Segmentation Penetration Map (Business Analyst)
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.
Illustration
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Usage
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To best determine what segments to include in the Penetration Map, you should analyze the output from the Profile Segmentation Report.
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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.
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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.
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You may want to create a Game Plan Chart to help you in the selection of your segments.
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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
| Parameter | Explanation | Data Type |
SegmentationBase |
The segmentation base can be generated using total adult population or total households. | String |
SegmentationClusters [SegmentationClusters,...] |
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.
| Boolean |
CreateFeatureClass (Optional) |
Generates an output feature class for the Segmentation Penetration Map.
| Boolean |
OutputFeatureClass |
The new feature class that will contain the Segmentation Penetration map output. | Feature Class |
Code Sample
# 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("C:\Program Files (x86)\ArcGIS\Desktop10.2\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_2013/Data/BDS/esri_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)