leveraging data and analytics - omaa · leveraging data and analytics using analytics to help...

©2019 Environics Analytics

Leveraging Data and Analytics

Using Analytics to help inform HR, Engagement, and other Strategies in the Data Age

Nader Shureih

Director, Business Development – Public Sector


1854 London Cholera Outbreak


Public Health

Epidemiology

Water Treatment and Management

6


Disruption is real, but it is a by-product

7

1990s1960s1950s1930s 1940s 2000s present


Hitachi Pentaho/iGov (2016) - UK

8

Believed that Big Data benefits their public sector organizations

Believed that Big Data helps deliver more personalized service

Believed that Big Data increases efficiency, reduces cost

believed Big Data provides deeper insights into customers/citizens

76%74%79%88%

©2019 Environics Analytics9

2020

2016

More sophisticatedbusiness decisions need to be made more quickly

Health Sciences

Government

Manufacturing

Canada

Communications


The Utopia

10

Data Lake

CRM data

Transactional data

Financial dataWeb / Mobile

data

Marketing / Comms data

• Derive value from many data formats and types

• More flexibility• Unlimited ways to query the data• Application of a variety of tools to

gain insight • Elimination of data silos• Democratized access to data via a

single, unified view


But… the implications

Logistics of building your data lake

$$$

PRIVACY11


So, how else can you take advantage of your captured and used data?

12


Geodemographics.

Your greatest asset is that you serve residents in a defined space.

13


A few areas in which EA has worked with municipalities and their data

• Transit /Transportation data

• Library cardholder data

• Parks / Recreation registrations

• Fire calls (false and otherwise)

• Service calls

14

• Permits, licences, site alterations

• By-law interactions

• Events

• Public Health communications

• Waste / Recycling / Composting

removal


Observed pain points in the public sector

15

Public engagement

Recruitment /RESOURCE Allocation

Greater insight into stakeholder

communities

Recruit and retain talent in an increasingly competitive environment


Data Analytics Services

• Privacy-Compliant, Reliable Databases

• 30,000+ data points for six-digit postal codes

• Use in your environment

• Evaluate analytics readiness

• Data• Analytical processes• Tools• Skills• Measurement plans

• EA standardized analytical processes

• Project work by EA

• ENVISION5 tool for self-serve analytics

• Training, support, knowledge transfer


Geodemographic Clusters

• “You are where you live”

• Easy and inexpensive – off-the-shelf

• Integrate with contextual data

• Locate populations of interest

• May be less effective with specialized populations of interest

17


PRIZM5.com

18

Look up your postal code:


Geodemographics:The whole is greater than the sum of its parts

19

City of Toronto

Reflecting the Public in Public Engagement


HOW MUCH WILL WE GROW?Projected population change by 2026

HOW MUCH WILL WE GROW?Projected population change by

7


Consultation Goals

• Ensure that the planning process includes input from all of Toronto’s diverse communities

• Inclusive of those who live outside the core

• Create a public facing device to communicate why this Plan should matter to people, even if they don’t live or work in the core

8


Implementation of Avatars

3 ads = 39,228 impressions

Solution: Social mediaTwo-tiered approach

Phase 2: show how policy affects different groups

Phase 1: social media campaign

4 ads = 109,826 impressions

15


Each Avatar had its own write-up

• Allowed for citizens to see themselves in the community and in the communications that the city was putting forward

26


Successes of avatar campaign

• Higher engagement of survey respondents

• Target citizens are more involved in city planning decision making

• Engaged young and diverse segments of Torontonians

• Greater awareness by staff of diversity of constituents to ensure broad input

27

City of Mississauga

Analytics to Improve Recruitment & Retention


The City of Mississauga asked Environics Analytics (EA) to help them understand the types of people who are more likely to apply and work at the City of Mississauga.

The insights provided by EA were used to help promote the City of Mississauga as a dynamic employer and to improve recruitment and retention within the organization.

The Challenge


Five Custom Employee Target Groups

The Solution

Management Material

Entry Level Youth

Middle-Aged Diverse Families

Connected

PEOPLE

COMMUTING

FAMILIES

Top Permanent Opportunities

Technical/Professional Staff MiWay MiWay Fire and Emergency Services Fire and Emergency Services

Fire and Emergency Services Frontline Service Delivery Frontline Service Delivery Executive Leadership Executive Leadership

Frontline Service Delivery Technical/Professional Staff Technical/Professional Staff Technical/Professional Staff Technical/Professional Staff

Executive Leadership Frontline Service Delivery


The Solution - Psychographics

31


• The Environics Analytics data was able to give The City of Mississauga insights into the mindsets of their different employee groups

• Data-driven Employee Target Groups better informed HR recruitment tactics, retention strategies and employee engagement

Understanding the Employee Target Groups Through Social Values

Take-Aways


• Just because your infrastructure isn’t ready to leverage all your data, don’t limit yourself in terms of what you can do with what you have

• Small does not equal incapable. On the contrary, smaller municipalities have the luxury of agility and flexibility on their side

• Don’t discount the importance of tying what happens in your cities to where it happens. You’ll very likely find some more interesting trends and characteristics that way.

Some Final Thoughts

33


Questions?

Nader Shureih

Director, Business Development – Public Sector

@EnvironicsA

Environics Analytics

[email protected]

34

leveraging data and analytics - omaa · leveraging data and analytics using analytics to help...

Documents