CACI Limited is registered in England & Wales under the registration No. 1649776. Registered office address: CACI House, Avonmore Road, London, W14 8TS

WEB:

020 7602 6000

EMAIL: 

CALL: 

THE FUTURE OF BANKING IN A DIGITAL WORLD 

THE CHALLENGE

The Money Advice Service enhances both people’s understanding of financial matters and their ability to manage their own financial affairs. The organisation also has a responsibility for the co-ordination and improvement of free debt advice in the UK. 

In order to fulfil their remit, the Money Advice Services needs to understand the different requirements of consumers in the UK, and how to group them into addressable, discrete segments. These segments needed to be based explicitly on measures of financial resilience and to encompass the need for both money and debt advice. 

THE SOLUTION

CACI were chosen due to our proven knowledge of consumers’ financial behaviour, industry expertise in marketing segmentation and access to a number of high-quality data sources. We worked closely with The Money Advice Service to define how the market should be viewed and the challenges faced in engaging the population.

By combining the ability of our powerful financial segmentation tool Fresco, with our understanding of consumer demographics from our UK-wide lifestyle database, Ocean, we were able to build and define key segments and establish visually engaging personas for each segment.

RESULTS/IMPLEMENTATION

Money Advice Service is now using the market map as a common language to discuss both current users and to define a target market within the organisation;

  • The segmentation is coded onto both proprietary research surveys and industry standards such as TGI.  
  • This segmentation has been used to develop the Money Advice Service's Engagement Strategy, so that support is focussed on those customers most in need of help.
  • It is helping to target core consumer groups by ensuring messages engage audiences through key channels using language that resonates.

FIND OUT MORE

To find out how CACI can help you better understand your consumers to support more effective communication strategies, please contact us.

Contact us

Turning insight into action for the
Money Advice Service.

How CACI data has helped the Money Advice Service to segment the market.

CASE STUDY: THE MONEY
ADVICE SERVICE