Marketing Metrix has been reappointed by DVLA to further develop a segmentation and data visualisation system, two years after first picking up the account.
The Department of Transport agency holds over 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.
The segments are being used in conjunction with DVLA Research, Usability and Behavioural Insight teams to develop and improve DVLA services and communications to its customers and stakeholders.
DVLA spokesman Adam Catley said: “We originally chose Marketing Metrix from a raft of other data companies as its products seemed to offer exactly what we were looking for. During the past two years the segmentation system has met all expectations.”
Marketing Metrix already works with a number of other public sector clients, including the Financial Conduct Authority and ACAS.
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