Case study
How South West Water uses Ocean data to achieve its ambition of eradicating water poverty
Summary
For over 30 years, South West Water (SWW) has been supplying reliable and high-quality drinking and wastewater services to customers throughout South West England.
When the business was tasked with developing an affordability model for its customers, SWW set a target of getting customers out of water poverty and onto the right support tariffs where necessary. While its own data and customer insights could act as a starting point, SWW recognised the impact that pairing this with CACI’s Ocean data would have on achieving the desired outcome.
Company Size
5000
Industry
Utilities
Products Used
Summary
For over 30 years, South West Water (SWW) has been supplying reliable and high-quality drinking and wastewater services to customers throughout South West England.
When the business was tasked with developing an affordability model for its customers, SWW set a target of getting customers out of water poverty and onto the right support tariffs where necessary. While its own data and customer insights could act as a starting point, SWW recognised the impact that pairing this with CACI’s Ocean data would have on achieving the desired outcome.
Challenge
Water poverty in the UK is a household’s inability to afford its water and sewerage bills, with research finding as many as 34% of bill payers report difficulties to pay fairly frequently due to the cost-of-living crisis. Many households also face a compounded financial burden with other utility bills.
Supporting customers
Coupled with a lack of connectivity, water poor customers are, therefore, often struggling and silent, meaning SWW needed to proactively identify customers who require and eligible for support.
Customer targeting
To best reach and customers with its water affordability toolkit, and even auto-enrol them onto support tariffs and other actions to lift households out poverty, SWW needed to develop and utilise a robust, bespoke affordability model. Built using CACI’s rich income data, SWW confidently understands equivalised income in comparison to household water bills.
Solution
Understanding SWW’s brief, challenge and previous models used by the industry, a bespoke and granular dataset was created to supply a unique and current perspective into equivalised income at a 6/7digitpostcode level, in conjunction with the wider validating characteristics of these customers, the complete SWW household customer and the property base.
SWW built a model which combines this data with its own billing data at a customer level, enabling SWW to calculate the percentage of equivalised income from their customers’ current spend on their water bill at a property level. SWW can further combine this with OBR forecasts of income, housing costs and bill profiles to 2030 to model water poverty and wider outcomes into the future.
Results
From July 2022 to September 2023, over 15,000 customers were auto-enrolled onto support tariffs and brought out of water poverty. The affordability model enabled SWW to directly engage with these customers, build their trust and encourage further contact and conversation, particularly where customers may be entitled to or require additional support or services.
Case study
Acorn data enables the RSPB to deliver relevant and targeted supporter communications
Summary
The Royal Society for the Protection of Birds (RSPB) is one of the largest wildlife conservation organisations in Europe, with over one million active members. The organisation speaks out for birds and wildlife, with particular focus on the species and habitats that are in the greatest danger. As well as the active supporter base, RSPB’s network includes almost 18,000 volunteers and over 2,000 staff across more than 200 nature reserves. The organisation’s single vision is to work for a better environment rich in birds and wildlife.
Company Size
1000 – 5000
Industry
Non-Profit
Products Used
Summary
The Royal Society for the Protection of Birds (RSPB) is one of the largest wildlife conservation organisations in Europe, with over one million active members. The organisation speaks out for birds and wildlife, with particular focus on the species and habitats that are in the greatest danger. As well as the active supporter base, RSPB’s network includes almost 18,000 volunteers and over 2,000 staff across more than 200 nature reserves. The organisation’s single vision is to work for a better environment rich in birds and wildlife.
Challenge
The simplicity of Acorn is one of the main reasons the RSPB chose and continues to use Acorn. The data captured whilst at a reserve or in the high street just requires a postcode, something which most of the RSPB’s supporters are happy to provide.
Supporting the support
As well as birds and wildlife, the RSPB also loves its supporters and volunteers! Knowing where they live and come from and so distance travelled to, for instance, a nature reserve, is an important part of understanding the RSPB’s audiences.
Solution
The RSPB covers a wide spectrum of activities: managing nature reserves, involvement in species recovery and large-scale conservation projects, deploying national and local fundraising initiatives, operating an e-commerce site, listening to members’ requirements and concerns and ensuring resources are optimally deployed. Acorn, with its combination of location and demographic information, enhances the organisation’s understanding and evaluation of member and volunteer interactions across all of these activities.
Acorn is used for profiling, campaign selections, reporting and insight, for example understanding participants in the RSPB’s annual Big Garden Birdwatch event held every year in January. Ultimately, Acorn helps the RSPB to deliver relevant communications to its supporter base.
Results
- Acorn is applied to records on the RSPB single supporter database, hosted by CACI, ensuring consistency of the organisation’s understanding of its supporters and volunteers
- Acorn helps to personalise communications and content, thereby enabling marketing spend to be distributed with improved efficiency and effectiveness
- The RSPB can better understand audiences for whom only a postcode is known
- Overall, Acorn plays an important role in keeping RSPB audiences engaged with its brand for longer
Case study
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
How data & analysis support Lancaster University’s Future Places Centre
Summary
The Future Places Centre (FPC) builds on Lancaster University’s pioneering projects on pervasive computing, the Internet of Things (the IoT) and the natural environment, on ‘futures thinking’ and data science. Funded by the EPSRC (Engineering and Physical Sciences Research Council), the FPC works to create a portfolio of applied research endeavours that help the University and the communities it serves better understand the places in which they exist.
