Using Local Information Systems and data visualization tools to support geo-demographic datavisualise | communicate | ENGAGE

Wendy PontinPrincipal Information AnalystJohn MaslenGovernment Solutions Directorinstantatlas

StructureContext: recent guidance (UK)Case Study – Bournemouth CouncilCase Study - Norfolk County CouncilConclusions

Specialist software provider of InstantAtlasWe deliver solutions for the management, exchange and effective communication of location-based statistical and performance dataInstantAtlas platform:InstantAtlas Desktop (light-weight, low cost data visualisation)InstantAtlas Server (off-the-shelf statistical reporting solution, Local Information System, data observatory)Deliver solutions internationally across the government sector

UK IDeA/ LGA ‘Customer Insight’ report.. “..there are a number of tools and techniques available to support your analysis.”Market Research Tools – Focus Groups, Surveys etc.Web site usage analysisLocal Information SystemsSegmentation tools from Geo-demographic Data VendorsEsd toolkithttp://www.idea.gov.uk/idk/aio/9109685

InstantAtlas – key benefitsPulling together multiple sources of information into a single, trusted repository – a “data self-service takeaway”Enabling all parts of organisation and partnership to access geo-demographic intelligenceRaising strategic awareness & understanding of make-up of neighbourhoods, stimulates questionsPresenting current patterns of service supply / customer demandProfiling custom areas ahead of more detailed analysisSupporting operational level segmentation process –> custom segmentationsSupporting duty to empower and inform citizensSource:IDeA/LGA Insight report

Bournemouth Council:Disseminating Experian MOSAIC using InstantAtlas

Case Study: Norfolk InsightBased on InstantAtlas Server technologyAn enterprise web reporting tool for CACI ACORN geo-demographic classification data

Norfolk Case StudyWhat is the Norfolk Insight?A partnership (public facing) website for the sharing of information / intelligenceWhat are we sharing?Place based local intelligence to inform better more targeted service deliveryWho are we sharing with?Service commissioners and providersCommunities, voluntary groups – empowerment to influenceA ‘strategic’ tool – not about detailed operational service deliveryLifestyle data (Acorn / Mosaic) is one of many data sets which help provide this intelligenceThe place based ‘customer intelligence’ gleaned from this data needs to reach a wide audience to be used effectively

What is the Norfolk Insight?

A partnership (public facing) website for the sharing of information / intelligence

What are we sharing?

Place based local intelligence to inform better more targeted service delivery

Who are we sharing with?

Service commissioners and providers

Communities, voluntary groups – empowerment to influence

A ‘strategic’ tool – not about detailed operational service delivery

Lifestyle data (Acorn / Mosaic) is one of many data sets which help provide this intelligence

Example 1: Creating multi-area based profile reports based on geo-demographics to understand the composition of areas

How should we communicate with residents of Norwich?NDO geo-demographic profile: Norwich

Geo-demographic profile: Norwichhttp://tinyurl.com/lvcd9h

What is the community make-up of Cromer Library Catchment?

Cromer Library Catchment Report http://tinyurl.com/n4t9w6

New development on west of Dereham: how do we contact affected residents?

Geo-demographic profile: custom area selection

Example 2: Creating a summary interactive report for profiling the character of all wards across Norfolk

Geo-demographic profiles at Ward level (ACORN)http://www.norfolkinsight.org.uk/atlases/acornprofile/atlas.html

Example 3: Adding value to the ACORN Classification through creation of custom groups to summarise the geo-demographic composition of Wards – this allows us to benchmark ‘like’ Wards

Custom segmentation of Wards using ACORN Categoryhttp://www.norfolkinsight.org.uk/atlases/acorncategories/atlas.html

Example 4: Understanding the social makeup of school catchment areas – identifying how best to target services in differing areas

Make-up of school catchment areas

Example 5: Using geo-demographic data at fine geographic levels (Census Output Areas ~ 100 households) to highlight pockets of deprivation in sparsely populated rural areas

Examples of how have we been using lifestyle data?Identifying isolated rural deprivationhttp://www.norfolkinsight.org.uk/atlases/deprivationid/atlas.html

Identifying isolated rural deprivation

Example 6: Bringing together data about customers (customer insight) with geo-demographics – an example for provision of Adult Social Services (ASS)

This is all well and good but?We can look at the incidence of differing life style in the general populationWe can look at the distribution of where our customers liveHow do we join the two – customer insight / segmentation?We need to look at the life styles of those customers engaging with particular services or groups of customers experiencing particular outcomesWe can then better target interventions through more appropriate channels of communication etcWe are beginning to do this in Norfolk

We can look at the incidence of differing life style in the general population

We can look at the distribution of where our customers live

How do we join the two – customer insight / segmentation?

We need to look at the life styles of those customers engaging with particular services or groups of customers experiencing particular outcomes

We can then better target interventions through more appropriate channels of communication etc

We are beginning to do this in Norfolk

How will we do this?An example - Client access to Adult Social Services (ASS)Customer profile all clients – non geographic!Compare with Acorn profile for all Norfolk residentsIdentify ‘high penetration’ / ‘over represented’ client groupsDefine these as ‘priority’ client group(s)Identify areas / neighbourhoods where there is low access by this ‘priority’ groupUse detailed lifestyle characteristics (eg channel preference) to target service delivery in these communities

An example - Client access to Adult Social Services (ASS)

Customer profile all clients – non geographic!

Compare with Acorn profile for all Norfolk residents

Identify ‘high penetration’ / ‘over represented’ client groups

Define these as ‘priority’ client group(s)

Identify areas / neighbourhoods where there is low access by this ‘priority’ group

Use detailed lifestyle characteristics (eg channel preference) to target service delivery in these communities

Profiling of ASS clients

Identifying a ‘priority’ groupIdentifying neighbourhoods with low ‘take up’ of services?www.norfolkdata.net

Identifying low penetration of service provisionhttp://www.norfolkinsight.org.uk/atlases/deprivationid/atlas.html

ConclusionsLocal Information Systems, like Norfolk Insight, combined with data visualisation tools, provide ideal tools for:Securely sharing geo-demographic data across your partnershipCreating a range of reports for exploring and presenting this data in an easily digestible form for any user-defined geographyEncouraging widespread access to reports on the geo-demographic make-up of neighbourhoods & communities“Good data is the bedrock of insight analysis and information collected about citizens’ needs to be able to be stored and shared within and between organisations. Data sets (particularly those purchased externally) need to be accessible from one place and be available to the rest of the organisation.” IDeA/LGA Insight Report 2008

Local Information Systems, like Norfolk Insight, combined with data visualisation tools, provide ideal tools for:

Securely sharing geo-demographic data across your partnership

Creating a range of reports for exploring and presenting this data in an easily digestible form for any user-defined geography

Encouraging widespread access to reports on the geo-demographic make-up of neighbourhoods & communities

Useful ReferencesNorfolk Insight www.norfolkinsight.org.ukExample geo-demographic atlases:http://www.instantatlas.com/samples/norfolk_wards/atlas.htmlhttp://www.instantatlas.com/samples/norfolk_acorn/atlas.htmlKey reportsIDeA/LGA report:http://www.idea.gov.uk/idk/aio/9109685Dr Foster Guide to Segmentationhttp://www.lga.gov.uk/lga/core/page.do?pageId=37760

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