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Steve Rose Presentation Capita 8th National Customer Insight Conference 2015, 30 January 2015 How to Create Meaningful Insights through the Capture of Customer Data Steve Rose Head of Strategic Research Birmingham City Council t: 0121 6759566 m: 07776014046 e: [email protected] Photo: Ben Tesch Birmingham 52.4831° N, 1.8936° W Council House Town Hall Floozy (in the Jacuzzi) Queen Victoria Victoria Square, Birmingham Photo: Brian Clift A lot of people 1,092,330 people Birmingham 410,700 households Some facts = Liverpool + Manchester Deprivation & Child Poverty population live in 10% Nearly half of Birmingham under 18s 40% most deprived nationally 49% live in the top 10% most deprived (430K people) areas (LSOAs) (130K children) A Superdiverse City Economy 47,005 unable to speak English 31,00 Active in Employment (Census 2011) 57% businesses (of working age, 72% But not a no nationally) Source: Census go Zone! Health #foxnewsfacts 10-11 year olds Of adults are 39% 47% with Excess Weight physically active (33% nationally) (56% nationally) Source: JSNA Source: JSNA Picture: Victoria Square, Birmingham Photo: Brian Clift Life Expectancy Rate at Birth (2007/09) Mean: 79 This impactful graphic was used by Birmingham Public Health to starkly illustrate the gap in life expectancy at the different stops on the Birmingham metro system. Photo Source: bixentro How we typically get our data Qualitative Quantitative Systems Systems Formal Consultation 450+ Information Assets in birminghambeheard.org.uk Birmingham City Council Informal Dialogue BI & Analytical Tools such as birmingham.dialogue-app.com Tableau, GIS, BO, Excel…. Research Segmentation, Profiling, Desk based – literature reviews Propensity Modelling Libraries IDOX, HSMC Business data and Focus Groups intelligence People’s Panel Research 1,500 residents Interviews Tracker Survey (250 face:face interviews per month) Surveys (Survey monkey etc..) Open Data Open Data Social Media ONS, NOMIS, LG Inform, data.gov (+others) Photo: Binary Girl Keary O. We have to be flexible, pragmatic adaptable and innovative From painfully low tech To innovative, & labour intensive automated techniques e.g. RFID scanning Photo: Binary Girl Keary O. Q: What value do we place on our parks? Karen Creavin A: I don’t know Head of Community Sport & Healthy Lifestyles Steve Rose Q: Okay, who uses our parks? Head of Strategic Research A: Err, sorry I don’t know Q: Right, so why do we have parks? A: Everyone likes parks, don’t they… Q: Do they? A: Err, sorry I don’t know Q: So we need some evidence? A: Yes we do, let’s collect some data Illustrative conversation and not a reflection of real events Birmingham has 571 parks totalling over 3,500 hectares (14 sq mi) of public open space,[1] Cannon Hill Park, Birmingham Photo: Bob Hall more than any other European city. 1 Steven, Morris (4 April 2014). "Birmingham joins San Francisco and Oslo in global green cities club". The Guardian (Guardian News and Media). Retrieved 4 April 2014 Leisure centres without walls? Ward End Park, Hodge Hill, Birmingham Photo: Liz Callan Olympic gold medallist Jessica Ennis-Hill joins people from across Birmingham to celebrate the launch of Coca-Cola Zero ParkLives Ward End Park, Hodge Hill, Birmingham Photo: Birmingham City Council Data is key 1. Gain insight • Create ways to capture active data for individuals, groups, and multiple activities • Provide the right activity opportunities and evidence their value 2. Participation & growth • Start participation and expand frequency of participation • Incentives, loyalty, peer to peer, community, feedback 3. Social Inclusion • Ways to join and build social networks and community • Driver for and evidence greater social inclusion in the city. Data on outdoor activity Place holder for healthy villages stuff – Not sure what text/images to use here…….. See below for text to talk about An array of developers? Collective noun for IT developers? Multiple data touch points Source: Friends of Walkers Heath Park Intelligent Health trial RFID reader BCC ParkLives website LeisureFlex Challenges… • First time it’s been done • Limited resources for technology • Outside – data security protection, privacy • Time to collect data – classes can be up to 40 • Non-BCC session leaders and volunteers 45 types 23,497 of activity participants 36,132 55 hours of outdoor activities venues 103 24 people training became sessions volunteers Age and gender Ethnicity Activity by age • Circuits, Outdoor Gym, Yoga, Pilates and Zumba attract a mix of people • Tai Chi % walking – predominantly 50+ Deprivation IMD BAND EDGBASTON ERDINGTON HALL GREEN HODGE HILL LADYWOOD NORTHFIELD PERRY BARR SELLY OAK SUTTON COLDFIELD YARDLEY 0% TO 10% 4.52 55.68 38.85 79.85 80.78 30.93 26.67 18.58 0.00 31.02 10% TO 20% 11.65 32.39 13.27 14.40 13.40 12.76 30.13 2.01 0.00 24.54 20% TO 30% 21.91 5.68 8.08 2.11 5.36 22.08 7.45 17.30 1.85 28.70 30% PLUS 61.91 6.25 39.81 3.65 0.46 34.24 35.75 62.11 98.15 15.74 All 100 100 100 100 100 100 100 100 100 100 Mosaic Public Sector Mosaic Public Sector All activities % Summerfield Park % A Country Living 0 0 B Prestige Positions 1.7 1.5 C City Prosperity 0.5 0.2 D Domestic Success 10.5 2.0 E Suburban Stability 4.5 0.0 F Senior Security 7.7 0.0 H Aspiring Homemakers 13.4 1.7 I Urban Cohesion 20.7 40.4 J Rental Hubs 7.6 24.3 K Modest Traditions 5.0 0.3 L Transient Renters 9.3 20.4 M Family Basics 9.8 5.1 N Vintage Value 4.5 2.0 O Municipal Challenge 4.7 2.0 Experian Ltd, 2014 Mapping home postcode Produced by Customer Knowledge, BCC 27/01/2015 Data source: Active Parks April - Oct14, BCC Copyright Experian Ltd, Navteq 2015 Crown copyright and database rights 2015 Ordnance Survey 100021326 Key nmPark 1 nmPark 2 nmPark 3 Users !( Park 1 !( Park 2 !( Park 3 Produced by Customer Knowledge, BCC 27/01/2015 Data source: Active Parks April - Oct14, BCC Copyright Experian Ltd, Navteq 2015 Crown copyright and database rights 2015 Ordnance Survey 100021326 Trialling rewards www.rewardyourworld.com/birmingham Lessons learnt • People love being outdoors and taking part • Session leaders and volunteers are vital to success – we need to make it less of a burden for them to collect data • We got lots of data but resource intensive and risk to accuracy / quality – need a paperless solution to data collection • Not able to capture repeat vs new users, and frequency – this is important to measuring if we have attracted key target groups and cost- benefit Next steps • Complete year 1 evaluation – user surveys and feedback • Learn from data to develop year 2 programme and set benchmarks • Develop app for session leaders to register & record individual participation – so can measure repeat/new users • Build in measurement of outcomes – health, wellbeing, social gains etc Capita 8th National Customer Insight Conference 2015, 30 January 2015 How to Create Meaningful Insights through the Capture of Customer Data Steve Rose Head of Strategic Research Birmingham City Council t: 0121 6759566 m: 07776014046 e: [email protected] Photo: Ben Tesch .
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