Improve site selection and network planning with Dynamic Demographics
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COVID-19 has changed consumer behaviour. Where and how people work and shop has changed considerably since the pandemic began. Methods used previously to determine where to expand (or rationalize) your business may not be effective in today’s environment. Insight into human movement patterns, demographics and customer spend behaviour is essential when making key business decisions around site selection and network planning. Watch this webinar recording to hear about a new solution for Australian businesses that combines human movement data sourced from mobile phones, with demographic data (such as age, gender, income, occupation, and spending behaviour) to help businesses understand: · The feasibility of a new store, branch location or product offering mix · The demographics of people in a location by time of day · The movement patterns of your customers (where they come from, where they go, how long they spend there and where else they go) · Opportunities to improve customer targeting and go-to-market planning (deliver the right message, in the right place, at the right time)
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Improve site selection and network planning with Dynamic Demographics
- 1. Dynamic Demographics Improved site selection and network planning Gerry Stanley | Product Management Director
- 2. Housekeeping Webinar Audio • Today’s webinar audio is streamed through your computer speakers and audio lines are muted. • If you need technical assistance with the web interface or audio, please reach out to us using the Q&A box. Webinar Platform • Chrome web browser is recommended. • You can resize and move the different webinar panels. Questions Welcome • Submit your questions at any time using the Q&A box. If we don't get to your question, we will follow-up via email. Recording and slides • This webinar is being recorded. You will receive an email following the webinar with a link to the recording and slides.
- 3. What will be covered in this webinar • Macro versus Micro • Precisely’s activities in site selection • Human movement data • Dynamic Demographics • Questions Precisely Dynamic Demographics – Site Selection
- 4. Micro Understanding specific sites: Building Physical space available Frontage/signage Zoning permissions Detailed movement flows Macro Using Location Information to understand regions: Population/Demographics Movement patterns Competition Precisely Dynamic Demographics – Site Selection
- 5. About Precisely and our site selection activities
- 6. The leader in data integrity Our software, data enrichment products and strategic services deliver accuracy, consistency, and context in your data, powering confident decisions. of the Fortune 100 99 countries 100 2,500 employees customers 12,000 Brands you trust, trust us Data leaders partner with us 6 Precisely Dynamic Demographics – Site Selection
- 7. Catchment Profile Analysis Understand supply/demand environment around existing/prospective store/location Data Science/Spatial Modelling Multi-level sales modelling, understanding key drivers of demand such as residential, shopper, worker, transient, tourism Analogue Model Providing existing performance and characteristics compared to a existing/prospective store/location Brand/Format Affinity Model Guides on most suitable brand/format/product range for existing/prospective store/location Whitespace Analysis Highlight optimal locations/areas based on their suitability to the Key Drivers Location Analytics Offerings Precisely Dynamic Demographics – Site Selection
- 8. Global reach – local content o Starbucks Opportunity Scan o Drive-thru & high-street opportunities o PB footfall proxy and traffic counts key input into modelling o 40,000 relevant locations scored and ranked o 1200 target areas identified o Web mapping solution provided to interact with results o European Roll-out o Multi-country retail analytics solution o Models covering sales estimates, analogues, brand/partner affinity o Approaches included Machine Learning o Easy-to-use web mapping solution Global roll-out o Multi-level gravity model o Mobile based input data o Web based application for store turnover modelling o Outputs from the solution accessible by different departments/user o Expanding out to other regions and supporting in identifying suitable stores for delivery roll-out o Easy-to-use sales modelling application o Market planning/expansion analysis reporting o Report output for use within BK and franchisees o Transparency/collaboration on model development/logic Precisely Dynamic Demographics – Site Selection
- 9. A robust data portfolio offering depth and breadth of insight Addresses Verified and validated address and property data for map display and analytics Boundaries Administrative, community, and industry-specific boundaries for data enrichment and territory analysis Demographics Demographic and consumer context data for better understanding people and behavior Points of Interest Detailed business, leisure, and geographic features for location and competitive intelligence Streets Robust street-level data for mapping, analysis, routing, and geocoding Risk Natural hazard boundaries related to flood, fire, earthquakes, and weather Precisely Dynamic Demographics – Site Selection
- 10. A robust data portfolio offering depth and breadth of insight Addresses • G-NAF Premium • Address Fabric Boundaries • Suburbs and Localities • Postcode Boundaries • GeoVision Demographics • Estimates & Projections • Consumer Spend Potential • Daytime Population • Dynamic Demographics Points of Interest • World Premium Points of Interest Streets • StreetPro Display • StreetPro Navigation Premium • StreetPro Traffic Risk • Multi-Risk Bundle Precisely Dynamic Demographics – Site Selection
