Challenge
As part of a direct marketing campaign, SSE needed an address list of customers in specific geographic areas who could benefit from a central heating system for the first time and were eligible under the Cosy Homes in Lancashire (CHiL) central heating fund programme.
Insight
Our comprehensive property database, Home Analytics, contains detailed data on each home in the UK drawn from multiple housing stock datasets. Our expert data analysts are able to analyse and model the data to gather insight on a local, regional or national level.
Action
We began by building a customer profile for SSE based on the property tenure, fuel type and boiler type associated with household eligibility. We used this profile to access our national housing database, Home Analytics, and model the criteria to produce a list of addresses that met SSE’s support programme. We then applied specific criteria to ensure those households in most need of support were prioritised.
Result
The result was an address list of 10,000 leads that met the property, energy efficiency and geographical criteria provided by SSE. To help facilitate the mail merge process, we were able to format the address and postcode data to align it with SSE’s mailing system. The robust data supported the success of the direct marketing campaign.