Welcome to iNews


Read about the latest innovations across Kent County Council and beyond.

Find out who we are, how we research, what we do, as well as our award winning project.

Contact us


Tell us about the innovative ideas and projects you're working on! If it's new and exciting and let us know!

Sign up to our updates by email

Tell us what you think here

Using Mosaic to Personalise Campaigns

Kent County Council’s Countryside Access Service is using Mosaic, a customer profiling software, to promote healthier lifestyles. The NHS is funding the initiative to get people living in deprived areas of East Kent exercising, by using natural features on their doorstep. By encouraging a healthier lifestyle the NHS will save money by prevention rather than cure.

Mosaic was initially used to better understand the 3000 subscribers to Explore Kent. Now it is being used to target new customers. Detailed information from Mosaic, for example receptiveness to different types of media, will be used to personally target groups in the most relevant way. Mosaic shows that people living in deprived areas may respond better to flyers and leaflets rather than magazines.

The success of initiatives may be greatly influenced by using this kind of technique in the future. There is huge potential for Mosaic to increase efficiency and benefits in other areas by personalising KCC’s approach.



-C Matthews
- With thanks to Rebecca Hoffman, Senior Projects Officer, Countryside Access Service.
Using Mosaic to Personalise CampaignsSocialTwist Tell-a-Friend

0 comments:

Post a Comment