data properly and time-efficiently. As a result, the Trust conducted a tender to enlist support for this, and after gauging the simplicity and ease with which CACI could help them meet their data warehouse optimisation needs, established a partnership.
Company size
4,000+
Industry
Healthcare
Products used
Challenge
Croydon Health Services’ entire in-house, bespoke system had been run by one person. This presented a risk to the organisation, particularly in the event of any changes made to statutory submissions or to the Healthcare Resource Group (HRG).
Husein Kermali, Head of Information Systems at Croydon Health Services NHS Trust, explained the Trust’s thinking in opting for a more organised route that would guarantee their protection by working with an organisation as opposed to an individual to oversee the entire system.
“One of our reasons we chose to go with [an organisation-led] warehouse in the first place was so things like the HRG group, the statutory submissions and anything that comes online from us from an NHS perspective would be something that we knew that warehouse would be capable of delivering.”
Bespoke system only run by one person
At risk if any changes were made to statutory submissions or HRGs
Solution
The Trust implemented InView back in 2011-2012 as a one pass system. CACI created Extract, Transform & Load (ETL) processes through InView based on pre-existing system knowledge and an understanding of what Croydon Health Services endeavoured to do with their data from the point of partnership.
A few years later, in conjunction with their existing data provider, the Trust went from PIEDW extracts to Nautilus 835 extracts, which resulted in CACI taking over a significant amount of the ETL process for the Trust. The positive working relationship between the Trust and CACI built up the Trust’s confidence in the difference CACI could make for their data processing capabilities.
“We know that CACI is always there when we’ve got issues, we know that [CACI] knows the detailed processes very well. [CACI] also work for a multitude of Trusts… so they know they’ve seen all the issues that we’re having in other Trusts, and what all the Trusts are trying to do,” Husein explained. “I think with that kind of vision, [CACI] can see a lot more than we can. I think that makes CACI a great partner to be with.”
Results
When the CDS010 was retired and 011 E CDS came online a few years ago, Husein flagged that “if [the Trust] did that in-house, that would have been a lot of work.” According to Husein, CACI had the extracts ready for this through InView, CACI’s modular data platform, easing Croydon Health Services’ involvement in the process.
“With the simple product upgrade of InView, [CACI] had all the elements within their product already. We just had to populate the fields that we needed. The output that was delivered was then ECDS 011 compliant, which saved us a lot of time,” Husein continued. “[CACI] did all the testing… we just had to make sure that we filled in the elements that we needed for the easy desk submission, so that was amazing because it saved a lot of time.”
Croydon Health Services has also benefitted from being involved in the ETL process throughout its development by CACI. The supplementary documentation provided at the end of any piece of work with CACI has given the Trust unrestricted access to changes made through InView or ensuring that everything they wished to capture had indeed been included.
The Trust has applied their learnings from CACI’s processes to successfully implement their own data quality (DQ) reports and dashboards that highlight potential problems and look up issues through a warehouse load process. The processes followed by their Data Quality team have also ensured that when data now goes through to the data warehouse, those issues disappear.
Case study
How CACI provided MoD a Compass Audit Solution for the Submarine Delivery Agency
Summary
The Submarine Delivery Agency (SDA) is a part of Defence Equipment & Support (DE&S) that procures and project manages the construction of future Royal Navy submarines. It also supports those in service working with Navy Command and the Defence Nuclear Organisation (DNO).
Within the SDA is the In-Service Management Team (ISM), handling quality assurance and performing periodic engineering audits to ensure processes are correctly followed when delivering equipment parts. During these audits, non-conformances may be identified which require attention, resulting in actions which must be tracked to completion.
ISM required a new capability to automate the management of this work and improve governance.
Company size
1,000 – 5,000
Industry
Defence, National Security
Products used
Challenge
ISM wanted a tool that would secure the audit process and better support operations by decreasing the probability of actions being missed or delayed. Easy access to previous audit outcomes would help preserve team knowledge.
Equipment failure could occur with associated potential safety issues due to the inability to track non-conformance actions.
Experience was being lost as staff are normally moved to new posts every two years.
Lessons from previous audits were not always applied due to limited information accessibility.
Efficiency needed improvement. Previous tools used to manage audit work (e.g. Excel and SharePoint) required significant overheads to track and manage the audit calendar.
