This document provides an introduction to geodemographics and geocoding sources and methods. It discusses census data from Ireland including variables and geographies collected. It also outlines address data sources like GeoDirectory and challenges with addresses. Examples are given of combining different data sources like census data with geographic boundaries and address data with spending estimates. The importance of privacy and data protection is also highlighted.

1. GeoDemographics &
GeoCoding: An Introduction to
Sources & Methods
Richard Cantwell
richard.cantwell@gamma.ie
www.gamma.ie

2. www.gamma.ie

4. Census 2011 – Over 1,100 Variables

5. www.gamma.ie/CSO/Population2006-2011.html

6. www.cso.ie/census

7. Census 2006 Themes
1: Sex, age and marital status 9: Social class and socio-economic group
2: Migration, Ethnicity and Religion 10: Education
3: Irish language 11: Commuting
4: Families 12: Disability, carers and voluntary work
5: Private households 13: Occupations
6: Housing 14: Industries
7: Communal establishments 15: Car and PC ownership
8: Economic Status

8. Census 2006 Geographies
1: Electoral Divisions (3409*) Counties (34) and Provinces (4)
2: Towns (233) with a population of 1,000 or over, organised alphabetically
3: Dáil Constituencies (43)
4: Gaeltacht Areas (8)
5: Garda Regions (6), Divisions (25) and Districts (109)
6: Health Service Executive Areas (4) and Local Areas (33)
7: Local Electoral areas (180)
8: Regional Authority areas (8)
9: Urban (34) and rural (34) areas of each county
10: Census Enumeration Areas (EAs) for Dublin (1138), Cork (196), Galway (76),
Limerick (97) and Waterford (52) including their suburbs

11. Population:
1841: 1,543,569
1851: 1,107,354
(2011: 623,309)
ncg.nuim.ie/historical-

12. www.flickr.com/photos/walkingsf/4982034696/

13. Blanchardstown – Blakestown: Pop 32,305 (2006)

14. maps.pobal.ie

15. unstats.un.org/unsd/censuskb20/Attachment473.aspx

17. It isn't uncommon for neighbours along a street to write their
addresses differently:
56 Woodbrook Sq.,
Castleknock,
Dublin 15
42 Woodbrook Sq.,
Diswellstown Rd
Clonsilla,
Dublin 15
34 Woodbrook Sq.,
Carpenterstown,
Dublin 15

18. GeoDirectory
www.geodirectory.ie

19. Porterstown?
OSi – Dublin Streets

20. Porterstown?
OpenStreetMap

21. Porterstown?
Google Maps

22. Porterstown?
OSi Discovery Series

23. A Rural Example
www.openstreetmap.org

24. Sample Townland Return
www.autoaddress.ie

25. Sample Townland Return
maps.google.ie

26. Sample Townland Return
maps.google.ie

27. GeoDirectory Data Model – MS Access
www.geodirectory.ie

29. GeoDirectory Buildings

30. Buildings Classified/by / B
Geodirectory R C Use

31. Deprivation Index, Northside Dublin, 2006

32. Deprivation Index, Northside Dublin, 2006

33. Residential Addresses, GeoDirectory, 2010

34. Combining Data

35. Geocoded Client Listing

36. Geocoded Client Listing

37. Client Listing combined with GeoDirectory

38. Geocoded & Classified Client Listing

39. Market Analysis

40. Market Analysis - Mapping

41. NACE Codes

42. GeoDirectory NACE Code Extract

43. Combined with DriveTime

44. The Household Budget Survey
http://www.cso.ie/releasespublications/hbs_2004-2005final.htm

45. The Household Budget Survey
1999-2000 2004-2005 % Change Index
Commodity Groups
€ % € % % (1999-2000 = 100)
Food 117.67 20.4 142.74 18.1 21.3 85.1
Alcoholic drink and tobacco 44.10 7.6 47.18 6.0 7.0 70.7
Clothing and footwear 35.11 6.1 42.67 5.4 21.5 85.3
Fuel and light 21.68 3.7 30.65 3.9 41.4 105.1
Housing 55.41 9.6 94.51 12.0 70.6 134.3
Household non-durables 14.41 2.5 17.42 2.2 20.9 84.6
Household durables 26.86 4.6 35.55 4.5 32.4 96.1
Miscellaneous goods 19.08 3.4 23.78 3.0 24.6 88.4
Transport 94.92 16.4 122.74 15.6 29.3 93.1
Services and other expenditure 148.48 25.7 229.83 29.2 54.8 118.5
Total 577.72 100 787.12 100 36.2
www.cso.ie/releasespublications/documents/housing/hbsfinal/webcomplete.pdf

46. HBS – Example
Food Categories

47. Combine HBS
with Service
Areas to
estimate value
of underserved
areas
Possible
Service
Gaps

48. Combine
HBS with
Performance
Metrics to
estimate
value of
underserved
areas
Possible
Performance
Gap

49. Estimating Monthly Spend
Total
(S)ervice or 5 Minute Competitor Monthly
Gap Location
(P)erformance Gap ? Population Count Spend
(€M)
Athlone S 12,543 5 €0.3
Clontarf S 30,245 4 €1.2
IFSC S 45,211 4 €1.8
Enniscorthy P 54,222 3 €2.6
Ballybofey S 23,866 3 €0.8
Dun Laoghaire P 32,666 2 €1.4

50. Performance Evaluation

51. Other Use Cases: Insurance - Flooding
sertit.u-strasbg.fr/SITE_RMS/2009/18_rms_irlande_2009/18_rms_irlande_2009.html

52. Other Use Cases: Education Participation - UK
EducationProfiler.org

53. “It sort of makes you stop and think, doesn’t it?”
bit.ly/pU7UWY

54. xkcd.com/552/

55. Postcodes?
?
? ?
? ?
An Unknown Unknown

56. New Kinds of Address Data & Platforms
FourSquare data (via GeoRSS) on a map from www.dotspotting.org

57. Single Address Database – Key to breaking down the Data Silos
bit.ly/nQnUvK

58. Privacy Concerns and Data Protection are Paramount
petewarden.github.com/iPhoneTracker