Using InstantAtlas to support geodemographics

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

Wendy Pontin
Principal Information Analyst
John Maslen
Government Solutions Director
instantatlas

Structure
Context: recent guidance (UK)
Case Study – Bournemouth Council
Case Study - Norfolk County Council
Conclusions

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

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 analysis
Local Information Systems
Segmentation tools from Geo-demographic Data Vendors
Esd toolkit
http://www.idea.gov.uk/idk/aio/9109685

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

Bournemouth Council:
Disseminating Experian MOSAIC using InstantAtlas

Case Study: Norfolk Insight
Based on InstantAtlas Server technology
An enterprise web reporting tool for CACI ACORN geo-demographic classification data

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

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: Norwich
http://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 Category
http://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 deprivation
http://www.norfolkinsight.org.uk/atlases/deprivationid/atlas.html

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 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 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’ group
Identifying neighbourhoods with low ‘take up’ of services?
www.norfolkdata.net

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

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

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

visualise | communicate | ENGAGE

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Using InstantAtlas to support geodemographics

by John Maslen on Sep 09, 2009

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Using InstantAtlas to support geodemographics — Presentation Transcript