MRI Segmentation Report

Summary

Creates a report to compare the tapestry profile of your core and developmental customers to the tapestry profile of a syndicated survey.

Learn more about how MRI Segmentation Report works

Usage

• Todetermine what your index and percent composition threshold values should be, you should analyze the output from the Customer Tapestry Profile Report.

• In most cases, the index threshold should be set to a value of at least 100.

• The percent composition threshold should be set so you have at least three segments in the core target group. Often, there will be a natural break in the percent composition values.

• Usually the target profile is based on customer records.

• The base segmentation profile can be generated using the Create Profile By Area Summation tool.

• Customers in the target profile should be wholly contained within the base profile.

• Because the Mediamark Research, Inc. (MRI), weighted index values are based on an MRI national profile, you should use a national base (the whole United States).

• The segmentation base can be generated using total adult population or total households.

• Total adult population includes individuals 18 years old or older.

Syntax

MRISegmentationReport_ba (ReportTemplate, CustomerAlias, SSAdditionalGroup, BaseProfile, TargetProfile, SegmentMethod, OutputDirectoryParameterName, IndexThreshold, PenetrationThreshold, {TargetGroup}, {CoreTarget}, {DevelopmentalTarget}, {TitleParameterName}, {ReportFormats})

Parameter	Explanation	Data Type
ReportTemplate	Selects the type of report to generate. Developing Marketing Strategies —The tables in this report provide indexes for the top 20 media reading-, watching-, and listening-related characteristics. Understanding Your Target Customers —The tables in this report provide indexes for the top 20 leisure-, sports-, and travel-related characteristics.	String
CustomerAlias	Description or alias for the term customer. For example, this could be patients, subscribers, customers, and so forth.	String
SSAdditionalGroup [SSAdditionalGroup,...]	Select from a list of licensed MRI variables to run versus your target profile. The report template is formatted for four MRI variables.	String
BaseProfile	The base profile used in the calculation of the index and percent penetration. This profile is usually based on the geographic extent of your customers.	Folder
TargetProfile	The target profile that will be compared to the base profile. Typically, this is based on your customers and is generated using the Segmentation Profile tools.	Folder
SegmentMethod	Select the method to determine how your segments will be assigned to the Core and Developmental categories. Use Threshold Values —This option allows Business Analyst to define how your Core and Developmental segments are assigned based on the thresholds set here. Use Target Group —This option allows you to predefine what segments are classified as either Core or Developmental. To use this option, you must first create custom target groups with these assignments.	String
OutputDirectoryParameterName	The output directory that will contain the report.	Folder
IndexThreshold	The value used to determine the threshold index of your analysis.	Double
PenetrationThreshold	The percentage of customers that meets or exceeds the percent composition threshold.	Double
TargetGroup (Optional)	Select from a list of predefined Target Groups that contain your Core and Developmental segments.	String
CoreTarget (Optional)	Core targets should be defined as the segments that make up a good percentage of your customer base and also index well. To use this option, you must first create custom target groups with these assignments.	String
DevelopmentalTarget (Optional)	Developmental targets should be defined as the segments that make up a good percentage of your customer base but don't index as well as your Core segments. To use this option, you must first create custom target groups with these assignments.	String
TitleParameterName (Optional)	Title for the report.	String
ReportFormats [ReportFormats,...] (Optional)	Select the desired report output format. Simple XML PDF HTML CSV ZIP XLSV Stripped XLSX	String

Code Sample

MRISegmentationReport Example (Stand-alone Script)

# Name: MRISegmentationReport.py
# Description: Evaluates the media preferences of customers in the San Francisco market.
# Author: Esri

# Import system modules
import arcview
import arcpy

arcpy.ImportToolbox("C:\Program Files (x86)\ArcGIS\Desktop10.3\ArcToolbox\Toolboxes\Business Analyst Tools.tbx")
 
try:
# Acquire extension license 
  arcpy.CheckOutExtension("Business") 
 
# Define input and output parameters for the MRI Segmentation Report tool
  BaseSeg = "C:/temp/Profile/Profile.xml"
  TargetSeg = "C:/temp/Profile1/Profile.xml"
  OutPath = "C:/temp/Output_Segmentation"
 
# Create MRI Segmentation Report
  arcpy.MRISegmentationReport_ba("Developing Marketing Strategies", "customer", BaseSeg, TargetSeg, "110", "4", OutPath)
 
# Release extension license 
  arcpy.CheckInExtension("Business") 
 
except:
 print arcpy.GetMessages(2)

Environments

This tool does not use any geoprocessing environments

Licensing Information

• ArcGIS for Desktop Basic: Requires Business Analyst
• ArcGIS for Desktop Standard: Requires Business Analyst
• ArcGIS for Desktop Advanced: Requires Business Analyst

Feedback on this topic?