A Presentation based on the findings which built on work done by DCMS exposing weaknesses in the understanding of the Digital & Media Sector

1. Revealing the North West’s
Creative & Media Industries –
the hidden sector
A Methodological Approach revealed for the first time at “North West
Creative & Media Industries plc – the first AGM”
Prepared by
Dr. Ged Mirfin, Chief Data Officer, Business Link North West &
Landes Land, Lead Data Warehouse Developer

2. Hedley Bull on “Definitions”
“The art of definition is to leave
everything in, take everything out, and
make the definition so long and
complicated that people don’t realise
that you haven’t done either”

3. The Problem with SIC Codes
SOURCE: EVIDENCE AND ANALYSIS DOCUMENT WHICH SUPPORTS THE FINAL REPORT
OF THE CEP (CREATIVE ECONOMY PROGRAMME) ISSUED BY DCMS.
MUCH OF THE CRITICISM SEEMS TO HAVE CONCENTRATED ON THE ESTIMATED ECONOMIC CONTRIBUTION CREATIVE
INDUSTRIES MAKE TO THE UK. THESE CRITICISMS FALL INTO TWO CATEGORIES: THE DEFINITION OF CREATIVE INDUSTRIES IS
TOO WIDE OR TOO NARROW AND THEREFORE THE NUMBER IS TOO BIG OR TOO SMALL; AND THE LACK OF OFFICIAL
STANDARD STATISTICS FOR THE CREATIVE INDUSTRIES
IN PARTICULAR, PROBLEMS HAVE BEEN RAISED WITH THE IDENTIFICATION OF CREATIVE INDUSTRIES WITHIN OFFICIAL
CLASSIFICATIONS. OFFICIAL STATISTICS ARE DRAWN FROM ONS SURVEYS WHICH COVER BUSINESSES THAT ARE
REGISTERED FOR VAT AND DO NOT INCLUDE THOSE THAT ARE NOT REGISTERED OR SMALL BUSINESS WHOSE TURNOVER IS
BELOW THE VAT THRESHOLD. THIS IS PROBLEMATIC WHEN TRYING TO IDENTIFY AND MEASURE THE ACTIVITY OF THE
CREATIVE INDUSTRIES BECAUSE MANY OF THE INDUSTRIES ARE VERY SPECIFIC AND SMALL IN TERMS OF NUMBER OF
BUSINESSES, TURNOVER AND EMPLOYMENT…
THE BULLETIN USES NATIONAL STATISTICS SOURCES WHERE POSSIBLE – PRIMARILY THE ANNUAL BUSINESS INQUIRY, THE
INTER-DEPARTMENTAL BUSINESS REGISTER AND THE LABOUR FORCE SURVEY….DEFINITIONS ARE BASED ON THE UK
STANDARD INDUSTRIAL CLASSIFICATIONS (SIC)…, HOWEVER THEY DO NOT ACCURATELY REFLECT THE STRUCTURE OF THE
CREATIVE INDUSTRIES. AS SUCH IT IS DIFFICULT TO CAPTURE THE FULL EXTENT OF… ACTIVITY.
THERE IS CONCERN THEREFORE THAT OFFICIAL STATISTICS ARE NOT TOTALLY REPRESENTATIVE OF THE WHOLE CREATIVE
INDUSTRIES SECTOR. THE ONLY WAY TO OVERCOME THIS WOULD BE TO CARRY OUT A SEPARATE SURVEY OF SMALL
CREATIVE FIRMS AND INDIVIDUALS BUT THIS WOULD BE A HUGE UNDERTAKING INVOLVING SIGNIFICANT COSTS AND
POTENTIALLY PLACING A CONSIDERABLE BURDEN ON THE FIRMS.
THE STRUCTURE OF THE OFFICIAL CLASSIFICATIONS MEANS THAT FOR SOME SICS, IDENTIFICATION OF CREATIVE INDUSTRIES
WITHIN WIDER INDUSTRIAL CODES IS REQUIRED IN ORDER TO PRODUCE THE ESTIMATES
THERE ARE MANY DIFFERENT DEFINITIONS OF THE CREATIVE INDUSTRIES IN EXISTENCE MEANING THAT COMPARABILITY
BETWEEN METHODOLOGIES IS OFTEN A PROBLEM.
DCMS ESTIMATES CONCENTRATE ON THE NATIONAL PICTURE, [THEY ARE] KEEN TO WORK CLOSELY WITH REGIONAL
REPRESENTATIVES ON METHODOLOGIES AND APPROACHES TO DATA COLLECTION AT DIFFERENT LEVELS. [THEY] WILL
CONSIDER REGIONAL APPROACHES, ALONGSIDE [THE] NATIONAL METHODOLOGY TO DETERMINE BEST PRACTICE

