A paper written during my time at BLNW for Chis Huhne Secretary of State for the Environmentt on defining Green Technology Businesses

1. Business Link NorthWest
Business Performance Index (BPI) EETS Dashboard Overview
Ged Mirfin – June 2010
Scope of Report
The report is an overview of the capabilities and attributes of the EETS BPI (Business Performance
Index) Qlikview Dashboard developed by Business Link North West (hereafter BLNW). The report
highlights the data sources used in the construction of the EETS Dashboard as well as the ways in
which the system is currently being used. The final section looks at the possible future uses for the
EETS Dashboard.
The Problem with SIC Codes
EETS Sector Definition has been a major issue because of over reliance on and the limitations of SIC
Codes in Official Government Documents. National Statistics which use UK Standard Industrial
Classifications (SIC) do not accurately reflect the structure of the Energy and Environmental
Technology (EETS) Sector. The current definition used by BIS of the EETS Sector is too broad and
insufficiently complex and detailed in nature to identify the New Specialist Environmentally
Focussed Green Technology Businesses that are emerging. Some EETS Businesses are so “New” that
they do not have SIC Codes to describe them. Interestingly, only Environmental Consultants were
distinctly recognised in SIC 2007 as Environmental Businesses.
Identification of EETS Businesses, meanwhile, using the LCEGS (Low Carbon and Environmental
Goods and Services) Sector Classification System originated by Innovas originally on behalf of BERR
has proved difficult to interpret and even more difficult to operationalize. It is our current
understanding that, as yet, no attempt has been made to append the classification set across the UK
Business base as a whole. Consequently, the classification set has not only been applied
inconsistently across sector but more important, its application within the North West Region is
incomplete.
The Primary Motivation behind BLNW’s attempt to build a Complete Data Set of EETS Businesses
within the North West is an ongoing frustration with identifying and marketing to the EETS Sector.
The Current SIC Code based EETS definition was felt both to be too unsophisticated to target the
Sector with sufficient precision but also, based on segmentation using an overlapping set of
complimentary Business Classification Systems, was felt to significantly understate the size
of the Sector. A fact confirmed on the ground by the feedback from BLNW’s adviser
community.
A large and growing number of Businesses that are currently classified as operating within other
Regional Economic Strategy (RES) Sectors are effectively re-inventing themselves as Environmental
Businesses in order to take advantage of niche market opportunities but also to differentiate
themselves from their competitors via a Green Product or Service offering. This re-invention is not
simply an attempt by Companies to redefine how it sees itself and is seen by others but is also
evidenced by Market and Product re-positioning and more significantly fundamental changes to
Business and Manufacturing Processes.
In order to create a more accurately defined database of EETS Sector Businesses we employed an
approached based on the use of an overlapping set of different Classification Systems, including:
• SIC 1992, 2003 & 2007
• Yell Codes
• Thompson Codes

2. • Nature of Business Descriptors
The SIC Codes used were the ones currently used by both: the NWDA, BLNW and Envirolink to define
the existing EETS Sector. It is to be noted that the Nuclear Industry SIC Codes are currently absent
from the SIC Code based RES Sector definition Individual Yell and Thompson Codes were selected
from a complete list of code sets selected, following detailed scrutiny by NWDA EETS Sector
Managers; Envirolink and the BLNW EETS RES Sector Managers, Team Leaders and Advisors.
Yell and Thomson Codes
Use of Yell and Thomson Codes improves granularity over SIC Codes. Yell and Thomson Codes are
self selected by Businesses and reflect how a Business visualises itself in terms of the market Sectors
in which it operates and how it positions itself in terms of advertising to its customer base. Yell and
Thomson Codes are what Businesses use to tell the world what they’re actually good at! SIC Codes,
in comparison are used as part of the Statutory Returns filed at Companies House, often by the
Company Accountant or Business Registration Agent. The problem is significantly exacerbated, with
regard to some of the big catch-all SIC Codes which begin, “Other,” and end in “Not Elsewhere
Classified”. Such imprecise SIC Codes cover a multitude of sins and, of course, Company Activities.
