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IDMA/Experian Presentation: Justin Gleeson, AIRO
- 1. Leading the wayin Best Practice in Data Driven Communication Managing Marketing in a Changing Landscape Justin Gleeson – NIRSA Edel McCabe – PublicisD Brendan Sheridan – Experian
- 2. Leading the wayin Best Practice in Data Driven Communication Mapping, demographics and the new small area statistical geography of Ireland Justin Gleeson – NIRSA All-Island Research Observatory (AIRO), NUI Maynooth
- 3. Outline • Census 2011– What’s new? • New way of collecting the data • New census output geographies • New census variables • Key facts and figures • Population, nationality, housing • Getting access to the data • CSO website SAPMAP • Data visualisation • AIRO Local Authority and Regional Authority Mapping tools • AIRO/CSO National Census Mapping Viewer • Census by-products • POWSCAR • Pobal HP Deprivation Index
- 4. All-Island Research Observatory(AIRO) • AIRO is a research unit and spatial data website focused on improving evidence informed planning in Ireland – Collect, analyse and provide evidence and tools to support better planning and decision making • Maps, data, policy advice, research and training – Maximise the usage and benefit of publically funded and readily available datasets – Highlight the benefit of proper collection, management and dissemination of datasets • Who do we work with? – Government Departments – Semi-State bodies – Regional Authorities, Local Authorities, Local Partnerships, Charities etc – Academics, Researchers, Public – Funding Bodies (ESPON, SEUPB,INTERREG) – Private Sector
- 5. Census 2011 –What’s new? • New approach to collecting Census 2011 • Used GeoDirectory Address Database to develop a collection strategy for all enumerators – Pre-printing GeoDirectory addresses to Enumerator Record Book – Reduction of labour input of recording and post- processing – Flexible geography outputs » Sampling areas for CSO surveys – Facilitate coding of industry details » X,Y for residence and place of work • Processing of census data • Staff of 5,500 • 4,866 enumerator areas • 2 million census forms • 35 individual questions, 10 household questions • 6 months processing – Guillotines, scanners (introduced in 2002, halved staff input), recognition software (CACI UK) • Total cost €51.6m / €40m on enumeration
- 6. Census 2011 –What’s new? • New census output geographies – Small Areas (SAs) • 18,488 • Mean household (90) • Mean population (250) • Benefits • Provides much greater level of local analysis • Comparable geography to NI Output Areas (All-Island Analysis)
- 7. Census 2011 –What’s new? • New census output geographies – Grid Data (1km) • Usually resident population • 73,438 – 23% have no population – 1-3 population suppressed to 3: 6.4% • Good for rural areas population analysis – Require 100m/500m for urban area (SA much more detailed) http://www.cso.ie/en/census/census2011griddataset/
- 8. Census 2011 –What’s new? • New census variables • Other languages spoken – Data on languages, other than English or Irish, that are spoken at home – Also provides information on how well English is spoken • General Health – How is your health in general? – Country wide picture of peoples health » Age » Social class » Education – Also being asked in NI Census and will allow an all-island analysis of health • Place of School and Work Census of Anonymised Records (POWSCAR) – Place of Work » Urban Areas catchments » Job Density analysis – Place of School » School catchments » University Catchments
- 9. Census 2011 –Key Facts and Figures? • Population Change • 4.58m: 8.2 % increase from 2006 • Very high birth rate, low deaths – Natural increase of 225,000 • Biggest increases: – Laois +20% – Cavan +14.3% – Fingal +14.2% – Longford +13.4% – Meath +13.1% • Smallest increases/decrease: – Limerick City -4.5 – Cork City -.15% – Waterford City +2.15% – Kerry +4% – Dublin City +4.2% – Galway City +4.3% • +10% more people now live in urban areas than in 2006 (67%)
