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Posts How effective data foundations and consumer insights drive campaign performance in DTC healthcare and e-commerce

How effective data foundations and consumer insights drive campaign performance in DTC healthcare and e-commerce

Tom Clarke

In this Article

A competitive, complex consumer landscape

Competition has never been more intense in the dynamic and growing consumer health and wellbeing sector. 2025 has seen new market entrants like hair loss treatment company Hair + Me, any number of weight loss services like Juniper and SheMed high on social media feeds and supermarket Morrisons in partnership with Phlo moving into the on-demand online healthcare space alongside existing high street giants Boots, Superdrug and Asda.

This new and intense competition also comes with a new reality: increasingly fragmented consumer behaviour that upends traditional marketing assumptions.

Younger age cohorts drive healthcare growth

Our Voice of the Nation (VOTN) survey examining consumer sentiment finds Gen Z and Millennials in the driving seat of the elective healthcare market. Weight-loss treatments like Mounjaro and Ozempic are expected to surge by 40% in 2025 due to these younger age cohorts.

Notably, Gen Z shows equal interest across genders, unlike older age groups where women dominate. Cosmetic treatments are also gaining traction, with well over 10% of Gen Z and female Millennials planning to pay for them, compared to less than 3% among Gen X and Baby Boomers.

While aesthetics is clearly playing a role, other deeper consumer motivations are also emerging.  Notably, survey respondents who consider health a top national issue are significantly more likely to self-fund treatments. Among Gen Z males in this group, 16.2% plan to pay for weight-loss treatments in 2025 — well above the average of 4.9%. And just as importantly, the VOTN data somewhat counterintuitively shows that demand for elective healthcare products and services in general spans both affluent and less affluent groups.

Age-related wellness and health products drive innovation

In short, our VOTN data reveals a complex blend of beauty, wellness, and proactive health management, with younger generations investing in elective healthcare to enhance both how they feel and how they look.

This trend is reflected in the innovation and increasingly digital activation seen in the fertility and female health space relevant to these age cohorts. Period care pioneer Daye is launching a new at-home hormone testing service for a host of biomarkers like reproductive hormones, thyroid function and Vitamin D. Male fertility company, testhim, which provides consultations, testicular scans, sperm DNA and other diagnostic testing, is also launching specialist fertility supplement testhim M+and a groundbreaking online monthly support group.

Complex, demanding consumers require sophisticated, multi-layered segmentation

So, with Gen Z and Millennials increasingly self-funding weight loss, cosmetic treatments and holistic wellness products and services of all kinds, DTC and e-commerce healthcare brands must truly rethink how they engage with this increasingly data-savvy, image-conscious audience. Informing integrated campaigns that blend social commerce, influencer marketing, paid advertising, organic and direct marketing content. Our VOTN survey also found that nearly two-thirds of Gen Z consumers (63%) have purchased goods and services via a social media platform like TikTok Shop and Instagram, making this a crucial channel for healthcare businesses to understand and potentially utilise.

But to do that effectively in practice, DTC and e-commerce healthcare brands need more than just surface-level insights. They need robust, layered data foundations that help them target the right consumer with the right kind of message at the right time in the right place. Even with first-party consumer data, it’s a significant challenge. Without it, reaching existing or identifying potential customers is almost impossible for brands.

You can see an example of this in our VOTN survey, which showed that for weight loss treatments, there appears to be greater levels of demand both at the more affluent end of our Acorn segmentation spectrum *and* at the least affluent end, potentially for differing reasons.

This requires integrating geodemographic, behavioural, lifestyle, and attitudinal data to move beyond ‘off-the-shelf’ consumer segments and into understanding consumers in a deep way that understands the likelihood of them engaging with specific healthcare products and services and why – enabling brands to drive efficient spend on the right customers – and remove disinterested or low-value ones – in a market with such broad appeal

It’s also only by taking this multi-layered data approach healthcare brands can build strategic data-driven campaigns that resonate on a genuinely personal level in the manner desired by younger generations. Critically, delivering on the perennial, somewhat paradoxical Gen Z demands for high levels of privacy, but also similarly high levels of personalised products and brand messaging.

Turn insights into activation for D2C and e-commerce health campaign success

But as we know, data, in isolation, holds limited value. Its real power is unleashed through activation – the transformation of insight into strategy. And in a world where consumer expectations are rising and attention spans are shrinking, the ability to deliver timely, relevant, and meaningful engagement is an outright competitive advantage. And it can only be achieved through a deep, data-driven understanding of people.

For D2C and e-commerce health brands, this understanding and successful activation requires them to:

  • Identify high-value customer segments for targeted acquisition and retention
  • Predict churn and retention patterns within subscription-based models
  • Inform campaign messaging with real-world consumer behaviours and motivations
  • Develop nuanced personas reflecting not just demographics, but attitudes, values, and lifestyle choices
  • Personalise content across relevant digital channels, from email to in-app experiences
  • Build lookalike audiences for acquisition campaigns on platforms like Meta and Google
  • Optimise digital spend by measuring performance and refining segmentation over time

This is where the transformation power of comprehensive datasets, such as CACI’s Ocean database, which offers over 700 variables at an individual and household level, comes in. Ocean includes everything from financial situation, media consumption and digital behaviours to lifestyle preferences like veganism and exercise to whether consumers have a smart watch or fitness band.