Using Yell Data With SIC –
Other Computer Related Activities
SIC 2003
SIC 2003 to Yell
SIC 2003 Description Locations
Other computer related activities 4,531
SIC 2003 Description Yellow Pages Classification
Locatio
ns
Other computer related activities Unknown 3,032
Other computer related activities Computer Services 933
Other computer related activities Internet Web Design 207
Other computer related activities Computer Training 87
Other computer related activities Internet Services 75
Other computer related activities Computer Networking & Cabling 69
Other computer related activities Computer Aided Design Services 58
Other computer related activities Telecommunication Eqpt 32
Other computer related activities Data Recovery 10
Other computer related activities Document & Data Destruction 8
Other computer related activities Computer Security 7
Other computer related activities Multimedia Services 5
Other computer related activities Videoconferencing 4
Other computer related activities Publishers & Publications 2
Other computer related activities Information Services 1
Other computer related activities Secretarial Services 1
Sum: 4,531
More problematically the Activity of a Company changes over time as what it actually does becomes
clear for all to see. Often therefore SIC Codes quickly come to bear little representation to what the
company does or the sector in which it actually operates. All industry Sectors, in comparison, are
represented extremely well in Yell and very precisely defined.
An example is given below of the amount of detail that is used to define an Industrial Sector is

3. “Internet Web Design &
Development”
•Web hosting: If you want a website for your customers to visit, this
is a vital internet service. A good web hosting service will ensure the
pages of your web site appear quickly and reliably.
•Domain name: The part of an email address after the @ sign. Many
internet service providers enable you to buy your own domain name,
so you can have an email (and website) address personalised with
your own or your company's name.
•Software development: This is where a computer service company
writes software for you to meet a specific requirement.
Some computer service companies will write whole
programs, while others just write tools to get one
program talking to, or sharing data with, another.
•e-commerce: Doing business on the internet. Supply
of an e-commerce enabled web site, which allows
visitors to pay for goods and services.
A fast moving sector, meanwhile, requires a quickly adaptable classification – companies chasing
market niches update their Yell and Thomson adverts faster than their SIC codes – which they
update rarely if at all creating a very misleading picture of the industry sector mix in the UK. When
the key to making a sale is either Consumers or Other Businesses being able to locate a Product or
Service rapidly then precise definition is important, especially as the emphasis has moved away from
listings and Adverts placed in Printed Directories to Web Adverts and Listings in On-line Directories.
The speed to (re)definition or definition of New Business Types or Sectors is extremely rapid because
it is driven by Commercial Imperative and not hindered by lack of Academic Consensus. ONS would
be advised to bear this point in mind when it comes to the impetus to overhaul and fundamentally
overhaul an outdated and outmoded way of classifying New High-Tech, High Growth Industries in
the New Economy. Indeed it might be argued that a central deficiency of policy making relates to a
lack of precision in defining Industry Sectors and the inability therefore to measure the impact of
policy with sufficient precision.
Access to Yell and Thomson Codes has allowed us to fill the glaring gaps left by SIC Codes in a very
neat and precise way.
Nature of Business Descriptors
Nature of Business Descriptors, are written by the Businesses themselves and detail the Key Activity
of the Business and its Environmental focus. Textual Analysis techniques were applied to the
Business Descriptors creating “Single” & “Paired” Key Words from a Lexicon of Commonly Appearing
Key Words and Phrases provided by Envirolink (which was partly based on an analytical profile of the
Companies in the Envirolink Database that had received a service) as well as from the BLNW’s CRM
System based on an Analysis of Internal Business Descriptors and the Text of Action Plans.

4. Yell Class Thomson
SIC 1992, 2003
or 2007
Nature of
Business
Keyword
Identifying the DCI Sector Utilising
Overlapping Classifications
Flexibility
The ability to utilise
multiple business
classifications from
various sources as well
as the keyword
descriptors provides a
breadth of analysis that
virtually eliminates
businesses for which we
have no classification
data. The potential size
of the pot for businesses
BLNW misses is very
small.
Following Extraction of the Data based on use of the overlapping classification systems above a
Dependability Score is then applied to each Business Record. The greater the overlap between the
differing forms of classification, the greater dependability of the EETS identification. Creating the
Database involved manual inspection of each Record at different levels of dependability down to the
lowest level of dependability, it was not simply that Business Activity Descriptors were regarded as
tie-breakers or that any one of the overlapping classification systems was regarded as being any
more important than the other.
