warwickshire observatory mosaic seminar 2012
DESCRIPTION
Presentation by Warwickshire Observatory to WCC colleagues, raising awareness of the Mosaic dataset and promoting its use across the organisation to help better understand our customers.TRANSCRIPT
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Mosaic Seminar23 May 2012
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Programme
• What is Mosaic?• Tell-us-a-postcode exercise• Warwickshire’s Mosaic Profile• Applying Mosaic• Case Study: One Front Door• Further scenarios• Discussion – how can Mosaic help you?• Moving forward
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What is Mosaic?
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What is Mosaic?
“Mosaic Public Sector is the UK's only classification designed specifically for use by the public sector and focuses on the needs of citizens. It provides a detailed and accurate understanding of each citizen's location, their demographics, lifestyles and behaviours.”
Experian
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What is Mosaic?
• Household classification system• 440 datasets• 15 Groups• 69 Types• All unique characteristics
demographics
perception of safetyhousehold composition
channel preferences
ethnicitydeprivation / income
hobbies / interests
healthtype of property attitudes
education
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Mosaic GroupsWhat is Mosaic?
A Residents of isolated rural communitiesB Residents of small and mid-sized towns with strong local rootsC Wealthy people living in the most sought after neighbourhoodsD Successful professionals living in suburban or semi-rural homesE Middle income families living in moderate suburban semisF Couples with young children in comfortable modern housingG Young, well-educated city dwellersH Couples and young singles in small modern starter homesI Lower income workers in urban terraces in often diverse areasJ Owner occupiers in older-style housing in ex-industrial areasK Residents with sufficient incomes in right-to-buy social housesL Active elderly people living in pleasant retirement locationsM Elderly people reliant on state supportN Young people renting flats in high density social housingO Families in low-rise social housing with high levels of benefit need
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Mosaic GroupsWhat is Mosaic?
A Residents of isolated rural communities
A01 - Rural families with high incomes, often from city jobs
A02 - Retirees electing to settle in environmentally attractive localities
A03 - Remote communities with poor access to public and commercial services
A04 - Villagers with few well paid alternatives to agricultural employment
& Types
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Mosaic GroupsWhat is Mosaic?
& Types
M57 - Old people in flats subsisting on welfare payments
M Elderly people reliant on state support
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M57 - Old people in flats subsisting on welfare payments
What is Mosaic?
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Resources
• Pen Portraits• Descriptions• Grand Index• Interactive Guide• Observatory summaries• iCoder
What is Mosaic?
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Tell-us-a-Postcode
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• Look at individual postcodes around Warwickshire to see how Mosaic categorises them
• Does it fit with expectations/knowledge of the area?
Tell-us-a-postcode
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• Postcodes can vary significantly
Tell-us-a-postcode
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CV11 4BH (near Nuneaton library)
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CV11 4BH (near Nuneaton library)
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CV32 4NN (Regent St, Leamington Spa)
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CV32 4NN (Regent St, Leamington Spa)
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CV34 6GB (Warwick Gates)
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CV34 6GB (Warwick Gates)
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CV33 9TR (Lighthorne Heath)
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CV33 9TR (Lighthorne Heath)
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CV47 2UR (Temple Herdewyke)
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CV47 2UR (Temple Herdewyke)
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Warwickshire’s Mosaic Profile
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Warwickshire’s Mosaic Profile
• In 2011…• 237,900 households• Largest Group = D (14.6%)• Smallest Group = N (1.7%)• 68 of the 69 Types
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Mosaic Groups in WarwickshireWarwickshire’s Mosaic Profile
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Variations across the countyWarwickshire’s Mosaic Profile
Nuneaton & Bedworth Stratford-on-Avon
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Warwickshire’s Mosaic Profile
ABCDEFGHIJKLMNO
Super Output Areas
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Warwickshire’s Mosaic Profile
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Group Profiles for Warwickshire
• http://bit.ly/MosaicProfiles
Warwickshire’s Mosaic Profile
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Applying Mosaic
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Applying Mosaic
• Profiling customers• Identifying need• Understanding broader characteristics• Examining channel preferences
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Profiling customers
• You know who your (current) customers are• Perhaps all you know is that they access your
service• Turn your admin records into intelligence• What about…
– Channel preferences– Their health, economic status, interests,
perceptions and attitudes – Other services of interest
Applying Mosaic
iCoder
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Identifying need
• You want your service to reach certain communities of need
• But who are they, where are they and what are their characteristics?– In which communities are they concentrated?– What is the best way to engage with these
potential service users?– What else can we learn about these households?
Applying Mosaic
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Example: Accidental Dwelling Fires
• F&R priority to reduce ADFs
0
1 00
2 00
3 00
4 00
5 00
A B C D E F G H I J K
Mosaic Group (note: old version of Mosaic)
5x
4x
3x
2x
Average
No risk
Applying Mosaic
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Volume or risk?
