Segmentation Tool Accurately Identifies Customer and Prospect Types
Written by ESRI
Monday, 29 October 2007
ArcGIS Business Analyst Segmentation Module Maximizes Marketing Investment
Redlands, California—Organizations can now more accurately identify their most profitable customer and prospect types, including where they live, what products and services they buy, and which marketing methods they respond to by using ESRI’s ArcGIS Business Analyst Segmentation Module. The Segmentation Module integrates with well-proven ArcGIS Business Analyst desktop software, enabling organizations to generate specialized market segmentation reports by geographic area, such as ZIP Codes and block groups.
With the Segmentation Module, organizations can identify the customer segments that promise the highest return on investment (ROI) from marketing campaigns, allowing them to fine-tune and focus their marketing and merchandising strategies on these profitable segments.
The foundation for the Segmentation Module is 2007 Community Tapestry data at the block group geography level and consumer survey data from Mediamark Research Inc. Doublebase 2005. Community Tapestry is a comprehensive segmentation system that classifies U.S. residential neighborhoods into 65 distinctive segments based on their socio-economic and demographic composition. It is based on a proven segmentation methodology devised by demographers, geographers, and statisticians. This information provides insight into which consumer types would be most likely to buy certain products and services, enabling organizations to develop effective merchandising strategies that resonate with today’s changing consumer tastes.
ArcGIS Business Analyst desktop software provides the GIS tools necessary for performing customer profiling, trade area analysis, and business applications such as site evaluation and selection. Because the Segmentation Module integrates seamlessly into ArcGIS Business Analyst, users can estimate product usages and market potential, perform competitive analyses, and discover secondary markets for their products and services. The Segmentation Module makes it possible for market analysts to generate reports and maps based on segmentation data that is relevant, precise, and accurate and to plan clear-cut, well-defined marketing strategies.
About ESRI Since 1969, ESRI has been giving customers around the world the power to think and plan geographically. The market leader in GIS, ESRI software is used in more than 300,000 organizations worldwide including each of the 200 largest cities in the United States, most national governments, more than two-thirds of Fortune 500 companies, and more than 7,000 colleges and universities. ESRI applications, running on more than one million desktops and thousands of Web and enterprise servers, provide the backbone for the world’s mapping and spatial analysis. ESRI is the only vendor that provides complete technical solutions for desktop, mobile, server, and Internet platforms. Visit us at www.esri.com.
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