When combined with geodemographic tools like Acorn – segmenting over 1.6 million UK postcodes using more than 800 variables – and supported by bespoke data analysis, brands can unlock a truly multidimensional view of their audiences wherever they are.

This approach allows brands to move beyond generic targeting and into a space where campaigns are not only more relevant but also more respectful of consumer expectations – a win-win for younger cohorts who dislike intrusive and irrelevant brand messaging but demand personalisation nonetheless!

Data insight for a dynamic healthcare future

As healthcare consumers’ expectations evolve and the consumer health and wellbeing market with it, so must the strategies brands use to engage them. Success for D2C and e-commerce healthcare brands doesn’t just hinge on understanding who consumers are today — it’s about being able to anticipate who they’re becoming even as new healthcare technologies, products and devices become available. By being able to able to identify and engage high-lifetime value customers as early as possible, brands also have a greater chance to capture markets as they evolve.

The effectiveness of multi-layered segmentation in improving marketing precision now – and as AI becomes more integrated – is well established. CACI’s ability to deliver on this today with our consumer data and bespoke strategic segmentation capabilities ensures brands are future-ready

Data isn’t just a tool – it’s a strategic asset. Brands that invest in sophisticated segmentation and activation today will be best placed to drive sustainable growth tomorrow.

Speak to our healthcare consumer segmentation specialists today.

How Marie Curie use data & insights to improve supporter engagement & increase income

Harsh Tandon

In this Article

At CACI, we have been supporting charities in optimising their data by supplying ongoing support through solutions, technology, tools and data that work in a more targeted and efficient way and ultimately help more people. Marie Curie, a leading charity dedicated to providing free palliative and end of life care and support to people living with terminal illnesses, has been making significant strides in enhancing its fundraising and supporter engagement strategies. Their work has been raising public awareness and influencing decision-makers across the UK on the issues affecting those reaching the end of their lives and the people closest to them, enabling more people to access high quality care and support when and where they need it most. 

In a recent webinar, we came together to share insights into their collaborative efforts of leveraging data for greater impact. In this blog, I’ll uncover the key takeaways from the webinar and the value of Marie Curie’s work with CACI, combining their own data with CACI’s to improve their supporter engagement and ultimately increase income. 

Building strong data foundations and data enrichment

I kicked off the webinar by emphasising the importance of building strong data foundations, highlighting common challenges faced by charities, such as siloed data and inconsistent supporter information. These challenges hinder the depth of data insights and the unification and linking of data, ultimately impacting improvements for the quality of end-of-life outcomes and gaining a granular view into supporters. By addressing these foundational issues, Marie Curie can better enrich their data and activate it for meaningful engagement. 

Why did Marie Curie embark on a data enrichment journey? 

Mark Lumby, Head of Fundraising Insight at Marie Curie, shared the charity’s motivation for embarking on a data enrichment journey: the necessity of understanding more about their supporters beyond basic demographics. The more data charities have access to, the more robust their engagement strategies can be shaped, resulting in more income from supporters. By partnering with CACI, Marie Curie aimed to gain these deeper, necessary insights into supporter profiles, affluence, interests and behaviours. 

CACI’s Acorn and Ocean data have played a crucial role in Marie Curie’s data enrichment efforts. Acorn is CACI’s powerful consumer classification tool that segments the UK population by postcode, enhancing the charity’s understanding of different types of people and places by analysing demographic data, social factors and behaviours. Ocean is CACI’s consumer database that offers lifestyle variables, further enhancing Marie Curie’s customer understanding through the ability to assess 100 variables that illustrate supporters’ profiles and interests to target them effectively. Together, these tools have enabled the charity to create detailed supporter profiles and uncover new engagement opportunities. 

What were the strategic objectives & key use cases?

Our collaboration with Marie Curie was driven by strategic objectives, including enhancing their product portfolio by identifying overlaps and opportunities for cross-selling. By understanding the profiles of their supporters through a lens enriched by data, Marie Curie could tailor their engagement strategies more effectively by engaging with supporters at individual or segment cohort levels and determine the best methods of interaction via online or offline channels. Through data enrichment, the type of content and messaging could also be crafted to appeal to the target demographic of supporters and personalise their experience.

What has worked well?

Steph Gray from Marie Curie’s insight team shared practical examples of how enriched data has been used to drive value. One notable success was the creation of a profile model for cash appeals, which significantly improved response rates and ROI. By targeting supporters who resembled existing cash donors, the charity improved engagement and secured higher second gift rates. 

Marie Curie’s efforts to cross-sell and acquire new supporters have also benefitted from data enrichment. By identifying key audience groups and tailoring their messaging, the charity has seen improved results in cold acquisition campaigns. This targeted approach has led to more effective use of resources and better overall outcomes. 

What’s next for Marie Curie?

Going forward, the charity plans to continue refining their data models and datasets and explore new variables for up-to-date, accurate supporter understanding. They aim to combine demographic data with behavioural insights to create even more robust supporter profiles, along with additional creative and channel selection testing. This ongoing commitment to data-driven strategies will help Marie Curie maximise their impact and influence supporter journeys.     

