Clustering and using demographic Kvadratnetsdata in Denmark · Clustering and using demographic...

Clustering and using demographic Kvadratnetsdata in Denmark

Nordic Forum for Geostatistics , 13. september 2013

Søren Tollund Christensen, Informi GIS A/S

Agenda

• What is Kvadratnetsdata? – Geographical key

– Privacy demands and clusters

• Examples of visualization and analysis – Reporting a specific area

– Comparing customer data to background data

• Trends and challenges – Crossing national borders / Clusters over time

– ?

Nordic Forum for Geostatistics, september 2013

Geographical units and their attributes

• Municipalities (Kommuner)

• Postal districts

• The address point

• What is ”Kvadratnettet”?

– Geografical key information

– Each address ‘knows’ which 1km- og 100m-cell, it belongs to

Danish Kvadratnetsdata and Privacy Demands (da. Diskretionskrav)

Discretion

level Number of households Information

2 Min. 20 households (20+) Key figures when min. 20 households in an area or in a cell

eg.: Age in 3 groups, average income

5 Min. 150 households

(150+) Statistics when min. 20 households in an area or in a cell

Statistics with more variables and distribution

eg. Age groups, income groups, education groups and more

Source: Erik Sommer, Danmarks Statistik. (Translated and simplified here)

• Clusters must be generated to extract information from cells that not

by themselves has the required amount of households:

• Criterias for generating clusters could be (eg.): • Geographic proximity, household type, more years, customer specific

Example Kvadratnets-clusters 2009-2010

• Number label and size indicates unique cluster

– Threshold value: min. 20 households per cluster

Creating Reports for specific area

Reports – Comparing areas/addresses

• Using DriveTime Analysis reveals new info…

Customer Analysis (1)

• Visualize ‘good’ and ‘bad’ customers (left)

• Identify hot spots for good/bad customers (right)

Customer Analysis (2)

• Identify profile of good customer by using demographic background

• Use clusters to identify best potential areas

Trends and tendencies…

• Use Demografic data with interactive tools

• Kvadratnet-clusters

– DSt and Informi GIS

• Service-based

Trends and tendencies…

• Infographics in Map Window inside standard tools eg. Excel

• Service-based

Challenge: Using the EuroGrid

• Can be used cross national border

• National Grid (Kvadratnet) and EuroGrid doesn’t align – challenge creating clusters and comparing?

Challenge: Handling changes over time

• Areas are changing over time

• Clusters usually fullfill privacy demands for 1 or 2 years – Might be good for eg. Planning

– Problem in research projects ?

Copyright: Geodatastyrelsen, DK

Thank You…

• Questions ?

• Contact:

Søren Tollund Christensen

Business Development, Informi GIS A/S

www.informi.dk

sorent@informi.dk

3996 5912