Case study
How CACI’s data helped Scottish Fire and Rescue Service identify safety risks in its community
Summary
The Scottish Fire and Rescue Service (SFRS) is the world’s fourth largest fire and rescue service, committed to ensuring the safety and wellbeing of the people of Scotland. Formed from a merger of eight legacy regional services in 2013, the national SFRS organisation delivers frontline services from three strategic hubs and a network of local stations and appliances. In addition to providing fire prevention and protection services, SFRS also responds to emergency incidents including road traffic collisions, rope rescue, water rescue, hazardous materials and flooding as well as working with partner agencies to keep communities safe.
Company size
10,000
Industry
Non-Profit
Products used
Challenge
Data
Communities, infrastructure, and demographics are continually evolving. SFRS needed accurate and reliable data evidence to support continual improvement within the service.
Risk management
Improve GIS resources to help increase understanding of current and emerging community risk. Challenges like an aging population, increased wildfire risks and environmental concerns are well known at a high level. SFRS needed greater detail into how they affect communities in different areas and to organise resources better.
Insight
SFRS needed to be forward looking and showcase the value of data insight. It needed to create a demographic model of Scotland, both now and in five years, to support strategy and planning that will drive the effectiveness of services for the people of Scotland.
Solution
CACI provided SFRS with its Acorn and Household Acorn consumer segmentation tool, supported by advice on how best to use it for delivering targeted insights and outcomes.
Strategic Analyst at SFRA, Damien Griffith says: “We use a GIS approach, combining geographic information from the Ordnance Survey’s AddressBase (Gazetteer) with social and demographic data drawn from the Acorn datasets. Using the unique property reference enables us to match Acorn housing types with our own data for five years of fire incidents. We look at these together to identify patterns of risk and vulnerability.
“We feed all the information into a geodatabase and carry out a great deal of analysis. At the moment we’re working with the mathematics department of Edinburgh University to help us refine our models and algorithms, using regression and statistical modelling.
“We’re now working to build in location analysis and physical evidence. For example, locating building types such as high-rise blocks and adding environmental data for factors like flood risks.”
Results
“We now have risk metrics for every one of the 6,976 data zones in Scotland,” says Damien.
SFRS asks incident response teams to complete a record at the scene, but it’s often not possible to obtain all the information for a comprehensive report at the time. With the Acorn datasets, SFRS can identify the house type and analyse 450,000 household incidents attended in the last five years, to support the modelling and help identify future FRS community risk and associated demand.
The reporting shows the most vulnerable household types in each area. Damien adds, “Some of the risk factors are common sense, but the data analysis has revealed hidden vulnerabilities beyond the expected areas of deprivation. For example, asset rich retirees and the affluent elderly may suffer from dementia or be susceptible to trips and falls.
“With this modelling, we can predict risk both nationally and at a small area level. The granular detail in the Acorn datasets shows us at a street level where we need to target prevention, protection and response, including risk assessment by home visits.”
Learn more about Acorn and Household Acorn.
Case study
How Roche diversified international clinical trials through demographic and health variable data
Summary
For international pharmaceutical and diagnostics company, Roche, a core function of the organisation is the running of clinical trials for regulatory approval of new medications. In particular, the insights and analytics team is involved in supporting late-stage trials by identifying the most appropriate hospital locations and clinical trial patients for these trials across countries, to enable the most effective recruitment process.
Company size
10,000+
Industry
Healthcare
Products used
Challenge
Diversity
Historically, clinical trial populations have often differed from the populations that use the medications, resulting in clinical trial patients being predominantly Caucasian and coming from more affluent socioeconomic backgrounds.
Regulation
Regulations are evolving and regulatory agencies are driving a new view on diversity and inclusion in clinical trials.
Data
Lack of data availability, legal barriers, data collection and protection and privacy issues are all common hurdles in clinical trials, especially in Europe.
Solution
By working with CACI, Roche’s insights and analytics team has used a combination of demographic and health variable data within CACI’s analytical and mapping tool, InSite, to determine locations that would best suit the recruitment of more diverse populations for clinical trials in five European markets.