VOLUME
D & B
29%
groups
% of all ADFs
% of all households
RISK
F, G & I
29%
31% 8%
Applying Mosaic
(note: uses old version of Mosaic)
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Where?Applying Mosaic
Group F - Clarendon, Brunswick, Newbold, Crown
Group G - Camp Hill, Bar Pool, Wem Brook, Kingswood
Group I - Newbold, Wem Brook, Bede, Caldecott
(note: uses old version of Mosaic)
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Who?Applying Mosaic
smokerssingle person dwellings
claim benefits / have low incomes / be unemployed
high levels of debt / CCJs
purpose built flats
poor general health mental health issues
sleep lots and watch TV
public rented dwellings betting and bingo
The types of households that aremost likely to experience ADFs arealso the types of households thatare most likely to have thefollowing characteristics…
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Who?Applying Mosaic
Social Housing
0
5 0
1 00
1 5 0
2 00
2 5 0
3 00
3 5 0
4 00
0 1 00 2 00 3 00 4 00 5 00 6 00
ADFs
Soci
al h
ousi
ng
(note: uses old version of Mosaic)
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Who?Applying Mosaic
Chronic liver disease / Cirrhosis
0
5 0
1 00
1 5 0
2 00
2 5 0
3 00
0 1 00 2 00 3 00 4 00 5 00 6 00
ADFs
Chro
nic
liver
dis
ease
/ c
irrho
sis
(note: uses old version of Mosaic)
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How?Applying Mosaic
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How?Applying Mosaic
Shopping at Farmfoods
0
5 0
1 00
1 5 0
2 00
2 5 0
0 1 00 2 00 3 00 4 00 5 00 6 00
ADFs
Shop
at F
arm
food
s
(note: uses old version of Mosaic)
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How?Applying Mosaic
Likelihood of having no bank account
0
5 0
1 00
1 5 0
2 00
2 5 0
0 1 00 2 00 3 00 4 00 5 00 6 00
ADFs
No
bank
acc
ount
(note: uses old version of Mosaic)
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How?Applying Mosaic
Betting & Bingo
0
2 0
4 0
6 0
8 0
1 00
1 2 0
1 4 0
1 6 0
1 8 0
2 00
0 1 00 2 00 3 00 4 00 5 00 6 00
ADFs
Betti
ng
0
5 0
1 00
1 5 0
2 00
2 5 0
0 1 00 2 00 3 00 4 00 5 00 6 00
ADFs
Bing
o
(note: uses old version of Mosaic)
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Other examples…
• Plotting a route for the ‘Branch Out Bus’ (BOB) • Identifying new ‘No Rogue Trader’ Zones• Exploring variations in school attainment• Improving the take-up of free school meals• Understanding drug treatment clients• Alcohol-related hospital admissions• Improving confidence in the police• Engaging with flood zone households
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Case Study: One Front DoorJohn Crossling
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Case Study: One Front Door
• Taking key services to those in need• Contribute to reducing inequalities• Identify communities of need• Identify what they need• Determine the most efficient and effective
ways to meet these needs
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• First, identified all relevant properties - WCC and potential partners
One Front Door
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Case Study: One Front Door
• What do we know about our customers?• Where do they come from?• How do they contact us?• What services do they use?
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One Front Door
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• Where are our customers? One Front Door
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• Who do we target? One Front Door
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• Where are our customers that prefer face to face service delivery?
One Front Door
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• Where are those in greatest need? One Front Door
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• Where are those in greatest need? One Front Door
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• Where are those in greatest need? One Front Door
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• Where are those who prefer F2F? One Front Door
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• Where are specific customer types? One Front Door
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Benefits of this approach
• This research…– Indicates target concentrations– Identifies typical issues/needs– Suggests communication techniques– Indicates key partners– Targets service points– Suggests properties for rationalisation– Let’s look at Lillington…
One Front Door
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One Front Door
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One Front Door
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One Front Door
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What next?• Identify what is being delivered – by who and how?• Not just fixed service delivery eg mobile libraries• Get partners on board – agree principles of co-
location; shared service delivery; shared costs; shared efficiency savings
• Get community on board – consult and involve; use appropriate communication; locality fora; volunteers- “Big Society”
• Work together to develop new ways of delivering services – Community Information Points are one possible approach
One Front Door
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Measuring success
• If we get this right we will…– Take right services to the right people– Raise profile and improve perception– Address inequalities – develop communities –
help them migrate to other access channels– Foster closer working relationships between
partners
One Front Door
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Coffee
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Further Scenarios
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Further Scenarios
• WOMBAT – using WCC’s mapping system to examine Mosaic
• Tackling child poverty• Identifying need for Children’s Centres• Positioning Local Centres / Satellites• Targeted Community Forum engagement• Informing property rationalisation• Finding ‘big society’ hotspots• Shaping high speed broadband provision
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Discussion
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Discussion – how can Mosaic help you?
• Work in groups of about 4 people• Use the sheet to guide discussion• Share some ideas for using Mosaic in your
areas of work
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Moving Forward
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Moving forward
• Share today’s material including ideas• Yammer Group?• Workshops, drop-in sessions?
• What do you need?
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Further InformationExperian
Webpage > http://bit.ly/mosaic_psBrochure > http://bit.ly/mosaic_ps_brochureKnowledge Base > www.publicsectorknowledgebase.co.ukCase studies > http://bit.ly/mosaic_egsFact sheets > http://bit.ly/mosaic_facts
ObservatoryOur profiles > http://bit.ly/MosaicProfilesOur case studies > http://bit.ly/obs_mosaicContact us > [email protected]
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