4. Successful Definition
• Sector Definition is the key to
accessing meaningful data
• Definition needs to be intuitive
• Definition needs to utilise experience
on the ground
• Wide range of opinions need to be
included in definition review
• What happens to companies that “just
don’t fit”?

5. It’s All in the Definition!
Build an Elaborate Definition based on an
overlapping set of Classification Systems
Select from a
carefully
itemised list of First Phase - Define
variables

6. Identifying the DCI Sector Utilising
Overlapping Classifications
Flexibility
The ability to utilise
multiple business
classifications from
various sources as well
as the keyword
Yell Class Thomson descriptors provides a
breadth of analysis that
virtually eliminates
businesses for which we
have no classification
Nature of
SIC 1992, 2003 data. The potential size
Business of the pot for businesses
or 2007
Keyword BLNW misses is very
small.

7. It’s All in the Definition!
Access to a wide variety of classification systems
means that it is possible to define Sectors very
precisely and visualise gaps and overlaps
Select
Lessening
dependability on SIC
Codes improves Sector
identification accuracy
Second Phase – Refine
Overlaps between
different classification your Definition
systems increases
reliability

8. It’s All in the Definition!
High Level Validation of Data Internally by
Sector Managers and Advisors and Externally
by Cluster Organisations & Industry Specialists
Define Refine
Ability to
Interrogate
Extremely Granular
Data in a Highly
Accessible Way
means contributes
to a much more
consensual way of
building a Sector
Definition
Third Phase – Validate

9. It’s All in the Definition!
Appending of specialist sub-sector definitions
originated by Frontier Economics will reveal
supply chain relationships
Define Refine Validate
The ability to
overlay a multi-
tiered definitional
systems means that
We Are Here ! it will be possible to
view the D&C
Supply Chain
hierarchy in the NW
for the first time
Fourth Phase – Append

10. It’s All in the Definition!
Construction of a series of Detailed Cross-Tab
Reports scoped out by Northwest Vision and
Media and other Sector Partners &
Stakeholders delivered via inform online
Define Refine Validate Append
The ability to report
on the continually
updated data on a
regularised basis
will allow the
NWDA to assess
the health of the
EETS Sector and
measure the impact
of policy over time
Fifth Phase – Analyse, Report & Share

11. It’s All in the Definition!
The art of the possible – a two way exchange of
data which is continually enriched by activity
captured in the CRM Systems of BLNW and
Northwest Vision and Media
Define Refine Validate Append Report
The development of
truly embedded and
reciprocal data
sharing activity
creating a fully
embedded North
West wide shared
strategic data
warehouse asset
Sixth Phase – Embed

12. Using Yell Data In Isolation
Why Use Yell?
Improved Granularity Over Standard Industry Classification
Doesn’t Suffer from Fixation on Manufacturing – Service Sector
Well Represented
Businesses Telling the World What They’re Good At
Many SIC codes are pointless – “Not Elsewhere Classifieds
A fast moving sector requires a quickly adaptable classification –
companies chasing niches update their Yell adverts faster than
their SIC codes!
What Do The Top Yell Classifications in the Digital and Creative
RES Sector Look Like?