With diversifying clinical trials being the team’s goal, the key variables it needed to understand included ethnicity, deprivation, education attainment, economic status, rural versus urban, smoking, pollution and other disease risk factors. CACI developed bespoke models for these variables by combining key demographics such as age, income and gender with survey data on a country-by-country basis to generate models at a postcode level for each of the required countries.
Results
Roche’s insights and analytics team has benefitted from CACI’s bespoke model and expertise, delivering the model to the team and providing training on how to use it. The team has since been able to use data-driven decision making to tackle any clinical trial strategy obstacles versus relying on assumption.
Having previously worked with CACI on smaller, UK-focused projects, the ability to now take this bespoke model to scale so that it can be accessed across other countries has augmented Roche’s diversity strategy. The team has been particularly pleased by CACI’s quick data generation and innovation in terms of modelled data from survey data sources.
Case study
How CACI’s GIS software accelerates business growth for Müller Milk & Ingredients
Summary
Müller Milk and Ingredients Distribution (MMID) is a milk business collecting over a billion litres of raw milk annually, distributing it to supermarkets, convenience stores and wholesaler customers across the UK. MMID has approximately 6,000 delivery points throughout the country and runs a mixed fleet of heavy goods vehicles, ranging from 26-tonne rigid lorries to 44-tonne artics. MMID also owns six dairies and 10 distribution depots along the west side of the country.
Company size
10,000
Industry
Transport & Logistics
Services used
Challenge
MMID is a large and complex business forming several types of delivery points of varying volumes. Due to the thousands of delivery points and farms that the business collects raw milk from, gaining a comprehensive and translatable view of customers has been a complicated task.
A lack of granularity into the visualisation of farms and depots had prevented MMID from innately analysing customer trends and ultimately supplying senior management with a digestible lay of the land that could enhance their decision-making and strategies.
Solution
MMID uses CACI’s market leading GIS platform and unique data solutions to create a map of the UK that highlights where depots, shops and supplies are located. The tool equips MMID with valuable visual insight that far exceeds the capabilities of a data spreadsheet in terms of highlighting customer patterns and trends that can be presented to senior stakeholders concisely. Key findings can be translated via a map when meeting with senior stakeholders and the map can be drawn on directly to illustrate any areas or circumstances that need to be addressed.
Anthony Helm, Central Transport Planner at MMID, explained the impact that having this detailed visual representation of these countrywide locations has had on their business operations.
“We recognise CACI as one of the major players in this sector and the tool as a leading solution. Our work with CACI has spanned over a decade and their ongoing support and consultancy along with the tool itself have made tremendous differences to our location planning processes and outcomes.”
Results
In terms of farm collection, CACI’s GIS tool has supported MMID by effectively refreshing and reviewing the boundaries between various operations. This insight enhances their planning for reducing overall costs and fuel consumption of their fleet, both of which are critical agenda points for the business to tackle when considering their carbon capture. On the delivery side, CACI’s GIS tool has aided MMID in strategically moving their customers to the appropriate delivery profile based on their geographic locations. This has bolstered the entire process of onboarding new customers.
Going forward, MMID is keen to explore additional optimisation products that would enhance their transport planning software, which is where CACI will continue to be one of the trusted providers.
With the climate agenda remaining a high priority for the business, reducing the miles travelled by their fleet and the amount of fuel used will continue to be key points that MMID will address. The business will also focus on optimising their cost savings strategy and assess where they should be heading strategically, which is what CACI’s GIS tool has proven to be particularly useful for. They also anticipate continuing to leverage CACI’s tool for ongoing support regarding the business’ directional strategy when presenting findings to the board.
Case study
Enabling Legal and General to become data led, technology enabled & customer experience-focused
Summary
Legal & General is the UK’s largest provider of individual life assurance products and a top 20 global asset manager. Founded nearly 200 years ago, the company currently aims to improve customers’ lives, build a better society longer term and create value for shareholders through inclusive capitalism. As one of Europe’s largest insurance providers and a major global investor with over £1.3 trillion in assets under management, Legal & General has long-standing expertise in safeguarding people’s financial futures.