Our partnership exemplifies the transformative power of data in the charity sector. By enriching their supporter data and leveraging advanced segmentation tools, the charity has been able to enhance their fundraising efforts and engage supporters more effectively. By watching the webinar here, you can find out how data can drive meaningful change in the charity sector. To learn more about the continuous innovation and strategy refinement Marie Curie is undertaking, visit their Knowledge Hub. 

Why high-quality data is the secret ingredient for DTC subscription success

Harsh Tandon

In this Article

The direct-to-consumer (DTC) subscription space has experienced remarkable growth in recent years, with brands such as Huel, HelloFresh, Beauty Pie and Whoop becoming household names. The appeal is clear, convenience, personalisation, and a regular stream of products delivered directly to the customer’s door.

But as the market expands, so too does the competition. New brands are launching constantly, each offering their own take on the subscription model. In this crowded space, standing out and staying relevant has never been more important.

One asset continues to distinguish the leaders from the rest: data. And not just any data, but high-quality, well-structured, actionable data, paired with smart analytics and insight-driven strategies. For DTC subscription brands, the ability to understand and act on customer data can be the difference between long-term growth and slow decline.

The data advantage in a competitive market

DTC subscription models naturally generate rich pools of customer data. Every order, preference, skipped delivery or cancellation helps to build a clearer picture of who your customers are and how they behave.

This wealth of data is a significant advantage, but only if it’s properly harnessed. When collected, cleaned and analysed, it can power everything from personalised communications to churn prevention and sustainable growth. Without it, brands are essentially flying blind in a market where insight is everything.

Retention: Knowing your customers, keeping your customers

Retention is the cornerstone of subscription success. Acquiring new customers is just the beginning, keeping them engaged and subscribed is where the real value lies.

But customer loyalty is fragile. Understanding why subscribers leave is critical. According to the 2024 State of Subscription Commerce Industry Outlook,

  • 38% of consumers cancel a subscription due to financial pressures,
  • 37.9% do so because they no longer want the service, and
  • 22.2% say the price is no longer justified.

With this knowledge, brands can adopt a more proactive approach to retention:

  • Segment your audience to understand who your loyal advocates are, who is at risk, and who may need re-engaging.
  • Predictive analytics can help flag early signs of churn, such as skipped deliveries or changes in usage.
  • Personalised re-engagement tactics, based on prior behaviours and preferences — can help win customers back with relevant offers, reminders, or tailored product suggestions.

Retention isn’t just about keeping a customer on a plan — it’s about continuously proving your value in ways that resonate personally.

Personalisation: Meeting customer expectations every step of the way

Today’s consumers expect more than a generic experience. Personalisation has become a baseline requirement. A 2024 Recurly report found that 74% of consumers cite personalisation as one of the top reasons for subscribing.

That means understanding who your customers are, what they care about, and how they want to engage. Personalisation is no longer a “nice to have”, it’s a driver of acquisition, engagement and loyalty.

To personalise effectively, brands must:

  • Know which messages resonate with specific customer segments.
  • Understand if some groups are more motivated by sustainability, while others care more about value for money.
  • Adapt product recommendations and content based on past behaviour and preferences.

When brands show they truly understand their customers, they foster deeper connections — and that translates into longer-term relationships. 

Growth: Finding your next customers

Growth in the subscription space doesn’t mean casting a wide net and hoping for the best. The most successful DTC brands take a targeted approach, using their existing customer data to find lookalike audiences with a high likelihood to convert.

  • By profiling your existing customer base, you can uncover the traits, behaviours and preferences that define your best customers.
  • These insights allow you to find new audiences that mirror these key characteristics, creating highly efficient acquisition campaigns that target the right people, not just any people.
  • Understanding why your customers buy from you also allows you to refine your value proposition, ensuring it’s aligned with what matters most to your target audience.

With rich data and actionable insights, growth becomes more predictable, more efficient and more sustainable.

Aligning with customer values

Modern consumers are increasingly values driven. For many, sustainability is no longer optional, it’s expected. A 2023 survey by Loop Subscriptions found that 73% of consumers are willing to pay more for sustainable products.

For DTC brands, this presents an opportunity to connect more deeply with customers by:

  • Highlighting sustainability efforts in communications.
  • Offering eco-friendly product options or packaging.
  • Tailoring messaging for customers who value ethical practices.

Sustainability isn’t just good for the planet — it’s good for retention.

Data as a competitive edge

In such a fast-moving and competitive sector, the brands that succeed will be those that treat data as a strategic asset, not just an operational by-product.

It’s not just about having data — it’s about ensuring it’s high-quality, well-structured, enriched, and analysed in a way that powers smarter decisions across acquisition, retention and personalisation.

DTC subscription businesses have an inherent data advantage. Those who embrace this, invest in it, and apply the right analytical tools will not only understand their customers better — they’ll also build more engaging experiences, stronger retention strategies and smarter growth plans.

Data isn’t just numbers on a screen — it’s the blueprint for competitive advantage.

Want to discover how your subscription business can turn data into a competitive advantage?

Speak to CACI’s data science experts today — we’ll help you unlock the insights that drive growth.

Case study

Sophisticated data models help Scottish Water understand domestic water consumption

Scottish Water Logo

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

Acorn

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.”

Find out more about Acorn

Case studies

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

Field Force

Callsmart

Acorn

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 Studies

Case study

Principality Building Society launched a new proposition to a new customer segment with Fresco

Principality Building Society

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

Fresco

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.

