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Using InstantAtlas to support geodemographics
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Using InstantAtlas to support geodemographics

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Using real examples, the presentation highlights the different areas where Local Information Systems and data vizualization tools can support the application of geodemographic data across a large …

Using real examples, the presentation highlights the different areas where Local Information Systems and data vizualization tools can support the application of geodemographic data across a large organisation or partnership of multiple organsiations.

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  • 1. visualise | communicate | ENGAGE Using Local Information Systems and data visualization tools to support geo-demographic data
  • 2. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd John Maslen Government Solutions Director instantatlas Wendy Pontin Principal Information Analyst
  • 3. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd 1. Context: recent guidance (UK) 2. Case Study – Bournemouth Council 3. Case Study - Norfolk County Council 4. Conclusions Structure
  • 4. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd • Specialist software provider of InstantAtlas • We deliver solutions for the management, exchange and effective communication of location-based statistical and performance data • InstantAtlas 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
  • 5. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd “..there are a number of tools and techniques available to support your analysis.” 1. Market Research Tools – Focus Groups, Surveys etc. 2. Web site usage analysis 3. Local Information Systems 4. Segmentation tools from Geo-demographic Data Vendors 5. Esd toolkit http://www.idea.gov.uk/idk/aio/9109685 UK IDeA / LGA ‘Customer Insight’ report..
  • 6. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd InstantAtlas – key benefits • Pulling 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 intelligence • Raising strategic awareness & understanding of make-up of neighbourhoods, stimulates questions • Presenting current patterns of service supply / customer demand • Profiling custom areas ahead of more detailed analysis • Supporting operational level segmentation process –> custom segmentations • Supporting duty to empower and inform citizens Source: IDeA/LGA Insight report
  • 7. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd Bournemouth Council: Disseminating Experian MOSAIC using InstantAtlas
  • 8. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd Case Study: Norfolk Insight Based on InstantAtlas Server technology An enterprise web reporting tool for CACI ACORN geo-demographic classification data
  • 9. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd Norfolk Case Study  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 The place based ‘customer intelligence’ gleaned from this data needs to reach a wide audience to be used effectively
  • 10. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd Example 1: Creating multi-area based profile reports based on geo-demographics to understand the composition of areas
  • 11. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd How should we communicate with residents of Norwich? NDO geo-demographic profile: Norwich
  • 12. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd Geo-demographic profile: Norwich http://tinyurl.com/lvcd9h
  • 13. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd What is the community make-up of Cromer Library Catchment?
  • 14. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd Cromer Library Catchment Report http://tinyurl.com/n4t9w6
  • 15. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd New development on west of Dereham: how do we contact affected residents?
  • 16. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd Geo-demographic profile: custom area selection
  • 17. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd Example 2: Creating a summary interactive report for profiling the character of all wards across Norfolk
  • 18. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd Geo-demographic profiles at Ward level (ACORN) http://www.norfolkinsight.org.uk/atlases/acornprofile/atlas.html
  • 19. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd 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
  • 20. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd Custom segmentation of Wards using ACORN Category http://www.norfolkinsight.org.uk/atlases/acorncategories/atlas.html
  • 21. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd Example 4: Understanding the social makeup of school catchment areas – identifying how best to target services in differing areas
  • 22. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd Make-up of school catchment areas
  • 23. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd 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
  • 24. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd  Identifying isolated rural deprivation Examples of how have we been using lifestyle data? http://www.norfolkinsight.org.uk/atlases/deprivationid/atlas.html
  • 25. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd Example 6: Bringing together data about customers (customer insight) with geo- demographics – an example for provision of Adult Social Services (ASS)
  • 26. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd This is all well and good but?  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
  • 27. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd 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 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
  • 28. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd Profiling of ASS clients
  • 29. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd Identifying a ‘priority’ group Identifying neighbourhoods with low ‘take up’ of services? www.norfolkdata.net
  • 30. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd Identifying low penetration of service provision http://www.norfolkinsight.org.uk/atlases/deprivationid/atlas.html
  • 31. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd Conclusions  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 “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
  • 32. visualize | communicate | ENGAGE Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd Useful References Norfolk Insight www.norfolkinsight.org.uk Example geo-demographic atlases: http://www.instantatlas.com/samples/norfolk_wards/atlas.html http://www.instantatlas.com/samples/norfolk_acorn/atlas.html Key reports IDeA/LGA report: http://www.idea.gov.uk/idk/aio/9109685 Dr Foster Guide to Segmentation http://www.lga.gov.uk/lga/core/page.do?pageId=37760
  • 33. visualise | communicate | ENGAGE

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