Tag Archives: Tapestry
Many businesses have gleaned great returns by looking at operations through the lens of geographic science. The largest wins take on mythical status, as the impacts can be so profound that users want to keep the secret behind these rewards from competitors.
A few eye-opening anecdotes have come to light, including ones about the following:
- A global parcel delivery company that eliminated left-hand turns and implemented other distance- and time-saving measures for better routing that saved thousands of miles across the company’s fleet and hundreds of millions of dollars annually
- A national home repair service that improved its efficiency to the point that it could consolidate the number of call centers by two-thirds with an initial cost savings of $9 million and ongoing yearly savings of close to $50 million
- The chain of coffee shops that scrutinizes the link between store location and performance and finds per-store improvements with effects that are compounded across the chain’s network, including such results as how moving one store just one mile would gain a $10 million increase in yearly sales
At the heart of these wins, and many more, is an enterprise location strategy with Esri’s geographic information system (GIS) mapping software at the hub. GIS integrates with existing customer and enterprise systems, bringing location data, proven algorithms for analysis, and tailored applications to extend insightful information to the front lines of decision-making. Businesses use this powerful platform to reveal deeper understanding of their data.
The recently launched Esri Location Strategy for Business web pages contain information and tools to give every business user a taste of the kinds of spatial analysis available. The new Discover Local Insights application gives visitors a free ZIP code search for some of the key local psychographic variables that help reveal the values, opinions, interests, and lifestyles of customers.
“The application falls into our strategy of providing actionable information for business,” says Robby Deming, Esri marketing program manager. “It helps to show how Esri’s vast business and demographic data can provide even greater insight when combined with data that businesses already hold.”
Esri Tapestry Segmentation provides the power behind this application. Tapestry data contains the classification of all US residential neighborhoods, broken down into 67 unique segments based on demographic and socioeconomic characteristics. This data, along with more than 10,000 added Esri data variables, conveys a wealth of local insight.
In addition to presenting the psychographic segments, both the 15-minute drive-time area and five-mile-ring buffer area around the ZIP code can be overlaid on the map. These geoenriched polygons give users a greater sense of place while illustrating the intuitive and interactive nature of geospatial business analysis.
This free tool is available as a web application to any interested business. Work is under way to create a mobile-friendly version as well as to enable this application to be embedded in any website. Some of the functions being planned for development include the ability to compare ZIP codes side by side and generate drive times or buffers from any point on a map.
Many businesses have used these kinds of tools for decades to better understand their customers. The early adopters are now combining what they already know with new data feeds from in-store sensors, customer relationship management (CRM) systems, and other sources. Live information, such as weather conditions or social media mentions, can also be visualized to get up-to-date insight into factors that impact local business decisions.
“We’re using the Discover Local Insights application to give businesses a practical example of the powerful knowledge they can access through a location strategy,” says Deming. “Any commercial business that wants to know more can sign up for a free location strategy assessment, which includes a half-hour conversation with our technical and commercial business experts. We want to help people understand how their peers are driving business benefits from location technology. In addition, we’ll also provide them with a potential road map for developing their own location strategy that matches their business objectives and needs.”
In 2014, the US Geological Survey (USGS) and Esri announced the publication of the most detailed global ecological land units(ELUs) map in the world. The ELUs are terrestrial ecosystems defined and modeled as unique combinations of bioclimate, landform, geology, and land cover.
In creating the original version, the team learned of the input data’s limitations and created a plan to improve the ELUs with updated input data in 2015. Today, Esri and USGS are pleased to announce the availability of an update to the global ecological land units (ELUs) map.
In particular, Esri created a new global landforms layer to address valid criticisms of the earlier version, which under-represented hills and over represented plains. Additionally, the new landforms dataset gained more classes, including tablelands. The new dataset is also more regionalized, or less fragmented than the earlier dataset, and therefore more intuitive.
While their behaviors confound retailers and marketers, we’re starting to gain a better understanding of what makes this cohort click.
Do you know any Millennials? You might even be a Millennial yourself.
Milliennials are contradictions, alternately described as lazy, entitled, idealistic, close to family, and racially diverse. Pew Research notes that Millennials are not bound to organized politics or religion, support a more activist government, are linked by social media, carry debt, and are optimistic about the future.
Demographers disagree about the exact time frame this huge group encompasses. Some say that Millennials were born between 1982 and sometime in the early 2000s. Pew Research says that Millennials range in age from 18 to 33 years. Continue reading
Like it or not, we are all aging. In 2000, the median age in the United States was 35.3 years. By 2010, this number had increased to 37.0 years; today, the median age is 37.3 years. By 2030, seniors will comprise 20 percent of the total US population. In addition to people living longer, the jump in the US median age is also due to aging Baby Boomers.
Seniors are not one monolithic demographic cohort. From those aged 55 to those in their 80s and older, seniors have vastly different lifestyles, preferences, and spending habits. These differences become even more apparent when classified by demographics such as affluence, education, employment, and race/ethnicity. Data about product and media preferences, leisure activities, and shopping habits provides even more detail. Continue reading