- 11. Buildings and zoning • Building size • High level building zoning • Linkages to addresses and businesses associated Location Attribution • Address locations and serviceability • Suburbs, Localities and Postcodes • ABS Geographies • Population centroids GeoEnrichment Mobility • Activity levels by Day, Time, User Type & Profile • Catchment profiles • Demographic movement Demographics & Expenditure • Annually updated Age & Gender and Household profiles • Population Projections • Estimated Income • Consumer spending Traffic & Road Network • Traffic Counts, Weekday, Weekend, Time Buckets, Bi- Directional • Travel Distance and Time isochrones Competition & POIs • Fast Food, Coffee, Supermarkets, General POIs i.e. Tourist Locations • Rooftop/Postcode Unit level Precisely Dynamic Demographics – Site Selection
- 13. Movement Data Dom/Intl Migration Traffic Density • ABS • Dept Home Affairs • Centre for Population • Government monitoring • Commercial vendors Public Transport Mobile Trace Data • State transport authorities • Telecommunications entities • Handset/OS/SDK collaborators Precisely Dynamic Demographics – Site Selection
- 14. Movement Data Dom/Intl Migration Traffic Density • Significant development areas mixed with city/sea/tree change • The resolution is often quite low • ABS • Dept Home Affairs • Centre for Population • Government monitoring • Commercial vendors Public Transport Mobile Trace Data • State transport authorities • Telecommunications entities • Handset/OS/SDK collaborators Precisely Dynamic Demographics – Site Selection
- 15. Fastest Growing Local Government Areas – 2020-2021 Melbourne Sydney Brisbane Perth Precisely Dynamic Demographics – Site Selection
- 16. Movement Data Dom/Intl Migration Traffic Density • ABS • Dept Home Affairs • Centre for Population • Government monitoring • Commercial vendors Public Transport Mobile Trace Data • State transport authorities • Telecommunications entities • Handset/OS/SDK collaborators • Traffic density is deemed a good indicator of activity – but was there any change in the number of people in each vehicle • Public transport patronage has also been used to understand the likely economic activity in a location as it counts individual travellers Precisely Dynamic Demographics – Site Selection
- 17. Vehicle movements have been affected during lockdowns but rapid return to standard density Source: TomTom Precisely Dynamic Demographics – Site Selection
- 18. Public transport usage has been heavily affected Source: Transport for NSW Precisely Dynamic Demographics – Site Selection
- 19. Movement Data Dom/Intl Migration Traffic Density • ABS • Dept Home Affairs • Centre for Population • Government monitoring • Commercial vendors Public Transport Mobile Trace Data • State transport authorities • Telecommunications entities • Handset/OS/SDK collaborators • Coverage versus accuracy Precisely Dynamic Demographics – Site Selection
- 20. Telstra 49% Optus 26% TPG 15% Other 10% 27 million mobiles 6 million devices 0.6 million average daily Precisely Dynamic Demographics – Site Selection
- 21. PRIVACY Precisely Dynamic Demographics – Site Selection
- 22. Collection Data can only be collected from mobile devices where the consumer has properly consented to collection of locations for these purposes. Our products must be General Data Protection Regulation (GDPR) compliant. Aggregation No information related to individual devices can be released. All products must be aggregated to remove any likelihood of tracking of an individual device. Aggregations need to be a volume adequate to provide privacy. Precisely Dynamic Demographics – Site Selection
- 23. Aggregation H3: Uber’s Hexagonal Hierarchical Spatial Index Hex level 9 geographies were selected for implementation Australian Statistical Geography Standard (ASGS) SA1 classifications were selected for implementation Precisely Dynamic Demographics – Site Selection
- 25. 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 Precisely Dynamic Demographics – Site Selection
- 26. 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 Precisely Dynamic Demographics – Site Selection
- 27. 27 Precisely Dynamic Demographics – Site Selection
- 28. 28 Destination 28 Precisely Dynamic Demographics – Site Selection
- 29. Destination Origin Origin Origin Origin Origin Precisely Dynamic Demographics – Site Selection
- 30. 30 30 Precisely Dynamic Demographics – Site Selection
- 31. 31 31 10% 5% 50% 20% 15% Percentage Population Precisely Dynamic Demographics – Site Selection
- 32. 32 32 1st 2nd 3rd 4th 5th Rank Precisely Dynamic Demographics – Site Selection
- 33. Destination 18-24 25-34 35-44 45-54 55-64 65-74 75pl Age Profile% Penetration $ 0-499 $ 500-999 $ 1000-1499 $ 1500-1999 $ 2000-2499 $ 2500-2999 $ 3000pl Household Income % Penetration Profession Penetration Professionals 18% Managers 15% Labourers 9% Precisely Dynamic Demographics – Site Selection
- 34. Destination Workers Visitors 18-24 25-34 35-44 45-54 55-64 65-74 75pl Age Profile% Penetration $ 0-499 $ 500-999 $ 1000-1499 $ 1500-1999 $ 2000-2499 $ 2500-2999 $ 3000pl Household Income % Penetration Profession Penetration Professionals 18% Managers 15% Labourers 9% Precisely Dynamic Demographics – Site Selection
- 35. Destination Workers Visitors Dwell Time 45 Mins 18-24 25-34 35-44 45-54 55-64 65-74 75pl Age Profile% Penetration $ 0-499 $ 500-999 $ 1000-1499 $ 1500-1999 $ 2000-2499 $ 2500-2999 $ 3000pl Household Income % Penetration Activity Score 62 Importance Score 15 Profession Penetration Professionals 18% Managers 15% Labourers 9% Precisely Dynamic Demographics – Site Selection
