Ottawa Residential Market Opportunity
Using Census Data to Guide Local Advertising Decisions
Background
A new residential landscaping company in Ottawa plans to start advertising in spring 2027. With a limited budget, the business needed to answer one important question: Which areas should it advertise in to reach the most promising potential customers?
Rather than simply targeting wealthy neighbourhoods, the goal was to identify areas with suitable housing, favourable household incomes, and reasonable travel distances.
To help answer this question, I used Statistics Canada’s 2021 Census data and R to study Ottawa’s housing, income, and geography. I developed a scoring system to compare areas and tested how changes in our assumptions affected the results.
The analysis examined 217 Ottawa census tracts (CTs), identifying seven possible advertising territories and recommending two priority areas for an initial advertising trial.
I presented the findings in two reports: a management decision brief with practical recommendations and a statistical methodology report explaining the methods behind them.
As new data from the 2026 Census becomes available throughout 2027, we can update the scores and review our recommendations. Results from the planned spring advertising campaign could also help us understand which areas generate real customer interest and business opportunities.
Selected findings are shared with the business’s permission, with identifying details removed to protect its privacy. The goal was not simply to analyze data, but to turn statistical findings into a clear, practical business decision.
Project Reports
Management Decision Brief
A business-oriented report presenting the recommended advertising territories, key findings, and a proposed advertising trial.
Statistical Methodology
A technical report documenting the Census data, composite index construction, geographic adjustments, validation procedures, and sensitivity analysis.