Dynamic Demographics: Human Mobility Data for Australia

Dynamic
Demographics
Product Overview
Gerry Stanley | Product Management Director

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Poll Question 1
Across Australia, what % increase has there been in
people regularly working from home since 2019?
a) 10%
b) 25%
c) 40%
d) 55%
e) 70%

“Towards COVID Normal
found that among the
employed survey respondents,
67% were sometimes or
always working from home,
compared to 42% pre-
COVID.
Australian Institute of Family Studies
Precisely Dynamic Demographics Product Overview

Australian Bureau of Statistics

Vehicle movements have
been affected during
lockdowns but rapid
return to standard density

Vehicle movements have
been affected during
lockdowns but rapid
return to standard density
Source: TomTom

Public transport
usage has been
heavily affected
Source: Transport for NSW

Businesses today are
challenged to understand
how populations move
Traditional demographics are static and fail to
provide information about how people move
during the day
Mobility data is complicated to work with, and
maintaining privacy is of utmost importance

Dynamic Demographics:
Mobility + Demographics
Combines demographic attributes with aggregated
mobile location data
Delivers powerful visibility into enriched population
movement patterns
Maintains privacy using location profiles without
personal information

Poll question 2
What is your experience with understanding human
movement?
a) Never looked at it
b) Have been interested but seemed too complex
c) Have been interested but it was too expensive
d) Have used it a little
e) It is an important part of our analysis

Economics
• Income
• Spend by category
• Employment
Home
• Housing type and tenure
• Location
• Neighbourhood
Household
• Number of people, marital status
• Ages, genders
• Health
• Education
Dynamic
Demographics:
An intelligent
combination
of data sources Pre-defined segmentation
• Geodemographic based
• Affluence
• Lifestyle
• Socio-economic
€
£
Mobility Data
• Where people go
• How frequently they go there
• How long they stay
• Where they go next

High Level Process
The Heavy Lifting
• Accurate GPS based locations,
typically accurate within 20
metres
• Collected only from devices
where the user has opted in and
agreed to this use of the data
• Starting with billions of trace
movements, cleaning them to
billions of origin and destination
points
• Generating millions of
aggregated insights
• Quarterly updates to the data
Adding Value and Accessibility
• Delivered in textural data all
linking back to one of two
geographic features Hex grid
or SA1
• Available with demographic
profiles aggregated at granular
geographies
• Demographic profiles based on
published ABS Census data
and up to date modelled
datasets, Estimates &
Projections and Consumer
Spend Potential
Enrichment Ready
• Easy to integrate additional data
such as:
• Boundaries
• Points of Interest
• Streets, Routing, Traffic Density
• Addressing
• Static Demographics

Aggregation
H3: Uber’s Hexagonal Hierarchical Spatial Index
Hex level 9 has been implemented in Dynamic Demographics
Australian Statistical Geography Standard (ASGS)
2016 SA1 classifications have been implemented in Dynamic
Demographics, these will change to 2021 SA1’s in 2023

Relationships
Relationships
Relationships
Origin &
Destination Population
Population movement is only the
beginning
• Defining Home and Work
• Where do people go when they
leave Home
• Where do people go when they
leave Work
• Age and gender profiles
• Income
• Profession
• Spending
Temporal
Data Modelling
• What is the average period of
interaction at a Destination
• What are the movement patterns
at different times of day
• What are the movement patterns
on weekdays versus weekends
• What is the average period of
interaction at a Destination
• What is the demographic
Penetration
• What is the impact of the
visitation

Origins are the locations
from which people are
travelling from. They are
defined as being Home or
Work Origins.
Privacy
No device ID, aggregated
data with a minimum
concentration, all inputs with
agreed location sharing and
adherence to global
standards including General
Data Protection Regulation
(GDPR)
Origin

Destinations are the
locations that people are
travelling to. They account
for the top 90% of the flows
from an Origin to the
Destination (the other 10%
are aggregated)
Privacy
No device ID, broader
permissions around inclusion
based on the relationship
with Origin data
Destination

