Product Overview

The ArcGIS Business Analyst Segmentation Module leverages ESRI's segmentation system, Community Tapestry, that represents the fourth generation of market segmentation systems developed 30 years ago. Community Tapestry classifies U.S. neighborhoods (block groups) into 65 segments based on their socioeconomic and demographic composition. This effective system helps you profile, target, reach, and sell to current and prospective customers.

Workflow for Customer Segmentation—Define your core and developmental customers by integrating your customer data with ESRI demographic, market potential, and Community Tapestry segmentation data.

ArcGIS Business Analyst Segmentation Module includes

• Community Tapestry, ESRI's segmentation system at the block group geography level
• Consumer survey data from Mediamark Research Inc.
• Intuitive wizards that guide you through the production of segmentation studies

Segmentation 101

This map shows the presence of core customer populations in selected market areas.

For the past 30 years, companies, agencies, and organizations have used segmentation to divide and group their consumer markets to more precisely target only their best customers and prospects. This targeting method is superior to using scattershot methods that might attract these preferred groups.

Segmentation explains customer diversity, simplifies marketing campaigns, describes lifestyle and life stage, and incorporates a wide range of data. Segmentation systems operate on the theory that people with similar tastes, lifestyles, and behaviors seek others with the same tastes—hence the adage "like seeks like." These behaviors can be measured, predicted, and targeted.

ESRI's segmentation system, Community Tapestry, is included in the ArcGIS Business Analyst Segmentation Module and combines the "who" of lifestyle demography with the "where" of local neighborhood geography. Community Tapestry creates a model of various lifestyle classifications or segments of actual neighborhoods with addresses—distinct behavioral market segments.