13. Top Yell Classifications for NW
Digital and Creative RES Sector
Yellow Pages Classification Sites % Yellow Pages Classification Sites % Yellow Pages Classification Sites %
Unknown 11,282 41.89 Advertising Agencies 257 0.95 Telecommunication Consultants 107 0.40
Photographers-Commercial &
Computer Services 1,106 4.11 242 0.90 Theatres & Concert Halls 107 0.40
Industrial
Photographers-General 1,070 3.97 Secretarial Services 232 0.86 Closed Circuit TV Installers 99 0.37
TV, Film & Video Production
Internet Web Design 987 3.66 232 0.86 Musicians 98 0.36
Services
Discos - Mobile 684 2.54 Translators & Interpreters 230 0.85 Drama Schools 92 0.34
Designers-Advertising & Graphic 579 2.15 Telecommunication Services 218 0.81 Payroll Services 91 0.34
Computer Software Development 504 1.87 Newspapers & Magazines 214 0.79 Computer Training 87 0.32
Mobile Phones & Accessories 474 1.76 Entertainment Agencies 186 0.69 Museums 84 0.31
Computer Consultancy 447 1.66 Telecommunication Eqpt 164 0.61 Jewellery Mfrs 81 0.30
Libraries 442 1.64 Printers' Services 154 0.57 Art Galleries-Public 80 0.30
Marketing & Advertising
425 1.58 Corporate Entertainment 152 0.56 Broadcasting Services 80 0.30
Consultants
Dancing Schools 350 1.30 Computer Systems 149 0.55 Piano Tuning & Repair 73 0.27
Internet Services 340 1.26 Art Galleries & Dealers 138 0.51 Audio-Visual Services 72 0.27
Printers & Lithographers 329 1.22 Public Relations Consultants 138 0.51 Trophies, Medals & Rosettes 72 0.27
Jewellers 316 1.17 Bathroom Design & Installation 126 0.47 Computer Networking & Cabling 69 0.26
Entertainers 308 1.14 Monumental Masons & Memorials 118 0.44 Computer Consumables 67 0.25
Artists 304 1.13 Recording Services-Sound 118 0.44 Video & DVD Services 67 0.25
Computer Maintenance 296 1.10 Accessories - Fashion 114 0.42 Arts Organisations 66 0.25
Publishers & Publications 283 1.05 Computer Software Sales 107 0.40 Mobile Phone Repairs & Services 63 0.23

14. “Internet Web Design &
Development”
•Web hosting: If you want a website for your customers to visit, this
is a vital internet service. A good web hosting service will ensure the
pages of your web site appear quickly and reliably.
•Domain name: The part of an email address after the @ sign. Many
internet service providers enable you to buy your own domain name,
so you can have an email (and website) address personalised with
your own or your company's name.
•Software development: This is where a computer service company
writes software for you to meet a specific requirement.
Some computer service companies will write whole
programs, while others just write tools to get one
program talking to, or sharing data with, another.
•e-commerce: Doing business on the internet. Supply
of an e-commerce enabled web site, which allows
visitors to pay for goods and services.

15. “Internet Web Design &
Development”

16. “Designers-Advertising &
Graphic”
•The term graphic design refers to a number of artistic and professional disciplines which
focus on visual communication and presentation. A graphic designer may use typography,
visual arts and page layout techniques to produce the final result. Graphic design often
refers to both the process (designing) by which the communication is created and the
products (designs) which are generated.
•Common uses of graphic design include magazines, advertisements, product packaging
and web design. For example, a product package might include a logo or other artwork,
organized text and pure design elements such as shapes and colour. From road signs to
technical schematics, from interoffice memorandums to reference manuals. Design can also
aid in selling a product or idea through effective visual communication. It is applied to
products and elements of company identity like logos, colours, and text.
•Graphic design is applied in the entertainment industry in decoration, scenery, and visual
story telling. With the advent of the web, information designers with experience in
interactive tools such as Adobe Flash are increasingly being used to illustrate the
background to news stories.
•A graphic design project may involve the stylization and presentation of
existing text and either pre-existing imagery or images developed by
the graphic designer.
• Graphic designers are often involved in interface design, such as web
design and software design when end-user interactivity is a design
consideration of the layout or interface. Combining visual communication skills
with the interactive communication skills of user interaction and online
branding, graphic designers often work with software developers
and web developers to create both the look and feel of a web site or
software application and enhance the interactive experience of the
user or web site visitors.

