Leading the way in Best Practice in Data Driven CommunicationManaging Marketingin aChanging LandscapeJustin Gleeson – NIRS...
Leading the way in Best Practice in Data Driven CommunicationMapping, demographics and the newsmall area statistical geogr...
Outline• Census 2011 – What’s new?• New way of collecting the data• New census output geographies• New census variables• K...
All-Island Research Observatory (AIRO)• AIRO is a research unit and spatial data websitefocused on improving evidence info...
Census 2011 – What’s new?• New approach to collecting Census 2011• Used GeoDirectory Address Database to develop acollecti...
Census 2011 – What’s new?• New census output geographies – Small Areas (SAs)• 18,488• Mean household (90)• Mean population...
Census 2011 – What’s new?• New census output geographies – Grid Data (1km)• Usually resident population• 73,438– 23% have ...
Census 2011 – What’s new?• New census variables• Other languages spoken– Data on languages, other than English or Irish, t...
Census 2011 – Key Facts and Figures?• Population Change• 4.58m: 8.2 % increase from 2006• Very high birth rate, low deaths...
Census 2011 – Key Facts and Figures?• Non-Irish Nationals• Increased by 124k or 30% to 544,357– 12% of total population• M...
Census 2011 – Key Facts and Figures?• Housing• 1.99m total housing stock in 2011– +12.7% from 2006– 71% increase in stock ...
Getting access to the datawww.cso.ie/en/census• All data fully accessible viaCSO website• Data available at ED and SAlevel...
Getting access to the datawww.cso.ie/en/census/census2011boundaryfiles• Accompanying boundary setin .shp format (ESRI, QGI...
Getting access to the datawww.cso.ie/en/census/census2011smallareapopulationstatisticssaps/• Options for data downloads• 1...
Getting access to the datahttp://census.cso.ie/sapmap/
Getting access to the datahttp://census.cso.ie/areaprofiles/
Getting access to the datahttp://census.cso.ie/areaprofiles/
Census 2011 - Data Visualisation through AIROhttp://www.airo.ie/mapping-module• Working with the CSO to improve the dissem...
Census 2011 - Data Visualisation through AIROhttp://airomaps.nuim.ie/census2011• National Census Mapping Viewer• Requireme...
Census 2011 – By-Products• POWSCAR• Place of Work, School or College Census ofAnonymised Records• 2.78m O-D trips– 1.01m s...
Census 2011 – By-Products• Pobal HP Deprivation Index• Pobal Maps• AIRO Mapping Modules• Eight labels– Extremely Affluent,...
ThanksQuestions?w: www.airo.iee: justin.gleeson@nuim.ietwitter: airo_nuim
Leading the way in Best Practice in Data Driven CommunicationBrendan’s Header…CustomerInsightBrendan Sheridan - Experian
Leading the way in Best Practice in Data Driven CommunicationEdel’s Header…Targeting &SegmentationJustin Gleeson - NIRSA
Leading the way in Best Practice in Data Driven CommunicationThank you!Any Questions?Please join us for a drink!