Solution
The solution needed to be self-sufficient in that all details of the item being audited could be input to the tool and the audit team assigned. In addition, ISM looked for a significant reduction in elapsed time to complete each audit.
The SDA chose CACI’s Mood software to underpin their solution because of how well it lends itself to extending capabilities through the addition of new modules. COMPASS Submarines was initially developed to manage documented business processes and CACI could weave in a new audit module that would avoid users needing to log into separate software tools.
The new tool digitises the recording of audit details such as non-conformance findings and related actions. This is underpinned by a workflow with alert emails triggered by activities like adding or updating audits or a non-conformance needed to be acted upon.
Scheduled emails act as reminders, such as when an audit is due. This is a successful instance of Mood software’s ability to be customised using JavaScript to deliver extra functionality to the end solution.
Results
Efficiency is improved through system-driven working rather than relying on personnel knowledge and human driven processes, leading to:
- Strengthened governance resulting from auditable evidence of findings being captured and tracked.
- Reduced likelihood of recurring issues.
- Management overhead surrounding audits have been significantly lowered, allowing a reduction in FTE dedicated to the tasks.
- Improved knowledge retention, as outcomes of latest and previous audits are readily available.
The audit module is available to other parts of Defence, however, its value as an engineering audit compliance tool isn’t limited to a Defence context. We’ll be exploring new uses and are actively looking at extending the solution design to be relevant to other types of audits such as the complete range of ISO standards.
Case study
How Clear Channel supports its customers to understand their audience better
Summary
Clear Channel approached CACI for support in differentiating customised out-of-home advertising solutions for their clients.
Company size
1,000+
Industry
Media & publishing
Products used
Challenge
Clear Channel needed data insight that would help them assess the opportunity for out-of-home advertising and campaign planning for clients. They wanted to understand the audience for each of their advertising sites and be able to convey this to clients, to evidence the value and relevance for their brand or campaign.
Advertisers may book individual poster sites, or selected groups of sites, or a full national campaign, depending on their aims. Lindsay Rapacchi, Insight & Research Director at Clear Channel, explains: “To help our customers achieve engagement and sales, we focus on two approaches: brand and activation. Branding solutions aim to prime all potential market buyers with positive brand associations. This requires maximum reach, priming as much of the potential market as possible.”
Develop an understanding of the different audiences
Need insights driven by data in order to assess opportunity
Be able to evidence value and relevance
Solution
CACI provided Clear Channel with the InSite system, populated with gravity models and granular data that measures and categorises the movement of people and transactions by brand and demographic.
Clear Channel uses this to filter its full list of poster sites to produce a relevant and effective target set for each client campaign. The outputs are displayed on web-based interactive maps, to help the client visualise the campaign and how its reach could support their marketing goals.
Results
Lindsay says: “We’ve been working with CACI for over four years, accessing consumer profiling and spending information and retail footprint through the InSite system. Our campaign planning team uses the system every day to identify sites and plan where our clients should put their ads.”
Case study
Trust-wide insight for service improvement from Synergy 4 PLICS solution investment
Summary
Cambridgeshire and Peterborough NHS Foundation Trust (CPFT) is an NHS health and social care organisation that provides services in inpatient, community and primary care settings. The Trust’s services support adult mental health, older people and adults, and children, young people and families. Its biggest bases are the Cavell Centre in Peterborough and Fulbourn Hospital, Cambridge, but its 4,000 staff are based in more than 50 locations, supporting a population of nearly one million people.
Company size
4,000+
Industry
Healthcare
Products used
Challenge
With new Patient-Level Information and Costings Systems (PLICS) regulations in force for Mental Health, CPFT needed to update its systems to comply. The Trust was in the process of implementing a new e-patient record system, so requested a PLICS deadline extension, which was granted.
Michelle Barnes, CPFT’s Assistant Director of Finance, explains: “We knew that the regulation would soon be extended to its community operations, so we decided to deploy a PLICS solution for both Mental Health and Community. We particularly wanted to find a system that felt intuitive to our team, so we could get the most value and efficiency from it.”
CPFT decided to replace its existing software outright, rather than upgrading it. The team selected CACI to integrate and implement our Synergy 4 patient level costing solution in a competitive process delivered through the NHS procurement framework.
