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Tracking a decade of changing BritainHow Callcredit are using Census and open data todevelop our CAMEO consumer classification system

Presented by: Paul Kennedy, Head of Consulting, Callcredit Information Group

6th November 2013

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Contents

Context• 2001 to 2011: some interesting changes to the UK Consumer• Broader developments impacting how Census data is now used

How Callcredit is using 2011 Census data• What’s new in the 2013 CAMEO UK Classification?• Why we’ve chosen to use 2011 census as the backbone for CAMEO UK• Use of Define to add the ‘individual level colour’ and enable dynamic updates• Bringing CAMEO UK to life: using descriptive data and market research

The Future• The global CAMEO picture: how the UK compares• Future roadmap

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A decade of change

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England and Walespopulation growth of7%, half due toimmigration

A decade of change

White ethnic group fell 5%

1 in 3 Londonresidents are non-UK

born vs. 1 in 20 forthe North East

Highest ever levelsof immigration

Proportion of population65-74 economically activealmost doubled (16%)

Dramatic rise in numberof ‘other household’

types, e.g. multi-generational families &

unrelated people sharing

5Source: Microsoft

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CALLCREDIT PRODUCT DEVELOPMENT

BIG DATA OPEN DATA TECHNOLOGY

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New modelling techniqueslayer intelligence frommultiple levels

3 tiers of data blocks(individual, household,postcode)

Built on solid base of new UKcensus plus actual, surveys,transactional and lifestyledata

Key New Features

Dynamically updated fromDefine to reflect key lifeevents and changes

Unique vertical sectorproduct literature

Improved collateral withonline interactive guides

Our market leadingUK consumerclassification system isbeing completely re-built for launch in Q12014

CAMEO

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Rationale for using 2011 Census data for CAMEO

When rebuilding CAMEO, there weresome important reasons why weused the CENSUS as a back bone:

• Migration and ethnicity: howwould you understand thiswithout census?

• Tracking population change andtherefore informing decisionsabout planning commercialoperations

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Individual level colour and dynamic updates

Contains Ordnance Survey data © Crown Copyright and database right 2013

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Bringing CAMEO to life using diverse datasets

• Individual

• Household

• Street

• Postcode

• Super Output Area

• Local Authority

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The global CAMEO picture – how the UK compares

CAMEO availability

CAMEO consultancy available

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The way forward…

1911 2011 2111

?

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Tracking a decade of changing BritainHow Callcredit are using Census and open data todevelop our CAMEO consumer classification system

Presented by: Paul Kennedy, Head of Consulting, Callcredit Information Group

6th November 2013