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GeoDemographics for Utilities

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Presentation by GAMMA at the OSi Utility Seminar, Dublin June 2nd.

Presentation by GAMMA at the OSi Utility Seminar, Dublin June 2nd.

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Transcript

  • 1. Demographics using Small Areas and MapGenie Identifying, Targeting and Retaining Customers [email_address]
  • 2.
    • Geocoding: Where are your customers?
    • Application: Sample Use Cases
    • Demographic Data Availability: Past, Present & Future
    • Profiling: Combining Demographics and Customer Location
    Agenda
  • 3.
    • Ireland’s leading spatial network consultants
    GAMMA
    • Use mapping, statistical modelling and address matching technology to help clients make better decisions on their networks and marketing focus
    • Key markets are Retail, Banking and Automotive
    • Est. in Dublin in 1993
    • Fully registered with Data Protection Commissioners
  • 4. DEMOGRAPHIC DATA
  • 5. Census Data - 1911
  • 6. Census 2011 – 1,100 Variables
  • 7. County Level Data
  • 8. District Electoral Division - DED
  • 9. Small Areas – Census 2011
  • 10. GEOCODING – FROM ADDRESS TO MAP
  • 11.
    • Automatic Processing Manual Processing
    4 Asgerd pk Howth Dublin 4 ASGARD PARK HOWTH DUBLIN 13 GeoDirectory address X, Y AutoAddress Software & GeoDirectory
  • 12. www.autoaddress.ie
  • 13. www.autoaddress.ie
  • 14. www.autoaddress.ie
  • 15. www.autoaddress.ie
  • 16. www.autoaddress.ie
  • 17. www.autoaddress.ie
  • 18. Geocoded Customer Address Data
  • 19. CUSTOMER PROFILING
  • 20. Compare with Household Counts and Other Data
  • 21. Map and Report on Results
  • 22. INCA NEIGHBOURHOOD CLASSIFICATION INDEX
  • 23. SAMPLE APPLICATIONS
  • 24. Some Questions You Can Answer with Geocoded and Profiled Demographic Data
    • Are there similar un-served areas we should target?
    • Where are we seeing high levels of customer churn?
    • Where are our most price sensitive customers?
    • Where do your most valuable customers live?
    • How are our customer acquisition teams performing?
  • 25. Service Gaps
  • 26. Performance Gaps Low Penetration in Area
  • 27. Evaluating Gaps based on Catchment Data Gap Location (L)ow Pen or (G)ap ? 5 Minute Population Competitor Count Total Monthly Spend (€M) Athlone G 12543 5 € 0.36 Clontarf G 30245 4 € 1.2 IFSC G 45211 4 € 1.8 Enniscorthy G 54222 3 € 2.6 Ballybofey G 23866 3 € 0.83 Dun Laoghaire L 32666 2 € 1.4 Maynooth L 37118 4 € 1.6
  • 28.
  • 29.
    • High quality data is already available, this will improve further on release of Census 2011
    Summary
    • Rapid performance evaluation: Makes key metrics measurable
    • Solutions can leverage existing CRM and Network Management investments
    • Demographics and Geocoding can support decision making in a number of critical areas
  • 30.
    • Richard Cantwell
    • Senior GIS Consultant
    • GAMMA Ltd,
    • 4 Inns Court,
    • Winetavern Street,
    • Dublin 8
    • +353 1 707 9888
    • [email_address]
    • www.gamma.ie
    Questions?
    • Thank you for your time and attention

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