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Experian Insight – enabling public service transformation Richard. tomlinson@uk. experian. com © Experian Limited Experian Insight – enabling public service transformation Richard. tomlinson@uk. experian. com © Experian Limited 2009. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Limited. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Limited. Confidential and proprietary.

Agenda • The case for customer insight • Planning for success • Building a Agenda • The case for customer insight • Planning for success • Building a customer insight capability © Experian Limited 2009. All rights reserved. Confidential and proprietary. 2

Experian Insight – evidence of outcomes • Coventry city council increased arrears collection to Experian Insight – evidence of outcomes • Coventry city council increased arrears collection to £ 2. 2 m compared to £ 1. 5 m for the same period last year. SPD review saved £ 750 k. • Kent – £ 300 k savings on start up funding for child care • Tower Hamlets – A&E attendances reduced by 6% - an annual saving of between £ 450, 000 - £ 600, 000 • H&F - cost efficiencies of £ 8 m over a 5 year period through realigning their customer access strategy • Cleveland Fire and Rescue – Fire prevention headline savings of £ 7. 5 m over 5 years • Colchester Council improved direct debit take-up by 2% between March and early May 2008 – increasing levels from 72% to 74% in just two months. • Edinburgh debt collection review saved £ 1. 5 m pa © Experian Limited 2009. All rights reserved. Confidential and proprietary. 3

Experian Insight – evidence of service take up § Hampshire libraries – promoted books Experian Insight – evidence of service take up § Hampshire libraries – promoted books according to interest – 50% increase in take up § Barnet ER registration – increased by 7% § Lambeth Smoking cessation – 110% increase in four week quitters § Walsall illuminations – 9. 6% increase yoy § CLG/Manchester channel shift - recycling – 19% Click Through Rate § Burnley – 16% increase in benefit take up § Calderdale - theatre attendance increased X 4 § Westminster 100% of parking permits applied for online © Experian Limited 2009. All rights reserved. Confidential and proprietary. 4

Aims of Invisible Lives Report: to identify… • Which areas of the UK people Aims of Invisible Lives Report: to identify… • Which areas of the UK people are most at risk of future hospital admission with Chronic Obstructive Pulmonary Disorder (COPD) • Where, by postcode, those ‘at risk’ groups live • What the most effective way of reaching them Where are the ‘Missing Millions’ with undiagnosed COPD and how do we find them? • South Tyneside 62% - at risk COPD © Experian Limited 2009. All rights reserved. Confidential and proprietary. 5

Mosaic data - Sample ‘at risk’ group • 65 -84 • High density social Mosaic data - Sample ‘at risk’ group • 65 -84 • High density social housing • Inner cities • No access to car • Plays Bingo • Watches lots of TV • Shops at Kwiksave • Best methods of targeting and communication identified © Experian Limited 2009. All rights reserved. Confidential and proprietary. 6

Targeted activities in hotspot areas January 2009 – The BLF launched the first ‘Love Targeted activities in hotspot areas January 2009 – The BLF launched the first ‘Love Your Lungs’ month-long campaign in South Tyneside which included: • Telemarketing – targeted and scripted • Awareness raising - Campaign packs sent to GP practices, health centres, libraries and other stakeholders • PR campaign • Four lung testing events in public places with smoking cessation © Experian Limited 2009. All rights reserved. Confidential and proprietary. 7

Results – Telemarketing Phase one 5000 calls completed § Information sent to 1822 § Results – Telemarketing Phase one 5000 calls completed § Information sent to 1822 § Requested future contact 1176 § Conversion rate - 58. 7% (% of people requesting further information, helpline call) Phase two Follow up calls § Requested further information - 912 § Conversion rate - 88. 9% § Good anecdotal data too © Experian Limited 2009. All rights reserved. Confidential and proprietary. 8

Results – Lung Testing Event § Total number of people attending events: over 2850 Results – Lung Testing Event § Total number of people attending events: over 2850 § Total number of people tested: 657 § Total number of people referred to GP with abnormal lung function – 153* (23. 2%) § Referred to smoking cessation – 14% § *138 mild, 13 moderate and 2 severe § Only 38% had heard of COPD before PCT Stop Smoking Services signed up over 30 people at the first event including a new smoking cessation clinic at Bingo Hall for staff © Experian Limited 2009. All rights reserved. Confidential and proprietary. 9

Behaviour change – post event follow up 69% said event had increased their awareness Behaviour change – post event follow up 69% said event had increased their awareness of COPD Of those referred § 23% were diagnosed with COPD § 13% were not given another test § 25% had normal test results § 4% were diagnosed with a different lung condition Lung health and behaviour change § 28% said since the event they were trying to take more exercise to improve lung health § 24% felt since visiting the stand they were trying to eat more healthily in order to improve lung health § Only 2% said the event had not influenced their smoking habits. © Experian Limited 2009. All rights reserved. Confidential and proprietary. 10

Evaluating the Campaign – Mosaic Analysis Over representation § Comparing those Type G 43’s Evaluating the Campaign – Mosaic Analysis Over representation § Comparing those Type G 43’s who attended the Targeted South Tyneside Event vs the 17 control events: - Over representation of Type G 43’s at the Targeted event. 20. 1 % Types G 43’s Targeted tested compared with 17. 1% G 43’s in the South Tyneside population Under representation - Under representation of Type G 43 at control events. 3. 2% Type G 43’s tested compared to 5. 6% G 43’s in the population Control English Average © Experian Limited 2009. All rights reserved. Confidential and proprietary. 11

Lessons learnt and planning to succeed - Focus on outcomes - CI is not Lessons learnt and planning to succeed - Focus on outcomes - CI is not the ultimate goal - it is a capability which enables you to more effectively work towards your objectives - Set specific targets and objectives along with timescales to achieve them - Get high level buy in - sell at strategic and tactical levels - Align with strategic objectives and operational imperatives - Approach as a corporate initiative - Understand who are the 'enablers' - IT, Customer Services, Research, GIS etc © Experian Limited 2009. All rights reserved. Confidential and proprietary. 12 12

Lessons learnt and planning to succeed - Think about partners - Total Place - Lessons learnt and planning to succeed - Think about partners - Total Place - CAA - Think about building capacity - but focus on some quick wins to underline the roi in the short term - Ensure you build effective measurement into any activity - Think about processes, systems and people - what changes will you need to make to ensure you get best value - Think about access to data - DPA early on - Sustainability - funding, people, who will own it? © Experian Limited 2009. All rights reserved. Confidential and proprietary. 13 13

2007. © Experian Limited 2009. All rights reserved. Confidential and proprietary. 14 2007. © Experian Limited 2009. All rights reserved. Confidential and proprietary. 14