Market segmentation systems classify communities using business and demographic variables. ArcGIS Data provides ArcGIS Tapestry and PRIZM advanced demographic datasets that segment communities in the United States (for the Tapestry dataset) and Canada (for the PRIZM dataset). You can use segmentation datasets in ArcGIS Business Analyst Web App.
You can use these datasets in ArcGIS Business Analyst Web App infographics, as well as in workflows that use the data browser. To switch between datasets, use the Data source drop-down menu. The segmentation datasets are available in the following data sources:
- ArcGIS Tapestry is available using either United States data source.
- PRIZM is available using the Canada data source.
Example
An example of using ArcGIS Tapestry data in Business Analyst Web App is to create a color-coded map using the Dominant Tapestry Segment variable at the census tract level.
First, confirm that you're using a United States data source.
Set the area of interest to the city of Orlando in Florida, and use block groups as the level of detail. Select the Dominant Tapestry Segment Name (Esri) variable for the analysis.
The resulting color-coded map shows a detailed view of the segments in the area:
ArcGIS Tapestry dataset
ArcGIS Tapestry data provides detailed summaries of communities across the United States. Residential areas are grouped into 60 segments based on shared demographic, socioeconomic, and lifestyle characteristics. Neighborhoods with the most similar characteristics are grouped together, and neighborhoods showing divergent characteristics are separated. For a broader view of consumer markets, segments are summarized into LifeMode groups. Segments within each LifeMode group share similar demographic characteristics and consumer behavior patterns.
ArcGIS Tapestry data can be used to understand a community's complexity. Each segment provides insight into patterns at the neighborhood and community levels and can be used to compare segments and groups. Typically, communities are composed of multiple segments and the diversity of an area's segments is relevant to understanding each community's unique socioeconomic and demographic dynamics.
In ArcGIS Business Analyst Web App, you can set preferences to display segment names and alphanumeric codes or only display alphanumeric codes as in the following examples:
- With segment name—A1 Independent Cityscapes
- Without segment name—Segment A1
PRIZM dataset
Esri's Canadian Market Segmentation (PRIZM) dataset classifies Canadian communities into 67 unique lifestyle types that explore and detail Canadian diversity. Grouping the Lifestyle types segments can simplify the differences among Canadians by summarizing markets that share similar traits. With methodology that integrates geographic, demographic, and psychographic data, PRIZM incorporates the latest authoritative data from nearly a dozen demographic, marketing, and media sources—such as Statistics Canada, Canada Post, and Canada Revenue Agency—to provide detailed information about Canadian customers and markets.
Market Segmentation categorizes every Canadian neighbourhood and postalcode into lifestyle segments based on the characteristics of households. These segments capture current demographics, lifestyles, consumer behaviour, and settlement patterns in Canada. Market Segmentation highlights key demographic trends such as an increase of older Canadians and an emergence of retirement communities, more older children living at home, a growth in high-rise neighbourhoods and condominium dwellers, and fewer francophones.
Infographics
Infographics allow you to visualize and analyze key information about your sites. The infographics available depend on the data source you are using.
Using a United States data source, ArcGIS Tapestry data is included in the following infographics:
| Type | Title |
|---|---|
Create or run Standard infographics. |
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Create or run Gallery infographics. |
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Create or run Tabular infographics. |
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Run Standard reports. |
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Using the Canada data source, PRIZM data is included in the following infographics:
| Type | Title |
|---|---|
Create or run Standard infographics. |
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Create or run Gallery infographics. |
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Create or run Tabular infographics. |
|
Run Standard reports. |
|
Limitations
There are some limitations to using segmentation in Business Analyst Web App.
For instance, it is recommended that you use segmentation datasets for analysis of hyperlocal communities, such as with drive times or distance profiles within 10 minutes or 10 miles.
For information about the limitations of how ArcGIS Tapestry is built, see Considerations.
Resources
To learn more about segmentation datasets, see the following: