Married to Mosaic or an affair with OAC?
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Married to Mosaic or an affair with OAC?



Steven Rose

Steven Rose
Head of Customer Knowledge
Birmingham City Council



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  • An example of the customer centric approach to combining city council and external views of customers Linking by customer, postcode etc…
  • The use of knowledge in service planning is analogous with mapping. In drawing up the plan we need to be clear of the road map in order to plan how we get from A to B. However we have differing clarity of information on the ground from sketchy knowledge to high resolution images. Therefore we can have the big plan but need to be able to react should there be road works meaning our course in the ST needs alteration but that we can get back on track to our overall destination as soon as possible minimising the delay.

Married to Mosaic or an affair with OAC? Presentation Transcript

  • 1. Married to Mosaic…an affair with OAC? An evolving approach to customer insight Segmentation data sets used and why? 6 September 2010 Steven Rose Head of Customer Knowledge Birmingham City Council
  • 2. What is Customer Knowledge?
    • Doing with data what we naturally do when we observe the world…..
    • … including what we can’t see.
    • For example…
  • 3. What do you see?
  • 4.  
  • 5. Person Place Service
  • 6. The Business Transformation Programme
    • CK must deliver £24m savings over 9 years at a cost of £3.9m
    • This is funded by assumed directorate savings
    • It is geared over a 9 year plan
  • 7. Galaxy Leisure Flex Panorama SX3 Mosaic(+) Leisure Adults & Communities Housing Public Protection Committee Revenues & Benefits RBIS Revenues External RBIS Benefits Care First Connecting customer information Consult-ation Chief Execs Single Customer Record Partner Data Be Birmingham Partner Data Safer Birmingham Partnership Partner Data Partner Agencies
  • 8. Application of Customer Knowledge in Birmingham
    • Household/person level data allows:
    • Profiling of service users by demographics, needs and behaviours
    • Identify multiple service use and customer journey
    • Group people with similar characteristics
    • Tailor services to groups
    • Targeted communications (marketing or information) to specific groups
    • Segments vary within postcodes, HH level classification allows us to recognise this.
    • It is also a handy geography to work with.
  • 9. Picking people from the crowd
  • 10. The Package
    • Demographics
    • On line (DOL)
    Service Data MOSAIC (BCC Segmentation) Business Data HH Data GIS Multi-Media Guide Faststats Campaign Management Head of CK Segmentation Manager Database Administrator Senior Analyst Data Tools People Planned growth Currently Provided by Experian Directorate R&I Community
  • 11. Increasing recycling
    • Targeted Comms and Research using segmentation
      • 20% of people needed recycling boxes or bags
      • Mistreatment of Boxes by refuse collectors
      • Ill health / assistance
    • Developing prototype loyalty reward scheme to incentivise positive behaviour change
    • Optimised Routing linked to CRM
  • 12. Improvement and Efficiency Partnership Local and Community Intelligence Project
    • To demystify the procurement of Customer Insight segmentation tools and help public agencies make best value for money decisions on what products they procure.
      • Forensic analysis of the key segmentation products, including Experian, CACI and ONS/OAC.
      • Analysis of what is offered against what typical applications of customer insight.
      • Demystify procurement puzzle.
    • To save money through joint licensing and to open the gateway for information sharing through shared segmentation for the West Midlands Region.
      • Mapping of existing licences with major vendors across the region.
      • Research into existing shared licence arrangements across the country.
      • Modelling of innovative licence arrangements and associated cost savings in adopting the new licence models.
  • 13. Source: Government Actuary’s Department | Experian Future Foundation/nVision
  • 14. Stoke - Coventry
  • 15. Mosaic distinguishes the differing characteristics of each individual household
  • 16. The black polygons are the Output Area boundaries. You can see that within most OA’s there is a mix of customer types, who will have very different service needs, health needs and so on
  • 17. This is how OAC would treat those same areas – every household in each OA is classed as being the same, something we know to be incorrect
  • 18. OAC classifies these 2 OA’s as being the same. You can clearly see that Mosaic indicates very different customer groups are present within each, and the actual housing stock would seem to back this up, with very different housing stock, which we know is occupied by very different types of people.
  • 19. Police Fire Local Authority Health Academia Multiple Licensing – at least 5 layers in Birmingham
  • 20. Married to Mosaic…? An affair with OAC?
    • Insight data fundamental just like OS Mapping etc..
    • Require user friendly & refined level of segmentation
    • Require more up to date feed to maintain segmentation
    • Birmingham is diverse, even from street to street, in terms of deprivation, ethnicity, household characteristics and changes are relatively quick.
    • Is this possible from ONS/OAC….it is hard to understand why not given the rich information available through government?....What is the future of OAC?
  • 21. Still Married but if OAC can go from ….. An affair may be on the cards Geek Chic to
  • 22. and for the ladies…..
  • 23. Married to Mosaic…an affair with OAC? An evolving approach to customer insight Segmentation data sets used and why? 6 September 2010 Steven Rose Head of Customer Knowledge Birmingham City Council