Directions Magazine
Hello. Login | Register

Press Releases

Home | Submit Press Release

Environics Analytics Releases Latest Edition of CensusPlus

Bookmark and Share
Wednesday, May 14th 2014
Environics Analytics | Toronto, ON Canada
Read More About: location intelligence


Dataset Features Important Small-Area Data Not Available from StatsCan

Toronto, May 14, 2014 — Environics Analytics (EA), Canada’s leading provider of data-driven marketing solutions, today released the new edition of CensusPlus. The demographic dataset includes popular variables from the 2011 Census, plus enhanced data from the National Household Survey (NHS). The new EA data are intended to help address marketers’ needs for small-area data, which were not officially released by Statistics Canada.

The replacement of the mandatory long-form census with a voluntary NHS resulted in large variations in response rates among population groups. As a result, Statistics Canada did not release dissemination area (DA) data from the 2011 NHS because they did not meet their traditional quality standards. To fill the gap, EA developed processes to produce DA data for the most popular NHS data themes used by marketers. Many businesses, not-for-profits and government agencies rely on data at the DA level (an average 250-300 households) to make informed decisions about their trade areas and service districts.

“Dissemination areas are the fundamental building blocks of trade areas,” says Doug Norris, Ph.D., the Chief Demographer with EA. “Businesses analyze their customers at the DA level. Government agencies use them to define neighbourhoods to determine what kind of services they need. But one of the consequences of the voluntary census was a 68 percent response rate and the inability to get consistent results for all population groups at small areas of geography.”

Directed by Norris and Chief Methodologist Tony Lea, Ph.D., EA’s modelling statisticians spent many months applying industry best practices to develop estimates of DA-level data for the NHS. These methods filled in missing values and eliminated random rounding for both NHS and Census data. The key inputs for creating reliable DA-level NHS data included custom-ordered NHS tables, suppressed for confidentiality but not quality. The result is a dataset for NHS-based variables that is consistent with the 2011 Census data derived from the compulsory Census. CensusPlus provides more than a thousand demographic variables available for any geographic level—be it standard census and postal geographies or custom client trade areas.

“Our clients depend on good data to understand their customers and markets,” says Jan Kestle, President of EA. “But for 2011, they weren’t able to get the neighbourhood-level data that they need. It was important for us to create the best possible substitute as the base for our demographic products. Now we can also offer reliable 2011 data that marketers require for small geographic areas.”

To purchase CensusPlus, EA has launched a website where businesses, not-for-profits and government agencies can obtain the specific data they need to support their marketing strategies (CensusPlus.ca).

About Environics Analytics

Environics Analytics is the premier marketing services and data analytics company in Canada. Specializing in proprietary data, purpose-built software and industry-focused consulting, it provides data-driven analytics to help organizations better understand their customers and markets. Its team of veteran modelers and geographic experts are industry leaders in sales forecasting, developing demographic and spending projections, and site location modelling. To learn more about Environics Analytics, please visit environicsanalytics.ca

Bookmark and Share

Stay Connected

Twitter RSS Facebook LinkedIn Delicious Apple Devices Android Blackberry






Recent Comments

GIS Health News Weekly: SF Earthquake Impacts Sleep, Registries of Medically Vulnerable Citizens

Fitness Trackers Identify Sleep Disruption During SF Earthquake RE Sieber ‏@re_sieber  VGI & the quantified self: Fitness tracker UP shows spatial distribution of sleep disruptions near the earthquake The blog post from Jawbone, maker if a fitness device shows that more people closer the epicenter were awakened.   Registries of Medically Vulnerable Citizens   The idea of keeping a list of community members who need...

U.S. Army Corps of Engineers’ Mapping Team: Hoping for a Picture-perfect Hurricane Season
Beyond GPS: Five Next-Generation Technologies for Positioning, Navigation and Timing (PNT)
Meet the Unknowns in the 20 Most Promising GIS Solution Providers of 2014
A Glossary of Unmanned Aerial Vehicle (UAV) Terms
Don’t Miss These Resources on Unmanned Aerial Vehicles (UAV)
Mapping Disaster: A Global Community Helps from Space
Alteryx 9.0: “Data Scientists Not Required!”
Millennium Space Seeks Your Space-enabled Big Ideas

DirectionsMag.com

About Us | Advertise | Contact Us | Web Terms & Conditions | Privacy Policy
© 2014 Directions Media. All Rights Reserved