Yell Class Thomson
Not In
Yell
Not In
Thomson
SIC 2007
Nature of
Business
Keyword
Spurious
Keyword
Unknown
SIC 2007
Yell Class
How businesses
advertise
themselves in Yell.
EETS related
classes defined by
BLNW sector
specialists.
Thomson Class
How businesses
advertise themselves
in Thomson. EETS
related classes
defined by BLNW
warehouse
correlation.
SIC 2007
Business
Classifications
gained from
Experian data and
BLNW advisor
CRM entries.
Nature of
Business
EETS keywords,
determined by
analysis of 5k known
EETS businesses,
appearing in the self
determined nature of
business field.
Identifying EETS Businesses
with the BPI
Dependability
The greater the overlap between the differing forms of
classification and business description, the greater the
dependability of the EETS identification. This is indicated
in reports by the BLNW EETS Score.
EETS Score
100
Excellent dependability
EETS Score
90
Very good dependability
EETS Score
80
Good dependability
Development Path

5. First Phase - Define
BLNW built an Elaborate Definition based on using an overlapping set of Data Classification Systems
which used variables from carefully itemised list.
Second Phase – Definitional Refinement
Access to a wide variety of classification systems, meant that it is possible to define Sectors very
precisely and visualise gaps and overlaps. This lessened dependability on SIC Codes considerably
improving Sector identification accuracy. Overlaps between different classification systems
dramatically increases reliability
It is to be accepted that not all Business advertise in Yell and Thomson. Indeed, on average, c.40% of
Businesses, choose not to do so. Either they don’t need to do so or Advertising in Directories is not
seen as a Productive Marketing or Cost Effective Sales Channel Strategy often for Businesses which
are more Business to Business and Less Consumer Front Facing in their approach.
In this instance we rely on either SIC 2007 or Business Activity Descriptors. As you can see from the
graphic below the latter is particularly effective in revealing the activities of Business.
When Yell Fails…
Nature of Business – Other Computer Related
Activities
SIC 2003 to Yell
Yell to Nature
of Business
SIC 2003 Description Yellow Pages Classification Locations
Other computer related activities Unknown 3,032
Other computer related activities Computer Services 933
Other computer related activities Internet Web Design 207
Other computer related activities Computer Training 87
Other computer related activities Internet Services 75
Other computer related activities Computer Networking & Cabling 69
Other computer related activities
Computer Aided Design
Services 58
Other computer related activities Telecommunication Eqpt 32
Other computer related activities Data Recovery 10
Other computer related activities Document & Data Destruction 8
Other computer related activities Computer Security 7
Other computer related activities Multimedia Services 5
Other computer related activities Videoconferencing 4
Other computer related activities Publishers & Publications 2
Other computer related activities Information Services 1
Other computer related activities Secretarial Services 1
Sum: 4,531
Yellow Pages
Classification Nature of Business
Unknown 00Bespoke Application Development
Unknown 3d and 2d animation for the broadcast tv industry.
Unknown 3D Visual Design
Unknown
3D visualising, animation and branding for architectural and
construction industries
Unknown Accountancy and web-site design services.
Unknown Accountancy support.
Unknown Accounting, auditing, tax consult.
Unknown Adult Education Centres
Unknown Advanced Sensor & Control Technologies
Unknown Advertising.
Unknown Architectural and design services
Unknown Architectural, technical consultancy.
Unknown
Assett/Process tracking services for businesses serving
Pharmaceutical, logistics, aviation & Manufacturing sectors
Unknown
Audio visual installation engineers, commenced on 1 june
2007.
Unknown Audio-Visual Production & Presentation Services
Unknown Automation and control design, installation and service.
Unknown Automotive service engineers.
Combining different classification systems means that hard to find Sectors and Sub-Sectors can be
focused on providing us with a solution that is the best of all worlds. Quite simply, it means that we
are able know something about the vast majority of businesses – there are very few for which we
don’t have access to at least one form of classification. This means that overlapping classifications
can be scored for reliability.
Third Phase – Validate

6. Sector Definition is the key to accessing meaningful data. Definition however needs to be intuitive.
For that to happen, definition needs to utilise experience on the ground. A wide range of opinions
need to be included in any sector definitional review. This is particularly the case when you are
confronted by Businesses that “just don’t fit” and it requires a judgement call based on extensive
sector experience and knowledge to decide whether that Business is “in sector” or “out of sector”?
