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Commercial use Census 2001
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Census 2001 Home A word of thanks Census
Access? Geographical Context Adoption Application
Integration Exploitation Conclusions
Welcome to Use of Census Information brought
to you from A Commercial Perspective Enter
site
Neil Bennett Customer Insight Unit, Marks and
Spencer plc
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Census 2001 Home A word of thanks Census
Access? Geographical Context Adoption Application
Integration Exploitation Conclusions
A word of thanks

• Free of charge
• Open to all
• Will encourage use
• But only if marketed effectively
• Application of Computers Collection,
  Computation, Communication
• Improved coverage, 100 processing, Output Areas
• Access and delivery mechanisms
• Web access especially NeSS, is more dynamic,
  intuitive and instantaneous
• But

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Census 2001 Home A word of thanks Census
Access? Geographical Context Adoption Application
Integration Exploitation Conclusions
Butcensus access

• Three Census agencies
• Differences in output content and timing
• Need a United Kingdom and Great Britain set
• Geographical connection and framework issues

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Census 2001 Home A word of thanks Census
Access? Geographical Context Adoption Application
Integration Exploitation Conclusions
Geographic context
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Census 2001 Home A word of thanks Census
Access? Geographical Context Adoption Application
Integration Exploitation Conclusions
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Census 2001 Home A word of thanks Census
Access? Geographical Context Adoption Application
Integration Exploitation Conclusions
Geographic context

• Commercial organisations rarely use political
  boundaries
• Catchments areas straddle wards, LAD etc

• Expenditure occurs in multiple locations
• OAs therefore welcome
• Web requirement to build bespoke areas at will
• Large commercial business are still waiting
  why?
• Geographic development and linkage has lagged
  behind data delivery

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Census 2001 Home A word of thanks Census
Access? Geographical Context Adoption Application
Integration Exploitation Conclusions
Geographic context

• OAs a real opportunity
• Not all OAs are equal Scotland vs. England and
  Wales
• One size fits all applications challenge
• Need for Super Output Areas / Data Zones - Why?
• Sheer number crunching/ unnecessary detail
• The Drive-time challenge
• Need for better visualisation tools Web GIS,
  Raster backdrops

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Census 2001 Home A word of thanks Census
Access? Geographical Context Adoption Application
Integration Exploitation Conclusions
Business adoption

• Commercial businesses increasingly working in
  unison Demographics Users Group (DUG)
• Some are loading the data, others are browsing
  results
• Some waiting for the Commercial Value Add
  Reseller's to declare their product portfolios
• Shift in relationship emphasis
• But when we do adopt the data

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Census 2001 Home A word of thanks Census
Access? Geographical Context Adoption Application
Integration Exploitation Conclusions
Business application

• New breeds of business user
• New businesses
• New Value Added Resellers
• Big business still holds the trump card..

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Census 2001 Home A word of thanks Census
Access? Geographical Context Adoption Application
Integration Exploitation Conclusions
Business application/integration

• Customer and transactional data
• Creation of analytical datamarts comprising
• Customer data
• Research information (consumption)
• Census variables OA level
• Lifestyle and list data (ER based)
• Essential individual and small area information
  resource
• Communities/Neighbourhoods less reliable in terms
  of behaviour
• Acts as the foundation for

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Census 2001 Home A word of thanks Census
Access? Geographical Context Adoption Application
Integration Exploitation Conclusions
Business exploitation

• Customer and Product profiling and segmentation
• Modelling of Market
• Especially for products or services with strong
  correlations to geo-demographics
• Customer value models
• Site location strategy
• Customer acquisition targeting

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Census 2001 Home A word of thanks Census
Access? Geographical Context Adoption Application
Integration Exploitation Conclusions
Business exploitation

• New classifications of existing and potential
  customers
• New targeting strategies via channel development
• New basis for Population / Age and Household
  forecasts which underpin market estimation
• New workflow data to build a better understanding
  of shopper or customer populations/profiles in
  addition to residents especially for City
  locations

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Census 2001 Home A word of thanks Census
Access? Geographical Context Adoption Application
Integration Exploitation Conclusions
Conclusions

• Census data is not a panacea for all business
  challenges
• Used in combination with other data
• Free data/ simplification of licencing is
  applauded, but tainted slightly by delivery
  mechanisms requiring post-processing
• NeSS and Census delivery improvements expose
  other data resources
• New model for access
• Will move business focus

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Census 2001 Home A word of thanks Census
Access? Geographical Context Adoption Application
Integration Exploitation Conclusions
Welcome to Use of Census Information brought
to you from A Commercial Perspective Enter
site
Neil Bennett Customer Insight Unit, Marks and
Spencer plc