Fresco Segmentation

Location

Description

Fresco segmentation data for the "Daily Life" layer of our Nest member segmentation. The work allows Nest to allocate a Fresco segment to each Nest member to assist in targeting members for email campaigns, base user experience on what we know about segment preferences, and to more generally understand and gain deeper insights into the Nest member base.

Award Detail

CPV Codes

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Legal Justification

Nest's decision to utilise a geodemographic segmentation tool stems from our commitment to measuring whether our members are on track for an adequate retirement and to ensure the organisation operates in a customer centric manner. A geodemographic segmentation tool is needed in this manner because Nest's own data is limited - it only provides one element of a member's financial circumstances, whereas reality is much more complex. Fresco was deemed to be the most useful for Nest as it has a specific focus on money management and financial profile, and is able to be implemented at an individual level - it addresses the aforementioned gap in Nest's data. Nest has has utilised Fresco in a variety of ways. In particular, it is a central cog in the data platform on which Nest's member segmentation is built, and it is tied to and facilitates Nest's customer strategy which aims to deliver a more personalised and targeted experience for our members. It is not possible to replace this as Fresco is a proprietary tool: no other supplier would be able to provide this and there are no alternative solutions.

Other Information

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