This is why we turned internally to the specialist knowledge and insight of BLNW Sector Managers
and Advisors and externally to the specialist knowledge and insight of Cluster Organisations &
Industry Specialists. The support provided here by Geoff Crossley and the EETS Team at BLNW; Helen
Seagrave and Jo Flanagan at the NWDA and Nick Storer and Emma Boyle at the NWDA – all of whom
were able to draw upon wider banks of knowledge – was indispensable! High Level Validation of
Data achieved through granular interrogation of data made possible by using the highly accessible
and intuitive QlikView software platform contributed to a much more consensual way of building a
sector definition
Fourth Phase – Append – Innovas LCEGS and BLNW EETS Sector Classification Systems
Appending of LCEGS (Low Carbon and Environmental Goods and Services) specialist sector
definitions originated by Innovas starkly revealed the make-up of the EETS Sector and fundamental
relationships between different tiers and hierarchies of the LCEGS Supply Chain in the North West in
a much clearer way than previously and previously thought possible.
As a Double Checking Mechanism and in order to overcome some of the inherent difficulties in using
the LCEGS (Low Carbon and Environmental Goods and Services) Sector Classification System
originated by Innovas, a two tier in-house EETS Sector Classification System was created by the EETS
Adviser Team led by Geoff Crossley. The primary motivation behind its use and application was to
employ a more coherent and rational identification of EETS Sector Companies on the BLNW CRM
System but also to plug gaps and address anomalies created when attempting to overlay the LCEGS
Sector Classification System. Further detail Analysis and Scrutiny of the Final Validated Data Set
reveals that more simplified system is markedly more robust and far less contentious.
The various categories which make up the BLNW EETS Classification System are set out in the
graphic on the page following.
Fifth Phase – Analyse, Report & Share
QlikView is a software tool for analyzing multi-dimensional data. It is a point-and-click-simple way to
view data and information and based on their patented in-memory associative technology, which is
the company's main competitive advantage in the market. In addition, QlikView compresses data as
it is brought into memory. And, because QlikView operates entirely in memory, every source
performs lightning fast, regardless of the performance of the under system.
QlikView provides end users with tools to craft their own view of data allowing you to manage data
extraction and transformation. Because QlikView operates entirely in memory it does not require
data to be stored in specific, aggregated, proprietary formats such as cubes. In addition, QlikView
automatically detects and manages the associations between data tables. Thus, loading data into
QlikView is as simple as loading individual tables and letting QlikView associate the data.
QlikView therefore lets you bring together data from a wide variety of sources. End users therefore
can be in charge of finding their own, business critical, slice of the data. Changes can be made in
minutes, often by the end user. Condensing this process allows developers a high paced
development cycle focused on delivering value to end users immediately.

7. QlikView provides a wide array of functions to analyze your data the way you want to see it.
QlikView enables you to analyze data at the most granular level of detail required, providing
unparalleled insight into the actual events and dependencies informing your business performance
QlikView thus makes it for you to explore and understand data. In addition to seeing charts, graphs
and numbers, associative analysis allows you to see and explore relationships that go beyond the
linear and obvious. It lets you ask questions, test hypotheses, explore different data angles, and,
more important share what you find.
BLNW has brought the EETS Data into a much larger Multi-Dimensional Data Dashboard which will
allow stakeholders from the EETS Community, including the NWDA and Envirolink, to Query the Data
Set and generate a series of Detailed Cross-Tab Reports over the Web live on BLNW BPI Data
Warehouse. This hybrid data is not available anywhere else in the market and is a unique attribute of
the BPI Data Warehouse that BLNW has built. More complex Time Series Dashboards will be
constructed in due course which will be based on a range of external data sources, including the
monthly feed received from Experian as well as the Data in BLNW’s internal CRM system which is
updated on a daily basis.
Collaborative Data Driven Decision-Making
The aim is to promote genuinely collaborative data-driven decision-making. QlikView will be critical
in this process for the EETS Sector in the North West allowing Key Stakeholders to share data and
analysis. QlikView delivers true teamwork capabilities to end users, to allow any level of information
sharing. Bookmarked Data Selections can be emailed to colleagues and other collaborative partners.
