GIS mapping and Customer insight segmentation
Using mapped data to highlight areas of service need, target
communications and behaviour change, and prioritise services, has
become a very powerful tool over the past few years. More and more
data outputs are being presented on geographical maps, rather than
as data tables.
Neighbourhood-based maps show at a glance where issues occur and
where action needs to be taken. To help reduce costs, interventions
can be targeted rather than provided as blanket coverage.
Using maps also gets information across to residents, elected
members and non-technical audiences in a striking visual way.
M·E·L is one of the licensed user of CACI's Insite package
as our main GIS system. This has been designed specifically for us
by CACI, giving us access to addresses across the UK, Census data,
ACORN data, allowing us to map results by geographical areas such
as local authority, district, ward, output or super Output
Areas.
This technique can also be used in structuring survey design,
improving representativeness by ensuring appropriate
socio-demographic locations are selected for fieldwork.
We are also currently trialling HealthACORN and GreenACORN on a
number of projects and are extending to built-in drive time
software. Insite allows us to feed in our own survey results and
create impressive graphics to allow clients to see results mapped
against other information, such as census characteristics or the
Health ACORN segmentation.
It is also a very powerful tool in social marketing and can
pinpoint other areas possessing similar geodemographic
characteristics to predict similar behaviours amongst residents and
therefore allow clients to target similar groups across their areas
of operation.
For further information on
our GIS and Insight segmentation, please contact Helen
Clive (0121 604 4664)
