DVLA reappoints Marketing Metrix for segmentation drive

November 21, 2019

Following a competitive tender process, Marketing Metrix has been reappointed by the driving authority DVLA, three years after first picking up the account and almost 18 months after having its contract renewed.

The UK data science organisation said it has developed a wide-ranging segmentation system for the DVLA, which will continue to use it to improve its services and communications to customers and stakeholders.

Marketing Metrix’s tool segments the UK into manageable clusters based on where people live. 

It can determine factors such as car ownership, home ownership as well as driver location in terms of distance to – among other things – their nearest motorway, petrol station and car dealership as well as things like distance to supermarket, National Trust property and health club.

Crucially, it uses Peripheral Data Indicators (PDIs), also developed by Marketing Metrix. PDIs, of which they  have developed several hundred, are a method of using public information to inform organisations about their customers without using personal data.

The segments are being used in conjunction with DVLA Research, Usability and Behavioural Insight teams to develop and improve DVLA services.

The Department of Transport agency holds more than 47 million driver records and over 39 million vehicle records. The tool is used by the DVLA on both databases to understand and segment its customers.

Adam Catley, Head of Analytics, DVLA, said: “We’ve used the tool for the last couple of years and we are delighted to have Marketing Metrix back on board for the next phase of our important work together.” 

Bill Portlock, CEO, Marketing Metrix, said: “We’re thrilled to be appointed for a third time, and to be working with the DVLA and Adam’s team as are systems continue to help develop and modernise the organisation’s services.”