The proliferation of media, in particular the growth of digital channels, provides opportunities for the public sector to radically alter the way it engages with citizens, or ‘customers’.
Understanding customers' channel preferences is fundamental in helping you communicate more effectively. Equally, some of the most effective methods of communication can often be through intercepting customers at their convenience in locations such as doctors surgeries, schools, job, leisure or community centres.
Analysing channel preference in relation to a customer’s demographics, their location and service requirements helps you identify strategies for optimising your communication.
This gives you the opportunity to increase the efficiency of your marketing by improving response and service up-take.
Experian collect, monitor and analyse information on the channel preferences and media consumption of every UK adult and household. This is accompanied by a comprehensive library of location and media catchment data. We can help you:
- Profile and segment your customers by their channel preferences, demographics and service needs
- Identify the location and concentration of your customers in association with services and amenities
- Develop the most appropriate messaging, and chose the best channels to optimise response
Our understanding of traditional as well as digital media along with the proximity of consumers to locations means that we can help you identify the right mix of channels to deliver cost-effective communication to maximise response.
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