Leveraging Demographic Data for Business Intelligence in Local Government. Harry J. Moore IV

Transcription

1 Leveraging Demographic Data for Business Intelligence in Local Government Harry J. Moore IV

2 Outline Business Analyst in the public sector Business Analyst data Demographic Segmentation Analysis Reports Business Analyst Suite

3 What is Business Analyst? Solution to help make more informed location based business decisions Data Analysis tools Reports

4 Value to the government sector Economic Development Helping local businesses be more successful Is this a good location for business of type X? What s the best business for a particular location? What s the supply & demand for goods & services in my city? Selling your community Increasing tax base

5 Value to the government sector Planning for Change Understand the citizens and community How will the demographics change? How will the needs of citizens change? How is the market predicted to change? Example Balanced school area boundaries

6 Value to government sector Emergency Preparedness Determine at risk areas Determine vulnerable populations Community profiles Example Natural disasters

7 Demonstration

8 Your Data ESRI Data Business Analyst + + Facilities Tax records Students Employees Updated demographics Consumer spending Tapestry Segmentation Supply & demand Maps Analyses Models Reports = More insightful decisions

9 Business Analyst Data Demographic data Census 1990 and 2000 data Current year estimate and five year forecasts Consumer expenditure data 1000 s+ variables for census and postal geography levels Business locations 12+ million business locations

10 Business Analyst Data Continued Street and address data Display, geocoding and network analysis Shopping centers from Directory of Major Malls Shopping centers with 250,000 + GLA (Includes tenant information) Aerial photography

11 Data Updates Continuous updates: Imagery Quarterly updates: Cable TV boundaries (Add-On) Traffic counts (Add-On) Semiannually (additional fee): InfoUSA business data Directory of Major Malls Annual updates: Tapestry Segmentation data Demographic data (CYFY) Consumer expenditure TeleAtlas street data Market potential (Segmentation Module) Crime data (Add-On) Bank data (Add-On)

12 Business Analyst Data vs. ESRI Data and Maps Updated demographic data Current year and 5 year forecast More data Tapestry Segmentation Business listing 1,500+ variables Data aggregated to many current levels of geography

13 Demonstration

14 What is Tapestry Segmentation? There s a connection between human behaviors and neighborhood structure Classification of neighborhoods by their socioeconomic and demographic composition Urban Melting Pot 66 Segmentation groups 12 LifeMode groups High Rise Renters 11 Urbanization groups Retirement Communities

15 What can Tapestry Segmentation tell us?

16 Tapestry s view of seniors LifeMode Group L5: Senior Styles #14 Prosperous Empty Nesters #30 Retirement Communities #50 Heartland Communities #15 Silver and Gold #43 The Elders #57 Simple Living #29 Rustbelt Retirees #49 Senior Sun Seekers #65 Social Security Set

17 Demonstration

18 Analysis Analysis Mean store centers Find similar Customer prospecting Desire lines Huff modeling Predict sales potential Find route Network Analyst Solver

19 Analysis Trade Areas 15 methods Thresholds Drive Times Geography Penetration Freehand

20 Reports Demographic Age Sex Income Population

21 Reports Continued Segmentation reports Segmentation Market analysis Penetration Other Cannibalization Summarize points Benchmark Custom Reports

22 ArcGIS Business Analyst Suite Business Analyst Desktop Business Analyst Server Business Analyst Online + API Address Coder ESRI Data ArcGIS

23 How do I select the correct product? How many users will you have? Casual users or analyst? Internal or external facing application? Application branding? What do you want to find out?

24 Business Analyst Online What is it Web application for creating quick reports and analysis Site screening and evaluation Market analysis Site comparison Three subscription levels Basic 17 free reports Premium 35 free reports Per report

25 Business Analyst Online Benefits Easy to learn and use Built for Non-GIS Professionals Workflow Driven No need to update or install software or data Only internet access needed Save information Sites Application preferences

26 Business Analyst Online API What is it Quick and focused customizable reporting web application Single site screening and evaluation Market analysis Limited geography Two subscription levels Basic 17 free reports Premium 35 free reports

27 Business Analyst Online API Benefits Self service application Branded application Only internet access needed Created for web developers No need to update or install data Consumes ArcGIS Online Services

28 Business Analyst Desktop What is it Desktop application that allows comprehensive analysis of Customers Markets Territories Extension to ArcGIS Desktop Updated Data (12 GB) Over 35 types of analysis Over 50 Reports

29 Business Analyst Desktop Benefits Data Segmentation module Built for analyst Wizard driven Geoprocessing Powerful analysis Predictive sales (Huff model) Territory balancing

30 Business Analyst Server What is it Local Businesses Potential Businesses Business Analyst Desktop Economic Development Business Data ArcGIS Online Land Use Business Analyst Server

31 Empowers the user Overloaded analyst Would this be a good site for a new store? How is the community changing? What is our community lacking? Analyst Can you create a map showing all our brown fields? Can you run a report that shows our market penetration?

32 Meets the challenge of silos Helping ensure consistent decisions across an organization Office 1 Office 2 Office 3 Process 1 Process 2 Process 3 Data Set 1 Data Set 2 Data Set 3

33 Next Steps Business Analyst Online - bao.esri.com ESRI Global Account Day pass Individual reports Annual subscription Communicate results with departments Economic development Planning GIS

34 Summary Through data, analysis, and reporting Attract the correct types of businesses Help local businesses be more successful Complete understanding of a community Improve the quality and stability of a community

35 Resource Centers resources.esri.com

36 Resources Business Analyst ESRI data Types of data White papers and methodologies Economic development - Business Analyst Online product page Podcast Business Analyst Online for Economic Development ArcGIS Business Analyst Server Instructor led training Introduction to Business Analyst Self study course Getting Started with ArcGIS Business Analyst

37 Thank You Questions Please fill out survey