Overview: Focussing cost of living support through data driven insights with Lambeth Council
Lambeth Council needed a solution that would help them to identify: households currently and potentially affected by the growing impact of cost of living crisis and the geographical localities that needed targeted support. Working with Experian, the council were able to access data in a visual platform to help them analyse key information that would enable them to make informed decisions in targeting support where it is needed the most.
The cost of living crisis emerged towards the end of 2021 and has experienced multiple developments since. Because of the frequent changes to the economy and government policy, it has been difficult for UK Councils to understand the impact on residents at any one point in time, and even harder to forecast what consequences lie ahead.
Because of the unstable nature of the crisis, data sources that don’t keep pace with the economic and political situation can yield inaccurate insights and therefore unreliable interventions – this is something all councils want to avoid.
Because of the rising cost of essential items and services, many UK households have suffered a reduction in disposable income. With less financial security, many households can be exposed to further difficulties including illness and poverty.
Understanding the rapidly changing nature of the crisis, Lambeth Council wanted to rely on a data source to improve their understanding of how the crisis was affecting its residents and to understand what is likely to happen to those residents if the situation worsens. Having this insight would allow quicker and more accurate delivery of support initiatives.
Lambeth Council is a local government authority in the UK that is responsible for providing a range of services to the residents of the London Borough of Lambeth. The council is based in Brixton and oversees a population of over 330,000 people.
The Council has a reputation for being progressive and innovative, particularly in areas such as sustainability and community engagement. Like many local authorities with constrained budgets, Lambeth Council has had to innovate to be able to effectively react to the pandemic, swiftly followed by the cost-of-living crisis. The Council is focussed on doing good for the community it serves and continues to explore new approaches to better understand and serve its residents.
|Ward within the borough:
|Over 330,000 people
To better understand how Lambeth’s residents were being impacted, the Data Analysis and Insights team at Lambeth Council were exploring the development of a data dashboard, that would help them visualise data they were modelling, to find and reach residents that may be financially struggling. To support initial research, Experian’s Mosaic segmentation dataset was used by the council to build a profile of Lambeth’s residents in terms of demographics, finances, lifestyle, behaviours, and communication preferences.
To support Lambeth Council’s need for visualisation of data and modelling, Lambeth worked with Experian to pilot a cost-of-living scenario analysis tool. This tool was created in the data visualisation tool Tableau, which enabled Lambeth Council to model ‘before & after’ scenarios to explore the effects of inflation across six essential spend categories and how this impacts household discretionary income. The spend categories included Property, Finance, Food, Energy, Family and Transport.
To allow Lambeth to keep an up-to-date view of the impact of the crisis, Experian updated the dashboard every quarter with Experian’s own economic forecast, detailing the percentage increase predicted to impact the six essential spend categories in 12-months’ time. This would allow Lambeth to trial ‘before & after’ scenarios and to model the changes to resident’s disposable incomes caused by further price increases.Communicate effectively with your customers and prospects
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