Company size
10,000
Industry
Financial Services
Products used
Challenge
James O’Keefe, Commercial Director and Transformation Lead, explains: “Legal & General had set out a clear strategy to drive growth in our direct sales business by being a data led, technology enabled and customer experience-focused digital business. It sounds a simple approach, but we had unique challenges to tackle in our disparate legacy systems and data. The post-GDPR landscape is a critical context too: like all responsible organisations, we’re committed to being compliant, but we’re also looking ahead to the future of global digital privacy.”
“We needed a data and technology partner that could help us think our data strategy through and work with us to define the practices, processes and technology solutions to make it happen. The end game was better use of first party data for effective segmentation, in order to deliver more impactful and relevant customer experiences to customers and prospects.”
Solution
James and his team worked with CACI’s consultants to develop a data and technology roadmap to drive commercial and customer growth. “We needed a foundation of lawful and accessible first-party data that we could enrich with third party data to provide meaningful customer insight at a sub-segment and attribute level,” James explains. “This would inform and enable customer and prospect engagement.” CACI provided overall consultancy, practical advice and skills to accelerate development plus on-demand technical support.
Legal & General had already selected Adobe Campaign Standard for marketing campaign execution. James asked CACI to deploy this as a first step on the journey to delivering a fully evolved, data-led customer experience strategy. “In any transformation programme, it’s worth looking for quick ways to deliver value early on, to prove the ROI and demonstrate results,” James says. “We had a gap in our tech stack that Adobe Campaign filled. CACI worked with us to join data sources, create clean and enriched datasets and to launch the platform. It was an important proof point that delivered good campaign results, gaining buy in and further commitment from stakeholders as well as investment from sponsors.”
With the CACI Demographic Data API, Legal & General is getting even more value from their Acorn and Ocean datasets and CACI-built custom segmentation. Using this real-time connection, CACI provides Legal & General with Ocean characteristics in real time, such as wealth, age and attitudes, to match with prospects and customers in a privacy safe and compliant manner. This means they can be assigned a best-fit persona and served the most relevant and useful customer journey immediately. It also informs and refreshes Legal & General’s models. It’s an innovative way to put together powerful technology and data to create personalised customer experiences from the very first moment.
Results
Legal & General now has proven technology and data to enable business growth through better customer experience. It’s designed for continuous evolution and development, as Legal & General gathers more insight from every campaign.
“Our approach is access, analysis and activation,” says James. “Access means lawful and structured data that’s accessible for segmentation. Analysis means being able to derive insight and create models from the data that tell us where and how to engage most effectively. Activation is executing the campaigns efficiently and feeding results back in to continuously improve customer experience.“
“When people want protection and life assurance products, it’s often as a result of a key life event that can be hard to predict. For example, getting into a serious relationship, buying a property together, a job change, having a child or experiencing a bereavement. Understanding our existing customers gives us modelling data to focus on effective contacts with prospective customers, giving them information they want and need at the right time, through their preferred channels.”
CACI’s Ocean consumer data enriches Legal & General’s first-party data, giving a clearer picture of preferences, behaviours and motivations. The team can prioritise marketing spending and campaigns to make the biggest business impact. Legal & General customers and prospects now receive marketing communications that feel relevant to their life stage and priorities.
Case study
Neighbourhood cost of living insight from Paycheck and Household Acorn data
Summary
Dumfries and Galloway is responsible for the delivery of all local authority services to nearly 149,000 people living in both urban and rural areas in the southwest of Scotland.
Company size
6,000+
Industry
Non-Profit
Products used
Challenge
Gregor Docherty is Dumfries and Galloway Council’s Economic Development Officer. He explains: “Although we have some data of our own, we don’t have the range and breadth of it to provide the information the council needs today. I was given the challenge of improving our data insight, to give us a clearer view of the areas the Council looks after and the needs of the people who live there”.
Improve data insights for a clearer view of local areas
Understand the needs of the people living in the local areas
Solution
Dumfries and Galloway Council has access to Paycheck income data for two years. Recently, the Council decided to add the Household and Wellbeing Acorn datasets to the subscription.