17. “Designers-Advertising &
Graphic”

18. Digital and Creative Design
Designers-Advertising &
Age Internet Web Design Sum: Designers-
Internet Web
Graphic Employees Advertising &
Design
Sum:
Graphic
B: 1 Month - 11 Months 11 33 44
C: 1 Year - 1 Year 11 Months 19 35 54 0-4 488 814 1,302
D: 2 Years - 2 Years 11 Months 12 39 51 167
5-9 60 107
E: 3 Years - 4 Years 11 Months 47 100 147
F: 5 Years - 6 Years 11 Months 93 10-49 29 57 86
29 64
G: 7 Years - 9 Years 11 Months 41 71 112 50-99 1 6 7
H: 10 Years - 13 Years 11 Months 23 50 73
100-249 1 1
I: 14 Years - 19 Years 11 Months 17 10 27
J: 20 Years - 30 Years 11 Months 11 6 17 250+ 1 1
K: 31 Years+ 1 1 2 2
Unknown 2
Unknown 368 578 946
Sum: 579 987 1,566 Sum: 579 987 1,566
Designers-Advertising Designers-
Turnover & Graphic
Internet Web Design Sum:
Sub-Region Internet Web Design Sum:
Advertising & Graphic
1: Unclassified 1 1
Cheshire &
2: 1 to <90k 313 883
103 160 263
1,196 Warrington
3: 90k to <400k 204 76 280
Cumbria 36 87 123
4: 400k to <1m 44 14 58
Greater
5: 1m to <2.5m 12 10 22 234 365 599
Manchester
6: 2.5m to <5m 2 2 4
Greater
7: 5m to <10m 1 1 105 163 268
8: 10m to Merseyside
<40m 1 1
Lancashire 101 212 313
Unknown 2 1 3
Sum: 579 987 1,566 Sum: 579 987 1,566

19. Top Yell Classifications for Digital
and Creative RES Sector
Yellow Pages Classification Sites % Yellow Pages Classification Sites % Yellow Pages Classification Sites %
Unknown 11,282 41.89 Advertising Agencies 257 0.95 Telecommunication Consultants 107 0.40
Photographers-Commercial &
Computer Services 1,106 4.11 242 0.90 Theatres & Concert Halls 107 0.40
Industrial
Photographers-General 1,070 3.97 Secretarial Services 232 0.86 Closed Circuit TV Installers 99 0.37
TV, Film & Video Production
Internet Web Design 987 3.66 232 0.86 Musicians 98 0.36
Services
Discos - Mobile 684 2.54 Translators & Interpreters 230 0.85 Drama Schools 92 0.34
Designers-Advertising & Graphic 579 2.15 Telecommunication Services 218 0.81 Payroll Services 91 0.34
Computer Software Development 504 1.87 Newspapers & Magazines 214 0.79 Computer Training 87 0.32
Mobile Phones & Accessories 474 1.76 Entertainment Agencies 186 0.69 Museums 84 0.31
Computer Consultancy 447 1.66 Telecommunication Eqpt 164 0.61 Jewellery Mfrs 81 0.30
Libraries 442 1.64 Printers' Services 154 0.57 Art Galleries-Public 80 0.30
Marketing & Advertising
425 1.58 Corporate Entertainment 152 0.56 Broadcasting Services 80 0.30
Consultants
Dancing Schools 350 1.30 Computer Systems 149 0.55 Piano Tuning & Repair 73 0.27
Internet Services 340 1.26 Art Galleries & Dealers 138 0.51 Audio-Visual Services 72 0.27
Printers & Lithographers 329 1.22 Public Relations Consultants 138 0.51 Trophies, Medals & Rosettes 72 0.27
Jewellers 316 1.17 Bathroom Design & Installation 126 0.47 Computer Networking & Cabling 69 0.26
Entertainers 308 1.14 Monumental Masons & Memorials 118 0.44 Computer Consumables 67 0.25
Artists 304 1.13 Recording Services-Sound 118 0.44 Video & DVD Services 67 0.25
Computer Maintenance 296 1.10 Accessories - Fashion 114 0.42 Arts Organisations 66 0.25
Publishers & Publications 283 1.05 Computer Software Sales 107 0.40 Mobile Phone Repairs & Services 63 0.23

