GeoDemographics for Utilities
30
Demographics using Small Areas and MapGenie Identifying, Targeting and Retaining Customers [email protected]
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Presentation by GAMMA at the OSi Utility Seminar, Dublin June 2nd.
Transcript of GeoDemographics for Utilities
Demographics using Small Areas and MapGenie
Identifying, Targeting and Retaining Customers
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Geocoding: Where are your customers?
Application: Sample Use Cases
Demographic Data Availability: Past, Present & Future
Profiling: Combining Demographics and Customer Location
Agenda
Gam
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Ireland’s leading spatial network consultants
GAMMA
Use mapping, statistical modelling and address matching technology to help clients make better decisions on their networks and marketing focus
Key markets are Retail, Banking and Automotive
Est. in Dublin in 1993
Fully registered with Data Protection Commissioners
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DEMOGRAPHIC DATA
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Census Data - 1911
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Census 2011 – 1,100 Variables
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County Level Data
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District Electoral Division - DED
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Small Areas – Census 2011
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GEOCODING – FROM ADDRESS TO MAP
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• Automatic Processing Manual Processing
4 Asgerd pk Howth Dublin
4 ASGARD PARK HOWTH DUBLIN 13 GeoDirectory addressX, Y
AutoAddressSoftware &
GeoDirectory
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www.autoaddress.ie
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www.autoaddress.ie
Gam
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www.autoaddress.ie
Gam
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www.autoaddress.ie
Gam
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www.autoaddress.ie
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www.autoaddress.ie
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Geocoded Customer Address Data
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CUSTOMER PROFILING
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Compare with Household Counts and Other Data
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Map and Report on Results
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INCA NEIGHBOURHOOD CLASSIFICATION INDEX
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SAMPLE APPLICATIONS
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Some Questions You Can Answer with Geocoded and Profiled Demographic Data
Are there similar un-served areas we should target?
Where are we seeing high levels of customer churn?
Where are our most price sensitive customers?
Where do your most valuable customers live?
How are our customer acquisition teams performing?
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Service Gaps
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Performance Gaps
Low Penetration in Area
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Gap Location (L)ow Pen or (G)ap ?
5 Minute Populatio
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Competitor Count
Total Monthly Spend (€M)
Athlone G 12543 5 €0.36
Clontarf G 30245 4 €1.2
IFSC G 45211 4 €1.8
Enniscorthy G 54222 3 €2.6
Ballybofey G 23866 3 €0.83
Dun Laoghaire L 32666 2 €1.4
Maynooth L 37118 4 €1.6
Evaluating Gaps based on Catchment Data
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High quality data is already available, this will improve further on release of Census 2011
Summary
Rapid performance evaluation: Makes key metrics measurable
Solutions can leverage existing CRM and Network Management investments
Demographics and Geocoding can support decision making in a number of critical areas
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Richard Cantwell
Senior GIS Consultant
GAMMA Ltd,
4 Inns Court,
Winetavern Street,
Dublin 8
+353 1 707 9888
www.gamma.ie
Questions?Thank you for your time and attention
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