The client: Viridian

Viridian Housing provides social housing to over 30,000 residents spanning across London and the South East, the Midlands and West Sussex. Viridian has around 16,000 homes and works in partnership with local authorities, organisations and residents to create safe, sustainable communities.

The objective: Firstly to carry out an in-depth analysis of Viridian's resident base to gain a greater insight into resident behaviour and their requirements. Secondly to develop a needs-based segmentation solution which will enable Viridian to communicate more effectively with their residents and help tailor new products and services.

The solution: Following a detailed exploratory analysis, Datalytics created a customer segmentation which allowed Viridian to view their residents through five separate 'marketing lenses'. These included a demographic lens (which helped describe residents based on their life-stage, household composition and tenancy type), an engagement lens (which looked at the level and nature of customer engagement with Viridian), and a financial lens (linked to rent status). These lenses can be used in isolation or in combination and allow Viridian to market to their customers in a far more efficient and accurate way than ever before. In addition new products and services can be developed and tailored to specific resident requirements.

To find out more, just contact us…