ArcMap

Understanding Market Report

Available with Business Analyst license.

Summary

Compares the Tapestry profile of your Core and Developmental customers to the Tapestry profile of a syndicated survey.

Usage

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

  • To best determine 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 Segmentation 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 Base Segmentation Profile can be generated using total adult population or total households.

Syntax

UnderstandingMarketReport_ba (CustomerAlias, SSAdditionalGroup, {SSSortSegments}, {SSSortField}, {SSSortWay}, BaseProfile, TargetProfile, {TitleParameterName}, OutputDirectoryParameterName, {ReportFormats})
ParameterExplanationData Type
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
SSSortSegments
(Optional)

Select to enable sorting in your segmentation report.

  • TRUE —Will allow report sorting
  • FALSE —Will not allow report sort. This is the default.
Boolean
SSSortField
(Optional)

Select the method to sort the segmentation report.

  • Expected number of Households/Adults —Sorts the report based on the number of housesholds/adults per Tapestry Segment ID.
  • Index —Sorts the report based on the Index of each Tapestry Segment.
String
SSSortWay
(Optional)

Select the method to sort the segmentation report.

  • Ascending —Sorts the report based on Tapestry Segments from lowest to highest segment ID.
  • Descending —Sorts the report based on Tapestry Segments from highest to lowest segment ID.
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
TitleParameterName
(Optional)

Title for the report.

String
OutputDirectoryParameterName

The output directory that will contain the report.

Folder
ReportFormats
[ReportFormats,...]
(Optional)

Select the desired report output format.

  • Simple XML
  • PDF
  • HTML
  • CSV
  • ZIP
  • XLSX
  • Stripped XLSX
String

Code sample

UnderstandingMarketReport example (stand-alone script)

# Name: UnderstandingMarketReport.py
# Description: Generates a Segmentation Market Report.
# Author: Esri

# Import system modules
import arcview
import arcpy

arcpy.ImportToolbox(r"C:\Program Files (x86)\ArcGIS\Desktop10.7\Business Analyst\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("customer", "Financial", BaseSeg, TargetSeg, OutPath)
 
# Release extension license 
  arcpy.CheckInExtension("Business") 
 
except:
 print arcpy.GetMessages(2)

Environments

This tool does not use any geoprocessing environments.

Licensing information

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

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