Audience Segmentation - SSE

A new customer segmentation was required which would identify the demographics, attitudes and needs of each customer segment, and also enable every SSE GB customer to be allocated into a segment with a high level of confidence.

Brief

A new segmentation was required to encompass each audience’s demographics, attitudes, and needs. This would enable existing SSE GB customers to be allocated into a segment with a high level of confidence. If the SSE communication strategy were to be successful – Adroit had to develop a mix of behavioural, demographic and attitudinal understanding that would allow propositions.

Solution

Adroit took customer data feeds directly from the SSE data warehouse and coupled this with demographic, attitudinal and media consumption data from TGI. The resultant dataset enabled Adroit to explore many segmentation solutions, with varying emphasis given to the transactional, demographic and attitudinal elements. Numerous statistical techniques were run to build the optimal solution. After many iterations and reviews with key stakeholders, a balanced segment solution was built, with segment rules generated in SQL for direct application onto SSE source systems. Each segment was highly differentiated from the next, not only in transactions and behaviours but also in their demographics and attitudes.

Outcome

Adroit developed a highly successful solution, and we were able to write the segments back across the entire customer base, with 82% accuracy, and every customer allocated into a segment. Workshops were held with the Marketing team to build the communication strategy for each segment. Tactical plans were also developed. Key outputs were a set of strategies and business actions for each segment, and a proposition relating to each segment for retention and cross-sell. These segments are now a key element of the campaign selection process, and feed through into customer service operators’ screens in the call centre to enable them to manage CRM contact.