Company size
5,000
Industry
Education
Products used
Challenge
Professor Richard Harper, Co-Director of the Institute for Social Futures at Lancaster University, explains: “We need research data to help energise the change agenda in the North West for space and place. We want data both for measurement and to help us reimagine the environment and community and see things differently. It’s a broad remit.”
Senior Research Associate and Data scientist, Jan Hollinshead, used CACI data in previous commercial roles. She approached CACI to talk about how the data might be applied in the context of academic research. “We’re looking at how to segment the human population, so profiling data for the community seemed really relevant. We decided to take the CACI data for a year, to see whether it delivered value for our projects.”
Solution
According to Richard: “We’ve used the data as a resource that brings together sociodemographic information to categorise the communities around Morecambe Bay. Because our project is about making changes over a five-year period, it provides an essential baseline measure.”
The team also used it to challenge assumptions about the characteristics and economy of towns and sociodemographic groups around the Bay. This can help them focus more effectively and objectively on the most pressing issues and opportunities to investigate.
Acorn helps the FPC team understand the demographics of residents and communities in focus project areas, so they can attract a diverse range of people to those areas.
Results
“This data is colouring in what we know about the local population. It means we can define things better and more sharply,” says Jan. “It’s easy to talk about data in spreadsheets, but that doesn’t mean anything until people see it related to places they know on a map. That’s a big plus for us, with our remit to share the data widely with a range of audiences.”
Richard agrees. “CACI’s data is workable and tractable – we can visualise it powerfully and link it with digital maps. For instance, we’ve showed in pie charts that for people in Morecambe, ill health is often linked to being older, whereas in Barrow, more young people are unhealthy, which indicates different causes and circumstances.”
“Another advantage is that we can show that the data is objective, because it’s from a professional third party. A lot of our partners may have been using their own data, which doesn’t always give them the full context or range.”
The FPC extended its agreement for Acorn data for the entire five-year duration of the Future Places project. There’s potential to work with more partners in the charity and public sectors, sharing valuable insight about the communities they serve.
“CACI data gives us direct insight, but it also usefully highlights what isn’t there and where we need to build up more data and research. It’s an important anchor,” Richard concludes.
Case study
How Isle of Wight Council supported local housing needs
Summary
The Isle of Wight Council is a unitary authority located on the Isle of Wight near the south coast of England. It is made up of 40 councillors from 39 wards. The Council is responsible for all local government activities on the Island.
The Isle of Wight is a beautiful, interesting and relaxing place to be. While the pace of life may be slower on the Island, the Isle of Wight Council is an innovative, forward thinking and dynamic organisation. The Council has an ambitious corporate plan with a vision for the Isle of Wight to be an inspiring place in which to grow up, work, live and visit.
Company size
5,000
Industry
Non-Profit
Products used
Challenge
Danika Barber, Public Health and Strategic Analytics Lead explains: “We looked at what other councils had done to quantify affordability and knew that we needed to understand incomes across the Island in order to put house prices and rent costs in context of the local, permanent population.”
Danika and her team recognised that they needed to account for the typically more expensive second homes and holiday rentals on the Island, as well as a ‘hidden homeless’ population such as extended and overcrowded households, those in unstable tenancies and those key workers in less well-paid roles who are vital to the Island economy.
Solution
The work was commissioned by the Island Housing Conversation, a Regeneration Department project designed to inform and work with local councillors, housing providers and developers. The goal is to support stakeholders in building new homes of the right types and sizes in the right places to meet the local population’s needs.
Danika and her team used land registry square footage data to show how affordable the different sized properties are. It’s true that on the Island, unlike some other areas of the UK, more residents can afford to buy or rent a flat. However, most can’t afford to buy a three-bedroom home to accommodate a family.
Looking at the overall UK picture, while house prices appear cheaper on the island, salaries and incomes are much lower. Connecting house prices with real earnings at a granular level showed true affordability in each ward.
Results
- The interactive tool is really powerful, making the information and data meaningful and impactful.
- People understood the implications immediately. When shown the interactive map for lower quartile income affordability, it raised a gasp from the audience. Residents in this group cannot afford to buy or rent anywhere. It’s vital that this is addressed for the wellbeing of the population and the health of the local economy.
- The data insight was very well received at the meeting and afterwards. It was successful because of the combination of relevant, granular data and the visual presentation in PowerBI.
- Other departments asked Danika what PowerBI could do for them – they wanted to be able to visualise data in a similar way and understand local differences and needs in the Island population.
- Danika’s team has also been using PowerBI to present Covid-19 data and work is underway to develop a range of other similar dashboards for other business areas.
Case study
Detailed local population insight to inform service provision in a new Central London life sciences hub
Summary
Guy’s & St Thomas’ Foundation was previously known as the Guy’s & St Thomas’ Charity. It is an independent foundation whose mission is to invest, partner, engage and influence to come at big health challenges from all angles. The Foundation and its family of organisations collaborate with communities, partners and hospitals, using its assets to transform lives.
Impact on Urban Health is part of the Foundation, with a specific remit to make urban inner London and similar areas healthier places to live.
Company size
200
Industry
Non-Profit
Products Used
Challenge
Guy’s & St Thomas’ Foundation has created a 300,000 square foot life sciences hub with world-class lab facilities. The development is adjacent to the Guy’s Hospital campus in Southwark and will form part of a new health innovation cluster in central London.
