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An introduction to Geographic Information and why it is important
Birmingham 18th November
Brian HiggsCorporate GIS Manager
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What is Geography?• Spatial is one of only five ways to analyse information
Obvious• Where is my nearest library or doctors surgery?• How many households are there within 2km of the proposed recycling
centre?• Where do the pupils who attend a particular school actually live?
Less so• Who is my councillor?• When does my bin get emptied?
• Synergy – the ability to join up data about the same real world object or individual.
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GI as a Facilitator
• Modern society now depends on seemingly limitless numbers of computerised databases.
• Bank/credit details, store cards, insurance and health records, Facebook and other internet applications, etc…
• Most of these contain some form of geo-code that can be linked to reference geographies, eg nearly 90% of Local Authority databases fall into this category.
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EXPERIAN -MOSAIC UK
Northgate - Electoral Register
ONS - Index of Multiple Deprivation
GIS and LLPG
APAS - Planning
Applications back to 1947
Building Reg’s
TPO’s
Enforcements
Planning Policy
GVA - Corporate Asset
Management
CENTRIS - Pupil Records
iWorld –Housing
Management
M3/Northgate - Environmental
Health
NLIS - Land Charges
CONFIRM - Arbor / Grounds
Maintenance
Northgate -Revenues and
Benefits
Business Link Data
MAYRISE - Street Lighting
Symology - Highways
Maintenance
ExeGesIS - HBSMR
ASPIRE - CRM (Dudley Council Plus)
ELMS2 - Community Equipment
EMS - Early Years
SIDEM – Parking
Management
SWIFT - Social Service
Clients
ONS - Census Data
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Reference Geographies• Postcode
Designed to be a mail delivery mechanism not a reference geography, but everyone knows theirs
• AddressAs above but factors such as “gentrification” make the ability to match difficult so resort to property references
• Transportation networksRoads, railways, canals, rivers etc. Different communities will often see the same object differently
• Co-ordinatesDifferent co-ordinate systems require translation such as data captured through GPS (latitude/longitude) to be mapped on O.S. maps (National Grid)
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Local Authority applications using spatial technologies
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500m radius search area
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Customer Insight and Social MarketingWe already know which of our services they use, so collate the service lines through the address in order to build up a profile of the customer…
Household Business
Housing Benefit Council Housing
Address
TypeAge
Tenure
Environmental HealthTrading StandardsTrade WasteNon-Domestic Rating CRMetc
Individual
Social ServicesPupil RecordsElectoral RegisterCRM etc
Housing Benefit Council Housing
TypeAge
Tenure
Environmental HealthTrading StandardsTrade WasteNon-Domestic Rating CRMetc
Social ServicesPupil RecordsElectoral RegisterCRM etc
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Where they live will give some insight into their demographic profile and identify services that aren’t being taken up but perhaps should be, using sources such as:
Profiling data e.g. IMD
Local Authority and partner data
Commercially available data, e.g. MOSIAC
A GI-based approach to getting to know your customerCustomer Insight and Social Marketing
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Mosaic data
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Reproduced from O.S. mapping with the permission of The Controller of H.M.S.O. Crown Copyright 2009 Licence No. 100019566
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All 110 schools have accessed it with Primary Schools the most active users
One user interface from Reception Class through to Sixth Form
Supports cross-curricular delivery
The first application to be delivered through Dudley Schools Portal
GIS-MO for Schools
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Other sector applications
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• Planning the location of new stores using geo-demographics, e.g. analyses of catchments and drive-times
• Loyalty cards enable them to monitor what you buy and from where; assists planning of promotions and reducing unsold stock
Retail Sector
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Insurance Sector – Flood Risk
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Health Sector
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Public-facing applications
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Health Services
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Government
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Route Planning
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Fault Reporting
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Open Access Mapping Infrastructure
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Geography has “broken out”
Neo-geographers
• our view of them:
• their view of us:
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Because it’s there to be mapped…
Locations of places mentioned in one band’s songs
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Validating and improving authoritative data – despite the authorities!
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Community calendar – where and when
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Historical information
German V2 rocket strikes on London
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Thank you for your attention