AURA LOCALISED DATA & INTELLIGENCE...Ballarat –Vic Campbelltown –NSW Fremantle - WA ACTIVITY PARTICIPANT –COMMUNITY HEALTH INDICATORS (CHI) Source: Kinetica Community Affinities

AURA – LOCALISED DATA & INTELLIGENCE

• 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

2

THE INDUSTRY IDENTIFIES SIGNIFICANT PROBLEMS WITH THE CURRENT INTELLIGENCE UTILISED IN PLANNING AND DECISION-MAKING

Better intelligence is needed to make better decisions

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

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

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.

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+

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


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

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


Top 5 LGA’s

Banyule – Vic

Brisbane – Qld

Ballarat – Vic

Campbelltown –NSW

Fremantle - WA

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

LOCAL AREA PROFILING – POPULATION DATA



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

LOCAL AREA PROFILING – HEALTH & WELLBEING



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

LOCAL AREA PROFILING – SPORT & RECREATION



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

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

[email protected]

www.thekineticagroup.com
mailto:[email protected]://www.thekineticagroup.com/

AURA LOCALISED DATA & INTELLIGENCE...Ballarat –Vic Campbelltown –NSW Fremantle - WA ACTIVITY PARTICIPANT –COMMUNITY HEALTH INDICATORS (CHI) Source: Kinetica Community Affinities

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