20. “Computer Software
Development”
• Software development: This is where a computer service company
writes software for you to meet a specific requirement. Some
computer service companies will write whole programs, while
others just write tools to get one program talking to, or sharing
data with, another.
• Software configuration: This means making a program work as
you want it to—including getting it to "talk" with other programs.
It's usually best to leave business software configuration to a
specialist computer services expert.
• CRM: Short for customer relationship management,
CRM software helps you keep track of the contact
you've had with customers, and can be a useful tool
for increasing sales. It can be complicated to set up
without the help of a specialist IT company.

21. “Computer Software
Development”

22. Computer Software Development
Computer Software Computer Software
Age Development
Sum: Employees Development
Sum:
B: 1 Month - 11 Months 4 4
0-4 221 221
C: 1 Year - 1 Year 11 Months 15 15
D: 2 Years - 2 Years 11 Months 14 14 5-9 102 102
E: 3 Years - 4 Years 11 Months 30 30
50-99 18 18
F: 5 Years - 6 Years 11 Months 28 28
G: 7 Years - 9 Years 11 Months 80 80 100-249 11 11
H: 10 Years - 13 Years 11 Months 84 84
250+ 3 3
I: 14 Years - 19 Years 11 Months 85 85
J: 20 Years - 30 Years 11 Months 58 58 Unknown 1 1
K: 31 Years+ 22 22
Sum: 504 504
Unknown 84 84
Sum: 504 504
Computer Software Computer Software
Turnover Development
Sum:
Sub-Region Sum:
Development
1: Unclassified 2 2
Cheshire &
2: 1 to <90k 297 297 130 130
Warrington
3: 90k to <400k 93 93
4: 400k to <1m 28 28 Cumbria 29 29
5: 1m to <2.5m 25 25 Greater
191 191
6: 2.5m to <5m 13 13 Manchester
7: 5m to <10m 13 13
Greater Merseyside 70 70
8: 10m to <40m 16 16
9: 40m+ 14 14
Lancashire 84 84
Unknown 3 3
Sum: 504 504 Sum: 504 504

23. Using Yell Data With SIC
Using Yell to Fill the Gaps in SIC
Expands the “Not Elsewhere Classifieds”
Adds granularity to the “Other… …Activities”
Shows the way the business describes itself to its customers
rather than how the accountant registers the business
Examples of adding value with Yell

24. Using Yell Data With SIC –
Printing Not Elsewhere Classified
SIC 2003
SIC 2003 Description Locations
Printing not elsewhere classified 1,044
SIC 2003 to Yell
SIC 2003 Description Yellow Pages Classification Locations
Printing not elsewhere classified Unknown 342
Printing not elsewhere classified Printers & Lithographers 329
Printing not elsewhere classified Printers' Services 89
Printing not elsewhere classified Screen Printers 57
Printing not elsewhere classified Label Printers 56
Printing not elsewhere classified Printers' Supplies 56
Greeting Card / Post Card Mfrs &
Printing not elsewhere classified Wh'salers 34
Printing not elsewhere classified Printing-Colour 31
Printing not elsewhere classified Copying & Duplicating Services 23
Printing not elsewhere classified Directories 17
Printing not elsewhere classified Maps & Charts 5
Printing not elsewhere classified Identification Cards 3
Printing not elsewhere classified Calendar Mfrs 1
Printing not elsewhere classified Screen Printing Supplies 1
Sum: 1,044