IDMA/Experian Presentation: Justin Gleeson, AIRO
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IDMA/Experian Presentation: Justin Gleeson, AIRO

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Presentation at the IDMA/Experian event on June 6th, 2013

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IDMA/Experian Presentation: Justin Gleeson, AIRO

  1. 1. Leading the way in Best Practice in Data Driven CommunicationManaging Marketingin aChanging LandscapeJustin Gleeson – NIRSAEdel McCabe – PublicisDBrendan Sheridan – Experian
  2. 2. Leading the way in Best Practice in Data Driven CommunicationMapping, demographics and the newsmall area statistical geography ofIrelandJustin Gleeson – NIRSAAll-Island Research Observatory (AIRO), NUI Maynooth
  3. 3. Outline• Census 2011 – What’s new?• New way of collecting the data• New census output geographies• New census variables• Key facts and figures• Population, nationality, housing• Getting access to the data• CSO website SAPMAP• Data visualisation• AIRO Local Authority and Regional Authority Mapping tools• AIRO/CSO National Census Mapping Viewer• Census by-products• POWSCAR• Pobal HP Deprivation Index
  4. 4. All-Island Research Observatory (AIRO)• AIRO is a research unit and spatial data websitefocused on improving evidence informed planningin Ireland– Collect, analyse and provide evidence and toolsto support better planning and decisionmaking• Maps, data, policy advice, research andtraining– Maximise the usage and benefit of publicallyfunded and readily available datasets– Highlight the benefit of proper collection,management and dissemination of datasets• Who do we work with?– Government Departments– Semi-State bodies– Regional Authorities, Local Authorities, LocalPartnerships, Charities etc– Academics, Researchers, Public– Funding Bodies (ESPON, SEUPB,INTERREG)– Private Sector
  5. 5. Census 2011 – What’s new?• New approach to collecting Census 2011• Used GeoDirectory Address Database to develop acollection strategy for all enumerators– Pre-printing GeoDirectory addresses to EnumeratorRecord Book– Reduction of labour input of recording and post-processing– Flexible geography outputs» Sampling areas for CSO surveys– Facilitate coding of industry details» X,Y for residence and place of work• Processing of census data• Staff of 5,500• 4,866 enumerator areas• 2 million census forms• 35 individual questions, 10 household questions• 6 months processing– Guillotines, scanners (introduced in 2002, halved staff input),recognition software (CACI UK)• Total cost €51.6m / €40m on enumeration
  6. 6. Census 2011 – What’s new?• New census output geographies – Small Areas (SAs)• 18,488• Mean household (90)• Mean population (250)• Benefits• Provides much greater level of local analysis• Comparable geography to NI Output Areas (All-Island Analysis)
  7. 7. Census 2011 – What’s new?• New census output geographies – Grid Data (1km)• Usually resident population• 73,438– 23% have no population– 1-3 population suppressed to 3: 6.4%• Good for rural areas population analysis– Require 100m/500m for urban area (SA much more detailed)http://www.cso.ie/en/census/census2011griddataset/
  8. 8. Census 2011 – What’s new?• New census variables• Other languages spoken– Data on languages, other than English or Irish, that are spoken at home– Also provides information on how well English is spoken• General Health– How is your health in general?– Country wide picture of peoples health» Age» Social class» Education– Also being asked in NI Census and will allow an all-island analysis of health• Place of School and Work Census of Anonymised Records (POWSCAR)– Place of Work» Urban Areas catchments» Job Density analysis– Place of School» School catchments» University Catchments
  9. 9. Census 2011 – Key Facts and Figures?• Population Change• 4.58m: 8.2 % increase from 2006• Very high birth rate, low deaths– Natural increase of 225,000• Biggest increases:– Laois +20%– Cavan +14.3%– Fingal +14.2%– Longford +13.4%– Meath +13.1%• Smallest increases/decrease:– Limerick City -4.5– Cork City -.15%– Waterford City +2.15%– Kerry +4%– Dublin City +4.2%– Galway City +4.3%• +10% more people now live inurban areas than in 2006 (67%)