Sharing insights via QlikView means that everyone works from a single version of the truth – the
same agreed data set. This will be of fundamental in breaking down siloed approaches to data
analysis and be key to overcoming issues of data quality and data usability. It will be critical in
confronting collaborators with the question of whether it is possible to link and share data and key
data findings. The ability to report on the continually updated data on a regularised basis therefore
will allow policy makers to assess the health of the EETS Sector and measure the impact of policy
over time
BLNW Sector Prioritisation
Core Activities Industries
Renewable Energy
Hydro
Wave and Tidal
Biomass
Wind
Geothermal
Energy
Power generation (conventional Oil, Gas, Coal)
Nuclear Power Generation
Nuclear Power Decommissioning
Power generation from waste
Combined Heat Power
Fuel Cells
Environmental
Air Pollution Control
Environmental Consultancy
Environmental Monitoring, Instrumentation &
Control
Marine Pollution Control
Noise & Vibration Control
Energy Transmission
Distribution & storage of energy (electricity
& hydrocarbons)
Distribution of energy
Switchgear
DC/AC Conversion
Lighting
Low Energy Lighting
Lighting design & innovation
Emerging Energy & Environmental
Sub Sectors
Alternative Fuel Vehicles
Alternative Fuels
Production of Hydrogen
Extraction of Coal, Oil, Gas, Biomass
Insulation & energy conservation
Heat Exchangers
Trade in energy resources
Land Remediation
Waste Management
Water Supply & Waste Water Treatment
Recovery & Recycling
Energy Efficiency
Trade in recovered materials
Transformers
Smart grids
Smart metering
Solar photovoltaic
Solar thermal
LEDs
Disposal & recycling of lighting units
Energy Efficient Building Technologies
Alternative Energy Sources.

8. Sixth Phase – Embed
What we are talking about here is exploring the art of the possible – a two way exchange of data
which is continually enriched by activity captured in the CRM Systems of BLNW, the NWDA and
Envirolink.
The ultimate aim is the development of truly embedded and reciprocal data sharing activity creating
a fully embedded North West wide shared strategic data warehouse asset.
It will then be genuinely possible to use the data to inform decision makers when planning business
support interventions and monitor the performance, over time, of the businesses affected by these
decisions.
Embedding the BLNW Data asset at the heart of the regions decision making
process
The QlikView Dashboard System has the potential to become a scalable evidence based decision
making tool. This coupled with strong local knowledge offered by specialist advisors on the ground,
ensures that business support activities across the region can be delivered using real local
experience combined with up to date relevant data.
This ensures a move from Opinion Based Decision making, where choices are made despite
significant unknowns and knowledge gaps, to true Evidence Based Decision making, where the
marriage of statistical evidence and experience ensures fully informed choices. (See graphic below)
Aim: Change
from Anecdotal &
Judgmental to
Evidence-based
Decision making
Experience-influenced Evidence-based
Opinion-based Evidence-influenced
Experience
Evidence / Information

9. The ability to segment data in an extremely granular fashion means the ability to deliver targeted
campaign activity to specific audiences.
A key benefit is that EETS Marketing will be able to react quickly in a rapidly changing economic
environment and be flexible with campaign delivery. Segmentation will allowed Marketing to create
detailed profiles of Key Audience Groups and deliver highly contextualised messages. This will have
two effects. Firstly, it will significantly improve response rates to Marketing Campaigns and secondly,
it has allowed EETS Sector Stakeholders to promote increased levels of understanding of the EETS
Product and Service offering by marketing very specific products and services to a receptive
audience.
The EETS Adviser Team at BLNW have been using EETS QlikView Dashboard in two specific ways.
Firstly to conduct gap analysis and intervention planning, in essence they are using QlikView Tools
and Reports to plan the operational delivery of the Business Link Service by Advisers on the ground,
identifying areas where BLNW is strong and where there are weaknesses in service delivery
capability, i.e. whether there are enough advisers in a particular geography to meet the level of
demand from a particular industry sector.
Secondly, the QlikView Data is being used to drive Marketing Campaigns for Lead Generation
Activity. This will deliver major efficiencies in Marketing Activity, especially if this conducted on an
increasingly Joint basis with Stakeholder Partners like Envirolink. Several Joint Campaigns around the
Issue-Areas of Energy management and Smart Energy; Recyclables and Renewables have been
inaugurated recently.