System update in order to stay compliant
Intuitive system to achieve value and efficiency
Replacement of old system
Solution
Michelle Barnes says, “We had demonstrations of four different systems. We particularly liked the logic of Synergy 4 — it matched how we approach things in our day-to-day work. For example, it uses familiar language and terms in allocations and apportionments. Other systems that we reviewed seemed either too basic or too convoluted.”
Finance Assistant Michelle Clarke adds, “We had been using Excel for a lot of our costings, which had its limitations. Some of the solutions we evaluated were still spreadsheet-based — we wanted to move away from this to a specialist system. We liked the way the outputs were presented and being able to customise the dashboards, so we could choose what we wanted to see.”
Once CPFT had selected the CACI solution, CACI’s trainers booked in working sessions to upload data and support the CPFT team to embed their financial model. CACI delivered training on the features and functions of the system, in context of CPFT’s particular approach, and provided a high-level reference guide.
Michelle Barnes says, “CACI made us feel confident that they were on our wavelength whenever we asked questions about the system.”
Michelle Clarke agrees: “We worked with two different trainers, who were both really knowledgeable. They always understood what we needed – we felt the system was in our control from day one.”
Results
Synergy 4 provides granular, detailed and accurate information that CPFT can use in an intuitive and collaborative way across the Trust. Michelle Clarke affirms: “Synergy 4 gives us a lot more flexibility with the dashboards – we can share the information with clinical managers and show them the fluctuations, in more detail. You can customise it for wards, teams and communities. Before we only had average contact and bed days – now we can have much more detail when we talk about what services cost.
“Before, we basically divided total costs by the number of patients to calculate patient-level costings. Now, we have so much more scope to be detailed and to layer financial information with demographics and population data. For example, we can apply postcodes and look at metrics like staff downtime and travel time for patients.”
Michelle Barnes adds, “When we move into Critical Care boards, we’ll have to split our contract into two, for north and south. The extra information we can extract from PLICS at GP practice level will really help us see how to split that contract.”
Case study
Acorn data enables the RSPB to deliver relevant and targeted supporter communications
Summary
The Royal Society for the Protection of Birds (RSPB) is one of the largest wildlife conservation organisations in Europe, with over one million active members. The organisation speaks out for birds and wildlife, with particular focus on the species and habitats that are in the greatest danger. As well as the active supporter base, RSPB’s network includes almost 18,000 volunteers and over 2,000 staff across more than 200 nature reserves. The organisation’s single vision is to work for a better environment rich in birds and wildlife.
Company Size
1000 – 5000
Industry
Non-Profit
Products Used
Summary
The Royal Society for the Protection of Birds (RSPB) is one of the largest wildlife conservation organisations in Europe, with over one million active members. The organisation speaks out for birds and wildlife, with particular focus on the species and habitats that are in the greatest danger. As well as the active supporter base, RSPB’s network includes almost 18,000 volunteers and over 2,000 staff across more than 200 nature reserves. The organisation’s single vision is to work for a better environment rich in birds and wildlife.
Challenge
The simplicity of Acorn is one of the main reasons the RSPB chose and continues to use Acorn. The data captured whilst at a reserve or in the high street just requires a postcode, something which most of the RSPB’s supporters are happy to provide.
Supporting the support
As well as birds and wildlife, the RSPB also loves its supporters and volunteers! Knowing where they live and come from and so distance travelled to, for instance, a nature reserve, is an important part of understanding the RSPB’s audiences.
Solution
The RSPB covers a wide spectrum of activities: managing nature reserves, involvement in species recovery and large-scale conservation projects, deploying national and local fundraising initiatives, operating an e-commerce site, listening to members’ requirements and concerns and ensuring resources are optimally deployed. Acorn, with its combination of location and demographic information, enhances the organisation’s understanding and evaluation of member and volunteer interactions across all of these activities.
Acorn is used for profiling, campaign selections, reporting and insight, for example understanding participants in the RSPB’s annual Big Garden Birdwatch event held every year in January. Ultimately, Acorn helps the RSPB to deliver relevant communications to its supporter base.
