Marston Holdings has developed, Illumin8, a powerful data platform that enables information to be gathered from multiple systems and sources including third party suppliers. It collates defined data sets in a single consolidated repository to ensure that the right information is available to the right people at the right time.

Data from Illumin8 is used by our data scientists to design and build bespoke reports and dashboards giving clients self-service Power BI data visualisations of the cases we are working on their behalf. This includes both summary and granular performance information on payments and activities such as parking enforcement and field visits. Clients have a transparent view into how we are working their cases to achieve the optimal return for them. We also use behavioural data on how customers have interacted with us in the past alongside external data on their current profiles to generate sophisticated case level forecasts of anticipated returns and when they are likely to be realised.

The breadth and diversity of Marston proprietary data held in Illumin8 enables us to provide insight at a client-specific level. We can also provide wider demographic insight, where compliant, to illustrate trends and behaviours that can be used to inform future policy.

Data sits at the heart of all of our operational activity and provides the key insight needed to ensure we achieve key performance metrics and realise the maximum return for our clients. Sophisticated and interactive internal Power BI data visualisation dashboards are continuously developed and enhanced to provide operational areas with real time information on case statuses, activity being undertaken, proposed next activity and more. This data can be used to optimise the utilisation of operational resources.

Client benefits:

• Transparent insight into cases enabling collaborative service level discussions to drive operational and performance maximisation.
• All required data feeds are available to our frontline operators. For example, civil enforcement officers can quickly and easily confirm when vehicles are parked compliantly, whether via permit, cashless session or alternative whitelist.
• Data can be analysed across the breadth of all Marston operations/services and against diverse proprietary data information sets, allowing for informed decisions on demand.
• Additional data feeds can be easily added supporting change and innovation in the way that data is used.
• Data can be presented through multiple channels such as Power BI, open source APIs to websites and many other media types.

Key capabilities and outputs:

• Intelligent case assignment – enables cases to be categorised and assigned to the most appropriate person (i.e. contact centre agent, field agent) to maximise returns based on the known previous performance of that operator. In simple terms, aligning cases to customers where the optimal outcome can be achieved.
• Intelligence-led deployment – allows resources to be deployed where they are most needed based on statistical analysis of the locations of historical contraventions committed.
• Decision science and AI modelling – uses historical data patterns to develop models that predict likely outcomes. The adoption of AI deep machine learning approaches ensures those models continue to evolve as different factors change over time. Predicted outcomes drive the ‘next best actions’ for customer cases.
• Data-driven decision making – the above models and data insight provided to operators enables the creation of differentiated approaches to customers based on their circumstances. This also considers client key performance indicators.