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Other events

Tracking a decade of changing Britain

Tracking a decade of changing Britain

How businesses are benefiting from early use of Census and other Open Data
6th November 2013

In a nutshell


This event has taken place.

During the course of this year, the Census Offices are releasing a vast quantity of detailed results from the 2011 Census.

The majority of these outputs are freely and openly available to users, and this seminar will explore how commercial users are benefiting from the new information stream.

At the same time, the release of public sector information as Open Data continues apace – more than 9,600 datasets are currently available, including income estimates, land registry transactions, and spending reports.

This seminar will show you how others are making use of the latest Census and other open data, and so will help you to benefit from these sources within your organisation.


Where is the event taking place?

Hallam Conference Centre

44 Hallam Street

With thanks to:

10.00 Opening comments from the Chair

The morning session will focus on opportunities being fuelled by Census and other Open Data. This session will be chaired by Peter Furness, who is one of the UK’s leading experts in decision analytics and data mining. A mathematician by background, Peter has been involved in numerous applications of census and other large datasets to the development of geodemographic systems

Peter Furness, Peter Furness Limited

10.10 Census 2011: new opportunities, analyses, and future options

  • New products and analysis opportunities emerging from 2011 small area census data
  • Examples of neighbourhood change revealed by the new datasets
  • Key hints and tips for analysising 2001-11 change
  • A preview of census workplace zones
  • Implications of the ONS "Beyond 2011" Programmes for equivalent small area data in future

Professor David Martin, University of Southampton

10.40 Realising benefits from the Census

  • Update on release of census outputs
  • Importance of ONS understanding how the data are used – aims of the census benefits realisation project
  • ONS approaches to promoting census data & gathering information on use
  • Results from the commercial users survey and example use cases
  • Audience input – opportunities/ideas?

Lara Phelan, Office for National Statistics

11.10 Morning refreshments

11.30 Approximating Social Grade on the 2011 Census: How and Why?

  • Why is Social Grade important in research?
  • Developing the model for the 2011 Census
  • How does it compare to other sources of Social Grade?
  • Which Approximate Social Grade data are available to use on the Census 2011?
  • Example of how people are using data

Helen Lambert, GfK NOP

12.00 Open Data

  • The wide ranging benefits of Open Data
  • ODUG's role
  • Which data have already been made freely available?
  • What further datasets are in users' sights?
  • Future Challenges and next steps of Open Data

Heather Savory, Chair of the Open Data User Group (ODUG)

12.30 Panel session

The morning will close with a panel session to enable the speakers to share their views on points raised by the audience

12.50 Lunch

13.50 Introduction to Geodemographic Classifications

The afternoon session will examine the new generation of geodemographic classifications, being created from the data sources discussed in the morning. The afternoon will be chaired by Peter Sleight, a leading practitioner in the geodemographics industry since its early days. Peter chairs the Association of Census Distributors, a group of six value-added resellers.

Peter Sleight, Target Market Consultancy

14.05 Geodemographics and the New Economy

  • Beacon Dodsworth currently working on a new version of our geodemographic classification system P2People & Places using the latest 2011 Census data
  • The new classification system will explore how the recession has affected people
  • New socio-groups will be created to match the changes in society
  • The new system will utilise OpenData sources, including 2011 Census to help create as wide a view as possible

Simon Whalley, Beacon Dodsworth

14.25 Beyond 'lazy' geodemographics - streetwalkers, the internet, and freedom of information

  • Throwing away the shackles – a revolution in geodemographics
  • Effective use of the Open Data environment
  • Better information, available sooner
  • Future proof, whatever happens with future censuses
  • Letting the public have their say.

John Rae, CACI

14.45 The Next Generation of CAMEO UK: what to expect


  • 2001-2011 – some interesting changes to the UK consumer
  • Broader developments impacting how census data is used<

How Callcredit is using 2011 Census data

  • What's new in the 2013 CAMEO Classification?
  • Why we've chosen the 2011 Census as the backbone for CAMEO

The Future

  • The global picture – how the UK compares
  • The way forward...

Paul Kennedy and Dr. Andy Peloe, Callcredit

15.05 Mid-afternoon refreshments

15.25 How the 2011 Census data supports SoLoMo (Social Location and Mobile) solutions

  • SoLoMo overview
  • How does the Census data and the subsequent derived data sets (e.g. Geodemographics) support SoLoMo
  • Merging disparate datasets to support SoLoMo applications
    – Data tounderstand the consumer
    – Data to understand location
  • Outline of Census data based PBS SoLoMo solutions

Andy Bell, Pitney Bowes Software

15.45 The 2011 Output Area Classification for the UK

  • An introduction to the 2011 Output Area Classification (2011 OAC)
  • An overview of the 2011 OAC's development and incorporating the requirements of end-users
  • The key features of the 2011 OAC. What is new or has been enhanced to help the understanding and continued use of the classification
  • The outputs of the 2011 OAC and the resourses that will be made available to all users
  • The 2011 OAC moving forward and methods to deal with the varying speed of demographic and social change across the UK

Paul Longley & Chris Gale, UCL

16.05 Summary of classification developments

Peter Sleight

16.10 Panel session

The afternoon will close with a panel session to enable further questions and discussion with the classification developers.

16.30 End of Seminar

This is the other tab

Please click on the photographs to view each speaker's biography.

