MRI Segmentation Report (Business Analyst)
Summary
Creates a report to compare the tapestry profile of your core and developmental customers to the tapestry profile of a syndicated survey.
Usage
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Todetermine what your index and percent composition threshold values should be, you should analyze the output from the Customer Tapestry Profile Report.
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In most cases, the index threshold should be set to a value of at least 100.
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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.
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Usually the target profile is based on customer records.
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The base segmentation profile can be generated using the Create Profile By Area Summation tool.
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Customers in the target profile should be wholly contained within the base profile.
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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).
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The segmentation base can be generated using total adult population or total households.
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Total adult population includes individuals 18 years old or older.
Syntax
| Parameter | Explanation | Data Type |
ReportTemplate |
Selects the type of report to generate.
| 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.
| String |
OutputDirectoryParameterName |
The output directory that will contain the report. | Folder |
IndexThreshold |
The value used to determine the threshold index of your analysis. | |
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 (Optional) |
Select the desired report output format.
| String |
Code Sample
# 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\ArcGIS\Desktop10.0\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)