Customer Segmentation Analysis for Census Marketing Campaign - AWARD
Office for National Statistics · United Kingdom
Key facts
- Awarded
- 14 Dec 2017
- Contract starts
- 15 Dec 2017
- Contract ends
- 15 Dec 2020
- Procedure
- Restricted procedure
- Buyer type
- Central government
Awarded to
| Supplier | Value |
|---|---|
| Experian Ltd | — |
Description
A data-driven segmentation of the England and Wales population is needed to underpin marketing and communications activities and the wider deployment of the census. This segmentation will: o provide a means to understand different sections of the population, their willingness and ability to engage in the census, and their anticipated responsiveness to digital and other channels/messaging o provide a consistent framework to underpin the planning, design and deployment of respondent engagement strategy and monitor its efficacy while ensuring that resources are focused on hard to reach audiences o build the foundation of a flexible platform that can evolve with additional data as the programme progresses An established segmentation of the population of England and Wales is essential to provide a basis upon which to develop the Census specific segmentation.
Categories (CPV)
- 72300000 Data services
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