104759Testing data-led targeting of low and mid productivity firms to increase awareness of performance and supportClosedFeasibility StudiesInnovate UK"According to evidence from Be the Business and the Chartered Institute of Personnel and Development (CIPD), there is a clear issue in the UK of businesses overestimating their relative productivity performance. We believe this relative performance awareness is a primary barrier to SMEs increasing their productivity by investing in technology and business practices. This proof of concept will involve an initial small scale trial into the role that targeted data intelligence can play in encouraging businesses to address their low productivity performance and how this knowledge impacts on subsequent behaviour. In the proof of concept phase we will look to demonstrate the possibilities offered by this approach through: \*Refining the existing data-led model that identifies firm-level productivity and characteristics to provide intelligence for targeting low to mid productivity firms \*Designing a tailored marketing offer using behavioural insights (""nudge theory""), and firm-level relative productivity data identified through the data-led model, that can be emailed directly to businesses to encourage behaviour change. \*Evaluating the effectiveness of the data-led model and tailored marketing with a small scale trial, utilising a sample of the identified low productivity firms and testing click-through rates to a minimum of two variants of the tailored marketing. The aim of the proof of concept is to add robust evidence on the most cost-effective approaches to: \*Increase awareness amongst businesses with low to mid productivity of their relative performance and the extent to which they reflect high productivity characteristics \*Increase exploration of practical (publicly funded and non-publicly-funded) support to increase the number of firms with characteristics associated with high-productivity businesses. The proposed project will look to build on data work already being undertaken by the Leeds City Region to identify firm level productivity performance and related indicators, and to enhance the current business support offer delivered through the city region's Growth Hub."