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AURA – LOCALISED DATA & INTELLIGENCE
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• A lack of data at the local level, the majority of sport and recreation data is available only at a macro, aggregate level
• A lack of aggregation and integration of datasets
• Limited benchmarking and comparisons
• Use of organised sport membership data for planning, which only accounts for a minority of overall sport and recreation
participation
• Lack of accessible and aggregated data on local areas
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THE INDUSTRY IDENTIFIES SIGNIFICANT PROBLEMS WITH THE CURRENT INTELLIGENCE UTILISED IN PLANNING AND DECISION-MAKING
Better intelligence is needed to make better decisions
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WE COLLATE UNIQUE SPORT AND RECREATION
DATASETS…
…AND USE ADVANCED ANALYTICS TO CREATE NEW LOCAL
INTELLIGENCE
Public Data (e.g. census)
Aura Community
Affinities Survey
Bespoke Research
(e.g. resident surveys)
Client Data (e.g. facility utilisation)
AURA Database
AURA DELIVERS UNIQUE AND ACTIONABLE LOCAL SPORT, RECREATION AND HEALTH INTELLIGENCE
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TO SUPPORT PLANNING, DECISION-MAKING AND INVESTMENTS
PLANNING & STRATEGY
Feeding into key strategic plans e.g. all
of sport strategy, participation and
facilities
SEGMENTING & TARGETING
Segmenting and targeting
consumers for greater impact
COMMUNITY INSIGHTS
Understanding, profiling and scaling
community sport, recreation and health
needs and preferences
PARTICIPATION PROFIL ING
Data on adults and children on both
recreation and organised sport
BUSINESS CASES
Inclusion of data into business cases
and applications for external funding
BUDGETING
Investment and operating budget
allocations
MARKETING
Developing and implementing
marketing and communications plans
COMMERCIALISATION
Development of commercial revenue
streams e.g. partnerships, media
FACIL ITY PLANNING
Planning, needs assessment, fit for
purpose assessments, prioritisation
BRAND HEALTH
Profiling and benchmarking of
sports brand health
ECONOMIC & SOCIAL IMPACT
Identification and $ value of economic
and social impact of the sport
STAKEHOLDER MANAGEMENT
Using data to manage and add value to
internal and external relationships
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SPORT & RECREATION ACTIVITY BRAND HEALTH & GROWTH INDEXActivity X’s growth index score of 52.8 sits below the average for all sport and recreation activity
4.52%
COMMITTED
Participated in last 12 months and
likely to continue in next 12 months
2.73%
UNCOMMITTED
Participated in last 12 months but
less likely to in the next 12 months
5.38%
OPEN
Not current participants who
are interested in trying
87.37%
CLOSED
Not current participants who
are not interested in trying
Kinetica Community Affinities Survey – June 2020 – n=3,061 nationally representative adults aged 16+
6.35%2.45%6.1%85.1%
ACTIVITY X
ALL SPORT &
RECREATION
ACTIVITIES
61.7
GROWTH INDEX*
52.8
The Growth Index provides a metric that can be benchmarked and tracked over time. It can also be analysed down to the suburb level
to identify potential growth locations. The brand health segments (CLOSED, OPEN, UNCOMMITTED, COMMITTED) can be profiled by
demographics, behaviours and attitudes.
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ACTIVITY GROWTH INDEX – HEAT MAPSOur unique analytics enable modelling of data down to the suburb (SA2) level. In this example the activity growth index is shown for
each suburb within a specific LGA. This can be used to identify and target suburbs nationally, by state and within LGAs for all sport
stakeholders.
Source: Kinetica Community Affinities Survey, June 2020, n=3,061 nationally representative adults aged 16+
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ACTIVITY X SEGMENTS
OPENESS TO
INCREASING AMOUNT
OF PHYSICAL ACTIVTY
Closed
(87%)
Open
(5%)
Uncommitted
(3%)
Committed
(5%)
Acting
(18%)15.7% 0.9% 0.5% 0.9%
Open
(56%)48.7% 2.8% 1.7% 2.8%
Ambivalent
(17%)14.8% 0.9% 0.5% 0.9%
Closed
(9%)18.3% 1.0% 0.6% 0.9%
MARKET SEGMENTATIONOverlaying the segments for specific sports and recreation activities and consideration of increasing levels of physical activity provides an actionable segmentation of the market
Source: Kinetica Community Affinities Survey, June 2020, n=3,061 nationally representative adults aged 16+
AURA delivers rich behavioural, motivational and location insights into each of these segments that can be leveraged for targeting and
tailoring of strategy and tactics
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OPEN NON USERS – HEAT MAP & TARGETSIn this example we model the % of Open Non-Users for Activity X across all LGA’s in the country and identify the top 5 LGA targets
Source: Kinetica Community Affinities Survey, June 2020, n=3,061 nationally representative adults aged 16+
Top 5 LGA’s
Banyule – Vic
Brisbane – Qld
Ballarat – Vic
Campbelltown –NSW
Fremantle - WA
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ACTIVITY PARTICIPANT – COMMUNITY HEALTH INDICATORS (CHI)
Source: Kinetica Community Affinities Survey, June 2020, n=3,061 nationally representative adults aged 16+. *Weighted average score out of 100 for the four individual health
indicators – Physical Health, Mental Health, Community Connection, Confidence. Weighting is based on the relative contribution of each factor to overall life satisfaction
Activity X participants community health index score sits at 64.0, significantly higher than for non-participants. The uplift is highest for
Physical Health but also strong for the other factors – mental health, community connection and confidence.
