Using Local Information Systems and data visualization tools to support geo-demographic data

visualise | communicate | ENGAGE
Using Local Information Systems
and data visualization tools to
support geo-demographic data

visualize | communicate | ENGAGE
Instant Atlas™ is a registered trademark of GeoWise Limited © 2008 GeoWise Ltd
John Maslen
Government Solutions Director
instantatlas
Wendy Pontin
Principal Information Analyst

1. Context: recent guidance (UK)
2. Case Study – Bournemouth Council
3. Case Study - Norfolk County Council
4. Conclusions
Structure

• Specialist software provider of InstantAtlas
• We deliver solutions for the management,
exchange and effective communication of
location-based statistical and performance data
• InstantAtlas platform:
– InstantAtlas Desktop (light-weight, low cost data
visualisation)
– InstantAtlas Server (off-the-shelf statistical reporting
solution, Local Information System, data observatory)
• Deliver solutions internationally across the
government sector

“..there are a number of
tools and techniques
available to support your
analysis.”
1. Market Research Tools –
Focus Groups, Surveys etc.
2. Web site usage analysis
3. Local Information Systems
4. Segmentation tools from
Geo-demographic Data
Vendors
5. Esd toolkit
http://www.idea.gov.uk/idk/aio/9109685
UK IDeA / LGA ‘Customer Insight’ report..

InstantAtlas – key benefits
• Pulling together multiple sources of information into a single,
trusted repository – a “data self-service takeaway”
• Enabling all parts of organisation and partnership to access
geo-demographic intelligence
• Raising strategic awareness & understanding of make-up of
neighbourhoods, stimulates questions
• Presenting current patterns of service supply / customer
demand
• Profiling custom areas ahead of more detailed analysis
• Supporting operational level segmentation process –>
custom segmentations
• Supporting duty to empower and inform citizens
Source:
IDeA/LGA Insight report

Bournemouth Council:
Disseminating Experian MOSAIC using InstantAtlas

Case Study: Norfolk Insight
Based on InstantAtlas Server technology
An enterprise web reporting tool for CACI
ACORN geo-demographic classification data

Norfolk Case Study
 What is the Norfolk Insight?
 A partnership (public facing) website for the
sharing of information / intelligence
 What are we sharing?
 Place based local intelligence to inform better
more targeted service delivery
 Who are we sharing with?
 Service commissioners and providers
 Communities, voluntary groups – empowerment to
influence
 A ‘strategic’ tool – not about detailed operational
service delivery
 Lifestyle data (Acorn / Mosaic) is one of many
data sets which help provide this intelligence
The place based ‘customer intelligence’ gleaned from
this data needs to reach a wide audience to be
used effectively

Example 1: Creating multi-area based profile
reports based on geo-demographics to
understand the composition of areas

How should we communicate with residents of Norwich?
NDO geo-demographic profile: Norwich

Geo-demographic profile: Norwich
http://tinyurl.com/lvcd9h

What is the community make-up of Cromer Library Catchment?

Cromer Library Catchment Report
http://tinyurl.com/n4t9w6

New development on west of Dereham: how do we
contact affected residents?

Geo-demographic profile: custom area selection

Example 2: Creating a summary interactive
report for profiling the character of all wards
across Norfolk

Geo-demographic profiles at Ward level (ACORN)
http://www.norfolkinsight.org.uk/atlases/acornprofile/atlas.html

Example 3: Adding value to the ACORN
Classification through creation of custom groups
to summarise the geo-demographic composition
of Wards – this allows us to benchmark ‘like’
Wards

Custom segmentation of Wards using ACORN Category
http://www.norfolkinsight.org.uk/atlases/acorncategories/atlas.html

Example 4: Understanding the social makeup of
school catchment areas – identifying how best
to target services in differing areas

Make-up of school catchment areas

Example 5: Using geo-demographic data at fine
geographic levels (Census Output Areas ~ 100
households) to highlight pockets of deprivation
in sparsely populated rural areas

 Identifying isolated rural deprivation
Examples of how have we been using lifestyle data?
http://www.norfolkinsight.org.uk/atlases/deprivationid/atlas.html

Example 6: Bringing together data about
customers (customer insight) with geo-
demographics – an example for provision of
Adult Social Services (ASS)

This is all well and good but?
 We can look at the incidence of differing life style
in the general population
 We can look at the distribution of where our
customers live
 How do we join the two – customer insight /
segmentation?
 We need to look at the life styles of those
customers engaging with particular services or
groups of customers experiencing particular
outcomes
 We can then better target interventions through
more appropriate channels of communication etc
 We are beginning to do this in Norfolk

How will we do this?
 An example - Client access to Adult Social
Services (ASS)
 Customer profile all clients – non geographic!
 Compare with Acorn profile for all Norfolk
residents
 Identify ‘high penetration’ / ‘over represented’
client groups
 Define these as ‘priority’ client group(s)
 Identify areas / neighbourhoods where there is
low access by this ‘priority’ group
 Use detailed lifestyle characteristics (eg channel
preference) to target service delivery in these
communities

Profiling of ASS clients

Identifying a ‘priority’ group
Identifying neighbourhoods with low ‘take up’ of
services?
www.norfolkdata.net

Identifying low penetration of service provision
http://www.norfolkinsight.org.uk/atlases/deprivationid/atlas.html

Conclusions
 Local Information Systems, like
Norfolk Insight, combined with
data visualisation tools, provide
ideal tools for:
 Securely sharing geo-
demographic data across your
partnership
 Creating a range of reports for
exploring and presenting this
data in an easily digestible form
for any user-defined geography
 Encouraging widespread access
to reports on the geo-
demographic make-up of
neighbourhoods & communities
“Good data is the
bedrock of insight
analysis and information
collected about citizens’
needs to be able to be
stored and shared within
and between
organisations. Data sets
(particularly those
purchased externally)
need to be accessible
from one place and be
available to the rest of the
organisation.” IDeA/LGA
Insight Report 2008

Useful References
Norfolk Insight www.norfolkinsight.org.uk
Example geo-demographic atlases:
http://www.instantatlas.com/samples/norfolk_wards/atlas.html
http://www.instantatlas.com/samples/norfolk_acorn/atlas.html
Key reports
IDeA/LGA report:
http://www.idea.gov.uk/idk/aio/9109685
Dr Foster Guide to Segmentation
http://www.lga.gov.uk/lga/core/page.do?pageId=37760

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Using Local Information Systems and data visualization tools to support geo-demographic data

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