Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
1
Understanding your target community
or market with demographics
2
Example
www.id.com.au/profile/goldcoast
3
Outline
• Why demographics?
• Your demographic tool kit
• Where to get demographic information
• The principles of good ...
4
Why demographics?
• Facilitiating the development of happy
and sustainable communities
• What that means in practice wil...
communicate effectively
empower community groups
advocate for your community
generate funding
make evidence-based decision...
6
The most comprehensive source of
demographic data is the Census
Census data enables you to:
– tell the story of your pla...
understand your working
population
economic profile4 economy.id
plan for the future
population forecast3 forecast.id
alloc...
8
Where to find demographic
information
• ABS website
• .id
• in-house analysts
• consultants
9
Converting data into knowledge
• Story telling
– Who are we? How do we live? What do we do?
• Benchmarking
– How do we c...
10
People are predictable
Household life cycle
11
Communities are groups of people
Suburb life cycle
12
Examples
Bankstown City – Children’s services
www.id.com.au/profile/goldcoast
13
Converting data into knowledge
• Story telling
– What is our residential role and function?
• Appropriate geography
– W...
14
Examples
• Maribrynong – diverse and changing
community
• Gold Coast – testing assumptions
• www.id.com.au
Upcoming SlideShare
Loading in …5
×

Understanding your target community or market with demographics

671 views

Published on

How can you use demographic information to understand your target market and provide the relevant services to them?

Published in: Data & Analytics
  • Be the first to comment

  • Be the first to like this

Understanding your target community or market with demographics

  1. 1. 1 Understanding your target community or market with demographics
  2. 2. 2 Example www.id.com.au/profile/goldcoast
  3. 3. 3 Outline • Why demographics? • Your demographic tool kit • Where to get demographic information • The principles of good demographic analysis • Case study • Questions
  4. 4. 4 Why demographics? • Facilitiating the development of happy and sustainable communities • What that means in practice will be different for different types of places
  5. 5. communicate effectively empower community groups advocate for your community generate funding make evidence-based decisions understand your community/market informed decisions the community engage decision makers persuade your people inform Why demographics? .idinformed decisions
  6. 6. 6 The most comprehensive source of demographic data is the Census Census data enables you to: – tell the story of your place – test your assumptions about your place – articulate your community’s unique characteristics – understand how your community is changing Census data is complex and requires considerable expertise to convert into knowledge about your place
  7. 7. understand your working population economic profile4 economy.id plan for the future population forecast3 forecast.id allocate your resources social atlas2 atlas.id understand your community community profile1 profile.id .idinformed decisions Demographic toolkit
  8. 8. 8 Where to find demographic information • ABS website • .id • in-house analysts • consultants
  9. 9. 9 Converting data into knowledge • Story telling – Who are we? How do we live? What do we do? • Benchmarking – How do we compare? – How diverse are we? • Time series – How are we changing? – Is this change desirable?
  10. 10. 10 People are predictable Household life cycle
  11. 11. 11 Communities are groups of people Suburb life cycle
  12. 12. 12 Examples Bankstown City – Children’s services www.id.com.au/profile/goldcoast
  13. 13. 13 Converting data into knowledge • Story telling – What is our residential role and function? • Appropriate geography – Who are our communities of interest? • Benchmarking – How do we compare to our region? – How diverse are we? • Time series – How are we changing? – Is this change desirable?
  14. 14. 14 Examples • Maribrynong – diverse and changing community • Gold Coast – testing assumptions • www.id.com.au

×