Esri Tapestry Segmentation is a market segmentation system that uses an array of variables to describe the characteristics of diverse communities. Each community classification is called a segment, and segments are aggregated into LifeMode and Urbanization groups. LifeMode groups further classify segments based on shared characteristics relating to lifestyle, life stage, housing, and households, while Urbanization groups further classify segments based on location-based commonalities.
The Esri Tapestry Segmentation database provides a nuanced portrait of communities, and this data is most meaningful when incorporated into hyper-local analysis. The number of neighborhoods that you are generalizing determines your analytic outcome: generalizing large populations tends to reveal broader characteristics and population trends, while classifying smaller populations creates a more detailed and descriptive profile of a community. For example, identifying the predominant segment in a state requires summarizing a population containing millions of individuals. This generalization loses the meaningful, multi-faceted portrait that Esri Tapestry Segmentation presents.
Esri Tapestry Segmentation data in ArcGIS Business Analyst Web App
You can use Esri Tapestry Segmentation data in any ArcGIS Business Analyst Web App workflow that uses the data browser. You can access the data browser within the following workflows:
- Color-coded maps
- Smart map search
- Suitability analysis
- Void analysis
- Threshold areas
- Build reports
- Build infographics
- Comparison reports
Example
An example of using Esri Tapestry Segmentation data in Business Analyst Web App is to create a color-coded map using the Dominant Tapestry Segment variable at the census tract level.
Set the analysis extent to the state of Florida and use census tracts as your level of detail. The resulting color-coded map shows a detailed view of the segments in the state. To understand the full diversity of socioeconomic and demographic characteristics, zoom in further to your map. It is recommended that you look at communities using drive times or distance profiles within 10 minutes or 10 miles.
Infographics and reports
Esri Tapestry Segmentation data is also the central focus in many Business Analyst Web App infographics and classic reports.
Esri Tapestry Segmentation infographics include the following:
- Tapestry Comparison
- Tapestry Demographic Summary
- Tapestry Multi-area Comparison
- Tapestry Poster
- Tapestry Profile Report (Tabular)
- Tapestry Tables
- Tapestry Targets
Esri Tapestry Segmentation classic reports include the following:
- Dominant Tapestry Map
- Tapestry Segmentation Area Profile
Esri Tapestry Segmentation data in ArcGIS Business Analyst Pro
The Target Marketing workflow in ArcGIS Business Analyst Pro uses market segmentation system datasets. In the United States, you can use the Esri Tapestry Segmentation dataset for this workflow, which analyzes the segments that make up your customer base.
Esri Tapestry Segmentation data is used in the following ArcGIS Business Analyst Pro target marketing reports:
- Customer Tapestry Profile report—This report helps identify your target customers. It shows the Tapestry segments and summary groups that most accurately reflect your customers and compares your customer profile to the base profile of your study area using Esri Tapestry Segmentation.
- Market Area and Gap Analysis report—This report builds on information included in the Market Area and Gap Analysis map layer. It uses the Customer Tapestry Profile you created, calculating an expected number of customers based on the number of households in a geographic unit and their Tapestry composition. The report details the gap, or the difference, between actual customers and expected customers.
Limitations
There are some limitations to using Esri Tapestry Segmentation data in Business Analyst Web App. For instance, it is recommended that you use Esri Tapestry Segmentation data for analysis of hyper-local communities, such as in with drive times or distance profiles within 10 minutes or 10 miles.
For information on the limitations of how Esri Tapestry Segmentation data is built, see Considerations.
Resources
To learn more about Esri Tapestry Segmentation data, see Esri Tapestry Segmentation.