Average time spent at Destination points
from a Home Origin
(Darker green = longer average time spent)
Rank of Home Origins for a Destination
(Darker red = higher population travelling to the
Destination)

Analysis to suit your needs
Consumer Spend Potential
Transportation
Alcoholic beverages
Housing costs
Capital housing
Total expenditure
Food and non-alcoholic beverages
Retail
Personal care
Household services and operations
Miscellaneous goods and services
Retail online
Recreation
Tobacco products
Clothing and footwear
Medical and healthcare
Domestic fuel and power
Household furnishings and goods
Profession
Managers
Sales workers
Machinery operators and drivers
Professionals
Technicians and trades workers
Community and personal service workers
Clerical and administrative workers
Labourers
Weekly Household Income
$1 and $499
$500 and $999
$1,000 and $1,499
$1,500 and $1,999
$2,000 and $2,499
$2,500 and $2,999
$3,000 and $3,499
$3,500 and $3,999
$4,000 or greater
Age and Gender
Female 18 - 24
Female 25- 34
Female 35 - 44
Female 45- 54
Female 55 - 64
Female 65 - 74
Female 75+
Male 18 -21
Male 25 - 34
Male 35 - 44
Male 45 - 54
Male 55 - 64
Male 65 - 74
Male 75+
Week Part
Weekday
Weekend
Day Part
06:00-12:00
12:00-18:00
18:00-21:00
21:00-06:00
Origin Type
Home
Work
Visitation
Worker
Visitor
Total
Resolution
Hex 9
SA1

• The lower Penetration
means that less of this
demographic are out and
about at this time
• There is a lower score with a
greater deviation from ‘0’
• Activity shows that the
overarching rank of this
demographic is important
• With a lower dwell time they
do not stay at destination
locations as long

Poll question 3
What industry are you from?
a) Retail
b) Finance or Insurance
c) Real Estate
d) Telecommunications
e) Government
f) Marketing
g) Other

Retail & Financial
Services
Site selection and offerings
• Understand popularity of a location and
how it changes over time
• Demographic composition of visitors and
impact on hours of operation and
performance
Marketing
• Identify the areas from which visitors are
attracted
• Understand if the attraction is business or
leisure

Real Estate
Residential Home Buyers
• Help understand neighbourhoods and
identify popular locations and whether it’s
a quiet or busy neighbourhood
• What types of people they can expect to
be in the community
Commercial
• Predict when tenants might not renew
leases based on traffic in area

Telco
Identify opportunities for expanding
coverage based on knowledge of the types
of people present at locations throughout
the day

Service Delivery
Government service location and offerings
• Understand demographic composition of
a location and how it changes over time
• Understand movement models to better
allocate resources to reduce travel times
and deliver services where required
• Forecast changes and plan service
delivery earlier

Insurance
• Understand the popularity of a location
and the impact on claims, and therefore
policy price
• Analyse complex risks associated with
popular areas and the types of people
that dwell in those locations, which may
relate to vandalism, fire, and attacks.

Getting the Message
Out
How to target the required audience
• Where is the audience at different times of
day
• Targeting of the right message, in the right
place, at the right time
Success modelling
Tracking the success via changes in
movement patterns

“
Understanding human mobility patterns is a key
consideration for our business. Dynamic
Demographics from Precisely helps to provide
actionable intelligence about the demographics of
consumers that visit particular locations.
With that data we can better understand and target
key customer profiles via our displays and be of better
service to our clients, while driving campaign impact,
awareness, and innovation with our digital out-of-
home (DOOH) advertising.”
Head of Marketing
Ocean Outdoor

Poll question 4
Would you like further information on Dynamic
Demographics?
a) An information pack please
b) I would like to arrange a follow-up conversation
c) No thank you

Sample data will be released later this
week on Precisely Data Experience
www.precisely.com/product/pr
ecisely-data-experience
To make an enquiry please contact
locate.anz@precisely.com

Dynamic Demographics: Human Mobility Data for Australia

Dynamic Demographics: Human Mobility Data for Australia

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Editor's Notes