Embed Size (px)
Citation preview
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
3996 5912
