DVLA, the Department of Transport agency which holds over 47 million driver records and over 39 million vehicle records, has appointed Marketing Metrix to develop a segmentation and data visualisation system.
The tool will be used across the tens of millions of DVLA driving licence and vehicle records for DVLA to understand and segment customers.
The segments will be used in conjunction with DVLA Research, Usability and Behavioural Insight teams to develop and improve DVLA services and communications. DVLA collects around £5.6bn a year in Vehicle Excise Duty.
DVLA spokesman Adam Catley said: “We chose Marketing Metrix from a raft of other data companies as their products seemed to offer exactly what we were looking for and they had a thorough understanding of our needs.”
Marketing Metrix already works for a number of public sector clients, including the Financial Conduct Authority and ACAS.
Based in Swansea, the DVLA previously had a network of 39 offices around the UK, where users could attend to apply for licences and transact other business, but the local offices were completely closed by December 2013. The agency’s work is consequently fully centralised in Swansea.
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