To assess the impacts and benefits of the development for the local community, the property team asked Impact on Urban Health to help them understand more about the needs, lifestyles and characteristics of the people who live nearby.
Assess impact and benefits of the development
Understand the needs, lifestyles and characteristics of those nearby
Solution
Data Analyst Alessandra Denotti is responsible for generating insight for Impact on Urban Health projects. She used CACI’s Acorn demographic data to map profiles of the population in the immediate area around the proposed Snowsfields development.
Results
Project Director Emma Davies studied Alessandra’s insight presentation to understand the local population better, in order to design and propose relevant services within the Snowsfields development plan for local residents to use.
Case study
Fair4All Finance helping make financial services fairer for everyone
Summary
Fair4All Finance is a not-for-profit organisation driving change in financial services to help millions of people in vulnerable circumstances. It works with organisations to increase access to fair and affordable financial products and services across the UK. With the cost-of-living crisis having negatively impacted the financial landscape for so many people, Fair4All wanted insights into the needs and behaviours of financially vulnerable people to better support them in their work.
Company size
50
Industry
Financial Services
Products used
Challenge
Depending on the definition across the industry, up to 21 million people in the UK are thought to be in vulnerable financial circumstances. To fulfil their remit, Fair4All Finance aims to better understand this broad group of people and their different needs.
Most off-the-shelf segmentations pull apart the population based on age and affluence. By segmenting this group along more behavioural lines, Fair4All Finance aims to develop strategies and work with the industry to make financial services more applicable and accessible to the financially vulnerable population.
Understand customers in vulnerable financial circumstances
Develop strategies to make financial services more accessible
Solution
Fair4All Finance partnered with CACI and Trajectory, a research agency, to develop a segmentation solution tailored specifically to Fair4All Finance’s objectives, through consolidating and blending data from multiple sources. The solution made use of Fresco and Ocean to build a segmentation at a UK-wide level.
In order to identify key segments within the financially vulnerable population, a number of statistical methods, including correlation and principal component analyses, were applied to identify core features of importance. These driving variables showed discrimination and relevance across the financially vulnerable population.
Results
Six new segments of financial vulnerability were created using the data and then sized across the UK population to understand the spread of segments across geographies. The iterative process taken to develop the segments, ensured the final solution could be constantly adapted to make sure it was meeting Fair4All Finance’s end goals and aligning with its objectives.
A knowledge sheet was also created, which profiled each segment across more than 900 demographic, lifestyle and attitudinal variables from CACI data and specific behavioural characteristics from the research data, giving detailed insights into the key characteristics of each segment compared to the financially vulnerable population as a whole.
The findings will enable Fair4All Finance to share insights in three different ways, with credit unions and community finance providers, mainstreams banks and internally.
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
Using machine learning techniques to increase revenue, conversions and engagement for DFS
Summary
DFS, the UK’s largest sofa retailer and manufacturer, aims to lead furniture retailing in the digital age. Most famous for sofas, DFS also partners with leading lifestyle brands, such as Dwell, French Connection and Joules, to provide a wider range of furniture products.
CACI has worked with DFS for over 20 years and hosts its customer database, providing insight from CACI’s proprietary datasets to support customer understanding and location strategy. Outputs include segmentation, machine learning models, communications strategy, store catchments and digital targeting algorithms.
Company size
1,000 – 5,000
Industry
Retail
Products used
Challenge
DFS sells to a market where customers traditionally make infrequent, high value purchases. As Mike Aspinall, Data Activation Manager at DFS, explains: “The main thing we sell is sofas, with a repeat purchase average of seven years. This can be challenging for CRM, which is all about nurturing ongoing relationships“.
Our challenge was to deliver a CRM strategy that would enable us to maintain relevant engagement in a targeted way. We wanted to understand the opportunity to encourage repeat purchase through a data lens — which customers might be open to further purchases, when they might be likely to make them, and what kind of products they might want.
Maintain relevant targeted engagement
Understand the opportunity of encouraging repeat purchases
Solution
Mike asked CACI to work with their “rich customer database“, containing a large sample of DFS’ previous purchase data.
CACI analysed two years’ data to find people who had bought two items from DFS consecutively within that period, looking at their purchase patterns and pathways.
CACI mapped out the attributes of people who had made the two qualifying purchases using Ocean demographic and lifestyle data blended with DFS behavioural data. The analysis looked at the identified customers’ over and under-indexing attributes, comparing them to people who bought the first item but not the second.
CACI trained a machine learning algorithm, which is updated daily, incorporating the latest transaction and customer information. It is applied to the data in DFS’ customer experience platform (CEP), appending data points to customer profiles.
Results
Mike tells us, “We had fairly low expectations of the first email in a multi-month journey. But against the control group, we saw an 866% uplift in revenue from the email campaign alone, within 14 days. That’s a four-times conversion increase, measured against a control group of people in the same segment who didn’t receive the communication.”
This project was a perfect fit for CACI as an expert data science partner. With our DFS mission to lead furniture retailing in the digital age, machine learning is crucial to engaging our customers with truly relevant, timely communications. We have been working with CACI for decades – their team understands our business and data extremely well and we have a strong relationship.