Peter Furness Morning Chair

Peter runs his own business specialising in the fields of decision analytics, modelling and data mining. A mathematician by background, Peter has been closely involved with the development and application of new analytical techniques in marketing and customer value management. This includes some twenty years’ experience in the application of census and other large datasets to the development of geodemographic systems.

David Martin

David Martin is Professor of Geography at the University of Southampton. For ten years he was Coordinator of the Economic and Social Research Council’s Census Programme and he is now Deputy Director of both the National Centre for Research Methods and the UK Data Service. He has worked for 25 years on the management of geographical population data and was responsible for the methodology used by the Office for National Statistics to design census output areas for the 2001 and 2011 censuses.

Helen Lambert

Peter Sleight Afternoon Chair

A leading authority on the use of geodemographics, Peter Sleight spent his first ten years in fmcg marketing with Cavenham, Unicliffe and RHM Foods.He became professionally interested in geodemographics when marketing director at Allen, Brady & Marsh (top-ten London advertising agency); joined CACI as head of consultancy; and later jointly founded PinPoint Analysis.Since 1991 he has run Target Market Consultancy. Peter chairs the Association of Census Distributors and the Society for Location Analysis.

John Rae

John Rae is responsible for the planning and implementation of new products, new areas of business and special projects for CACI .
Following a degree in Mathematics he worked for four years doing operational research in the fields of defence and alternative energy. He joined CACI 32 years ago and during his time at CACI he has managed a variety of teams covering areas such as consumer segmentation, retail planning, geographic information systems, European demographics and e-Business.
John leads the development strategy for CACI’s range of data sets covering areas such as geodemographics, demographic change, income, housing, consumer spending, the Internet, and consumer attitudes. He has built consumer classifications for a number of European countries, five generations of the UK Acorn classification, and specialist segmentations such as HealthAcorn and Household AcornHe pioneered CACI’s modelling approaches to match retail offerings to consumer needs by segmenting branch networks. He also created the first generation of CACI’s retail spatial analysis tool now known as Retail footprint
He is on the Editorial board of the Journal of Targeting, Measurement and Analysis for Marketing and was a member of the Board of Examiners for the IDM Certificate in Digital Marketing from 2001 to 2006.

Andy Bell

Andy Bell is Global Product Manager for Data at Pitney Bowes Software. Andy has accumulated a wealth of experience in geographic and demographic data as well as analytics, leading teams involved in retail location analysis, product development, statistical modeling and GIS. He has previously worked for GMAP, GlaxoSmithKline and CallCredit where he instigated the development of the International suite of CAMEO geodemographic classifications which now covers 37 countries. Andy is currently interested in the development and implementation of data products associated with social media, location and mobile technology.

Paul Longley

Paul Longley is Professor of Geographic Information Science at University College London, a post that he has held since July 2000. Before that he worked at the universities of Bristol, Cardiff and Reading in the UK and Karlsruhe in Germany. Much of his recent work has focused upon geotemporal demographics – the analysis of people by when as well as where they live – at geographical scales from the local to the global, and across time intervals from the inter-generational to the diurnal.The work has been supported through 44 research grants and supervision of 42 Ph.D. students. His publications include sixteen books and over 140 refereed journal articles and contributions to edited collections. He is an editor of the journal Environment and Planning B and a member of five other journal editorial boards.

Chris Gale

Chris Gale is in the final stages of completing his PhD at University College London. He has worked in partnership with the Office for National Statistics on creating better area classifications with the 2011 Census, specifically a 2011 version of the Output Area Classification. He has focused on new modes of dissemination that better utilise web technologies and new advances in GIS and geodemographics.

Simon Whalley

Simon Whalley has a background in geography and geographical information systems (GIS). As part of his Masters dissertation, he helped to put forward the case for using Output Areas for the 2001 Census.Simon has worked for Beacon Dodsworth Ltd. since 2000. As the Data Manager for the company, Simon’s role involves dealing with all aspects of digital data. This incorporates the creation, cleaning and analysis of data using databases and written software to create; geo-coding products, boundary data sets, drive time databases and data models.He is the project manager and principal developer of P2 People & Places, which is the company’s geodemographic classification of the UK.

Paul Kennedy Head of Consulting, Callcredit Information Group

Paul Kennedy leads Callcredit’s Consultancy Team. He has been working with consumer data for over 15 years and is responsible for the strategic application of Callcredit’s consumer data to help clients achieve their marketing goals. Paul has also been closely involved with Callcredit’s initiative to take offline consumer data into an online environment for clients. He works with clients in a range of consumer sectors including financial services, government, utilities, retail and media. Paul is a frequent speaker at industry events and has published a number of white papers as well as a blog discussing topical consumer data and digital issues. Paul has been with Callcredit for over 6 years and before this he worked at agencies including Experian and PA Consulting.

Heather Savory

Heather has wide-ranging experience spanning the private and public sectors. She spent her early career working for innovative high-technology companies, in both technical and corporate roles. She ran a consultancy for five years specialising in business strategy, commercial due diligence and organisational performance improvement. Heather then worked at a senior level in Whitehall to deliver significant cross-government change programmes, including her work for the Better Regulation Executive to make improvements in regulatory policy design. Heather holds a Degree in Engineering from Loughborough University and an MBA from London Business School.

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