Segmentation Charts

Summary

Graphically displays index values for each segment when comparing two or more profiles. These charts are used to graphically illustrate the values in a Customer Tapestry Profile Report.

Learn more about how Segmentation Charts works

Usage

• The Chart Type parameter has three options:

  • PROFILE_COMPARISON_CHART compares one target profile to a base profile.
  • MULTI_PROFILE_CHART compares up to four target profiles to a single base profile. The first target profile in the list of segmentation profiles will be used to create the bar chart. The other three target profiles will be created using line charts on top of the bar chart.
  • GAME_PLAN divides segments into four quadrants based on percent composition and index. Use this chart to identify core, developmental, and niche target groups.

• The Base Segmentation Profile can be generated using the Create Profile By Area Summation tool.

• If you are unclear about what to use as the Base Segmentation Profile, you can use 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.

• The Chart X is used to control the position of the x-axis along the y-axis in the chart. A value of .5 will position the x-axis directly n the middle of the chart along the y-axis. As this value reaches 0 the x-axis will shift left in the chart and as this value reaches 1 it will shift right in the chart. Typically this value is changed based on the Chart Index Center. If the Chart Index Center is set very low or you expect high index values in your chart then it is recommend to set this value at .25 as this will provide more room on the chart to display the index values. If the Chart Index Center is set very high or you expect low index values in your chart then it is recommend to set this value at .75 as this will provide more room on the chart to display the index values.

• The Chart Index Center and the Chart Percent Composition Center can be used only when Chart Type is set to GAME_PLAN but these values are still optional.

Syntax

SegmentationCharts_ba (ChartType, BaseSegmentationProfile, SegmentationProfiles, TargetGroup, ChartY, ChartIndex, ChartPrc, {ReportTitle}, OutputDirectory, {ChartPreferencesXml}, {ReportFormats})

Parameter	Explanation	Data Type
ChartType	Selects the segmentation chart type. GAME_PLAN —Divides segments into four quadrants based on percent composition and index. Use this chart to identify core, developmental, and niche target groups. MULTI_PROFILE_CHART —This is the same as the Profile Comparison Chart, except you can choose up to three additional profiles to view. The first profile is compared to the base profile as a bar chart, and the other three profiles are compared to the base profile as line charts. PROFILE_COMPARISON_CHART —Compares one segmentation profile to a base profile and graphically represents the Customer Tapestry Profile Report.	String
BaseSegmentationProfile	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
SegmentationProfiles [SegmentationProfiles,...]	One or more segmentation profiles used to generate the Multi Profile Chart. The target profiles that will be compared to the base profile. Typically, this is based on your customers and is generated using the Segmentation Profile tools.	Folder
TargetGroup	Selects the segmentation group. Lifemodes —Segments that share an experience, such as being born in the same time period, or a trait, such as affluence. Urbanization —Segments that share a locale, from the urban canyons of the largest cities to the rural lanes of villages or farms.	String
ChartY	This value controls the x-axis position along the y-axis in the chart.	Double
ChartIndex	Defines the x-axis of the chart. This value is used to determine the threshold index of your analysis. Anything above this axis would exceed the index threshold.	Double
ChartPrc	Defines the y-axis of the chart. This value is used to determine the percent composition threshold of your analysis. Anything to the right of this axis would exceed the threshold.	Double
ReportTitle (Optional)	Title for the report.	String
OutputDirectory	The output directory that will contain the report.	Folder
ChartPreferencesXml (Optional)	Used for determining preferences set to the chart.	File
ReportFormats [ReportFormats,...] (Optional)	The desired report output format. Simple XML PDF HTML CSV ZIP XLSV Stripped XLSX	String

Code Sample

SegmentationCharts Example (Stand-alone Script)

# Name: SegmentationCharts.py
# Description: Calculates how well customers in the San Francisco penetrate the households in that market.
# Author: Esri

# Import system modules
import arcview
import arcpy

arcpy.ImportToolbox("C:\Program Files (x86)\ArcGIS\Desktop10.3\Business Analyst\ArcToolbox\Toolboxes\Business Analyst Tools.tbx")

try:
# Acquire extension license 
  arcpy.CheckOutExtension("Business") 
 
# Define input and output parameters for the Segmentation Chart
  BaseSeg = "San Francisco Area Profile" 
  TargetSeg = "Profile_0" 
  numX = 10.5
  numIndex = 100
  numComp = 4
  Title = "My Chart Title"
  OutPath = "C:/temp/Segmentation_Chart"
 
# Create Segmentation Chart
  arcpy.SegmentationCharts_ba("PROFILE_COMPARISON_CHART", BaseSeg, TargetSeg, "Lifemodes", numX, numIndex, numComp, Title, 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

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