Case study
A data-driven approach to successful franchise and equity growth for a quick service restaurant business
Summary
Founded with a single stall in Camden Market in 2001, Chopstix has been boxing noodles on high streets, in shopping centres and in motorway service stations for over 20 years. The brand’s mission is to excite customers with great service, great stores and most importantly, great food. With nearly 100 outlets, Chopstix aims to be the UK’s No. 1 Asian-inspired quick service noodle bar and had big plans for growth it wanted to fulfil, driven by ambitious franchisees.
Company Size
5000+
Industry
Leisure
Products Used
Challenge
Chopstix has an ambitious plan to grow through equity store development and franchising.
These plans meant they needed to understand where the best opportunities lay in the UK to successfully attract and engage potential franchisees.
A critical aspect of this needed to be the ability to objectively and dependably define and prioritise national, regional and local location opportunities for new outlets. Not just to understand where growth potential existed, but so they could provide franchisees with real clarity they would have distinct territories to operate in.
Solution
To understand Chopstix’ growth opportunities, CACI built a bespoke dashboard model using a wide range of variables to explain outlets’ relative performance and sales potential — and help them easily explain these with potential franchisees.
The model incorporates variables from CACI geodemographic data, including Acorn, Leisure Footprint, Local Footprint, and competitor location datasets, plus Chopstix’s internal financial data. The collaborative process also engaged with prospective franchisees to focus modelling on the evidence they’d want for revenue targets they’d be committing to.
The resulting PowerBI dashboard shows opportunities at national, regional, and trade zone levels on maps. All are ranked by expected turnover and growth, helping franchisees prioritise launches and achieve desired ROI. The dashboard provides detailed insights into any location, including competitors, other Chopstix outlets, visitor type mix and timings, traffic generators, and other food service brands.
In addition, the demographic information can reveal and rank delivery opportunities, identifying groups that index well for food delivery and profiles of communities where the Chopstix brand is appealing and aspirational.
Results
Sustainable growth through investment and franchising
Aaron Moore-Saxton, Franchise Director explains: “Our growth model dashboard is a differentiator in our franchising market. It gives us a common understanding with franchisees of the available opportunity. Trust and transparency are key. We don’t have to spend time arguing about targets — instead, we work together using reliable catchment and market information to make plans with lower risk and higher rewards for everyone. Franchisees can push forward with growth, with confidence, and we increase our UK market share more quickly.”
Find out more about Acorn and Location dynamics.
Case study
How Business Isle of Man developed a trusted demographic model and profile with CACI’s data
Summary
Business Isle of Man is an Executive Agency of the Isle of Man Government’s Department for Enterprise, acting as a key decision making and advisory body supporting the Government’s ambition for long-term economic prosperity. Its purpose is to help create an environment for key sectors to achieve sustainable growth while establishing the Island as an internationally well-regarded home for export business.
The Department has a key role to play in the achievement of the Programme for Government’s stated intention to be an Island of Enterprise and Opportunity. Supporting economic development is of strategic importance for the Island’s future growth and prosperity.
Company size
50
Industry
Non-Profit
Products used
Challenge
Business Isle of Man was approached by a property developer keen to attract larger UK multiples. These businesses were asking for a demographic report, so they could assess the commercial viability case for their brands. None of them understood the Isle of Man’s demographic.
Solution
Jonathan Platten, Economist for the Department for Enterprise:
“We commissioned CACI to develop a trusted demographic database and map that showed detailed profiles of our population across the Island. CACI impressed us with their expertise and reputation in the field of socio-demographics.”
The Isle of Man can be considered alongside the UK as part of CACI’s trusted dataset and modelling, with the same granular, visual demographic detail. For the first time, investors, retailers and businesses can build reliable modelling into their business cases at postcode level.
Results
Business Development Manager, Rachel Hopkinson expresses the benefits clearly:
“We have never before seen such a detailed analysis of our population across the island, including Douglas (the Island capital). Although our Island population is under 100,000, there is a big opportunity for retail and leisure businesses. Isle of Man retailers perform exceptionally well compared to the UK because we have a wealthy population and a captive audience. Now, we have the demographic data to show why this is the case.”
As well as commissioning CACI to produce the dataset and report, Business Isle of Man has entered into a collaborative ongoing relationship with CACI to help provide further, specific analysis for Island businesses and investors.
Case study
How geodemographic insights have improved Bedfordshire Fire & Rescue’s understanding of community risk
Summary
Bedfordshire Fire and Rescue wanted to improve their understanding of what risks and vulnerabilities were prominent in their communities in order to increase their preventative measures against them. They also wanted to begin tailoring their engagement to those most at risk to be able to create maximum impact and support.
Company size
1,000
Industry
Non-Profit
Products used
Challenge
Improve understanding of current and emerging community risk
Identification of households most likely to have a fire
Ensure preventative approach is risk-based and efficient
Solution
The ability to utilise the social and demographic insights accessed via CACI’s Acorn to enhance the understanding of risk and vulnerability within Bedfordshire, while also tailoring engagement to maximise the impact on those most at risk. Our data-driven methodology ensures resources are targeted effectively and efficiently.
Results
Using the data Acorn provides, Bedfordshire Fire & Rescue are now able to target those most in need of help, while making sure their approach is based on risk and also person-centred. The data provides the opportunity to understand the different needs of the communities they serves and assurance that the approach now being take is efficient, yet effective.