- 10. Census 2011 –Key Facts and Figures? • Non-Irish Nationals • Increased by 124k or 30% to 544,357 – 12% of total population • Mostly Polish (+93%), Latvians (+54%), Lithuanians (+48%), Romanians (+125%), Brazilians (+98%) and Indians (+101%) • Slight decrease in the numbers from UK, US and Chinese • Polish nationals are now the largest non-Irish group living in Ireland – 122,585 Polish – 112,259 UK • Population born outside Ireland
- 11. Census 2011 –Key Facts and Figures? • Housing • 1.99m total housing stock in 2011 – +12.7% from 2006 – 71% increase in stock in past 20 years (population by 30%) » 785 housing units per 1000 population • 1.65 million occupied permanent housing units in 2011 (82%) – +187,100 or 13% from 2006 • Housing Vacancy rate at 14.5% in 2011 – Excluding holiday homes the rate is 11.5% » Leitrim 22% » Longford 20% » Fingal 6.7% » South Dublin 5.4%
- 12. Getting access tothe data www.cso.ie/en/census • All data fully accessible via CSO website • Data available at ED and SA level • 15 themes
- 13. Getting access tothe data www.cso.ie/en/census/census2011boundaryfiles • Accompanying boundary set in .shp format (ESRI, QGIS, easy translation for MapInfo) • Perform own analysis of census data in a GIS • 20m generalised SA boundary set • Provinces • NUTS Boundaries (Regions) • Administrative Counties • Electoral Divisions • Small Areas • Gaeltacht Areas • Local Electoral Areas • Legal Cities and Towns • Settlements • OSi copyright
- 14. Getting access tothe data www.cso.ie/en/census/census2011smallareapopulationstatisticssaps/ • Options for data downloads • 1. Interactive Mapping Tool (SAPMAP) • 2. SAPS CSV Downloads by geography type • 3. Download complete SAPS.zip
- 15. Getting access tothe data http://census.cso.ie/sapmap/
- 16. Getting access tothe data http://census.cso.ie/areaprofiles/
- 17. Getting access tothe data http://census.cso.ie/areaprofiles/
- 18. Census 2011 -Data Visualisation through AIRO http://www.airo.ie/mapping-module • Working with the CSO to improve the dissemination of Census 2011 results • Public sector reform agenda, improve access to publically funded data • Vital step in encouraging use of Census 2011 • Provide access for general public, government and private sector • Individual Local Authority (34) and Regional Authority (8) Census mapping tools available on the AIRO site • InstantAtlas (GeoWise) software • Flash and HTML 5 versions (use on tablets, smart phones etc) • Full set of variables for 2006 and 2011 at ED and SA level • 15 themes • Population, Nationality, Religion, Economic Status, Industry, Housing, Transport, Internet Access etc • Additional research output now included: accessibility scores to public facilities/retail, Deprivation Indices, LPT • Let’s have a look
- 19. Census 2011 -Data Visualisation through AIRO http://airomaps.nuim.ie/census2011 • National Census Mapping Viewer • Requirement to display all 18k boundaries • Published maps to ArcGIS for Server and displayed through ArcGIS Viewer for Flex – 260+ maps on all census themes • Counts, percentages and ratios – Let’s have a look
- 20. Census 2011 –By-Products • POWSCAR • Place of Work, School or College Census of Anonymised Records • 2.78m O-D trips – 1.01m students – 1.77m workers • SA/ED to 250M grid/SA/ED • Catchments to Cities/Towns • Open to suggestions on further developments Let’s have a look
- 21. Census 2011 –By-Products • Pobal HP Deprivation Index • Pobal Maps • AIRO Mapping Modules • Eight labels – Extremely Affluent, Very Affluent, Affluent, Marginally Below Average, Marginally Above Average, Disadvantaged, Very Disadvantaged and Extremely Disadvantaged • Change since 2006 – Ireland as a whole has seen a decline in the Absolute Score – 5 city areas have withstood the economic downturn comparatively well – Those located at the outer periphery of the GDR have seen fortunes most strongly reversed
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- 23. Leading the wayin Best Practice in Data Driven Communication Brendan’s Header…Customer Insight Brendan Sheridan - Experian
- 24. Leading the wayin Best Practice in Data Driven Communication Edel’s Header…Targeting & Segmentation Justin Gleeson - NIRSA
- 26. Leading the wayin Best Practice in Data Driven Communication Thank you! Any Questions? Please join us for a drink!