People & Places Simon Perry

1. People & Places Simon Perry

2. Census data • Consistent • Comprehensive • Compulsory

3. Categories of Census Variables • Age • Sex • Social class and social grade • Ethnic group and language • Employment/Qualifications • Housing/Household composition • Car ownership • Health • Religion

5. We have all the census data published at Output Area level We can re-aggregate it for any geography in the previous presentation

6. Mid-year Population Estimates • Produced every year by the three census agencies • Break the population down by age and sex • Now produced at ward level • Good postcode look-up now available to link to postcode geography

7. Using Census data in Prospex

9. External Consultants helping to develop P2 • Working with Prof Peter Batey and Dr Peter Brown • Both based at Department of Civic Design, Liverpool University • Set-up first Teaching Company in the geography and planning fields • They developed Super Profiles with Littlewoods • Over 20 years of commercial spatial targeting system experience

10. Choosing which variables to use for P2 • Started with 165 census variables covering all aspects of the data • Dropped those variables that were null in the majority of Output Areas e.g. Percentage of Population born in China • Dropped those variables that didn’t explain much of the variation between Output Areas • Variables Clustered with:London ISBA Region 138England and Wales 134Scotland 117Northern Ireland 111

11. P2 Clustering • Reduced chosen variables to 20+ principal components for each of the four regions • Remove communal establishment Output Areas • Run k-means clustering for different numbers of clusters for each region • Chose lowest number of invisible clusters for each region that explain most variation • Invisible Clusters in each region:London ISBA Region 120England and Wales 240Scotland 100Northern Ireland 40

12. The structure of P2 People & Places • 500 invisible clusters re-clustered using 94 common variables to produce • 157 Leaves • 41 Branches • 14 Trees • All three levels are affluence ranked • All nest within each other • Descriptive variables and TGI also used for manual • Data updated with Mid-year population estimates

13. The Fourteen Trees

14. A. Mature Oaks 12.67%

15. M. Urban Challenge 2.87%

16. Output Areas in Bishopthorpe Ward

17. Using P2 People & Places in Prospex

18. How can I tell which classification is best? • TEST • Don’t be influenced by the data used to build the classification • Profile your customer files with all the classifications you want to shortlist • Choose the classification which gives the best discrimination at the lowest cost

19. How customer data is profiled • Take the customer file for a product • Assign a people classification code to each customer • Measure which groups are over and under represented

20. A Profiling report

21. How do you compare classifications? Leventhal, B (1995)“Evaluation of Geodemographic Classifications”Journal of Targeting, Measurement and Analysis for Marketing ISSN 0967 3237Vol 4 Part 2 Pages 173 – 183 Available on our website at:www.beacon-dodsworth.co.uk/p2/leventhal.html

22. Comparing classifications using gains charts • Specify common base and obtain profile reports from suppliers • Order by index • Calculate cumulative sample, base and index • Graph cumulative base against cumulative index • Compare at fixed percentages of the base e.g. the 10 decile points

23. Calculate cumulative sample, base and index

24. 220 200 180 Cumulative Index 160 140 120 100 0 10 20 30 40 50 60 70 80 90 100 Cumulative Base Gains Chart

25. P2 People & Places Pricing • Single user postcode sector level per year: £1,750 for Britain £1,975 for the UK • Single user full postcode level per year: £3,475 for Britain £3,975 for the UK • It is coded onto the TGI and access to this is free to subscribers • Non-subscribers can buy TGI P2 cross-tabs from Beacon Dodsworth • We will continue to support all the classifications we support at present for as long as they are available