Data services

Tender description

The market segmentation expected to involve provision of market segmentation solution with widest UK market coverage possible. Overseas customers could be covered by an international geodemographic classification. Solutions would need to cover a combination of demographics, wider behaviour (including channel preferences), needs, motivations and attitudes. It must be possible to map the segmentation to NS&I customer data in due course, enabling the two solutions to be combined to provide more detailed understanding. The customer segmentation solution is expected to cover all NS&I customers at a high level segmentation but the main population of NS&I customers to be segmented will be those non-dormant, or live, customers that are currently engaged with the NS&I brand and/or NS&I savings products they hold. This would include overseas customers but exclude children. Further information is available in the PIN. Potential tenderers are invited to complete and return the attached questionnaire. Expected to involve the provision of market segmentation services covering the whole of the UK retail savings market. Overseas customers could be covered by an international geodemographic classification. The solutions would need to cover a combination of demographics, wider behaviour (including channel preferences), needs, motivations and attitudes. It must be possible to map the segmentation to NS&I customer data in due course, enabling the two solutions to be combined to provide a more detailed understanding. The market segments must have clear, descriptive, distinct and credible names. This may involve renaming existing segments or segment groups. The market segmentation must be able to be implemented on to the NS&I data warehouse (applying NS&I customers to a market segment). Access to summarised information on the market segmentation will be required (e.g. segment size). Access to market data (e.g. for acquisition campaigns) will need to be available on an ad hoc basis. Expected to cover provision of customer segmentation solution for all NS&I customers at high level segmentation but main population of NS&I customers to be segmented will be those ‘live’ customers currently engaged with the NS&I brand and/or NS&I savings products they hold and include overseas customers but exclude children. Drivers of live customer segmentation must be demographics and behaviour with NS&I. Channels these customers use to transact with NS&I would not be included as a driver. The live customer segmentation must be implemented onto the NS&I data warehouse, scoring all live customers,so that NS&I knows which segments customers are in at any time. Needs, motivations and attitudes of NS&I customers must be used alongside demographics and behaviour (including channel) to describe the segments. To achieve this, a research exercise on a representative sample of live customer base will be required. The majority of the project is expected to be data modelling/analysis.