Overview: Implementing a citizen segmentation to support the development of a more sustainable travel system
Transport for West Midlands (TfWM) is the transport arm of the West Midlands Combined Authority. TfWM is responsible for formulating transport strategy, policy and project delivery incorporating highways, freight, rail, bus and tram.
TfWM needed to understand the population of the West Midlands and their attitudes and behaviours towards travel, before being able to develop new transport services to generate modal shift and transport decarbonisation.
In October 2018, the West Midlands was chosen as UK’s first Future Transport Zone Area (FTZ) – A FTZ enables testing of new transport technologies, to accelerate future mobility solutions.
The appointment required TfWM to quickly understand the population of the West Midlands and their attitudes and behaviours towards travel, before being able to develop new transport services to generate modal shift and transport decarbonisation. TfWM needed to consider environmental and social needs, usability, and accessibility alongside obvious financial constraints, to ensure that the new mobility services were targeted towards those who would use them and need them most.
To support the FTZ, TfWM commissioned the production of a bespoke segmentation model with Experian, which would allow them to understand citizens’ propensity to uptake new services and technologies to change travel behaviours – with the goal of improving the mobility of all residents.
Transport for West Midlands (TfWM) is part of the West Midlands Combined Authority working with bus and train operators to make sure that public transport is safe, reliable, affordable and accessible for everyone.
They own and run West Midlands Metro, which is the region’s tram service. They also run the Swift smartcard. This flexible, cashless ticket is the most-used outside London.
They are responsible for monitoring and improving road safety in the West Midlands. We look after the 23 busiest routes in the region. This is called the Key Route Network.
They also manage the Regional Transport Coordination Centre for the West Midlands. The centre monitors the transport network helping to keep the region moving during major events like the 2022 Commonwealth Games in Birmingham.
|West Midlands population:||Over 2.6 million|
The first practical phase of the project was to create an analytical data-mart. This is a single view of each citizen at a behavioural, demographic, and attitudinal level, created by linking all available data sources. It was essential that citizen matches, and linkage points were maximised to create a robust view of the entire TfWM network.
To ensure the final segmentation could be linked to any individual, household or postcode, Experian’s proprietary Mosaic Type classification was utilised as a common denominator – allowing all citizens with the West Midlands to be assigned a specific segment, no matter the source of the data. Data sources included: TfWM smart ticket data (SWIFT), Experian demographic data and bespoke YouGov survey data.
Users at TfWM accessed the segmentation through a visualisation portal built via Tableau. The huge quantity of insights within the portal offered TfWM a holistic view of their citizens demographics, attitudes towards travel and technology.Learn how Experian can help understand consumer behaviour
Hughes are the 4th largest specialist electrical retailer and the largest provider of home entertainment and kitchen appliance rentals. Founded in 1921, 100 years later they wanted to continue to expand their business and drive further opportunity through adding digital into their customer journey. Whether that be in-store, or through their online rental platform.See full story >
Market leaders in UK construction recruitment, Optima Site Solutions prides itself on going the extra mile to find the best contracts and provides invaluable support to enhance candidates’ employability.
Learn how Optima Site Solutions instantly identified and subsequently removed uncontactable candidates from the CRM system following our data cleanse.See full story >
Know Your Customer (KYC) remediation programmes have become UK banks’ largest operational burden – in time, money, and effort. Data Consultancy, Aptitude, used Experian data to help a large UK retail bank tackle their growing remediation backlog, demonstrating a potential cost saving of over 50%.
Read our paper to find out exactly how they did it, and how other UK banks can replicate this process.See full story >
Bauer Radio is a much loved and listened to broadcaster with dozens of stations that are played all day long across the country. In this digital world, with localised signals it can be a challenge to ensure the right listener has the right broadcast, and Experian helps them to make this happen.
After acquiring 40+ new radio stations, Bauer Media needed a way to match the new radio catchment centres to Postal District centroids to ensure their clients’ paid advertising was optimised and the right adverts were hitting the right listeners in the right locations.See full story >
Wales & West Utilities is the gas emergency and pipeline service across Wales and the southwest of England. With a gas network of more than 35,000 km of gas pipes, they supply gas to around 2.5 million households and businesses, serving a population of 7.5 million people. Discover how Wales & West Utilities drastically improved their engineer response with Experian Data Validation for SAP CRM solution.See full story >
While data management initiatives have been on companies’ wish-lists for many years, an increasingly stringent regulatory environment allied with extensive data privacy legislation has now put data governance at the top of the agenda for many customer-driven businesses.
In the case of Saga, a British company that provides services for the over 50s, a major data programme is currently underway.See full story >