ACTIVITY X
PARTICIPANTS SCORE 0-100
NON PARTICIPANTSSCORE 0-100
The Community Health Index provides a metric that can be benchmarked and tracked over time. It also highlights the health and social
benefits delivered by specific sport and recreation activities down to the suburb level.
56.5
CONFIDENCEMENTAL HEALTH COMMUNITY
CONNECTION
PHYSICAL HEALTH
53.4 61.4 53.2 58.5
64.064.7 67.5 60.7 64.8
+11.3 +6.1 +7.5 +6.3 +7.5
CHI
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LOCAL AREA PROFILING – POPULATION DATA
Source: Kinetica Community Affinities Survey, June 2020, n=3,061 nationally representative adults aged 16+. *Weighted average score out of 100 for the four individual health
indicators – Physical Health, Mental Health, Community Connection, Confidence. Weighting is based on the relative contribution of each factor to overall life satisfaction
AURA delivers accessible and actionable profiles of suburbs and LGA’s across Australia
0
50,000
100,000
150,000
200,000
250,000
Current 2025 2030 2040 2050
PopulationProfile
LGA State Ave National
Ave
Age 0-18 18% 16% 16%
Age - 18-34 16% 18% 17%
Age - 35-54 30% 32% 32%
Age - 55+ 36% 34% 35%
SEIFA 45
Foreign Language at home 20% 17% 15%
Households with children 19% 17% 17%
Household size 4.2 3,8 3.6
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LOCAL AREA PROFILING – HEALTH & WELLBEING
Source: Kinetica Community Affinities Survey, June 2020, n=3,061 nationally representative adults aged 16+. *Weighted average score out of 100 for the four individual health
indicators – Physical Health, Mental Health, Community Connection, Confidence. Weighting is based on the relative contribution of each factor to overall life satisfaction
The LGA overall community health index score sits at 62.8, below the Victorian state average. Community connection is the indicator
with the lowest relative score.
62.862.6 66.3 59.3 63.6
LGA RESIDENTS SCORE 0-100
-1.2 -1.6 -2.7 -2.1 -2.0
CONFIDENCEMENTAL HEALTHCOMMUNITY
CONNECTIONPHYSICAL HEALTH
COMMUNITY HEALTH INDEX*
0%
20%
40%
60%
80%
100%
LGA State Average NationalAverage
Physical Activity
Active Moderately Active Inactive
0
10
20
30
40
50
Fruit Veg Smoking Drinking ChronicConditions
Consumption and Health Conditions
LGA State Ave National Ave
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LOCAL AREA PROFILING – SPORT & RECREATION
Source: Kinetica Community Affinities Survey, June 2020, n=3,061 nationally representative adults aged 16+. *Weighted average score out of 100 for the four individual health
indicators – Physical Health, Mental Health, Community Connection, Confidence. Weighting is based on the relative contribution of each factor to overall life satisfaction
80.862.6 2.3 1.4 25.6LGA RESIDENTS SCORE 0-100
No. of activities –
P12
Average Frequency
Any Organised
Any Recreation
Any Activity –P12
Activity X
Adults Kids
P12 Participants 4,200 P12 Participants 850
Regular Participants 280 Regular Participants 110
Members 210 Members 70
Growth Index 52.8 Growth Index 62.3
Health Index 64.5 Health Index N/A
Top Regular “Organised” Activities
Adults Kids
Fitness/ Gym Cricket
Netball Netball
Tennis Soccer
Pilates Aussie Rules
Yoga Dancing
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AURA SERVICE LAUNCHING SEPTEMBER 1st 2020
ONLINE ACCESS
24/7 access to data via dynamic
dashboards and visualisations
AURA LOCALISED DATA
Aura survey data and analytics to the
suburb level
CLIENT DATA INTEGRATION
Integration of your datasets e.g.
membership data, facilities locations
BENCHMARKS
Benchmarks across 49
sports and recreation
activities
ANALYSIS SUPPORT
On-call support to run client specific
analyses
REPORTS
Standard state of the nation, sector
and spotlight reports
PUBLIC DATA
Integration of public datasets e.g..
census, electoral results
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www.thekineticagroup.com
mailto:[email protected]://www.thekineticagroup.com/