Learn more about Fresco

Case studies

Case study

How Zero Gravity use Acorn to support underrepresented students

Zero Gravity logo

Summary

Zero Gravity is a digital platform connecting low-income students in years 12 and 13 with undergraduate mentors for app-based mentoring into highly selective universities. Zero Gravity has previously worked with CACI to enrich their understanding of the backgrounds of thousands of applicants through CACI’s Acorn. This is a geodemographic segmentation of the wider UK population used to assess students’ socio-economic backgrounds based on their postcodes.

Company size

50

Industry

Education

Products used

Acorn

Challenge

Matching social and economic needs with educational and career opportunities is one of the major challenges that Zero Gravity has sought to address.

Every year, around 50,000 students from socially mobile backgrounds achieve top GCSEs. However, only a third of these students make it to highly selective universities, and even fewer progress into top graduate careers. This discrepancy underscores a prevalent issue: while talent is evenly distributed across socio-economic backgrounds, opportunity is not.

The underrepresentation of socially mobile talent at elite universities and in prestigious careers is not due to a lack of ability. Instead, factors such as the “Network Advantage” (the intangible advantage of having access to a broad professional network identified in Zero Gravity’s Gap Zero report), resource shortages and imposter syndrome often hold these students back. The challenge for Zero Gravity is to bridge this gap, ensuring that talent from low-opportunity backgrounds can access the education and careers they deserve.

Solution

To address this challenge, Zero Gravity developed a sophisticated ‘potential identification system’ to identify and support socially mobile talent. A key component of this algorithm is the integration of contextual student profiling from Acorn. Insights drawn from Acorn provide a granular understanding of the socio-economic environment faced by students at home, enabling Zero Gravity to accurately evaluate their academic potential and their challenges.

By combining this information with Zero Gravity’s own academic performance data, the algorithm indexes top-performing students within the bottom groups of social advantage. This allows Zero Gravity to connect with socially mobile talent at the earliest stages of their educational journey.

By providing rich socio-economic insights, Acorn enhances the precision of Zero Gravity’s talent identification process, ensuring that support is directed towards students who are not only high achieving, but also from disadvantaged backgrounds.

Results

In the most recent academic cycle, Zero Gravity has achieved remarkable success by helping over 8,000 students from low-opportunity backgrounds secure places at top-tier universities – all free of charge – due to the social value the organisation drives. Notably, 800 of these students gained admission to Oxford and Cambridge, both of which rank among the top 10 higher education institutions globally. Additionally, Zero Gravity has launched the Zero Gravity Fund, directing nearly £1.5 million towards scholarships for its latest cohort of students.

The success of the current model has enabled Zero Gravity to focus on other opportunities to support disadvantaged students. The university mentoring platform has been such a success that they’ve now developed an innovative new service to help students into the workplace following graduation. Zero Gravity now pairs these young people with industry mentors and provides them with tailored support to access leading universities and, ultimately, successful careers. This enhanced approach not only equips students with the tools and guidance needed to reach their full potential but also contributes to a more diverse and inclusive talent pipeline for employers.

Learn more about Acorn

Case studies

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

Products used

Acorn

Location Dynamics

Paycheck

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 studies

Case study

How CACI supported Tesco to quickly join the dots and suggest seamless approaches to problem solving

Tesco logo

Summary

Tesco approached CACI to get support from our data specialists on a new project to connect the dots using CACI data.

Company size

10,000+

Industry

Retail

Products used

Challenge

For some years Tesco analysts have used map data from CACI to help define store delivery catchment areas. They have also used data from CACI to help them understand where the uptake of the company’s home delivery service was likely to be highest. 

Digital mapping

Latterly Tesco.com, Britain’s biggest grocery home shopping retail business, has introduced a new, more advanced routing and scheduling system to plan home deliveries by its fleet of over 2,000 vans; and in the light of its established relationship with CACI, the retailer again turned to the company to supply appropriate digital map data for both the UK and Ireland. 

Solution

To work on this software, CACI has supplied Tesco with premium vector street-level map data, which includes essential routing information such as one-way streets, banned turns and address ranges. The premium mapping data was also used to provide a visually pleasing map background for display and presentational purposes. 

Tesco.com generally delivers to homes from 8am right through to 11pm from Monday to Friday, as well as up to 10pm at weekends, so it is vital for the company to be able to route its vehicles to take account of changing traffic speeds and flows at different times of day and at weekends. 

CACI has therefore also supplied Tesco.com with Traffic Patterns, a data set that contains average traffic speed on individual road segments, calculated from past traffic flow measurements and differentiated by time of day and day of the week. 

Results

Digital map data assembled, prepared and formatted by CACI is playing a key role in the continuing expansion of Tesco.com. 

According to Ben Dito Smith, the Location Strategy and Analysis Manager for Tesco.com : “Efficient, timely delivery is a fundamental feature of our home shopping proposition, so it is essential for us to use the most appropriate software and data available for our delivery planning system.” 

Tesco.com delivers to consumers’ homes from larger retail stores and from a small number of specially designed dotcom stores. The home shopping business on its own now turns over more than £2 billion. 

