Customer Segmentation Analysis for Census Marketing Campaign - AWARD

A data-driven segmentation of the England and Wales population is needed to underpin marketing and communications activities and the wider deployment of the census. This segmentation will: o provide a means to understand different sections of the population, their willingness and ability to engage in the census, and their anticipated responsiveness to digital and other channels/messaging o provide a consistent framework to underpin the planning, design and deployment of respondent engagement strategy and monitor it...