Case study
How Away Resorts refreshed their customer strategies through bespoke segmentation
Summary
Away Resorts is a holiday park operator specialising in holiday homes, luxury lodges, caravans, and home lettings and ownership across the UK. Having grown recently from six parks to 27 after a substantial acquisition, the business hypothesised that there may be new customer groups across their wider portfolio of sites. This presented the team with an opportunity to decipher these customers’ demographics and continue to grow the business through engaging and relevant communications.
Company size
1,000 – 5,000
Industry
Leisure, Arts & Entertainment
Products used
Challenge
Laura Miller, Head of Marketing at Away Resorts, highlighted three major challenges that Away Resorts needed to overcome to find out what their customers wanted to get out of their holidays and where the optimal locations for the acquisition of future parks would be:
Reassess how to enhance the efficiency and effectiveness of their marketing spend.
Develop a future capital programme that would be backed by a genuine understanding of what customers want from their bookings, their desires when looking for a holiday park, and which amenities to prioritise investing in.
Attract the right customer demographic by refreshing existing marketing communications and channels.
Result
These insights helped Away Resorts gauge where marketing spend should be focused to target specific segments, how best to distribute campaign spending and how to switch strategic gears to deliver more effectively executed campaigns, including the introduction of new media channels. Plus, it has been particularly beneficial during executive board meetings, where tangible, easily comprehensible customer insights can now be shared with the wider business to bolster decision-making.
This deep dive into customers has enabled Away Resorts to adapt their customer feedback survey on holiday motivations and needs to be met by including questions on customers’ specific interests. The business has confidently leaned into an ‘exploration’ narrative based on the findings, which suggested that their target segment wants to explore beyond the park — partaking in walks, bike rides and other activities.
Case study
How Agilysis use Acorn to improve road safety interventions & outcomes
Summary
Agilysis is a transport safety consultancy specialising in road safety. They have a wealth of experience working with road safety, and a company-wide mission of using data to inform road safety interventions and prevention strategies for casualty reduction and overall road awareness. One of their key requirements is the ability to supply insights to road safety stakeholders about individuals involved in or exposed to different types of road risk in various local communities.
Company size
50
Industry
Non-Profit
Products used
Challenge
Agilysis had been using another socio-demographic profiling tool to convey the necessary demographic profiling insights for over a decade. However, as time progressed, two critical issues arose:
The tool’s provider wouldn’t allow Agilysis to view their socio-demographic profiling model at a low enough geographic level to make it as useful as needed.
Agilysis was unable to expose all the available variables to their stakeholders due to license holder restrictions. This particularly affected their road safety stakeholders who generally work for local authorities and police forces.
Solution
Agilysis began using CACI’s geodemographic segmentation, Acorn, to enhance the calibre of their road safety intervention design and deliver precise, robust results to stakeholders.
The business dissected the available list of all the metrics, identifying those which felt most useful, easiest and relevant to understand and apply to the individual forces policing strategy. By leveraging these insights, Agilysis can better understand the likely propensity of an individual Acorn type to partake in various acts of travel, walking and cycling, a key priority of many road safety stakeholders nowadays.
Results
Acorn’s wide range of variables and its ability to let Agilysis transparently share sociodemographic metrics and results with stakeholders has helped the business make the information as useful as possible to augment the design of road safety interventions, and provide police forces, highway authorities and other stakeholders with valuable data. This intelligence leads to improved strategic and decision-making.
Additional CACI datasets are likely for Agilysis’ future, with the business having already assessed datasets that can further enhance transport safety projects. These should provide new insights into key metrics such as collision-involved drivers from outside Britain and road danger for deprived and minority communities.
Solutions
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We’re here to help you turn data into a clear strategy, so you can focus on what matters most – driving impactful results.
Trying to pinpoint what your customers want?
Without clear insights into your consumer needs and preferences, you’re unlikely to connect with your audience in a meaningful way.
Not sure if the demand is there?
Check out the demand for your products, back up your investments and spot hidden market gaps where your brand can shine.
Searching for ways to finetune your targeting?
Segment your market to connect with the right audience. Tailor your message to each group’s unique tastes, making sure your brand truly resonates.
Did you know?
Uncover the “why” behind consumer choices
Maximise market research to understand and engage your customers
Get the complete picture
From exploring fresh audiences to honing in on specific segments, our tools like Acorn and Fresco, paired with proprietary datasets, give you rich, actionable insights on any audience you choose.
See the story behind the data
In a world of Big Data, we don’t just show what’s happening – we dive into why it’s happening. Delivering depth through techniques like focus groups, interviews and spatial ethnography.
Understanding new opportunities
Our data uncovers unmet needs, emerging trends and areas for new growth, helping you respond quickly to shifting demands or address gaps in the market.
Measure what matters
Understand how your audience feels about your brand through detailed feedback and satisfaction metrics. Benchmark your performance and adapt with our expertise.
Data that drives better decisions
Our insights provide you with data-driven clarity on customer behaviour, preferences and effective targeting strategies.
Stay ahead of emerging trends
With our flexible data updates, delivered as often as you need, you’ll spot shifts in consumer behaviour and adapt your strategy to stay relevant and competitive.
We bring our expertise to you
Why leading companies trust us for market research
Powerful, proprietary data tools
Our proprietary tools, like Acorn and Shopper Dimensions, dig deep into consumer behaviour, giving you insights that fuel smarter, winning strategies.
Unmatched market expertise
With a team of top-tier data scientists, consultants and industry pros, we’re here to help you achieve – and exceed – your business goals.
