Marketing Metrix expands as DVLA renews contract

Data science consultancy Marketing Metrix has expanded to the Middle East by opening an office in Doha, Qatar, which will be overseen by founder and chief executive Bill Portlock.

The business, which launched in the UK in 2005, offers a range of services including data modelling, segmentation, media attribution and omnichannel marketing effectiveness, as well as a number of proprietary products.

Marketing Metrix has already conducted research into UK consumers’ attitudes and beliefs around Doha, with the aim of helping boost British tourism in Qatar. It is in talks with Qatar Airways and other brands as it seeks to strengthen its foothold in the region.

Portlock states: “Doha is somewhere I personally have a great affinity with. We see huge opportunities to support clients in the region with our data expertise, and we’re in discussions with various organisations with a view to growing quickly.

“With Brexit discussions due to continue for years even after the UK leaves the EU, we are looking further afield at ways to drive our expansion. The Middle East is a market in the midst of a technology revolution and we have a big part to play in providing the data skills necessary to maximise its futuristic approach.”

The move comes as Marketing Metrix has been reappointed by DVLA, three years after first picking up the account and almost 18 months after having its contract renewed, following a competitive tender process.

The consultancy has developed a wide-ranging segmentation system for the DVLA, which is being used to improve the organisation’s 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 hundreds of “peripheral data indicators” (PDIs), also developed by Marketing Metrix, which tap into 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.

DVLA head of analytics Adam Catley 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.”