Results
- Acorn is applied to records on the RSPB single supporter database, hosted by CACI, ensuring consistency of the organisation’s understanding of its supporters and volunteers
- Acorn helps to personalise communications and content, thereby enabling marketing spend to be distributed with improved efficiency and effectiveness
- The RSPB can better understand audiences for whom only a postcode is known
- Overall, Acorn plays an important role in keeping RSPB audiences engaged with its brand for longer
Case study
How Monkey Puzzle enriched their customer insight with accurate demographic data
Summary
Monkey Puzzle is the UK’s largest day nursery franchise network, with over 60 nurseries nationwide. For over thirty years, the Monkey Puzzle team has worked closely with parents, staff and Ofsted to deliver childcare of the highest quality, providing children aged three months to five years with unlimited opportunities to learn, develop and grow within a safe, secure and caring environment.
An award-winner in the 2020 Day Nurseries Top 20, Monkey Puzzle is growing strongly. It’s always looking for new franchise sites and opportunities, led by a dedicated head office team. Monkey Puzzle also operates a handful of day nurseries directly, providing a benchmark of best practice for franchisees.
Company Size
1,000
Industry
Education
Products Used
Challenge
Understanding the opportunities in franchise locations with enriched local customer insight. Sophie Hailey, Monkey Puzzle’s Franchising and Property Acquisitions Associate, explains:
“Before we engaged with CACI, when we were looking at a new site, the only demographic research we would do was competitor analysis. We would type the site postcode into the OFSTED website and look at comparable sites in a five mile radius. We would mystery shop them to find out about what they offered, the fees and waiting lists, to help us establish a suitable proposition and pricing for our potential new nursery.”
“When you visit a site, you can get a good feel for a location. This is really important, as is the competitor research, but we needed more information and evidence to back up our decisions, as our network expands. We wanted to give our franchisees confidence as well as committing to the right sites for our model. The more relevant insight we have, the better our decisions can be.”
Solution
Sophie talked to CACI about Monkey Puzzle’s franchising and the kind of information that was important in her decision-making process. Acorn and InSite reporting would give Sophie and the team access to valuable customer demographic and local market information to enrich their understanding of new and existing sites and opportunities in the local area. She explains:
“The site reports we generate help us to narrow down potential sites quickly – we look at a number of factors about the catchment that tell us whether it’s worth investigating a proposed site further. We can see how close it is to existing sites, so we can avoid cannibalisation, as well as how strong the customer demand might be in the local community and workforce.”
Results
With InSite and Acorn, Sophie and her colleagues have a clear, shared knowledge base that informs the franchise development process with consistent and up-to-date customer and location information.
As the first person in the decision process, Sophie saves not only her own time, but that of colleagues. “For some sites, it’s an obvious yes or no, but sometimes the decision is more difficult,” she shares. “A lot of properties proposed to us are undifferentiated. With decisive information upfront, I can avoid setting lots of people off to do work on a site that’s more likely to fall through.”
The maps mean Monkey Puzzle can take a more proactive approach to franchise searches. “We can identify gaps in our coverage areas and prioritise those with the most promising customer mix in the catchment,” she continues.
Working with new franchisees, Sophie can show them information about the types of household and persona that comprise most of Monkey Puzzle’s customers. It helps them understand who they’re catering for, where they live and what matters to them when the new franchisee is planning services and communication.
Case study
How CACI & Ordnance Survey (OS) data helped McQueens Dairies enhance their business, routing & milk delivery
Summary
McQueens Dairies is a third-generation family firm that provides doorstep milk delivery. Established in 1995, they began with a single milk round in St. Andrews, Scotland. Fast forward three decades and they deliver to thousands of households throughout the UK.
Over the last six years, CACI and Ordnance Survey (OS) data have been helping McQueens Dairies enhance their business, routing and milk delivery.
Company size
1,000
Industry
Transportation & Logistics
Services used
Challenge
House numbers are not always sequential, and in dense housing areas, you can’t always drive to the front of every house. The larger distances that must be travelled in rural areas in addition to the added number of minutes per delivery from where a driver can park to a property’s front door can become costly for the business. Moreover, while the average postcode contains 15 properties, some postcodes can contain up to 100. As a result, even having the correct address does not always eliminate ambiguity. With this in mind, McQueens Dairies contacted OS CACI partner in 2017 with the aim of optimising their routing and reducing that ambiguity to effectively reach customers on a broader scale.