  10. 10. Census 2011 – Key Facts and Figures?• Non-Irish Nationals• Increased by 124k or 30% to 544,357– 12% of total population• Mostly Polish (+93%), Latvians(+54%), Lithuanians (+48%),Romanians (+125%), Brazilians(+98%) and Indians (+101%)• Slight decrease in the numbers fromUK, US and Chinese• Polish nationals are now the largestnon-Irish group living in Ireland– 122,585 Polish– 112,259 UK• Population born outside Ireland
  11. 11. Census 2011 – Key Facts and Figures?• Housing• 1.99m total housing stock in 2011– +12.7% from 2006– 71% increase in stock in past 20years (population by 30%)» 785 housing units per1000 population• 1.65 million occupied permanenthousing units in 2011 (82%)– +187,100 or 13% from 2006• Housing Vacancy rate at 14.5% in2011– Excluding holiday homes therate is 11.5%» Leitrim 22%» Longford 20%» Fingal 6.7%» South Dublin 5.4%
  12. 12. Getting access to the datawww.cso.ie/en/census• All data fully accessible viaCSO website• Data available at ED and SAlevel• 15 themes
  13. 13. Getting access to the datawww.cso.ie/en/census/census2011boundaryfiles• Accompanying boundary setin .shp format (ESRI, QGIS,easy translation for MapInfo)• Perform own analysis ofcensus data in a GIS• 20m generalised SAboundary set• Provinces• NUTS Boundaries (Regions)• Administrative Counties• Electoral Divisions• Small Areas• Gaeltacht Areas• Local Electoral Areas• Legal Cities and Towns• Settlements• OSi copyright
  14. 14. Getting access to the datawww.cso.ie/en/census/census2011smallareapopulationstatisticssaps/• Options for data downloads• 1. Interactive Mapping Tool(SAPMAP)• 2. SAPS CSV Downloads bygeography type• 3. Download complete SAPS.zip
  15. 15. Getting access to the datahttp://census.cso.ie/sapmap/
  16. 16. Getting access to the datahttp://census.cso.ie/areaprofiles/
  17. 17. Getting access to the datahttp://census.cso.ie/areaprofiles/
  18. 18. Census 2011 - Data Visualisation through AIROhttp://www.airo.ie/mapping-module• Working with the CSO to improve the dissemination of Census 2011results• Public sector reform agenda, improve access to publically funded data• Vital step in encouraging use of Census 2011• Provide access for general public, government and private sector• Individual Local Authority (34) and Regional Authority (8) Censusmapping tools available on the AIRO site• InstantAtlas (GeoWise) software• Flash and HTML 5 versions (use on tablets, smart phones etc)• Full set of variables for 2006 and 2011 at ED and SA level• 15 themes• Population, Nationality, Religion, Economic Status, Industry, Housing, Transport,Internet Access etc• Additional research output now included: accessibility scores to publicfacilities/retail, Deprivation Indices, LPT• Let’s have a look
  19. 19. Census 2011 - Data Visualisation through AIROhttp://airomaps.nuim.ie/census2011• National Census Mapping Viewer• Requirement to display all 18k boundaries• Published maps to ArcGIS for Server and displayed through ArcGIS Viewer for Flex– 260+ maps on all census themes• Counts, percentages and ratios– Let’s have a look
  20. 20. Census 2011 – By-Products• POWSCAR• Place of Work, School or College Census ofAnonymised Records• 2.78m O-D trips– 1.01m students– 1.77m workers• SA/ED to 250M grid/SA/ED• Catchments to Cities/Towns• Open to suggestions on furtherdevelopmentsLet’s have a look
  21. 21. Census 2011 – By-Products• Pobal HP Deprivation Index• Pobal Maps• AIRO Mapping Modules• Eight labels– Extremely Affluent, Very Affluent, Affluent, Marginally Below Average, Marginally AboveAverage, Disadvantaged, Very Disadvantaged and Extremely Disadvantaged• Change since 2006– Ireland as a whole has seen a decline in the Absolute Score– 5 city areas have withstood the economic downturn comparatively well– Those located at the outer periphery of the GDR have seen fortunes most stronglyreversed
  22. 22. ThanksQuestions?w: www.airo.iee: justin.gleeson@nuim.ietwitter: airo_nuim
  23. 23. Leading the way in Best Practice in Data Driven CommunicationBrendan’s Header…CustomerInsightBrendan Sheridan - Experian
  24. 24. Leading the way in Best Practice in Data Driven CommunicationEdel’s Header…Targeting &SegmentationJustin Gleeson - NIRSA
  25. 25. Leading the way in Best Practice in Data Driven CommunicationThank you!Any Questions?Please join us for a drink!

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