Learn more out Demographic data
Crate full of apples with a food truck in the background with more crates being emptied

Case Studies

Case study

How Orkney Islands Council is tackling housing affordability, education accessibility and fuel poverty

Orkney Islands Council logo

Summary

Orkney Islands Council is the smallest council in the United Kingdom, situated on Scotland’s north-east coast. With a population of approximately 22,000 people, it spans 70 square miles and encompasses 22 inhabited islands. Orkney Islands Council supplies all local authority services for the archipelago, including education, roads, housing, waste collection and more.

Of the many areas of support that the Council provides, three of the focus areas have been to update the Housing Need and Demand Assessment (HNDA), to receive approval to support families and children in need through education and tackling fuel poverty. To address these priorities, the Council needed accurate, up-to-date, and consistent information that would help benchmark Orkney against other parts of the country.

Company size

5,000

Industry

Non-profit

Products used

Paycheck

Challenge

Lack of robust, credible information due to small yet widespread population

One of the greatest challenges for the Council has been Orkney’s small yet widespread population. This has complicated the acquisition of statistical information – particularly information that is robust and credible. Slight changes in population size can considerably sway numeric results, which has hindered the Council’s benchmarking capability and innate understanding of the financial realities of Orkney’s inhabitants.

Lack of cohesive data specific to Orkney

The Council has previously attempted to extrapolate their own data and information from various sources, such as housing statistics available from the Scottish Housing Survey. Interpreting the results must be done quite carefully, however, as Orkney-specific information must be compared with the rest of the Scottish population, this presents a unique challenge given the demographic make-up of the Islands.

Extreme living conditions: high fuel poverty and intense climate

Orkney has some of the highest fuel poverty in the UK, which has significantly inflated the price paid per unit of electricity. Its rural location coupled with extreme weather (particularly during winter), longer hours of darkness and lower temperatures have been strenuous on inhabitants and expensive to keep up with. The ability to earn is also limited on the islands.

Solution

CACI’s income dataset, Paycheck, has been licensed by the Council to help them better understand the needs and demands of their communities. It supplies detailed insight into current housing affordability amidst the ongoing cost of living crisis, identifies areas of deprivation in which families and children require additional resources or access to education and opportunities, and addresses fuel poverty resulting from the high amount of energy and electricity being pushed out onto the islands.

Paycheck gives the Council a unique, granular point of view and information that has enabled their benchmarking against other local authorities and how Orkney compares to other parts of the country. Through Paycheck data, the Council has also been able to update their HNDA, a document that analyses the projection of Orkney’s population over the next five to twenty years which helps the Council establish the necessary housing and school programmes. The information within this document looks at the affordability of housing, which correlates with residents’ income, coupled with demand.

The Council assesses residents’ incomes against the likelihood of owner occupiers and current housing availability for those seeking private rentals, mid-market rentals and social rentals. This supplies insights that evidence decision-making linked to residential building programmes and determine how fast growth can be delivered.

This has been complicated by the fact that the population across the group of islands is increasing at the same rate as the whole of Scotland at 6%, with vast differences between life on the islands and on mainland Scotland. Orkney residents must adapt to much greater extenuating circumstances that come with higher costs, and the Council has had to find a way to prove these differences through data to the Scottish government. Paycheck has bridged this gap by providing an accurate representation of the current circumstances in Orkney, enabling the Council to strategise and plan for the most suitable house build programmes that have been acknowledged and approved by the government.

Results

The integration of CACI’s Paycheck into Orkney Islands Council’s operations has yielded transformative outcomes, with its robust and credible data supplied proving to be key in decision-making processes. Notably, Paycheck has streamlined the approval of the HNDA, securing the necessary signoff from the Scottish government. Without this approval, the Council would have had to revisit and overhaul the entire HNDA, which would have resulted in a substantial loss of time and resources. Paycheck’s precise income models and predictive capabilities have played a crucial role in ensuring that the HNDA remains accurate and credible.

Paycheck has also been instrumental in redefining residents’ financial realities in light of fuel poverty. It equips the Council with accurate data on residents’ earnings, enabling a greater understanding of communities that are at the most risk with rising fuel costs and may need Council support. The reallocation of resources in education has also been supported by Paycheck.

By analysing school catchment areas and identifying pockets of deprivation, the Council can allocate resources to ensure access to education, fostering a more inclusive and supportive learning environment.

Ultimately, Paycheck has become an indispensable tool for the Council to address the triad of housing affordability, fuel poverty and education accessibility in a comprehensive, data-driven capacity.

Learn more about Paycheck

Case studies

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

Acorn

Fresco

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.”

Learn more about Acorn and Fresco.

Case studies

Case study

Northumberland County Council used Paycheck data to inform its Local Plan

Northumberland County Council logo

Summary

Northumberland County Council looks after a population of over 320,000, in England’s most northerly county. Northumberland is one of England’s five largest counties, with widely distributed towns and communities of varying types and populations.

Company size

10,000+

Industry

Non-profit

Products used

Paycheck

Challenge

The Council’s top priority is making Northumberland a stronger place, economically and socially. That means supporting economic recovery after the pandemic and tackling inequalities within its communities, so residents are healthier and happier.

Like most Local Authorities, Northumberland County Council is focused on post-Covid recovery. Determining what’s changed and where the Council can help local economies and communities demands trusted, accurate income data.

Solution

Household-level Paycheck data reveals areas of need and opportunity.

