What are the most liveable Melbourne suburbs? See our interactive Tableau data visualisation for The Age

Wondering what the most liveable Melbourne suburbs are? We have the answer...

In case you missed it, Datalicious created an interactive web-based data visualisation for The Age newspaper to showcase their data on the liveability of Melbourne suburbs. The Age pulled together scores via a survey for each suburb across a range of metrics such as Low Crime, Eating Out, Low Traffic, and Open Space.

Screen_shot_2011-12-06_at_1
The interactive web application was built using Tableau Public and allows you to adjust how important each metric is for you so that an overall score is calculated for each suburb. Have a play and see how the map colours for each suburb change according to your preferences. The top five suburbs are automatically displayed in a list above the map. South Yarra comes out on top if all metrics are considered equal and you have lots of money. The data visualisation also allows you to filter suburbs by median house price.
A few other key insights:
  • Ormond and Aberfeldie are the suburbs with something for everyone
  • Footscray West rated well across the board for median house prices less than $600K
  • Black Rock and Dandenongs are the suburbs for the quiet life with low crime, low traffic, and open spaces
  • Footscray: the best suburb for shopping, eating out, and public transport
  • Montmorency is the top suburb if you have children with schools, open spaces, and low crime
Would love to do the same for Sydney!
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OMX presentation on competitive intelligence and how Virgin could use it to poach Qantas customers

Below are yesterday's slides from the Competitive Intelligence presentation at the Online Marketer conference in Melbourne.

We used the recent grounding of the Qantas fleet as an example to showcase some of the free (and paid) online tools that can be used to collect competitive intelligence - in our example, insights informing a Virgin campaign designed to poach Qantas customers.

Check out the tools we used and please leave a comment on this post if you know of any other great competitive intelligence tools!

Click here to download:
201111 OMX Competitive Intelligence V1.pdf (6.18 MB)
(download)
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Is Sydney's weather better than Melbourne's? Data visualisation to answer this ongoing discussion

Having announced that I was heading up to Sydney to join Datalicious, I was often asked what I’d miss about Melbourne. Of course, not being able to go to the MCG to watch the footy was certainly high up on the list, as was Saturday mornings spent at the Queen Victoria Market. However, with winter fast approaching, I imagined that Melbourne’s weather was something that I could readily leave behind. Sunny days in Sydney, here we come. But how close was my perception to reality? Was the popularly conceived notion true, that the weather in Sydney is much better than in Melbourne. Time to have a look at the data.

The first step in any decent piece of analysis is to work out what needs to be measured in order to make a valid and reliable judgement of performance, which metrics are important, which metrics are not. As far as the weather goes, the primary and most obvious one is temperature.  Feeling too hot and feeling too cold, seemed to be the most common complaint from people. It's also important to consider that according to the Bureau of Meteorology, how people ‘feel’ the temperature is also dependent on how windy it is, the humidity and if the sun is out. Finally, whether it is raining, how much, and for how long, also seemed to me to be a major dimension of people’s judgement of the weather.

OK, now that we’ve established the important measures, we next have to see what data is available and how the metrics might be defined. Luckily, the Bureau of Meteorology are equally as nerdy as myself and have measured all these things over the past 150 years and they have made the past 12 months of daily data available to download from their website. This is how they are defined:

+ Min Temperature - minimum temperature in the 24 hours to 9am
+ Max Temperature - maximum temperature in the 24 hours from 9am
+ Rain - precipitation in the 24 hours to 9am
+ Sunshine - bright sunshine in the 24 hours to midnight
+ Humidity - relative humidity at 9 am/3 pm
+ Wind speed averaged over 10 minutes prior to 9am/3pm

I’ve then put this data into the Tableau visualisation engine - below are two screen shots of the reports I created but please also check out the interactive Sydney vs. Melbourne Weather dashboard on Tableau Public and change the definition of good weather!

While I can now easily describe and ‘see’ the weather for Sydney and Melbourne, I can’t yet test my hypothesis because it includes a normative term: ‘better’. This is the difficult part. What is the benchmark for success? Is there a universally acceptable definition of good or bad weather? I doubt it. In the absence of such a universal definition, I’m just going to go with my own:

+ Few days with temperatures below 20 and few with temperatures above 30
+ Few days with o’night temperatures below 10
+ Few instances of consecutive days of rain (a rainy day is 5mm more of rain)
+ At least 1 in 2 days of sunshine (a sunny day is 8+ hours of bright sunshine)
+ Low wind speeds regardless of temperature
+ Lower than 80% humidity (when it’s not already raining)

If you look at the charts, Sydney wins on most of these measures with daytime temperatures in a better range, no cold nights, lower wind speeds (especially at temperature extremes), more sunny days, and more consecutive sunny days. It does rain more frequently in Sydney and the humidity is higher, but it’s tolerable. Sydney does have better weather then Melbourne. Case closed.

Now, I wonder which city has worse traffic congestion … let me know if you’ve got any data!
(download)
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ADMA Data Day presentation on ClearSaleing multi-channel media attribution from Adam Goldberg

Are you still attributing 100% of conversion credits to the last campaign touch point, the 'last click'? Have you maxed out the search channel and need to investigate other channels such as display to keep growing but are unsure how to track ROI? Or did you just hear Adam Goldberg from ClearSaleing speak at the ADMA Data Day and would simply like a copy of his slides?

Check out Adam's slides on multi-channel media attribution below and register for our ClearSaleing webinar later this month to find out how the platform could help your company to identify hidden opportunities and boost overall return on advertising spend.

Click here to download:
ADMA v2 Goldberg.pdf (7 MB)
(download)
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Impress with insights not spreadsheets: New dates for ADMA Analyse to Optimise course by Datalicious

Adma
Do you think your data could work a little harder for you? Are you sometimes wondering what it all means?

Well, we're proud to annonce the new Sydney and Melbourne dates for our ADMA course, Analyse To Optimise, that launched last year. The course is designed to enable you to turn data into actionable insights that will actually have an impact on your company's bottom line so visit the ADMA website and check out the course outline if that sounds interesting.

During the two day cours you will learn how to define a metrics framework and find or develop the right data to be able to bring your metrics to life as well as extract some actionable insights from it. We will examine a multi-channel campaign flow and how it can be turned into a media attribution model to help drive media effectiveness as well as techniques to increase conversions to improve overall return on advertising spend. 

Apart from cutting edge theory, the course also includes plenty of hands on exercises that will enable you to impress your clients and managers with real insights and not just spreadsheets.

Sydney: TBC
Melbourne: TBC

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