Introduction

Jacky Hodges, Director of Information Services, Population Surveys and

2011 Census(02) 9268 4722

jacky.hodges@abs.gov.au

Outline

● Importance of Evidence● How to select your evidence● How the ABS can help you!● Story

Importance of Evidence

● Not new● Prime Minister's agenda● Gut feeling vs empirical evidence

Which animal is most dangerous

Answer

#1 Dog#2 Spider

#3 Snake#4 Vending Machine

#5 Shark

Selecting your evidence

ABS Data Quality Framework

What ABS data provides

● Organisation is apolitical

● Data collected under the Census and statistics Act

● Explanatory notes- how collected, coverage, timeframe

● High response rates:

● Business surveys- over 85% (with majority over 90%)

● Population surveys (incl Census)- over 97%

● Labour Force- over 97%

● Note: Impute for non-response

● Available for different levels of geography

How the ABS can help you

ABS Themes page

Census data

Data specific to Ethnicity and Multicultural Marketing

● Age

● Country of Birth- person, mother, father

● Ancestry

● Language spoken at home

● Religious Affiliation

● Proficiency in Spoken English

● Year of Arrival

● Citizenship

● Indigenous Status

Locating customers using ABS Census Geography

ASGC Main Structure;Collection DistrictStatistical Local Area (= LGA)Statistical Sub-DivisionStatistical DivisionState

Local Government Area Structure;Local Government AreaStatistical Local AreaCollection District

Census Specific Hierarchies;Commonwealth Electoral DivisionsState Electoral DivisionsPostal AreaSuburbs

A story........

● 2006, Australia in a frenzy as Socceroos enter the World Cup

● Italy wins after a nail biting penalty shoot out

● Marketing company looks at case for importing Italian product

● Is the market big enough to warrant new product?

● Where are these Italian soccer fans?

...The Answer

Using FREE Quickstatsfor Australia-Country of Birth &Language spoken at home

...The Answer

Using FREE Census Tables for Sydney Statistical Division- Ancestry

...The Answer

Using FREE Census Tables for Sydney Statistical Division- Language spoken at home

...The Answer

Using FREE CDATA

...The Answer

Using FREE CDATA

...The Answer

Using FREE CDATA

...Using Table Builder

UsingTable

Builder

UsingTable

Builder

Consultancy

...The Answer

- Table Builder – released 28th August- $1655

- ABS Information Consultancy Service

...The Outcome

●Company decided worth a punt in metro Sydney

●Made a nice little profit

Interested in more info or Help?

National Information Referral Service

1300 135 070

9:00am to 5:00pm Monday to Friday

International callers +61 2 9268 4909