Senior Economic Analyst Julie Dowson provides data to departments across the council, from housing and planning to public health and regeneration. “Our communities have such wide differences – it’s really important to look at them at a granular level and compare them,” she said. “That’s where the Paycheck data comes in. We need current, household level information to understand exactly where people are experiencing challenges, so the council can target plans and funds to address them.”

She continued: “The cost of living is a very important topic for Northumberland’s council officials and politicians – reflecting the concerns of all who live and work in the county. One example of the way we use Paycheck data to compare incomes and cost of living across the council’s areas is in housing affordability assessments, to identify gaps and shortfalls that create inequality.”

Northumberland County Council also uses Paycheck insight to feed into its annual Economic Performance Assessment and five-year economic strategy. Julie says, “You can’t plan based on subjective assumptions – the Paycheck data provides objective evidence to support our policies, priorities and programmes. That means everyone in the Council as well as our partners and customers can see and understand why we’re focusing our resources in particular areas.”

Results

Northumberland County Council used Paycheck data to inform its Local Plan. The outputs influence Strategic Housing Market Assessments and Land Assessments, which identify potential locations for additional housing and indicate what land may be released for future housing development. This helps Northumberland County Council to plan enough affordable homes to meet residents’ needs in different housing developments across the county.

Learn more about Paycheck

Case studies

Case study

How Nationwide developed an understanding of individual members

Summary

Nationwide Building Society approached CACI to undertake a major segmentation exercise across their entire consumer database to enhance their understanding of consumers’ online and offline behaviours and its impact on the wider business.

Company size

10,000+

Industry

Financial services

Products used

Ocean
Fresco

Challenge

After the banking crisis, Nationwide Building Society wanted to engage with customers and underline its status as a mutual building society. Unlike the big banks, Nationwide is owned by its members and the business model is built on trust and a deep understanding of its customers. This makes it all the more important to respond to their changing needs.

In an increasingly complex financial services environment, developing a common understanding of their customers across the entire online and offline business has been recognised as key.

Solution

The Society approached CACI to undertake a major segmentation exercise across their entire consumer database. This exercise focussed on developing pen portraits of key customer segments, focussing not only on life-stage but also incorporating other dimensions that were relevant to the business, such as affluence, channel behaviour and attitudes.

CACI conducted workshops with key stakeholders across marketing, products and channel management. Models were developed which brought together both Nationwide and CACI’s own datasets (Ocean and Fresco), so that customers could be coded with both an overall life-stage score and a range of dimension scores. The data was pulled together to create a set of pen portraits covering the entire financial services marketplace and Nationwide’s customers within that.

Results

Nationwide Building Society is now able to understand their individual members at a glance, and offer them the right products, services and advice to help them with their banking needs. This new toolset helps Nationwide to understand its customers’ needs, and develop compelling, targeted products, services and marketing messages and has won Nationwide significant new business among younger members.

Find out more about Ocean and Fresco.

Case studies

Case study

How the Duchy of Cornwall is using data-driven insights to support their forward strategy in Nansledan

Summary

Nansledan is a new community being built on the eastern edge of the coastal town of Newquay in Cornwall, England. Over the last decade, the Duchy of Cornwall has acted as master developer and landowner of the development, creating an already vibrant community which will eventually include 4,000 homes, job opportunities and diversification of the local economy to sustainably meet Newquay’s current and future needs.

To bring the vision of a successful and thriving new community to life, the masterplan for Nansledan includes a new town centre, known to the Duchy of Cornwall as “Market Street”. To facilitate the progress an introduction was therefore made to CACI, to demonstrate the breadth of data and consultancy expertise that could be offered to support the forward strategy of Market Street.

Company size

50

Industry

Property

Products used

InSite

Paycheck

Acorn

Challenge

To answer questions around the scale and mix of spaces within the Market Street plans, it was clear that data-driven insights would also be helpful in shaping the forward strategy.

The Duchy of Cornwall also wanted to understand what role Nansledan might play within the wider Cornish market and how complementary offers could be provided so as not to compete with Truro, Newquay and Padstow.

Solution

CACI’s initial report has now been completed and was presented to the Duchy of Cornwall in February 2023. It has already been helpful in shaping the forward strategy for the first phase of Market Street and will continue to inform the scale and the mix of space that comes forward across Market Street and Nansledan over the coming years.

The Duchy of Cornwall now has a much clearer understanding of Nansledan’s catchment area from both a resident and tourist perspective around demographics, spending habits and spending potential. In turn, this is expected to help in the positioning of Market Street within its local and regional market and will hopefully assist with ensuring its long-term commercial success.

Results

While Market Street is yet to be developed, the work undertaken by CACI so far has helped to shape the Duchy of Cornwall’s forward strategy and will continue to feed into the design of the remaining phases of Market Street, as well as other commercial centres that were planned across Nansledan.

Further advice is expected as the development progresses and wider market influences take shape in order for the Duchy of Cornwall to continue to position Market Street appropriately for Nansledan’s growing population, as well as that of other local towns and villages. Using data-led insights on an ongoing basis is seen as increasingly important given the wider context of struggling retail centres around the country and in trying to ensure a vibrant and thriving centre at Nansledan.

