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The role of geography in data integration and predictive analytics

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RBC WaterPark Place

88 Queens Quay West

Toronto, ON M5J 0B8

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In a world where data governance and privacy concerns make it increasingly unable to use data on individuals it is important to have an alternative that works. This paper explains how the use of aggregated data for small scale geography can provide much of the solution in a privacy friendly way. This is called geodemography. After working through some theory, an example is presented that shows how spatial autocorrelation and segmentation can facilitate effective data integration and powerful predictive models. This approach allows users to have thousands of potential predictive variables - socioeconomic and demographic, behavioural, psychographic etc. - beyond those available from customer transactional and tombstone files Not only does this provide better targeting tools but equally important the ability to generate effective marketing communication strategies.


Speaker: Dr. Tony Lea

As a Senior Vice President and the Chief Methodologist at Environics Analytics, Anthony Lea, Ph.D., oversees all research and development initiatives, population estimates and projections, and site evaluation models. An internationally recognized leader in geodemographics and marketing research, he provided methodological guidance in the development of PRIZM C2, led the development of EA’s WealthScapes product and, during his thirty-year career, directed hundreds of socioeconomic, demographic, marketing analysis and research projects. Prior to joining EA, Tony was Senior Research Associate with the Centre for the Study of Commercial Activity at Ryerson University, Managing Director of MapInfo Canada and Senior Vice President of Compusearch. He has taught geography and quantitative methods at the University of Minnesota, University of Toronto and Queen’s University. In addition, he continues to serve as an adjunct professor with both the School of Applied Geography at Ryerson University and the Department of Geography at the University of Toronto. The recipient of master’s and doctorate degrees from the University of Toronto, Tony was recognized for his career contributions to business research with the 2001 Award for Geography in the Service of Government and Business from the Canadian Association of Geographers.

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RBC WaterPark Place

88 Queens Quay West

Toronto, ON M5J 0B8

Canada

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