- 36. It’s about time… Morning Evening Afternoon Night Weekday Weekend WEEKPART X DAYPART Precisely Dynamic Demographics – Site Selection
- 37. Such temporal and demographic splits lets you understand things such as: • this area is important to 25-34 years in the mornings and afternoons during weekdays and weekends • this area has a low importance score for all demographics during the evenings • this area has a relatively high importance score across all demographics during weekday afternoons • there is predominance of higher household income bands in this location in the weekdays particularly in the afternoon • there is a good spread of all household income bands with a similar length of dwell time on weekend afternoons • weekday afternoons are most important to machine operators and drivers 37 Precisely Dynamic Demographics – Site Selection
- 38. Such temporal and demographic splits lets you understand things such as: • this area is important to 25-34 years in the mornings and afternoons during weekdays and weekends • this area has a low importance score for all demographics during the evenings • this area has a relatively high importance score across all demographics during weekday afternoons • there is predominance of higher household income bands in this location in the weekdays particularly in the afternoon • there is a good spread of all household income bands with a similar length of dwell time on weekend afternoons • weekday afternoons are most important to machine operators and drivers 38 Precisely Dynamic Demographics – Site Selection
- 39. 2019 versus 2021 People moved around still, but there were exceptions People travelled shorter distances People visited locations for a shorter period of time Afternoons are the busiest across most demographic groups and regions Precisely Dynamic Demographics – Site Selection
- 40. Jan 21-Dec 21 Averages compared to Apr 21-Mar22 Averages 8% Increase in dwell time 6% Increase in movement Out of Area Movement 7% Increase in dwell time related to out of area visitors 5% Increase in movement related to out of area visitors 2% Increase in defined movement related to work origins Precisely Dynamic Demographics – Site Selection
- 41. Updated Data – Not a static report Textural data with linkages to spatial boundaries suitable for integration into smart processing environments such as Snowflake Artificial Intelligence /Machine Learning Linkages to PreciselyID, allowing table join relationships to be used – spatial knowledge without the complexity of spatial processing Simple integration with Precisely Enrich products National coverage with national consistency in processing that supports national time series analysis National coverage with quarterly updates Able to be used in almost any spatial or analytics software or processing environment Processing and system agnostic Precisely Dynamic Demographics – Site Selection
- 42. 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 Precisely Dynamic Demographics – Site Selection
- 43. Real Estate Residential Home Buyers • Help understand neighborhoods and identify popular locations and whether it’s a quiet or busy neighborhood • 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 Precisely Dynamic Demographics – Site Selection
- 44. Telco Identify opportunities for expanding coverage based on knowledge of the types of people present at locations throughout the day Precisely Dynamic Demographics – Site Selection
- 45. 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 Precisely Dynamic Demographics – Site Selection
- 46. Insurance • Understand the popularity of a location and the impact on claims, and therefore policy price • Analyze complex risks associated with popular areas and the types of people that dwell in those locations, which may relate to vandalism, fire, and attacks. Precisely Dynamic Demographics – Site Selection
- 47. 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 Precisely Dynamic Demographics – Site Selection
- 48. “ 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 Precisely Dynamic Demographics – Site Selection
- 49. Poll question 4 Would you like further information on Dynamic Demographics or the activities Precisely undertake around site selection? a) An information pack please b) I would like to arrange a follow-up conversation c) No thank you
- 50. Questions
- 51. 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
Editor's Notes
- Stacey
- Detailed slides for product families can be found in the appropriate library in the Enrich gateway in the Content Hub.
- Detailed slides for product families can be found in the appropriate library in the Enrich gateway in the Content Hub.
- Melbourne: April to September lockdowns in 2020 August – October 2021 lockdowns
- Source of figures - IBIS World for FY 2021 27 million mobiles, 4.6 million mobile broadband devices – ACCC June 2021
- https://www.mi-3.com.au/19-11-2021/geolocation-privacy-changes-could-severely-impact-out-home-mobile-attribution https://iapp.org/news/a/getting-lost-in-the-crowd-the-limits-of-privacy-in-location-data-2/ https://www.nytimes.com/interactive/2018/12/10/business/location-data-privacy-apps.html https://www.nytimes.com/interactive/2019/12/19/opinion/location-tracking-cell-phone.html
- Jan 21-Dec 21 Averages compared to Apr 21-Mar22 Averages 7% Increase in dwell time related to home origins 8% increase in dwell time related to work origins 8% Increase in defined movement related to home origins 4% Increase in defined movement related to work origins Out of Area Movement 5% Increase in dwell time related to home origins 7% increase in dwell time related to work origins 6% Increase in defined movement related to home origins 2% Increase in defined movement related to work origins