GeoDemographics for Utilities

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Presentation by GAMMA at the OSi Utility Seminar, Dublin June 2nd.

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GeoDemographics for Utilities

  1. 1. Demographics using Small Areas and MapGenie Identifying, Targeting and Retaining Customers [email_address]
  2. 2. <ul><li>Geocoding: Where are your customers? </li></ul><ul><li>Application: Sample Use Cases </li></ul><ul><li>Demographic Data Availability: Past, Present & Future </li></ul><ul><li>Profiling: Combining Demographics and Customer Location </li></ul>Agenda
  3. 3. <ul><li>Ireland’s leading spatial network consultants </li></ul>GAMMA <ul><li>Use mapping, statistical modelling and address matching technology to help clients make better decisions on their networks and marketing focus </li></ul><ul><li>Key markets are Retail, Banking and Automotive </li></ul><ul><li>Est. in Dublin in 1993 </li></ul><ul><li>Fully registered with Data Protection Commissioners </li></ul>
  4. 4. DEMOGRAPHIC DATA
  5. 5. Census Data - 1911
  6. 6. Census 2011 – 1,100 Variables
  7. 7. County Level Data
  8. 8. District Electoral Division - DED
  9. 9. Small Areas – Census 2011
  10. 10. GEOCODING – FROM ADDRESS TO MAP
  11. 11. <ul><li>Automatic Processing Manual Processing </li></ul>4 Asgerd pk Howth Dublin 4 ASGARD PARK HOWTH DUBLIN 13 GeoDirectory address X, Y AutoAddress Software & GeoDirectory
  12. 12. www.autoaddress.ie
  13. 13. www.autoaddress.ie
  14. 14. www.autoaddress.ie
  15. 15. www.autoaddress.ie
  16. 16. www.autoaddress.ie
  17. 17. www.autoaddress.ie
  18. 18. Geocoded Customer Address Data
  19. 19. CUSTOMER PROFILING
  20. 20. Compare with Household Counts and Other Data
  21. 21. Map and Report on Results
  22. 22. INCA NEIGHBOURHOOD CLASSIFICATION INDEX
  23. 23. SAMPLE APPLICATIONS
  24. 24. Some Questions You Can Answer with Geocoded and Profiled Demographic Data <ul><li>Are there similar un-served areas we should target? </li></ul><ul><li>Where are we seeing high levels of customer churn? </li></ul><ul><li>Where are our most price sensitive customers? </li></ul><ul><li>Where do your most valuable customers live? </li></ul><ul><li>How are our customer acquisition teams performing? </li></ul>
  25. 25. Service Gaps
  26. 26. Performance Gaps Low Penetration in Area
  27. 27. Evaluating Gaps based on Catchment Data Gap Location (L)ow Pen or (G)ap ? 5 Minute Population Competitor Count Total Monthly Spend (€M) Athlone G 12543 5 € 0.36 Clontarf G 30245 4 € 1.2 IFSC G 45211 4 € 1.8 Enniscorthy G 54222 3 € 2.6 Ballybofey G 23866 3 € 0.83 Dun Laoghaire L 32666 2 € 1.4 Maynooth L 37118 4 € 1.6
  28. 28.
  29. 29. <ul><li>High quality data is already available, this will improve further on release of Census 2011 </li></ul>Summary <ul><li>Rapid performance evaluation: Makes key metrics measurable </li></ul><ul><li>Solutions can leverage existing CRM and Network Management investments </li></ul><ul><li>Demographics and Geocoding can support decision making in a number of critical areas </li></ul>
  30. 30. <ul><li>Richard Cantwell </li></ul><ul><li>Senior GIS Consultant </li></ul><ul><li>GAMMA Ltd, </li></ul><ul><li>4 Inns Court, </li></ul><ul><li>Winetavern Street, </li></ul><ul><li>Dublin 8 </li></ul><ul><li>+353 1 707 9888 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.gamma.ie </li></ul>Questions? <ul><li>Thank you for your time and attention </li></ul>

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