Solution
To optimise their vehicle routing, McQueens Dairies have been using a bespoke solution from CACI called StreetServicer. Underpinned by OS AddressBase, StreetServicer is ideal for microlevel routing, such as meter-reading, milk deliveries or refuse collection. McQueens selected CACI’s StreetServicer as it proved to be the superior solution compared to what other providers they spoke to could offer, and they recognised the tremendous efforts made by CACI to ensure the project would operate successfully.
Microlevel routing from StreetServicer also informs delivery drivers on what side of the road to walk on and when to cross the road. This provides the most optimised journey possible, whether they’re in their milk float or they must park it to carry out the rest of the journey on foot. StreetServicer has been supporting McQueens by equipping their drivers with the most efficient delivery routing rounds down to the exact coordinate.
Results
- Since adopting CACI and OS data, McQueens Dairies have reduced their fuel consumption by approximately 100,000 miles per year.
- 30 minutes per delivery shift have been saved thanks to routes being mapped out for drivers in microlevel detail.
- A significant reduction in the burden on administrative staff has been experienced, as it would have taken two full-time staff to manually route all rounds every day.
Case study
How CACI supported Landsec track performance through 2020
Summary
CACI and Landsec have been working together for a number of years on a variety of research programmes and projects for some of their key assets. These include full price out of town centres, in town centre schemes and outlets such as Bluewater, Trinity Leeds and Gunwharf Quays. CACI and Landsec have been using mobile and transactional spend data for many years to determine growth potential within the respective catchment on a yearly basis. When the COVID-19 pandemic required more regular tracking of the changes in catchment, shopper behaviour and market shares, a programme of quarterly updates was implemented.
Company size
1,000
Industry
Manufacturing
Products used
Summary
CACI and Landsec have been working together for a number of years on a variety of research programmes and projects for some of their key assets. These include full price out of town centres, in town centre schemes and outlets such as Bluewater, Trinity Leeds and Gunwharf Quays. CACI and Landsec have been using mobile and transactional spend data for many years to determine growth potential within the respective catchment on a yearly basis. When the COVID-19 pandemic required more regular tracking of the changes in catchment, shopper behaviour and market shares, a programme of quarterly updates was implemented.
Challenge
The opportunity for Landsec to re-engage customers and their spend following the pandemic was substantial. 2020 saw the greatest level of consumer disruption ever seen in living memory with mandatory retail and leisure closures, stay at home orders, and schools and offices closing.
This helped the Landsec team identify why guests have reengaged and how to influence future behaviours. Tracking information was also used to provide the data points needed to allow Landsec to measure ROI on marketing and leasing activity.
Landsec’s key questions included:
Who is driving performance and where are they coming from?
How much are they spending per category?
What are they doing in the centre and how are they engaging?
Solution
CACI’s solution used transactional spend and mobile data to track real life actual behaviour in the centre. Mobile data looks at GPS tracking from mobile apps and helped Landsec understand visitation patterns.
Transactional spend data is derived from credit and debit card spend data from multiple sources, including top UK retail bank and credit card companies. Again, this data was used alongside CACI’s data sources to understand which categories and brands drove spend and transactional changes.
Catchment spend for all centres was also tracked using transactional spend data, as well as a valuable indication of online spending for the centres’ shoppers.
Results
The data was used by the Landsec centre teams to fully comprehend the immediate impact of the pandemic and how the centres performed over this period. In addition, the research offered an understanding of how best to react to the easing of lockdowns in 2021. The research continued to be rolled out across 2021 to regularly track the performance of some of Landsec’s key assets.
Case study
Using machine learning techniques to increase revenue, conversions and engagement for DFS
Summary
DFS, the UK’s largest sofa retailer and manufacturer, aims to lead furniture retailing in the digital age. Most famous for sofas, DFS also partners with leading lifestyle brands, such as Dwell, French Connection and Joules, to provide a wider range of furniture products.
CACI has worked with DFS for over 20 years and hosts its customer database, providing insight from CACI’s proprietary datasets to support customer understanding and location strategy. Outputs include segmentation, machine learning models, communications strategy, store catchments and digital targeting algorithms.
Company size
1,000 – 5,000
Industry
Retail
Products used
Challenge
DFS sells to a market where customers traditionally make infrequent, high value purchases. As Mike Aspinall, Data Activation Manager at DFS, explains: “The main thing we sell is sofas, with a repeat purchase average of seven years. This can be challenging for CRM, which is all about nurturing ongoing relationships“.