Learn more about InSite, Paycheck, and Acorn

Case studies

Case study

How Kirklees Council enhanced its digital service efficiency with the help of demographic insights

Kirklees Council

Summary

Kirklees Council has a population of 437,593 and covers an area of 157 square miles. It is the third largest authority in West Yorkshire and is a constituent member of the West Yorkshire Combined Authority. Like many local authorities, Kirklees Council faces a dual challenge of managing budgetary constraints while addressing increasing demand for services.

To maintain the quality of services that residents value, the council has focused on encouraging the use of lower-cost digital self-service options wherever possible. One key area identified for improvement was the handling of council tax inquiries, which significantly burdened call centre resources. Following conversations with CACI about the impact that demographic data insights could bring to alleviate this challenge, it was clear to Kirklees Council that this was the solution to the challenge.

Company size

10,000+

Industry

Non-Profit

Products used

Challenge

With over 190,000 households in the Kirklees area, the council’s call centre received a substantial volume of calls related to council tax. During the 2022/23 period, approximately 16% of these households contacted the call centre about council tax issues. A significant portion of these calls – 47% – were categorised under ‘check or query a bill,’ with 60% of these queries related to checking instalments or outstanding balances and seeking advice. Additionally, 16% of callers made payments through the call centre. Notably, 31% of accounts had repeat callers, with 5% of households calling four or more times within the year.

The Council recognised the need to delve deeper into not only understanding the reasons behind these calls, but also the demographics of the callers, particularly repeat callers. This insight was crucial in shaping the design of effective strategies that would reduce the volume of calls and promote the use of digital self-service solutions. Lacking data or insight about these callers heightened these challenges, which is where CACI’s data would prove to be essential.

Solution

To address this challenge, the Council’s project team collaborated with their Data and Insight (DI) team to analyse call centre data using CACI’s segmentation tool, Acorn. Acorn supplied a detailed demographic and socioeconomic profile of the households contacting the council. The profiling revealed that a significant proportion of both first-time and repeat callers belonged to younger and less affluent Acorn demographic segments, specifically Cash-Strapped Families, Urban Diversity and Hard-Up Households.

Acorn’s Knowledge Sheet, which includes over 800 variables from digital behaviours to channel preferences, helped illustrate that these groups should be the ones to utilise self-service capabilities instead of calling. As these groups continued to call, the Council was compelled to investigate additional factors that could bolster self-sufficiency for residents, such as their website. They quickly realised that if they were to redesign the website to better support self-service options for these target groups, the Council would have a better chance at encouraging behavioural change and telephone enquirers online, thus reducing service demand and achieving cost efficiencies.

Results

With an evidence base provided by Acorn’s detailed analysis, the Council is set to undertake several initiatives to reduce the need for phone calls by further enhancing digital self-service options, including: 

  • Implementing chatbots: Implementing chatbots capable of answering common queries related to council tax will provide immediate relief and reduce call volumes. 
  • Council tax balance checker: The Council is developing a quick and easy-to-use online tool allowing residents to check their council tax balance and instalment details without having to call the council. 

These initiatives are guided by the insights gained from Acorn, which identified specific demographic segments and their preferences. By focusing on these insights, the Council can effectively target improvements that will encourage the use of digital self-service options, resulting in fewer calls. The enhanced website, combined with the introduction of chatbots and the balance checker tool, will provide residents with sufficient alternatives to calling the Council. These changes will not only improve the customer experience, but ensure the Council allocates resources more effectively to achieve further cost efficiencies. 

Furthermore, the Council will be planning targeted outreach activities with landlords and tenants— identified through Acorn segments— to further reduce call volumes. This initiative aims to educate these groups on the available digital self-service options and encourage their adoption.

Learn more about Acorn

Case studies

Case study

Supercharging Hotter Shoes’ customer experience strategy with Fresco segmentation

Hotter

Summary

Hotter Shoes is the UK’s biggest footwear manufacturer. It’s a digitally led, omnichannel specialist footwear brand with a clearly defined, large and growing target audience.

Company size

5,000

Industry

Retail

Products used

Fresco

Challenge

Hotter already had a strong heritage in direct-to-consumer marketing when Stephen Shawcross, Senior Global CRM Manager, joined the company four years ago.

Stephen explains: “Like many retailers, we had an abundance of data but it was fragmented. Our first challenge was to bring all the data we had together. We created a true omnichannel single customer view (SCV) that included online, store and contact centre order data, footprint 3D scanning and augmented reality fitting data, web browsing data and email engagement data.

Bringing all data into one location

Creating a single customer view

Solution

CACI’s Fresco data stood out from the competition to offer the level of dynamic detail that Hotter needed. The CRM team was able to match 98% of consumers that order from Hotter to a CACI segment, at an individual customer level.

CACI’s consultant provided “amazing” support for Stephen and the team, with initial training and advice about data mapping and regular check-ins to make sure they have everything they need.

Stephen says, “The big appeal of Fresco was being able to map to an individual customer. A lot of profiling customer systems offer flat pen portraits but aren’t necessarily actionable. CACI matches a customer to a segment and means you can do something with it in real time. We immediately stepped up the level of personalisation beyond buying and browsing behaviour to supercharge our Customer Experience Strategy.”

Results

The combination of buying behaviour, digital engagement, foot-scan data and CACI demographics means Hotter Shoes’ marketing is hyper-relevant and offers true personalisation at scale.