25. Using Yell Data With SIC –
Telecommunications
SIC 2003
SIC 2003 Description Locations
Telecommunications 1,671
SIC 2003 to Yell
Locatio
SIC 2003 Description Yellow Pages Classification ns
Telecommunications Unknown 550
Telecommunications Mobile Phones & Accessories 474
Telecommunications Telecommunication Services 218
Telecommunications Telecommunication Eqpt 132
Telecommunications Telecommunication Consultants 107
Telecommunications Closed Circuit TV Installers 99
Telecommunications Mobile Phone Repairs & Services 63
Telecommunications Internet Services 11
Telephone Answering & Messaging
Telecommunications Services 8
Telecommunications Data Communication Systems 3
Telecommunications Directory Enquiries 2
Telecommunications Intercom Systems 2
Telecommunications Mobile Phone - Ringtone, Logo & Text 1
Telecommunications Telephone Service 1
Sum: 1,671

26. Using Yell Data With SIC –
Other Computer Related Activities
SIC 2003
SIC 2003 Description Locations
Other computer related activities 4,531
SIC 2003 to Yell
Locatio
SIC 2003 Description Yellow Pages Classification ns
Other computer related activities Unknown 3,032
Other computer related activities Computer Services 933
Other computer related activities Internet Web Design 207
Other computer related activities Computer Training 87
Other computer related activities Internet Services 75
Other computer related activities Computer Networking & Cabling 69
Other computer related activities Computer Aided Design Services 58
Other computer related activities Telecommunication Eqpt 32
Other computer related activities Data Recovery 10
Other computer related activities Document & Data Destruction 8
Other computer related activities Computer Security 7
Other computer related activities Multimedia Services 5
Other computer related activities Videoconferencing 4
Other computer related activities Publishers & Publications 2
Other computer related activities Information Services 1
Other computer related activities Secretarial Services 1
Sum: 4,531

27. Nature of Business Fails…
When Yell
What about all those “Unknown” Yells?
Not all businesses advertise in Yell….
….so we use other tools in the warehouse to illuminate…
Examples of adding value with Nature of Business Attributes

28. Nature of Business – Printing Fails…
When Yell N.E.C.
Yell to Nature
of Business
SIC 2003 to Yell
Yellow Pages
SIC 2003 Description Yellow Pages Classification Locations
Classification Nature of Business
Printing not elsewhere classified Unknown 342
Unknown 4 & 6 colour printers
Printing not elsewhere classified Printers & Lithographers 329
Unknown Braille, large print & audio transcriptions
Printing not elsewhere classified Printers' Services 89
Unknown Casting of light metals.
Printing not elsewhere classified Screen Printers 57
Unknown Colour leaflets, brochures and booklets
Printing not elsewhere classified Label Printers 56
Unknown Colour Printers
Printing not elsewhere classified Printers' Supplies 56
Unknown Commercial and colour printing.
Greeting Card / Post Card
Unknown Commercial Lithographic Printers
Printing not elsewhere classified Mfrs & Wh'salers 34
Unknown Commercial printers.
Printing not elsewhere classified Printing-Colour 31
Unknown Commercial Printers
Copying & Duplicating
Printing not elsewhere classified Services 23 Commercial printers and merchants of office
Unknown stationery and supplies.
Printing not elsewhere classified Directories 17
Unknown Commercial printing.
Printing not elsewhere classified Maps & Charts 5
Unknown Commercial printing machines and labels.
Printing not elsewhere classified Identification Cards 3
Unknown Computer Stationery Printers
Printing not elsewhere classified Calendar Mfrs 1
Unknown Consultant
Printing not elsewhere classified Screen Printing Supplies 1
Unknown Copying & Duplicating Services
Sum: 1,044
Unknown Designers - Graphic
Unknown Design/print & finish corporate literature