Customised solutions
From precise segmentation to comprehensive benchmarking, our tailored insights tackle your toughest challenges, empowering your brand to lead in a competitive market.
Awards & accreditations
Want to know more about us?
Related services
Consumer and demographic data
Get in-depth insights, from socio-demographics to lifestyle preferences, giving you the clarity to connect, engage and drive real results.
Market and customer segmentation
Get a clear view of your audience segments, delivering insights that fuel targeted campaigns, reveal growth opportunities and help you create meaningful, long-lasting connections.
Predictive analytics and decisioning
Understand and predict what your customers want before they know it, so you can deliver personalised experiences, anticipate trends and take action.
FAQs
Market research companies provide clear insights into consumer needs and preferences. Our tools, like Acorn and Fresco, paired with proprietary datasets, give you rich, actionable insights on any audience you choose, helping you tailor your approach and connect with the right audience.
We use powerful, proprietary data tools like Acorn and Shopper Dimensions to dig deep into consumer behaviour. These tools provide detailed insights that fuel smarter, winning strategies and help you achieve your business goals.
With our flexible data updates, delivered as often as you need, you’ll spot shifts in consumer behaviour early. This helps you adapt your strategy to stay relevant and competitive, ensuring you remain ahead of the competition.
Solutions
Predictive analytics and decisioning
Forecast, personalise and grow with confidence
When growth and customer value are at stake, predictive insights are the edge you need.
Our predictive data analytics solutions reveal exactly what your customers want, so you can deliver personalised experiences, anticipate trends and take actions that drive results.
With a clear view of what’s ahead, you’ll be ready to turn every tough challenge into a new opportunity.
Uncertain about customer retention?
Without predictive insights, identifying which customers are at risk of churning – and why – can be tricky, making it hard to step in and retain them.
Challenges in growing customer value?
Deciding which product to recommend next or when to engage is challenging without a clear view of each customer’s preferences and buying patterns.
Missing the mark with acquisition?
Reaching the right audience with a targeted message is crucial, but without predictive tools, marketing efforts often fall short of driving real connection and conversion.
Turning insight into action
Predictive analytics and decisioning for customer-winning results
Make decisions you can trust
Our predictive models reveal insights based on real data, so you’re equipped to make informed choices that support your goals.
Grow revenue with targeted precision
Spot high-value opportunities and anticipate customer needs, so you can make data-driven moves that increase sales.
Strengthen customer satisfaction
Know your customers’ preferences and behaviours, so you can personalise each and every interaction, amplifying retention through precise engagement.
Find cross-sell and upsell opportunities
Our data analytics uncover patterns in customer behaviour that reveal the perfect moments to suggest add-ons – driving up transaction value and boosting lifetime loyalty.
Stay ahead of market changes
Keep pace with trends. Predictive insights allow you to adapt quickly, optimise resources and align your strategy with evolving market demands.
Maximise marketing impact
Refine targeting with predictive analytics to engage the right audience at the right time – for better response rates, campaign success and all-important ROI.
Built for bold decisions
Why market leaders count on our predictive analytics
Decisions powered by real data
Our predictive insights fuel confident, informed decision-making, so you can plan smartly and adapt to change with ease.
Flexible and scalable solutions
Designed for operational efficiency, our models are adaptable, offering flexible solutions that scale with your business needs.
Grow revenue and build loyalty
Use data insights to personalise customer experiences, nurture loyalty and unlock lifetime value through more relevant interactions.
See us in action
Refreshing customer strategies for Away Resorts through CACI’s bespoke segmentation
Find out how Away Resorts deciphered new customer groups and demographics across a wider portfolio of sites while continuing to grow their business with the help of CACI’s bespoke segmentation.
Awards & accreditations
Want to know more about us?
Related services
Consumer and demographic data
Get in-depth insights, from socio-demographics to lifestyle preferences, giving you the clarity to connect, engage and drive real results.
Market and customer segmentation
Get a clear view of your audience segments, delivering insights that fuel targeted campaigns, reveal growth opportunities and help you create meaningful, long-lasting connections.
Market research
We go beyond data to truly understand your customers – conducting market research, engaging directly with them in the field and uncovering what they want and need.
FAQs
Answers to common questions about predictive analytics and decisioning.
The benefits include making informed decisions, growing revenue with targeted precision, strengthening customer satisfaction, finding cross-sell and upsell opportunities, staying ahead of market changes, and maximising marketing impact. Our predictive models equip you to make decisions you can trust and drive impactful results.
Predictive data analytics enhances customer value by identifying the best times to engage and the most relevant products to recommend. This targeted approach boosts sales, strengthens customer relationships, and increases lifetime value.
When implementing predictive data analytics, ensure data quality and integration from various sources, choose the right tools and technologies, and have a skilled team to build and refine models. Align initiatives with business goals, protect data privacy, and ensure scalability. Regularly update models to stay relevant and drive impactful results.
Solutions
Market and customer segmentation
Connect with impact, engage with purpose
Understanding your customers on a deeper level changes everything.
Our market and customer segmentation services provide a clear view of your audience segments, delivering insights that fuel targeted campaigns, reveal growth opportunities and help you create meaningful, long-lasting connections.
So you can engage with purpose, drive results and create lasting impact with every interaction.
Unable to reach the right audience?
