Provision of Socio Demographic Data

Contract summary

Industry

• Market research services - 79310000

Location of contract

NW1 3DP

Value of contract

£19,500

Procurement reference

PS.20.159

Published date

11 November 2020

Closing date

2 November 2020

Closing time

12pm

Contract start date

16 November 2020

Contract end date

15 November 2022

Contract type

Supply contract

Procedure type

Call-off from a dynamic purchasing system

Contract is suitable for SMEs?

Yes

Contract is suitable for VCSEs?

No

---

Description

Indicatively the data will be used to:
Get in in depth understanding of the population in England, Scotland and Wales using the following demographics to support decision-making:
address/postcode
affluence
age
crime levels
distance to motorway/main road
distance to public transport
education levels/qualifications
employment status
gender
house value
household income
housing status
marital status
media preference
mobile phone, tablet & online usage
newspaper/magazine readership
number of children and age
personal hobbies
public transport links
shopping habits
social class
vehicle ownership
Data will be used to understand the characteristics of drivers and vehicle keepers, and how likely they are to use DVLA's online services prior to, and following transformation of DVLA services.
Allow DVLA Data Analysis team to understand affluence levels and likelihood of population to pay for DVLA's products and services.
Optimise public resources to save money and deliver economic resilience.
Combines with individual and area data to understand health needs to benefit Drivers Medical analysis. A challenge in population health is identifying the characteristics of communities, environments and policies that promote health and wellbeing. These characteristics have the potential to assist drivers medical to forecast likely conditions based on population data.
The analysis of situations from demographic-based predictions may help to identify such areas of best practice and provide much needed information. Third party data is required to allow service managers to predict whether customers of different socio demographic backgrounds are able to use DVLA products and services with the greatest amount of ease possible.

As the data science team within Customer Insight Unit continues to investigate the benefits of machine learning techniques, socio demographic data will be extremely useful in exploring where complex interactions exist and the outcomes of interest, in ways that traditional regression approaches may not be able to adequately model.
Continue the production of lookup tables for our mail section to advise customers of their nearest service providers (i.e. the Post Office) and medical advisers.
Bolster policy and service development to ensure that any spend on new projects/initiatives, communications, face to face interaction with the customer etc. is optimised and justified.
Analyse the data on driving convictions.
Analyse the take up rates of Direct Debit and the impact of abolishing the tax disc on VED compliance.
Carry out analysis to support customer insight and usability testing work/initiatives
Carry out analysis at the request of DFT and Wider Government

---

Award information

Awarded date

11 November 2020

Contract start date

16 November 2020

Contract end date

15 November 2022

Total value of contract

£19,500

This contract was awarded to 1 supplier.

MARKETING METRIX LIMITED

---

About the buyer

Contact name

Deborah Lewis

Address

Longview Road,Clase
SWANSEA
SA67JL
England

Telephone

01792 662109

Email

deborah.lewis@dvla.gov.uk