The addition of Household and Wellbeing insight provides a granular picture of lifestyle, income and risk factors at a local level, that allows the team to really examine areas of need and deliver value and impact from the Council’s services and programmes.
Results
Dumfries and Galloway Council successfully applied for Borderland Inclusive Growth Deal funding, using information modelled from CACI’s data.
Gregor Docherty created a Dumfries and Galloway Datazone profile, bringing together all the available information to rank the towns in the Council’s area for funding priority. The analysis revealed the four priority towns for funding, which was approved.
Learn more about Paycheck, Household Acorn and Wellbeing Acorn.
Case study
CACI brings data to life for Certas Energy
Summary
Using map-based data visualisation with CACI’s Geoxploit suite to give Certas Energy a clearer view of sales performance and market trends.
Company size
10,000+
Industry
Utilities
Services used
Challenge
Certas Energy, the UK’s largest fuel distributor to consumers and industry needed mapping that is in tune with the times, and they were keen to work with a partner who not only offered the software they wanted, but would also provide training and ongoing support to ensure they get the optimum benefit from their investment.
Solution
The company reports a dramatic improvement in the ability to plot and analyse sales performance and trends visually since starting to use the Geoxploit suite from digital mapping and geospatial data specialist allmapdata from CACI.
Geoxploit, a cost-effective, powerful and easy-to-use mapping analysis tool, has been created by allmapdata to give users a flying start in performing striking and meaningful location-based analysis. At its core is Geoconcept, one of the world’s most widely used geographic information systems. This is backed by a selected range of data that makes possible a variety of key analytical processes out of the box, along with a variety of pre-configured analytical processes.
Results
“Geoxploit makes it really easy to import our own data,” says Samuel Bradford. “Inevitably there were initial challenges, but a day’s training at allmapdata got us going, and since then the allmpadata team has been endlessly supportive. Nothing seems to be too much trouble for them.”
He says Geoxploit’s visualisation capability is invaluable in building internal presentations, helping both with tactical decision-making and in planning and formulating policy. Results of analysis can be colour-coded or otherwise differentiated on a map in ways that are much quicker to assimilate than columns of figures.
“For example, we can analyse the way different fuel types are selling in different parts of the country. We can plot areas where our sales volumes are changing, either looking across the whole business or focusing on different product types. We can drill right down to postcode area level to check whether sales performance is mirroring our strategy, or whether we need to modify it.”
Such has been the impact of Geoxploit’s visualisation capability, Samuel says, that it has raised the level of expectation within the company.
Case study
Delivering data & insights to provide Bright Horizons with a new approach to childcare
Summary
Trusted by families to look after their children for over 30 years, Bright Horizons is an award-winning nursery provider. The company operates over 300 community and workplace nurseries throughout the UK — each is individually designed to serve the needs of its community. Bright Horizons provides tailored childcare for corporate clients and for families, at home, at work and in local settings.
Company size
10,000+
Industry
Education
Products used
Challenge
Bright Horizons initially approached CACI for data to support their new site opening and acquisition insight programme.
Reliable data that was quick and easy to interpret for new site and location decision making was needed
Access to demographic data to support proposition development
Gain a better understanding of existing potential catchments
Solution
CACI provided Acorn demographics, profiling and mapping, giving insight into specific postcodes and communities. High-level demographic maps are instantly visible in InSite’s Locator tool.
Marketing Manager Eddie Thorogood explains: “The blend of data creates reliable and up-to-date information about the demand for our services, to support decision-making about how and where we can expand our operations so we can deliver high quality childcare where it’s needed. It also helps us improve our business model, so we can manage our portfolio and flex and balance our sites to meet changing needs.”
Results
Bright Horizons’ three pillars are ‘people, quality, growth’. Eddie explains, “We’re not about just growing for the sake of it. We always want to be where we are needed – where parents can find us and our services will be useful. With this data insight at local level, we can provide a clear picture of community and workplace need to our senior leadership team, so they can sign off new facilities.”
