This document contains summaries from three presentations on data-driven communication: 1. Justin Gleeson from NIRSA discussed the 2011 Irish Census, including new small area geographies, variables on languages, health, and place of work/school. Key facts showed population growth of 8.2% and a 30% increase in non-Irish nationals, led by Poles. 2. Brendan Sheridan from Experian discussed using customer insight. 3. Edel McCabe from PublicisD discussed targeting and segmentation.

1. Leading the way in Best Practice in Data Driven Communication
Managing Marketing
in a
Changing Landscape
Justin Gleeson – NIRSA
Edel McCabe – PublicisD
Brendan Sheridan – Experian

2. Leading the way in 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 to the 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 to the 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 to the 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 to the data
http://census.cso.ie/sapmap/

16. Getting access to the data
http://census.cso.ie/areaprofiles/

17. Getting access to the 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

22. Thanks
Questions?
w: www.airo.ie
e: justin.gleeson@nuim.ie
twitter: airo_nuim

23. Leading the way in Best Practice in Data Driven Communication
Brendan’s Header…Customer
Insight
Brendan Sheridan - Experian

24. Leading the way in Best Practice in Data Driven Communication
Edel’s Header…Targeting &
Segmentation
Justin Gleeson - NIRSA

26. Leading the way in Best Practice in Data Driven Communication
Thank you!
Any Questions?
Please join us for a drink!