Like many other industries, the public sector is increasingly recognising the need to develop a much deeper knowledge of its customers. By doing so they can anticipate local need and deliver improved performance. However, it’s no longer relevant to rely on "hindsight," or views provided by traditional analytics that examine what people did in the past. Today’s challenge is building "insight," understanding what drives behaviour, and "foresight," predicting likely outcomes.
The key to unlocking that insight is specific for the public sector; from developing and maintaining more effective information infrastructures, to data integration and customer analysis and segmentation.
Acxiom’s analytical and consulting services start with a blank sheet and are shaped by the individual business and marketing challenges facing the public sector today. Every Acxiom consultant is uniquely qualified to provide insight from an objective and independent vantage point and together they have helped many of the UK’s local authorities better manage customer information and, consequently, improve results.