Without clear segmentation, marketing efforts can miss the mark, reaching audiences that don’t resonate with your message.
Trouble retaining customer loyalty?
Customer loyalty goes beyond just a good product. Tailored communication strategies need audience-specific insights to nurture lasting relationships.
Falling short on tailored connections?
Customers expect a personal touch. Without distinct segments, delivering tailored experiences can be tricky.
Did you know?
60%
of customers’ challenges and concerns are likely to be understood by companies that segment their customers.
101%
more clicks generated by targeted campaigns, making segmented marketing a powerful tool for engagement.
Reach the audience that matters
Market and customer segmentation that drives impact
Reach the right people
Define and reach your ideal customer groups with clarity. Our segmentation tools ensure your campaigns connect with those who value them most.
Strengthen customer loyalty
Use insights to build retention strategies that form long-term relationships, increasing customer commitment and loyalty.
Focus resources on what matters
Direct your resources to high-impact segments, so that your efforts are concentrated where they create the most value.
Drive product development
With insights into each segment’s needs and values, you can develop products that best align with customer expectations.
Refine your sales strategy
Give your sales team a roadmap to priority audiences, resulting in more effective outreach and stronger results.
Deliver personalised experiences
Our segmentation insights drive tailored interactions at every touchpoint, creating meaningful customer experiences.
Audience insights made actionable
Market and customer segmentation driven insights
See your audience in full colour
We dig deeper than surface-level demographics, revealing lifestyle habits, behaviours and spending patterns to give you a well-rounded picture of your audience.
Flexible solutions that grow with you
Our adaptable tools and scalable options make sure your segmentation changes as your business grows and your audience shifts.
Audience insights made actionable
Our adaptable tools and scalable options make sure your segmentation changes as your business grows and your audience shifts.
See us in action
Refreshing customer strategies through bespoke segmentation
“The data we now have is particularly useful because we have it on a region-by-region basis. Being able to visualise this on a map is something that the team really appreciates.” Jonathan Wharton, Portfolio Analytics Manager, Roche
Read more about it
Unlock competitive advantage with dynamic segmentation
Discover how to identify and engage your target customers from the very start of their journey. This eBook provides essential insights into dynamic segmentation, equipping you with the tools to enhance your digital acquisition strategy and drive business growth.
Awards & accreditations
Want to know more about us?
Related services
Consumer and demographic data
Get in-depth insights, from socio-demographics to lifestyle preferences, giving you the clarity to connect, engage and drive real results.
Market research
We go beyond data to truly understand your customers – conducting market research, engaging directly with them in the field and uncovering what they want and need.
Predictive data analytics
Understand and predict what your customers want before they know it, so you can deliver personalised experiences, anticipate trends and take action.
FAQs
Answers to common questions about market and customer segmentation.
Understanding your customers on a deeper level changes everything. Market and customer segmentation is crucial because it helps you connect with impact and engage with purpose. By identifying distinct segments, you can tailor your marketing efforts to resonate with specific audiences, driving better results and creating lasting impact.
Our market and customer segmentation services are highly scalable, designed to grow with your business. Our adaptable tools and flexible solutions ensure that your segmentation evolves as your audience shifts and your business expands. This scalability allows you to continuously refine your strategies and maintain effective targeting, no matter how large or diverse your customer base becomes.
Market and customer segmentation helps retain customer loyalty by using insights to build retention strategies that form long-term relationships. Tailored communication strategies based on audience-specific insights nurture lasting connections, increasing customer commitment and loyalty.
Solutions
Consumer and demographic data
Understand, engage and drive impact
Knowing your audience is the key to impactful strategy – whether you’re targeting customers, planning investments or building community outreach.
Our consumer and demographic data services deliver in-depth insights, from socio-demographics to lifestyle preferences, giving you the clarity to connect, engage and drive real results.
Unclear on who your target audience really is?
Without precise audience insights, marketing and outreach often lack direction, risking missed opportunities to create connections.
Uncertain about local consumer needs?
Understanding community vulnerabilities and specific needs is tough without detailed data, making it hard to tailor impactful outreach.
Struggling to keep up with consumer preferences?
Keeping up with fast-changing consumer preferences feels like a moving target, making it tough to stay relevant and keep your connections strong.
Did you know?
25%
over a quarter of consumers seek niche brands. Understanding your specific audience is now more crucial than ever.
60%
of businesses with detailed consumer insights are more likely to reach their marketing goals.
See your audience clearly
Consumer and demographic data to guide every decision
Identify audience groups in detail
We go beyond basic demographics, revealing socio-demographics, income, lifestyle and much more to give a fully rounded picture of your audience.
Understand your local landscape
From city blocks to entire regions, our data shows the unique demographic makeup of your target areas for more impactful local strategies.
GDPR compliant data you can trust
With the highest data compliance standards, our datasets are both powerful and privacy-respectful, giving you confidence in every single insight.
Granularity and depth at scale
Our data offers unparalleled detail and flexibility, allowing you to segment audiences with unmatched accuracy across many different sectors.
Uncover lifestyle and spending habits
Beyond demographics, we reveal lifestyle patterns and spending behaviours, helping you create highly targeted campaigns that resonate.
Benchmarking for precise comparisons
Analyse audiences on multiple levels – from neighbourhood to national – helping you see exactly where your audience fits in the larger landscape.
