Presentation at the IDMA/Experian event on June 6th, 2013

1. Leading the way in Best Practice in Data Driven Communication
Managing Marketing
in a
Changing Landscape
Justin Gleeson – NIRSA
Edel McCabe – PublicisD
Brendan Sheridan – Experian

2. Leading the way in Best Practice in Data Driven Communication
Mapping, demographics and the new
small area statistical geography of
Ireland
Justin Gleeson – NIRSA
All-Island Research Observatory (AIRO), NUI Maynooth

3. Outline
• Census 2011 – What’s new?
• New way of collecting the data
• New census output geographies
• New census variables
• Key facts and figures
• Population, nationality, housing
• Getting access to the data
• CSO website SAPMAP
• Data visualisation
• AIRO Local Authority and Regional Authority Mapping tools
• AIRO/CSO National Census Mapping Viewer
• Census by-products
• POWSCAR
• Pobal HP Deprivation Index

4. All-Island Research Observatory (AIRO)
• AIRO is a research unit and spatial data website
focused on improving evidence informed planning
in Ireland
– Collect, analyse and provide evidence and tools
to support better planning and decision
making
• Maps, data, policy advice, research and
training
– Maximise the usage and benefit of publically
funded and readily available datasets
– Highlight the benefit of proper collection,
management and dissemination of datasets
• Who do we work with?
– Government Departments
– Semi-State bodies
– Regional Authorities, Local Authorities, Local
Partnerships, Charities etc
– Academics, Researchers, Public
– Funding Bodies (ESPON, SEUPB,INTERREG)
– Private Sector

5. Census 2011 – What’s new?
• New approach to collecting Census 2011
• Used GeoDirectory Address Database to develop a
collection strategy for all enumerators
– Pre-printing GeoDirectory addresses to Enumerator
Record Book
– Reduction of labour input of recording and post-
processing
– Flexible geography outputs
» Sampling areas for CSO surveys
– Facilitate coding of industry details
» X,Y for residence and place of work
• Processing of census data
• Staff of 5,500
• 4,866 enumerator areas
• 2 million census forms
• 35 individual questions, 10 household questions
• 6 months processing
– Guillotines, scanners (introduced in 2002, halved staff input),
recognition software (CACI UK)
• Total cost €51.6m / €40m on enumeration

6. Census 2011 – What’s new?
• New census output geographies – Small Areas (SAs)
• 18,488
• Mean household (90)
• Mean population (250)
• Benefits
• Provides much greater level of local analysis
• Comparable geography to NI Output Areas (All-Island Analysis)

7. Census 2011 – What’s new?
• New census output geographies – Grid Data (1km)
• Usually resident population
• 73,438
– 23% have no population
– 1-3 population suppressed to 3: 6.4%
• Good for rural areas population analysis
– Require 100m/500m for urban area (SA much more detailed)
http://www.cso.ie/en/census/census2011griddataset/

8. Census 2011 – What’s new?
• New census variables
• Other languages spoken
– Data on languages, other than English or Irish, that are spoken at home
– Also provides information on how well English is spoken
• General Health
– How is your health in general?
– Country wide picture of peoples health
» Age
» Social class
» Education
– Also being asked in NI Census and will allow an all-island analysis of health
• Place of School and Work Census of Anonymised Records (POWSCAR)
– Place of Work
» Urban Areas catchments
» Job Density analysis
– Place of School
» School catchments
» University Catchments

9. Census 2011 – Key Facts and Figures?
• Population Change
• 4.58m: 8.2 % increase from 2006
• Very high birth rate, low deaths
– Natural increase of 225,000
• Biggest increases:
– Laois +20%
– Cavan +14.3%
– Fingal +14.2%
– Longford +13.4%
– Meath +13.1%
• Smallest increases/decrease:
– Limerick City -4.5
– Cork City -.15%
– Waterford City +2.15%
– Kerry +4%
– Dublin City +4.2%
– Galway City +4.3%
• +10% more people now live in
urban areas than in 2006 (67%)

10. Census 2011 – Key Facts and Figures?
• Non-Irish Nationals
• Increased by 124k or 30% to 544,357
– 12% of total population
• Mostly Polish (+93%), Latvians
(+54%), Lithuanians (+48%),
Romanians (+125%), Brazilians
(+98%) and Indians (+101%)
• Slight decrease in the numbers from
UK, US and Chinese
• Polish nationals are now the largest
non-Irish group living in Ireland
– 122,585 Polish
– 112,259 UK
• Population born outside Ireland