Stephen explains:

“At the highest level, we personalise based on CACI segment, recency, frequency, monetary value (RFM) commercial segmentation and channel preference across all customer touchpoints.”

Hotter is able to create relevant, personalised website homepage images, messages and email content as well as Google pay per click ads, social media posts and direct mail. The profiling is specific and sophisticated – there are currently 27 different direct mail variants. We can prospect with social media marketing, finding and targeting lookalike audiences.

Hotter is also exploiting the Fresco data to support acquisition among new customer groups. Beyond their traditional market of customers aged 55+, the firm is looking to attract the next generation. Fresco segmentation is helping the team identify the most likely personas and to design messages, campaigns and products that will appeal to them.

Learn more about Fresco

Case Studies

Case study

Data science drives EDF Energy’s ‘Generation Electric’ campaign

EDF logo

Summary

As the UK’s largest producer of low-carbon electricity, EDF Energy is committed to supporting electric car adoption as part of their vision of a low-carbon future. Using their expertise in energy to benefit EV drivers, EDF Energy created an Electric Vehicle (EV) proposition (vehicle leasing, an EV tariff and home chargers) to be targeted appropriately to existing customers who own an EV, and those who may buy one in future through a nurture campaign.

Company size

10,000+

Industry

Utilities

Services used

Challenge

To target customers suitable for home charge point installation and home energy plans designed for EV users, identifying customers who own an EV was required. With their move into EV car leasing, EDF Energy needed to be able to identify consumers who had a propensity to want to purchase an EV in the future.

Solution

The Segmentation

Data analysis gained from smart meters was utilised in identifying EDF Energy customers who were likely to be EV owners. Predictions were made based on consistent, regular peaks and troughs in consumption combined with demographic filters. 

CACI’s demographic data was used to gain an insight into consumer characteristics and behaviours and identify EDF Energy customers who are inclined to purchase an EV.

The Customer Journeys 

Data analysis informed a customer journey that was designed by CACI in accordance with customer profiles that had been created, as well as an understanding of the EV buying process. The life stages of the journey reflected a customer-centred approach, recognising the needs of the customer when making a considered purchase: 

  • Awareness: of EDF Energy in the EV space 
  • Consideration: EDF Energy in the EV market and EV in general
  • Education: on the EDF Energy EV proposition
  • Review: against the customer’s specific needs

The journey of the EV proposition was customised throughout, recognising the different needs and requirements of the customer. A customer’s behaviour was a key driver in ensuring the right message was delivered at the right time. The individualised journey optimised behaviours to indicate when the customer was ready to progress, entering a Nurture programme to keep the proposition front of mind when it was suggested they were still transitioning through the average two year-long sales cycle. Interactive content was designed to complement the customers quadrant and enhance the journey and life stage, creating innovate user experiences and providing a personalised journey of follow up communications tailored to the customers interaction.

Results

The campaign is still in its early stages, having recently launched and is already experiencing impressive results. The first email in the campaign’s series resulted in an open rate of 45%. This is 28% above the automotive industry standard!

Case studies

Case study

How CACI support British Red Cross identify those in need of support

British Red Cross logo

Summary

The British Red Cross was founded in 1870. The charity’s most important value is kindness. It helps anyone, anywhere in the UK and around the world, to get the support they need if crisis strikes.

The British Red Cross saw very high demand for its services in the UK during the COVID-19 outbreak. When the pandemic started, the Red Cross needed to undertake a huge response to help the most vulnerable individuals and communities in the UK, reaching over 1.5 million people with food, medicine, cash, emotional support and other help and advice. Thousands of extra volunteers joined the charity, helping it to support those who are suffering all kinds of hardship and distress because of the situation.

Company size

5,000

Industry

Non-profit

Products used

Vulnerability indicators

Challenge

Identify local areas where there was a need for charity help and support

Ensure services are being allocated to those with the greatest needs

Solution

CACI offered The British Red Cross a three-month trial of its Vulnerability Indicators. After validating the potential of the data during the trial period, the charity took out a subscription. The British Red Cross used CACI’s Vulnerability Indicators to index UK households in every neighbourhood (or MSOA – Middle Layer Super Output Area). Their modelling revealed locations where people were most likely to be in need of support, based on either their clinical, financial, socioeconomic and digital vulnerability as well as wider health and wellbeing factors.

Information that showed the prevalence of single-person households in an area combined with the Vulnerability Indicators was used to augment food vulnerability mapping. The British Red Cross identified households with limited access to third party and community support, creating a priority need for volunteer engagement.

Results

Vulnerability modelling enabled the British Red Cross to deploy volunteers in the right places, meet emerging needs and advocate for targeted financial and practical support for the most vulnerable people at this time. 

By defining areas where financial vulnerability is greatest, The British Red Cross applied local knowledge about available support or facilities. Volunteers helping individuals and families access these. If they’re insufficient, vulnerability model insight helps community organisations and charities make a strong case for grant or lottery funding to help improve, using granular data evidence that relates to a specific area. 

Where digital vulnerability is a key issue, such as for people living alone without technology skills or facilities, the British Red Cross can reach out to householders using leaflet drops or doorstep visits to offer assistance and information. The British Red Cross also made its vulnerability and resilience modelling and analysis freely available via public web portals. 

Learn more about Vulnerability indicators

Case Studies