An Overview of Esri's Demographic, Lifestyle, and Business Data and How to Integrate It into Your Apps Lucy Guerra Product Manager Bob Hazelton Product Manager Tony Howser Product Manager
Esri Location Analytics Products Esri Business Analyst Esri Community Analyst Esri Maps for IBM Cognos Esri Maps for SharePoint Esri Maps for Office
4 Things Business Analyst Provides
1 Detailed, Current Facts About Any Area
6,000+ Variables. Current Year and 5 Year Forecast. Access via Dynamic, Customizable Color Coded Maps Population Households Age Income Family Size Education Net Worth Consumer Spending Market Segmentation Businesses Business Types Products Consumption Services Consumption Supply vs. Demand and many, many more
Esri Tapestry Segmentation 65 Segments What kind of people live where
35+ years experience in building demographic data Processed 5 th decennial census Current year estimates and 5 year forecasts We publish both methodologies and trends
2 Powerful Geographic Analysis Tools Focused on Location Analytics
Leveraging the Power of GIS for Analysis Customer / Employee / Market Area Analytics Predictive Modeling Suitability Mapping Market Penetration Territory Design & Optimization Cannibalization
3 Fully Customizable Reports
Fully Customizable Reports Excel PDF XML (for Dynamic Display)
For Any Shaped Area Rings Drive Time Areas User Defined Areas Standard Geographic Areas (e.g. ZIP) In All Cases Data is Precisely & Accurately Aggregated
4 An API - so you can Integrate Business Analyst into Your Business Process
Business Analyst API Get detailed, current facts about any community or user defined area Web or Desktop Access analytical tools, charts & reports, create suitability maps Easily incorporate into web & mobile apps REST, Flex, Silverlight, SOAP Choose between Esri hosted API or on-premises server Smartphone Tablet
Esri Business Analyst Business Professionals: BA Web App ( BAO ) Field Users: BA Mobile App ( BAO Mobile ) Enterprise: BA API & BA Server Professional Analysts: BA Desktop
Esri Data
Our Goal To provide the most accurate and useful data in the most timely manner possible.
Esri Demographic, Lifestyle, & Business Data Updated Demographics Tapestry Segmentation Census (2000 & 2010) ACS Retail MarketPlace Business Locations Business Summary Consumer Spending Market Potential Traffic Counts Major Shopping Centers Bank Branches Banking Potential Crime Indexes Cable Boundaries
Esri Data People What people like to do Area
Data about People Updated Demographics 2000 & 2010 Census ACS What people like to do Area
Data about Updated Demographics 2000 & 2010 Census ACS Consumer Spending Market Potential What people like to do Area
Data about Updated Demographics 2000 & 2010 Census ACS Consumer Spending Market Potential Retail MarketPlace, Business, Shopping Centers, Traffic, Bank, Crime The area
Esri Tapestry Segmentation
Esri Tapestry Segmentation System 65 Distinctive Neighborhood Segments 12 LifeMode Summary Groups Based on Lifestyle and Lifestage 11 Urbanization Summary Groups Based on Density and Affluence Built with proven segmentation methodologies
How was Tapestry Segmentation Built? Demographics Neighborhood Geographies Lifestyle Segmentation System Based on the premise that people with similar tastes seek others like them Like Seeks Like.
Address Record without Tapestry John Smith 1201 South Main Street Fairfax, VA 22031 Male Lives in Fairfax, VA
Address Record with Tapestry John Smith 1201 South Main St. Fairfax, VA 22031 Segment: Enterprising Professionals LifeMode Group L2: Upscale Avenues Urbanization Group U3: Metro Cities 1 Median age: 32.4 Years Listens to talk and public Employment: Prof/Mgmt radio Median income: $69,779 Shops and banks online Housing: Townhouse Relies on email Median Home Value: $223,479 Has education loan Eats out at steakhouses Reads computer and technology magazines Owns/leases Honda Watches Seinfeld reruns
What Value Does Tapestry Add? Demographics Area A Area B 2010 Median Household Income $67,295 $69,779 2010 Median Age 48.9 Years 32.4 Years 2010 % Homeowners 85% 45% Add Segmentation Area A Area B Car Own or Lease a Honda Own or Lease a Lexus Media Read Newspapers Read Online Magazines Recreation Attend Golf Tournaments Likely to join a gym Banking Own a US Savings Bond Bank Online Television Watch the History Channel Watch MTV Urban/Rural Rural Urban
Data Apportionment
Comparing Data Aggregation Methods Center Point Method Area Based Method Block Point Method ß ß
Census 2010
Why is it important to use 2010 Geography?