EETS Data will become a dynamic Engagement tool. EETS Data will be available tom be used in a
consultative context to plan interventions before they are taken. EETS Data will be able to be used to
track the performance of companies over time highlighting areas of improvement or decline; these
changes can also be used to provide regional or sectoral benchmarks. This capability provides both
the context and the measurement capability required to test Business Support Interventions over
time.
Another key benefit will be that issues in a specific Geography can be benchmarked and tested as an
appropriate policy response model for other parts of the region.
This cross region capability is a key factor in profiling companies or groups of companies when there
are thematic or sectoral reviews. The EETS Data will allows for a level of analysis on this sector to be
completed in a Pan Regional style and not for the specific requirements of a Local Authority. This
will promote Sectoral transparency and is essential when working with regional supply chains.
In Conclusion
The work done by using the EETS QlikView Dashboard Business Link will ultimately increase the
regions use of tangible evidence to support the creation of policy initiatives and business support
interventions. Decisions from now forward will be made using evidence instead of opinion and be
more representative of the business entities on the ground.
A recent example of the tangible and added value benefits of such level of analysis has been,
mapping the location of Energy & Environmental Technology Sector (EETS) businesses by deprivation
indices revealing a clustering of Environmental Technology Businesses in prosperous/affluent areas
close to main transport highways.
Ged Mirfin, Chief Data Officer, BLNW, Friday 04th
June

10. The ability to segment data in an extremely granular fashion means the ability to deliver targeted
campaign activity to specific audiences.
A key benefit is that EETS Marketing will be able to react quickly in a rapidly changing economic
environment and be flexible with campaign delivery. Segmentation will allowed Marketing to create
detailed profiles of Key Audience Groups and deliver highly contextualised messages. This will have
two effects. Firstly, it will significantly improve response rates to Marketing Campaigns and secondly,
it has allowed EETS Sector Stakeholders to promote increased levels of understanding of the EETS
Product and Service offering by marketing very specific products and services to a receptive
audience.
The EETS Adviser Team at BLNW have been using EETS QlikView Dashboard in two specific ways.
Firstly to conduct gap analysis and intervention planning, in essence they are using QlikView Tools
and Reports to plan the operational delivery of the Business Link Service by Advisers on the ground,
identifying areas where BLNW is strong and where there are weaknesses in service delivery
capability, i.e. whether there are enough advisers in a particular geography to meet the level of
demand from a particular industry sector.
Secondly, the QlikView Data is being used to drive Marketing Campaigns for Lead Generation
Activity. This will deliver major efficiencies in Marketing Activity, especially if this conducted on an
increasingly Joint basis with Stakeholder Partners like Envirolink. Several Joint Campaigns around the
Issue-Areas of Energy management and Smart Energy; Recyclables and Renewables have been
inaugurated recently.
EETS Data will become a dynamic Engagement tool. EETS Data will be available tom be used in a
consultative context to plan interventions before they are taken. EETS Data will be able to be used to
track the performance of companies over time highlighting areas of improvement or decline; these
changes can also be used to provide regional or sectoral benchmarks. This capability provides both
the context and the measurement capability required to test Business Support Interventions over
time.
Another key benefit will be that issues in a specific Geography can be benchmarked and tested as an
appropriate policy response model for other parts of the region.
This cross region capability is a key factor in profiling companies or groups of companies when there
are thematic or sectoral reviews. The EETS Data will allows for a level of analysis on this sector to be
completed in a Pan Regional style and not for the specific requirements of a Local Authority. This
will promote Sectoral transparency and is essential when working with regional supply chains.
In Conclusion
The work done by using the EETS QlikView Dashboard Business Link will ultimately increase the
regions use of tangible evidence to support the creation of policy initiatives and business support
interventions. Decisions from now forward will be made using evidence instead of opinion and be
more representative of the business entities on the ground.
A recent example of the tangible and added value benefits of such level of analysis has been,
mapping the location of Energy & Environmental Technology Sector (EETS) businesses by deprivation
indices revealing a clustering of Environmental Technology Businesses in prosperous/affluent areas
close to main transport highways.
Ged Mirfin, Chief Data Officer, BLNW, Friday 04th
June