Analysis of who drink-drives highlighted in OECD report

  • May 25, 2019

A new OECD report New Directions in Data-Driven Transport Safety, has highlighted research carried out in the UK which could aid targeting of measures to reduce drink-driving.

Ursachi et al. (2018) mined a police crash database for drink-drivers involved in collisions, and matched their home postcodes with a commercial geodemographic segmentation system called Experian Mosaic. The authors were able to categorise these drivers based on lifestyle factors.  The system offers insights on how to reach these groups through marketing channels: specific newspapers or magazines, websites or television channels, etc.

With such results, it is possible to design targeted drink-drive compliance campaigns. Advertisement can be targeted, leading to substantial cost savings.

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