A Location-based Approach to Identifying the Business Customer Brian Higgs Corporate GIS Unit Manager

Structure of Presentation GI infrastructure Key applications that will benefit from a single view of the business Our approach to setting up a business register Progress to date What next?

G.I. Infrastructure –Delivered through Council’s GIS, GIS-MO (Getting Information Simply – Mapping Online) –User Community Creators = 350+ seats Consumers = over 4,500 staff have used GIS-MO through the Intranet 92% of all PCs on Council’s network have accessed GIS-MO Second only to Outlook in magnitude and diversity of user base Changes Business Processes resulting in it being seen as Business-critical and as such features in Council’s Business Continuity Plan –Information Definitive address (NLPG) and co-ordinate geographies seamlessly integrated 350+ data sources including most of the Council’s key business applications are currently accessible through GIS-MO

EXPERIAN - MOSAIC UK M3/Northgate - Environmental Health ONS - Index of Multiple Deprivation GIS-MO APAS - Planning Applications back to 1947 Building Reg’s TPO’s Enforcements Planning Policy GVA - Corporate Asset Management CENTRIS - Pupil Records iWorld – Housing Management Northgate - Electoral Register NLIS - Land Charges CONFIRM - Arbor / Grounds Maintenance Northgate - Revenues and Benefits Business Link Data MAYRISE - Street Lighting Symology - Highways Maintenance ExeGesIS - HBSMR ASPIRE - CRM (Dudley Council Plus) ELMS2 - Community Equipment EMS - Early Years SIDEM – Parking Management SWIFT - Social Service Clients ONS - Census Data

GIS-MO Supporting Customer Insight and Segmentation The Challenge: "...we have to understand the customer's needs and respond to them to deliver services at a personal level, with strong feedback from the front line..." (Gordon Brown, October 2007) "...better get on with it then..." (Sir Gus O'Donnell – Cabinet Secretary and Head of the Home Civil Service, November 2007) The citizen is comparatively simple, what about the business customer? Start with what you know – establish single view of business including what they do and collate services taken

GIS-MO for Dudley Council Plus Public-facing part of the Council No business- specific service lines delivered yet – but coming

Evacuation Planning GIS-MO for Contingency and Disaster Management 500m radius search area

“Business Matters” Architecture Dudley MBC Back Office Integration & Functionality Dudley MBC Back Office Integration & Functionality Integration Commercial Waste Integration Building Control Integration Planning Integration Business rates Integration Environmental Health Integration Business Support Integration Trading Standards Integration Land Charge Search Integration Licensing Partner Organisations Partner Organisations Bridgnorth DC Solihull MBC West Midlands Fire Service Business Link West Midlands Lichfield DC Companies House HMRC Birmingham CC Dudley MBC Corporate Components Dudley MBC Corporate Components Corporate GIS SBA Repository Corporate Customer Relationship Management System (CRM) Core Index Data Exchange GIS / NLPG Integration

Extended LPG environment Extended Gazetteer Structure Foreign Gazetteer table Business Register table Back-Office Databases Application keys Business ID Land & Property Gazetteer UPRN Each Business Register entry is associated with one or more Foreign Gazetteer records An LPG property can be associated with more than one Business

Results of Initial Business Register Setup (1) SourceRecordsMatched% matched M NNDR BL Totals Unique Business Register entries More to come as additional NLPG records are created Progress of Business Link address matching Batch process (perfect matches on cleaned data) – 49.9% After 1 st manual sweep (reference to FG only) – 74.85% After 2 nd manual sweep (reference to other data available from desk) – 83.42% Site visits and creation of new LLPG records where appropriate – 90.3% and ongoing

Results of Initial Business Register Setup (2) Exceptions to be returned without M3 link: 8102 without BL link: 7589

Identify distinct Business Name/UPRN combinations: create new Business Register records and link ‘donor’ FG records Foreign Gazetteer Records linked to UPRN : Unit 1, Some Industrial Estate, Dudley Road, Brierley Hill DY5 1XX M3 1234: Smith & Sons Manufacture of widgets NNDR 5678: Fred Smith & Sons Widget making BL 5654: Smith & Sons (Dudley) Ltd Light industrial M3 1235: D. Jones & Co Spade makers NNDR 5679: D. Jones Manufacture of digging implements Business Register ID1 NameSmith & Sons StatusCurrent ID2 NameD. Jones StatusCurrent M3 1233: J. Doe & Company Clothing manufacture ID3 NameJ. Doe & Company StatusHistoric Business ID: 1 Business ID: 2 Business ID: 3 LPG UPRN Organisation Name ?????

Moving Forward Feed back possible change intelligence to back-end business applications – but in a managed way without just dumping exceptions on them. We have the “where” and “who”, we now need the “what” Use Business Register intelligence to update BLPU Organisation Name field Develop change management processes; the “what” will ensure targeted updates Develop access channels to Business Register Link to more business-centric applications