ArcMap

Segmentation Penetration Map

Available with Business Analyst license.

Summary

Thematically shades the percent penetration of selected segments. This map helps you determine the concentration of your target segments at a given level of geography.

Learn more about how Segmentation Penetration Map works

Illustration

Segmentation Penetration Map

Usage

  • To best determine what segments to include in the Penetration Map, you should analyze the output from the Profile Segmentation Report.

  • The Segmentation Layer parameter should be set higher than the block group geography, for example, Census Tracts or ZIP Codes. There must be a distribution of households for a unit of geography for this map to be created.

  • The Segmentation Base can be generated using total adult population or total households.

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

  • You may want to create a Game Plan Chart to help you in the selection of your segments.

  • You can change the default colors used in the Penetration Map by editing the Business Analyst Styles document. You can edit these colors in ArcMap by using Customize > Style Manager

Syntax

SegmentationPenetrationMap_ba (SegmentationBase, SegmentaionClusters, SegmentationLayer, SegmentationAnalysisResultFolder, {CreateReport}, {CreateFeatureClass})
ParameterExplanationData Type
SegmentationBase

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

String
SegmentaionClusters
[SegmentaionClusters,...]

One or more segments used to define your summarized target penetration.

String
SegmentationLayer

The geographic layer containing the segmentation variables. Typically, the segmentation variables are Tapestry variables.

String
SegmentationAnalysisResultFolder

The output file directory.

Folder
CreateReport
(Optional)

Generates a Segmentation Penetration Map report.

  • CREATE_REPORT —Generates a Segmentation Penetration Map report.
  • DONT_CREATE_REPORT —Does not generate a Segmentation Penetration Map report.
Boolean
CreateFeatureClass
(Optional)

Generates an output feature class for the Segmentation Penetration Map.

  • CREATE_OUT_FEATURECLASS —Generates an output feature class for the Segmentation Penetration Map.
  • DONT_CREATE_OUT_FEATURECLASS —Does not generate an output feature class for the Segmentation Penetration Map.
Boolean

Code sample

SegmentationPenetrationMap example (stand-alone script)

# Name: SegmentationPenetrationMap.py
# Description: Creats a Segmentation penetration map based on selected Tapestry variables. 
# 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 Segmentation Penetration Map tool
  GeoLayer = "C:/ArcGIS/Business Analyst/US_2018/Data/Demographic Data/BlockGroups_bg.bds"
  OutPath = "C:/temp/Output_Segmentation"
 
# Create Customer Segmentation Penetration Map
  arcpy.SegmentationPenetrationMap_ba("Total Adult Population", "Boomburbs; Exurbanites", "US.BDS.BlockGroups", GeoLayer, OutPath, CREATE_REPORT)
 
# 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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