11. Census 2011 – Key Facts and Figures?
• Housing
• 1.99m total housing stock in 2011
– +12.7% from 2006
– 71% increase in stock in past 20
years (population by 30%)
» 785 housing units per
1000 population
• 1.65 million occupied permanent
housing units in 2011 (82%)
– +187,100 or 13% from 2006
• Housing Vacancy rate at 14.5% in
2011
– Excluding holiday homes the
rate is 11.5%
» Leitrim 22%
» Longford 20%
» Fingal 6.7%
» South Dublin 5.4%

12. Getting access to the data
www.cso.ie/en/census
• All data fully accessible via
CSO website
• Data available at ED and SA
level
• 15 themes

13. Getting access to the data
www.cso.ie/en/census/census2011boundaryfiles
• Accompanying boundary set
in .shp format (ESRI, QGIS,
easy translation for MapInfo)
• Perform own analysis of
census data in a GIS
• 20m generalised SA
boundary set
• Provinces
• NUTS Boundaries (Regions)
• Administrative Counties
• Electoral Divisions
• Small Areas
• Gaeltacht Areas
• Local Electoral Areas
• Legal Cities and Towns
• Settlements
• OSi copyright

14. Getting access to the data
www.cso.ie/en/census/census2011smallareapopulationstatisticssaps/
• Options for data downloads
• 1. Interactive Mapping Tool
(SAPMAP)
• 2. SAPS CSV Downloads by
geography type
• 3. Download complete SAPS.zip

15. Getting access to the data
http://census.cso.ie/sapmap/

16. Getting access to the data
http://census.cso.ie/areaprofiles/

17. Getting access to the data
http://census.cso.ie/areaprofiles/

18. Census 2011 - Data Visualisation through AIRO
http://www.airo.ie/mapping-module
• Working with the CSO to improve the dissemination of Census 2011
results
• Public sector reform agenda, improve access to publically funded data
• Vital step in encouraging use of Census 2011
• Provide access for general public, government and private sector
• Individual Local Authority (34) and Regional Authority (8) Census
mapping tools available on the AIRO site
• InstantAtlas (GeoWise) software
• Flash and HTML 5 versions (use on tablets, smart phones etc)
• Full set of variables for 2006 and 2011 at ED and SA level
• 15 themes
• Population, Nationality, Religion, Economic Status, Industry, Housing, Transport,
Internet Access etc
• Additional research output now included: accessibility scores to public
facilities/retail, Deprivation Indices, LPT
• Let’s have a look

19. Census 2011 - Data Visualisation through AIRO
http://airomaps.nuim.ie/census2011
• National Census Mapping Viewer
• Requirement to display all 18k boundaries
• Published maps to ArcGIS for Server and displayed through ArcGIS Viewer for Flex
– 260+ maps on all census themes
• Counts, percentages and ratios
– Let’s have a look

20. Census 2011 – By-Products
• POWSCAR
• Place of Work, School or College Census of
Anonymised Records
• 2.78m O-D trips
– 1.01m students
– 1.77m workers
• SA/ED to 250M grid/SA/ED
• Catchments to Cities/Towns
• Open to suggestions on further
developments
Let’s have a look

21. Census 2011 – By-Products
• Pobal HP Deprivation Index
• Pobal Maps
• AIRO Mapping Modules
• Eight labels
– Extremely Affluent, Very Affluent, Affluent, Marginally Below Average, Marginally Above
Average, Disadvantaged, Very Disadvantaged and Extremely Disadvantaged
• Change since 2006
– Ireland as a whole has seen a decline in the Absolute Score
– 5 city areas have withstood the economic downturn comparatively well
– Those located at the outer periphery of the GDR have seen fortunes most strongly
reversed

22. Thanks
Questions?
w: www.airo.ie
e: justin.gleeson@nuim.ie
twitter: airo_nuim

23. Leading the way in Best Practice in Data Driven Communication
Brendan’s Header…Customer
Insight
Brendan Sheridan - Experian

24. Leading the way in Best Practice in Data Driven Communication
Edel’s Header…Targeting &
Segmentation
Justin Gleeson - NIRSA

26. Leading the way in Best Practice in Data Driven Communication
Thank you!
Any Questions?
Please join us for a drink!