Public Sector Demographic ProfilingPublic Sector Demographic Profiling_Parliament_Localise

There are continued budgetary constraints within the public sector, and both central and local government departments are increasingly being asked to make savings. Through public sector demographic profiling, public sector bodies can achieve a detailed understanding of customers using their services, and authorities and departments can provide much more targeted and cost-effective programs to tax payers, whilst at the same time managing the capital and assets available to them.

Some of the key public sector applications of Localise include:

Capital and Assets Management

Capital and assets management can be streamlined and rationalised through an appreciation of who your customers are and where they live. Localise utilises local census data applied at a local level to give you a deep understanding of the exact make up of areas of a region, city or district in terms of socio-demographics. This data can then be mapped, and overlaid with other forms of information such as transactional, healthcare, crime or survey data to help give a picture of which services are currently badly located or surplus to requirements – for instance, services for job seekers in an area that is predominantly inhabited by long-term employed professionals.

A good example of this kind of process might be to understand where services can be combined within a single location. For instance, co-location of a Centre for Social Concerns, Health Centre and Library within one large building reduces the number of administrative staff required whilst also having the added benefit of encouraging wider participation in all three services among visitors who initially only came to utilise one.

Channel Shifting

Within the public sector, millions of pounds every year are spent in dealing with customers – putting the right people in touch with the right service. Clearly, it is easier to shift the method of delivering some of these services than it is others; social care provision cannot be dealt with through the internet for instance. However, where the ratio of service delivery cost to individuals using that service is particularly high – for instance, a face to face healthcare centre in an area with predominantly young, fit and healthy residents – it may be that authorities choose to re-locate the face to face services and undertake a period of targeted marketing towards customers, in this case perhaps advising them of online services such as NHS Direct.

Social Marketing

Through detailed local-level segmentation of pubic sector customers, social marketing initiatives can be highly targeted to specific areas. For instance, this could include leaflet drops advertising subsidised sporting activities, aimed at a customers from a specific economic background (i.e. household income qualifies them for the subsidised offering) and whose attitudinal data suggests they would like to engage in more sports or community activities.