Our challenge was to deliver a CRM strategy that would enable us to maintain relevant engagement in a targeted way. We wanted to understand the opportunity to encourage repeat purchase through a data lens — which customers might be open to further purchases, when they might be likely to make them, and what kind of products they might want.
Maintain relevant targeted engagement
Understand the opportunity of encouraging repeat purchases
Solution
Mike asked CACI to work with their “rich customer database“, containing a large sample of DFS’ previous purchase data.
CACI analysed two years’ data to find people who had bought two items from DFS consecutively within that period, looking at their purchase patterns and pathways.
CACI mapped out the attributes of people who had made the two qualifying purchases using Ocean demographic and lifestyle data blended with DFS behavioural data. The analysis looked at the identified customers’ over and under-indexing attributes, comparing them to people who bought the first item but not the second.
CACI trained a machine learning algorithm, which is updated daily, incorporating the latest transaction and customer information. It is applied to the data in DFS’ customer experience platform (CEP), appending data points to customer profiles.
Results
Mike tells us, “We had fairly low expectations of the first email in a multi-month journey. But against the control group, we saw an 866% uplift in revenue from the email campaign alone, within 14 days. That’s a four-times conversion increase, measured against a control group of people in the same segment who didn’t receive the communication.”
This project was a perfect fit for CACI as an expert data science partner. With our DFS mission to lead furniture retailing in the digital age, machine learning is crucial to engaging our customers with truly relevant, timely communications. We have been working with CACI for decades – their team understands our business and data extremely well and we have a strong relationship.
Case study
How Crisis developed a new retail strategy with InSite’s powerful datasets
Summary
Crisis approached CACI for support in identifying new charity store locations and analysing current store performance to support future decision making.
Company size
1000
Industry
Non-Profit
Products used
Challenge
Crisis wanted to learn from the performance of its existing stores in their different catchments, so it could identify success factors to inform future location choices. As well as understanding the characteristics that contribute to strong store performance, Juliet and her colleagues wanted to know about the halo effect – whether the shops’ presence made an impact on other donations, e-commerce, volunteering and lobbying in their local communities, and how they could maximise these positive outcomes in new store catchments.
The Crisis team approached CACI because they had heard about the Acorn categories and catchment tools and saw their potential to provide the evidence needed to develop a new retail strategy.
Analysis and learn from existing store performance
Identify success factors to inform future decision making
Understand characteristics that contribute to strong store performance
Solution
Juliet met with CACI to explain the information Crisis hoped to discover to build their retail strategy. The CACI team requested the existing store and performance metrics they needed from Crisis and proposed a list of deliverables they would generate, using Acorn demographic profiling and InSite catchment analysis overlaid on the Crisis data.
“The timings were quite tight, but the CACI consultant was quick to get back to us with a preliminary report that we could share with the senior management team to demonstrate the value of the approach. CACI followed up with a complete report and a clear explanation of the methodology used. There were spreadsheets of data and analysis by site that we could look at in granular detail. All the deliverables were well designed and easy to use – we could augment our data as more emerged, keeping the insights complete and current.”
Results
Juliet and the retail team now have the confidence to look both within and outside London for new store locations. They can work with a prioritised list that’s based on potential measured from existing store experience, catchment and customer profiling and a broader appreciation of the total opportunity for Crisis from all activities influenced by the store’s presence.
Case study
How geodemographic insights have improved Bedfordshire Fire & Rescue’s understanding of community risk
Summary
Bedfordshire Fire and Rescue wanted to improve their understanding of what risks and vulnerabilities were prominent in their communities in order to increase their preventative measures against them. They also wanted to begin tailoring their engagement to those most at risk to be able to create maximum impact and support.
Company size
1,000
Industry
Non-Profit
Products used
Challenge
Improve understanding of current and emerging community risk
Identification of households most likely to have a fire
Ensure preventative approach is risk-based and efficient
Solution
The ability to utilise the social and demographic insights accessed via CACI’s Acorn to enhance the understanding of risk and vulnerability within Bedfordshire, while also tailoring engagement to maximise the impact on those most at risk. Our data-driven methodology ensures resources are targeted effectively and efficiently.
