Using demographic data to enhance Age UK’s communications strategyShare Case Study:
Age UK endeavoured to deepen their understanding of their diverse supporter and customer base; whether they be a donor to the cause, an event participant, product purchaser, or any other relationship holder. They needed data that would help them unlock this customer understanding and find innovative ways to engage with them effectively.
Acorn and Fresco data significantly supported Age UK’s marketing teams to track ROI against campaigns. The charity’s reporting dashboards contain Acorn and Fresco variables, allowing the marketing department to see the profile of new acquisitions each month, in response to campaigns and appeals. Acorn data has also played a crucial role in mapping supporters, developing supporter segmentation and bringing personas to life. This has helped Age UK identify opportunities for growth and optimise interactions.
CACI’s suite of demographic data (Acorn, Fresco and Wellbeing Acorn) allows Age UK to be smarter in its communications strategy. Through a new-found understanding of their customer base, the charity can be more tactful when planning whom to contact with specific offers that are best suited to each of their customer segments.
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