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Using InstantAtlas to support geodemographics



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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    Using InstantAtlas to support geodemographics Using InstantAtlas to support geodemographics Presentation Transcript

    • 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
    • Structure
      Context: recent guidance (UK)
      Case Study – Bournemouth Council
      Case Study - Norfolk County Council
    • 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
    • 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
      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
    • 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)
    • 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
    • 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
    • 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?
    • Identifying low penetration of service provision
    • 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:
      Key reports
      IDeA/LGA report:
      Dr Foster Guide to Segmentation
    • visualise | communicate | ENGAGE