Geography currency matters! A new decennial Census brings an update to standard geographies.
Census 2010 Geographic Changes 2000 2010 Difference Counties 3,141 3,143 2 Tracts 65,321 73,057 7,736 Block Groups 208,668 217,740 9,072 Blocks 8,205,099 11,078,297 2,873,198 County Subdivisions Places (Cities & Towns) 35,317 35,703 386 25,150 29,261 4,111
2010 Geography Changes Affect Polygons Same Code, Different Boundary! Using 2000 Geography here would produce the wrong results!
Geography Vintage Matters! The updated geographies will also affect userdefined areas such as rings, drive-times and hand drawn areas.
A Ring with 2000 Block Centroids
A Ring with 2010 Block Centroids
Leverage Business Analyst & Community Analyst through the APIs
Integrating Esri Demographic, Lifestyle, & Business Data in Your Apps Business Analyst Desktop Business Analyst Server Developer Options Business Analyst Online Community Analyst
Integrating Esri Demographic, Lifestyle, & Business Data in Your Apps Business Analyst Desktop GP Scripting (Python,.NET) Developer Options Business Analyst Server SOAP, REST, Flex, Silverlight, Other Languages through REST SOAP, REST, Flex, Silverlight, Other Languages through REST Business Analyst Online SOAP, REST, Flex, Silverlight, Other Languages through REST Community Analyst
High-level Architectural View Flex SDK Silverlight SDK Flex SDK Silverlight SDK SOAP Services RESTful Services SOAP Services RESTful Services Web Service Endpoints Business Analyst Server (on premises/private cloud) Web Apps Web Service Endpoints BAO & Community Analyst (SaaS infrastructure) Business Analyst Server (Esri hosted) ArcGIS Server 10.x ArcGIS Server 10.x
High-level Architectural View Flex SDK Silverlig ht SDK All Other Langs Flex SDK Silverli ght SDK All Other Langs SOAP Service s RESTful Services Web Service Endpoints Business Analyst Server (on premises/private cloud) Web Apps SOAP Servic es RESTful Services Web Service Endpoints BAO & Community Analyst (SaaS infrastructure) Business Analyst Server (Esri hosted) ArcGIS Server 10.x ArcGIS Server 10.x
Common Input Parameters Desired Report Templates Study Areas Desired Analysis Variables Customer Ready PDF Reports Excel HTML Developer Friendly JSON XML
Common Input Parameters (Study Area Types) Desired Report Templates Study Areas Desired Analysis Variables Point Locations Ring Buffer s Drive Time Buffers Drive Distance Buffers Admin Boundary Areas Custom Map Areas Customer Ready PDF Excel HTML Developer Friendly JSON XML
Whirlwind Tour (Ambitious ) Resource Center Geoenrichment Example - IP Geolocation - http://50.19.112.101/esridemos/youripinfo.php - Enriched - http://50.19.112.101/esridemos/yourgeoenrichedipinfo.php?pretty=true - Enriched with Tapestry- http://50.19.112.101/esridemos/yourgeoenrichedipinfo.php?pretty=true&factpackid=tapestry SDK Example - Site Analysis - http://50.19.112.101/esridemos/http_proxy/workflowexample.html - Coffee (SMS) - http://baserver.esri.com/flexviewer-ba/ - Vulnerable Population- http://esrilb-2100770309.us-west- 2.elb.amazonaws.com/VulnerabilityAnalysis - Cancer Risk - http://esrilb-2100770309.us-west-2.elb.amazonaws.com/cancerrisk - Tapestry - http://redlandsbaoapp1.esri.com/zipcodelookup/default.aspx?zip=92024
Follow Up Technical Session: Build Location Intelligence in your Apps Presentation - Mesquite G & H - Thu 3/29/2012-10:00 AM 11:15 AM Sample Code /Updated Presentation - Drop off your card - Visit us at the Web GIS Island - Email - thowser@esri.com Business Analyst/Community Analyst General Info - bateam@esri.com
Demonstrations
Conclusion Significant experience creating data sets with very accurate estimates and projections Location Analytics offerings use the ArcGIS System as the foundation Esri s Demographic, Lifestyle, Business, Consumer Spending and other data are easily integrated - Web Apps, mobile, tablet, enterprise deployments and desktop too
www.esri.com/esridata resources.arcgis.com/ba
Next Session: Build Location Intelligence into Your Applications Thursday, 10:15am-11:30am, Mesquite GH (Palm Springs Convention Center)
Showcase area: Lucy Guerra lguerra@esri.com Bob Hazelton bhazelton@esri.com Tony Howser thowser@esri.com