Data you can count on
Why leading brands rely on our consumer and demographic data
Unrivalled depth and detail
Our datasets go beyond the basics, revealing the finer details of your audience segments so you can connect with precision.
Insights that go beyond demographics
From lifestyle patterns to spending habits, our resources give you a full-spectrum view to truly understand every audience type.
Tailored solutions, built to scale
Flexible and adaptable, our data solutions offer custom segmentation and layered benchmarking to match your unique goals and growth plans.
See us in action
Acorn enables the understanding of water demand
“Using Acorn has allowed us to get a far better understanding of water demand across different Acorn Groups allowing Affinity Water to better serve our customers in a variety of ways; from reducing leakage, helping with water-saving programmes and tailoring messaging to different groups.”
Awards & accreditations
Want to know more about us?
Related services
Market research
We go beyond data to truly understand your customers – conducting market research, engaging directly with them in the field and uncovering what they want and need.
Market and customer segmentation
Get a clear view of your audience segments, delivering insights that fuel targeted campaigns, reveal growth opportunities and help you create meaningful, long-lasting connections.
Predictive data analytics
Understand and predict what your customers want before they know it, so you can deliver personalised experiences, anticipate trends and take action.
FAQs
Answers to common questions about consumer and demographic data.
Knowing your audience is crucial for impactful strategy. Consumer & demographic data helps you target customers, plan investments, and build community outreach by delivering clarity on socio-demographics and lifestyle preferences, enabling you to connect and engage effectively.
Our data reveals fast-changing consumer preferences, helping you stay relevant and maintain strong connections. By understanding lifestyle patterns and spending behaviours, you can create highly targeted campaigns that resonate with your audience.
We ensure the privacy and security of consumer & demographic data by adhering to the highest data compliance standards, including GDPR. Our robust data protection measures guarantee that every insight you gain is both secure and privacy respectful.
Case study
Delivering effective engagements for Age UK supporters with Demographic Data
Summary
Age UK offer free information and advice on topics as diverse as claiming benefits to finding a care home. With a growing ageing population, they play an integral part in helping many of our older generation with their struggles to live comfortably.
Company Size
1,000 – 5,000
Industry
Non-Profit
Products used
Challenge
Age UK came to us for help with the following challenges.
Need to be able to track ROI against campaigns
Create a dashboard that allows different departments to see the customer profiles
Solution
CACI’s suite of demographic data helps the charity build a deeper understanding of its diverse supporter and customer base; whether they be a donor to the cause, an event participant, product purchaser, or any other relationship holder.
Results
CACI’s suite of demographic data (Acorn, Fresco and Wellbeing Acorn) allows Age UK to be smarter in its communications strategy. Having a deeper understanding of its customer base, Age UK can be more considered when planning whom to contact with specific offers that are best suited to each of its customer segments.
Solutions
Consumer intelligence
Unlock deep insights to better connect with your audience
We provide rich consumer and behavioural data, innovative research methodologies and predictive modelling to help you understand your customers and refine strategies.
Introducing our consumer intelligence solutions
We offer expert analysis and data-driven approaches to help businesses understand and engage their customers more effectively.
Consumer and demographic data
Get in-depth insights, from socio-demographics to lifestyle preferences, giving you the clarity to connect, engage and drive real results.
Market and customer segmentation
Get a clear view of your audience segments, delivering insights that fuel targeted campaigns, reveal growth opportunities and help you create meaningful, long-lasting connections.
Predictive analytics and decisioning
Understand and predict what your customers want before they know it, so you can deliver personalised experiences, anticipate trends and take action.
Market research
We go beyond data to truly understand your customers – conducting market research, engaging directly with them in the field and uncovering what they want and need.
Why CACI?
Boost acquisition and retention
Our solutions help businesses enhance engagement strategies, improving customer satisfaction and lifetime value.
Deep industry knowledge
With extensive experience across various sectors, we transform raw data into meaningful, actionable insights.
Flexible and scalable
Our insights seamlessly integrate with existing systems, making sure you’re adaptable to evolving business needs.
Did you know?
25%
Businesses leveraging deep customer insights
achieve up to 25% higher engagement rates
Case study
Acorn enables Affinity Water to understand water demand
Summary
Affinity Water is the largest water-only supplier in the UK, committed to delivering a high-quality water service to all their customers. Their vision is to be the UK’s leading community-focused water company, providing 950 million litres of water each day to over 78,000 non-household connections and 1.4 million homes.
Company size
1,000 – 5,000
Industry
Utilities
Products used
Challenge
Affinity Water had the following challenges when approaching us.
Insight into how and why different groups have different patterns of water usage was needed
An easy-to-use platform and the ability to apply to Affinity Water’s own customer base was crucial
Communications then needed to be tailored based on the insights taken from postcode level data
Solution
Affinity Water uses Acorn’s powerful geodemographic segmentation capabilities to model the demand for water in unmetered households.
Acorn is combined into Affinity Water’s models to allow for a more nuanced understanding of different household’s demand for water. This understanding enables Affinity to identify local irregularities to quickly identify and respond to leaks ensuring targets for water use reduction are met.
Results
Using Acorn has enabled Affinity Water to understand how different households’ demand for water changes on an hourly basis. This has helped them design water saving programmes by understanding how different groups would react to water saving programmes, as well as being a factor in re-designing their bills.
Additionally, Affinity have also been able to model the increase in demand due to COVID-19 so they can engage with regulators about increased water usage.