Results
Using the data Acorn provides, Bedfordshire Fire & Rescue are now able to target those most in need of help, while making sure their approach is based on risk and also person-centred. The data provides the opportunity to understand the different needs of the communities they serves and assurance that the approach now being take is efficient, yet effective.
Case study
How Away Resorts refreshed their customer strategies through bespoke segmentation
Summary
Away Resorts is a holiday park operator specialising in holiday homes, luxury lodges, caravans, and home lettings and ownership across the UK. Having grown recently from six parks to 27 after a substantial acquisition, the business hypothesised that there may be new customer groups across their wider portfolio of sites. This presented the team with an opportunity to decipher these customers’ demographics and continue to grow the business through engaging and relevant communications.
Company size
1,000 – 5,000
Industry
Leisure, Arts & Entertainment
Products used
Challenge
Laura Miller, Head of Marketing at Away Resorts, highlighted three major challenges that Away Resorts needed to overcome to find out what their customers wanted to get out of their holidays and where the optimal locations for the acquisition of future parks would be:
Reassess how to enhance the efficiency and effectiveness of their marketing spend.
Develop a future capital programme that would be backed by a genuine understanding of what customers want from their bookings, their desires when looking for a holiday park, and which amenities to prioritise investing in.
Attract the right customer demographic by refreshing existing marketing communications and channels.
Result
These insights helped Away Resorts gauge where marketing spend should be focused to target specific segments, how best to distribute campaign spending and how to switch strategic gears to deliver more effectively executed campaigns, including the introduction of new media channels. Plus, it has been particularly beneficial during executive board meetings, where tangible, easily comprehensible customer insights can now be shared with the wider business to bolster decision-making.
This deep dive into customers has enabled Away Resorts to adapt their customer feedback survey on holiday motivations and needs to be met by including questions on customers’ specific interests. The business has confidently leaned into an ‘exploration’ narrative based on the findings, which suggested that their target segment wants to explore beyond the park — partaking in walks, bike rides and other activities.
Case study
Delivering effective engagements for Age UK supporters with Demographic Data
Summary
Age UK offer free information and advice on topics as diverse as claiming benefits to finding a care home. With a growing ageing population, they play an integral part in helping many of our older generation with their struggles to live comfortably.
Company Size
1,000 – 5,000
Industry
Non-Profit
Products used
Challenge
Age UK came to us for help with the following challenges.
Need to be able to track ROI against campaigns
Create a dashboard that allows different departments to see the customer profiles
Solution
CACI’s suite of demographic data helps the charity build a deeper understanding of its diverse supporter and customer base; whether they be a donor to the cause, an event participant, product purchaser, or any other relationship holder.
Results
CACI’s suite of demographic data (Acorn, Fresco and Wellbeing Acorn) allows Age UK to be smarter in its communications strategy. Having a deeper understanding of its customer base, Age UK can be more considered when planning whom to contact with specific offers that are best suited to each of its customer segments.
Case study
Acorn enables Affinity Water to understand water demand
Summary
Affinity Water is the largest water-only supplier in the UK, committed to delivering a high-quality water service to all their customers. Their vision is to be the UK’s leading community-focused water company, providing 950 million litres of water each day to over 78,000 non-household connections and 1.4 million homes.
Company size
1,000 – 5,000
Industry
Utilities
Products used
Challenge
Affinity Water had the following challenges when approaching us.
Insight into how and why different groups have different patterns of water usage was needed
An easy-to-use platform and the ability to apply to Affinity Water’s own customer base was crucial
Communications then needed to be tailored based on the insights taken from postcode level data
Solution
Affinity Water uses Acorn’s powerful geodemographic segmentation capabilities to model the demand for water in unmetered households.
Acorn is combined into Affinity Water’s models to allow for a more nuanced understanding of different household’s demand for water. This understanding enables Affinity to identify local irregularities to quickly identify and respond to leaks ensuring targets for water use reduction are met.
Results
Using Acorn has enabled Affinity Water to understand how different households’ demand for water changes on an hourly basis. This has helped them design water saving programmes by understanding how different groups would react to water saving programmes, as well as being a factor in re-designing their bills.
Additionally, Affinity have also been able to model the increase in demand due to COVID-19 so they can engage with regulators about increased water usage.