29. Nature of Business – Telecommunications
When Yell Fails…
Yell to Nature
of Business
SIC 2003 to Yell
Yellow Pages
SIC 2003 Description Yellow Pages Classification Locations
Classification Nature of Business
Telecommunications Unknown 550
Unknown Burglar & Intruder Alarm Systems
Telecommunications Mobile Phones & Accessories 474
Unknown Business Services
Telecommunications Telecommunication Services 218
Unknown Call centre activities.
Telecommunications Telecommunication Eqpt 132
Unknown charitable service
Telecommunications Telecommunication Consultants 107
Unknown Charities & Voluntary Organisations
Telecommunications Closed Circuit TV Installers 99
Unknown Charity.
Telecommunications Mobile Phone Repairs & Services 63
Unknown Communication products.
Telecommunications Internet Services 11
Unknown Communications
Telephone Answering & Messaging
Unknown Communications consultancy and outsourcing.
Telecommunications Services 8
Unknown Communications & Networking
Telecommunications Data Communication Systems 3
Unknown Communications Solutions & Installations
Telecommunications Directory Enquiries 2
Community based out patient day care and
Telecommunications Intercom Systems 2
Unknown diagnostic services.
Computer programming and consultancy
Telecommunications Mobile Phone - Ringtone, Logo & Text 1
Unknown services.
Telecommunications Telephone Service 1
Computer related, storage and warehousing,
Sum: 1,671 Unknown courierthan national post.
Unknown Conference Services
Unknown Consultancy services.
Unknown Consultants

30. Nature of Business – Other Computer Related
When Yell Fails…
Activities
Yell to Nature
of Business
SIC 2003 to Yell
SIC 2003 Description Yellow Pages Classification Locations Yellow Pages
Classification Nature of Business
Other computer related activities Unknown 3,032
Unknown 00Bespoke Application Development
Other computer related activities Computer Services 933
Unknown 3d and 2d animation for the broadcast tv industry.
Other computer related activities Internet Web Design 207
Unknown 3D Visual Design
Other computer related activities Computer Training 87
3D visualising, animation and branding for architectural
Other computer related activities Internet Services 75 Unknown and construction industries
Other computer related activities Computer Networking & Cabling 69 Unknown Accountancy and web-site design services.
Computer Aided Design Unknown Accountancy support.
Other computer related activities Services 58
Unknown Accounting, auditing, tax consult.
Other computer related activities Telecommunication Eqpt 32
Unknown Adult Education Centres
Other computer related activities Data Recovery 10
Unknown Advanced Sensor & Control Technologies
Other computer related activities Document & Data Destruction 8
Unknown Advertising.
Other computer related activities Computer Security 7
Unknown Architectural and design services
Other computer related activities Multimedia Services 5
Unknown Architectural, technical consultancy.
Other computer related activities Videoconferencing 4
Assett/Process tracking services for businesses serving
Other computer related activities Publishers & Publications 2 Unknown Pharmaceutical, logistics, aviation & Manufacturing sectors
Other computer related activities Information Services 1 Audio visual installation engineers, commenced on 1 june
Other computer related activities Secretarial Services 1 Unknown 2007.
Unknown Audio-Visual Production & Presentation Services
Sum: 4,531
Unknown Automation and control design, installation and service.
Unknown Automotive service engineers.

31. What Else Is Possible? Fails…
When Yell
What if we combine different classification systems?
Hard to find Sectors and Sub-Sectors can be focused on
Best of all worlds
We know something about the vast majority of businesses – there
are very few for which we don’t have at least one form of
classification
Classification can be scored for reliability
Real World Example – The Gaming Sector

32. Real World: Identifying the Gaming Sector
When Yell Fails…
Yell Classification Appropriate Natures of Business
Toy & Game Mfrs & Importers Games Manufacturer
Computer Games Leading designer, developer and
Gaming Eqpt
Gaming manufacturer of gaming
Animation, design and production
Games Shops
Computer Software
Sector services
Development
Profile Animation studio
Digital artist and Second Life Gallery
Manufacture of Games
Manufacture of professional and arcade
games and toys
Avoiding
Computer Games design & developers
Toys
Games development. Video & computer.
Amusement NOT retail
Computer games software development.
computer games

33. Real World: Identifying the Gaming Sector
When Yell Fails…