Acxiom Presentation

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					   Acxiom Data
Regional GIS Group
     24/6/09




        1
Agenda
• Apology!!!!!!!!!

• Current situation / awareness / rationale

• Data collection program

• Data and Products

• Accessing the Data

• Involvement/observations




                             2
    Partners
•    East Riding Observatory          •   Wakefield Housing
•    Environment Agency               •   Hambleton District
•    Hull City Council                •   North Yorkshire Partnership
•    Government Office                •   Sheffield City Region
•    Housing Corporation              •   Yorkshire Public Health
•    NYCC                                 Observatory
•    Ryedale District                 •   Yorkshire Futures
•    Richmondshire District           •   Kirklees
•    Rotherham Metropolitan Borough   •   Leeds City
•    Scarborough Borough              •   Bradford Metropolitan District
•    Selby District                   •   Resource Efficiency
•    Sheffield City                   •   City of York…
•    Wakefield                        •   West Yorks Metro….
•    Barnsley Metropolitan Borough    •   NY Police
•    Transform South Yorkshire
3
Observations

• Desire to tie up and work closely with YF
  Geodemographic data group
• Wider partner awareness
• Need to make it come alive and not just be another web
  based data source!
• Possible use of this group as advocates / technical
• Working with Consultants is fine
• Use us (Acxiom) as much as you want/need
• Usage up 4 x since Xmas
• Going into other areas
• Speak to the Chief Economist Unit :- flexible to priorities
Acxiom Overview




                  5
    Who is Acxiom?

•   Founded – 1969
•   5,500 + Associates Worldwide – 450+ in UK
•   Locations: Teddington, London Bridge, Normanton, Sunderland
•   Core competencies:
                        – Lifestyle and Demographic data
                        – Analytics and Segmentation
                        – GIS Market Analysis Software
                        – Direct Marketing
                        – Database Hosting




                                   6
Acxiom Data Division
• Aggregated Data Source: Research Opinion Poll
   – Main survey goes out in September and January
   – Distributed via
      • Direct Mail
      • Door Drop
      • Online
   – Full demographic coverage
   – Full geographic coverage
   – 1.1 million household responses annually
   – 110,000+ households in Yorkshire




                                 7
The Survey
Area Datapacks
•   Automotive
•   Charity
•   Technology
•   Demographics
•   Grocery
•   Hobbies & Activities
•   Household
•   Household Income
•   Media
•   Personal Finance               As well as Parliamentary
                               Constituencies, Health Boundaries,
                                      Media Boundaries etc




                           9
YF Datapacks
•   Community
•   Enterprise
•   Skills
•   Tourism
•   Smoking
•   Environment
•   Specialised X-Tabs


                                  As well as Parliamentary
                              Constituencies, Health Boundaries,
                                     Media Boundaries etc




                         10
Area Datapacks
• Full statistical weighting process to ensure results are
  robust at low levels of geography
• Benefits include:
   –   Much less modelled!
   –   Recent
   –   Low geographies
   –   Allows time series comparisons
   –   Cross-tabulation between variables
   –   Relevant data
   –   Extra region comparisons
   –   Alternative to Census and small sample national surveys
   –   1% of households change each month


                                 11
Geography
• Most variables are available for use at Super Output Area
  and upwards
• You can access the data for any geographical area you
  are interested in
   – e.g. England, North East, London, another district (within or
     outside of Yorkshire and Humber), a comparable city region, e.g.
     Sheffield, or a comparison site somewhere else in Great Britain.
• Bespoke geographical areas e.g. most deprived areas,
  rural areas, town boundaries, Estates
• Create your own!
Specialist Questions
Specialist Questions
So what does all that mean?
• Well for example in Kirklees
   – 88% of households like the neighbourhood they live in
   – 10% of households are thinking of moving in next 12 months
   – 52% of households are concerned about Global Warming and
     taking steps to reduce energy use
   – 23% of households feel they can influence local decisions
   – Much higher than average interest in active exercise
   – Very high Lifestage 1 (18-34 n/k)
Additional Products Available
•   PersonicX segmentation under licence
•   Expenditure data
•   Workforce profiles
•   Retail/Grocery catchments
•   GreenScore indicator
•   Postcode variables
•   Affordability




                                16
How to Access the Data




                 17
Yorkshire Forward



               Partners
              Questions
                System
               Analysis
                Sharing
DemographicsNowUK
• Online analytical and basic mapping tool
• Access to standard data across organisations
• Easy to use 24/7




                                19
DemographicsNowUK
•   Simple / Fast
•   Easy to give support remotely
•   Pre-built reports
•   Global 24/7 access
•   Compatibility to MS Office
•   Flexible to build custom reports
    and variables
•   Have a go type approach
•   Lots of variables
•   Very accurate drivetime module
Ideas
•   Upload user-defined catchments easily
•   Thematic maps of custom variables
•   Increase the upload number of postcodes
•   Enhance peak vs off peak drivetimes
•   Any new data variables?
•   Any new boundaries?
•   Training sessions?
Advantages of Acxiom/YF involvement
• Share data / projects
• Paint wider robust lifestyle profile with confidence, likes,
  hobbies, shopping, consumer goods
• GIS consultancy
• How are households dealing and viewing recession
• Robust service satisfaction comparisons
• Ask own questions:- further develop
• Take surveys and project to geography
• Explain differences in behaviour
Acxiom Resource

• Andrew Gell       andrew.gell@acxiom.com
• Bernice Bunting   bernice.bunting@acxiom.com
• Carl Bradbrook    carl.bradbrook@acxiom.com
                    yorkshire-forward@acxiom.com
Examples of what can be
shown instantly……..
Important thing is that
data/sizes lie behind any
picture……..
                   Harrogate
                                            York




     Bradford      Leeds

                                                                      Kingston upon Hull
Halifax
            Dewsbury

    Huddersfield

                                                         Scunthorpe
                                                                                    Grimsby
                      Barnsley
                                           Doncaster



                               Rotherham

                       Sheffield


                                                Happy with doorstep recycling
                   These Wards are the
                         same
                   Harrogate
                                            York




     Bradford      Leeds

                                                                      Kingston upon Hull
Halifax
            Dewsbury

    Huddersfield

                                                         Scunthorpe
                                                                                    Grimsby
                      Barnsley
                                           Doncaster



                               Rotherham

                       Sheffield


                                                Happy with doorstep recycling
                       And so are these
                   Harrogate
                            Wards
                                            York




     Bradford      Leeds

                                                                      Kingston upon Hull
Halifax
            Dewsbury

    Huddersfield

                                                         Scunthorpe
                                                                                    Grimsby
                      Barnsley
                                           Doncaster



                               Rotherham

                       Sheffield


                                                Happy with doorstep recycling
Cross Tabulated Variables
All variables are collected from one data source. Cross-tabulate
  variables to answer specific business questions. For example:
• What’s the average income of people looking for more
  training/qualifications?
• What’s the average income of individuals with management
  skills?
• What skills do females aged 34-45 in Hull have compared to
  those in York?
Key Benefits
• Consistent questions combined with GB coverage
• Data available at a local level
• Complementary to existing national resources e.g. ONS
  population estimates and Labour Force Survey
• Regular updates and up-to-date
• Time series data from 2003 – 2008 for trend analysis
• Your licence provides more than just data – you can
  access profiles, mapping capabilities and more
Questions

Over to You

				
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