How Data Enhances ArcGIS

People, Places and ThingsPeople, Places and Things

Presented by

Kathy GambeeManager, Business Partner Development

ESRI BIS

March 4, 20042004 WLIA Conference

Kalahari Resort, Wisconsin Dells, WI

Agenda

• Introduction to ESRI BIS

• Data: People, Places & Things

• Data Scenarios

• Q & A

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ESRI Business Information Solutions

Division of ESRI; center for commercial excellencein ESRI

Offices in Vienna, VA and La Jolla, CA

30 + years’ industry experience in: Demographics (age, gender, income, education, housing, etc.) Segmentation (clustering by demographic characteristics) Data applications and solutions

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Combine data layers with ArcGIS to display maps, reports, charts, and graphs so you can develop smart decisions based on your knowledge of

Use Data With ArcGIS…

People

Places

Things

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• Demographics: Age, gender, income, family type, education, employment, labor force, etc.

• Segmentation: Tapestry

People (Lifestage)

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• Parcels, locations, and sites• Cities, counties, states and the U.S.

Places (Geography)

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• Products and services needed and purchased

• Segmentation: Tapestry

Things (Lifestyle)

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Data

+ =

Geography

Maps, Data Reports, and Charts Illustrate People, Places & ThingsIllustrate People, Places & Things

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Constituent Data• Demographics• Competitive Data• Segmentation

Boundary Data• School Districts• Metro Areas• ZIP Codes• Census Boundaries

People Data• Lifestyle• Lifestage

Geographic Reference • Streets• Waterbodies• Parks• Places

Mailing Lists• Constituent Lists • Consumer Lists• Homeowner Lists• Business Lists• Member Lists

Map Layers Illustrate Data AboutPeople, Places, & ThingsPeople, Places, & Things

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• Communicate Effectively Craft your messages by the demographics of your community

• Locate new facilities to serve your community Evaluate current neighborhoods Select potential new business sites

• Forecast opportunities New residential populations New construction projects and public services

• Plan business recruitment campaigns Profile current and prospective businesses Segment your residents by type

Find the People, Places, & ThingsBehind the Numbers so You Can…Behind the Numbers so You Can…

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Census data: Our starting point for…

• People• Places• Things

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• Unemployment2000: 5.8%2003: 6.8%2003: 6.8% 17% Increase17% Increase

• Median HH Income Growth1990 to 2000: 3.4% Annual Growth2000 to 2003: 3.1% Annual Growth3.1% Annual Growth

• Average HH Income2000: $56,6442003: $64,992 15% Increase15% Increase

Data Facts from Census 2000…

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• Median Home Values2000: $111,8332003: $138,834 24% Increase!24% Increase!

• Median Age2000: 35.3 years2003: 36.0 years

Data Facts from Census 2000…

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People: Demographic Data

• Population• Race & Hispanic Origin• Age• Gender• Labor Force• Housing• Education• Income (Household & Family)• Disposable Income• Net Worth

Paint a “Portrait” of People in Your AreaPaint a “Portrait” of People in Your Area

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Demographics Neighborhood Geographies

Based on the premise that people with similar tastes

seek others like them - “Like Seeks Like.”

IncomeEducation

HH Composition

Housing

Ethnicity

UrbanizationBlocks

BlockGroups

Tracts

ZIP Codes

Analysis

andand

LifestyleSegmentation

System

ConsumerData

Segmentation: Classifies Neighborhoods

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Mobility

John Smith

1201 South Main St.Fairfax, VA 22031

MaleLives in Fairfax,VA

Segmentation is… A Way to Understand PeopleA Way to Understand People

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John Smith1201 South Main St.

Fairfax, VA 22031

MaleMarriedUrban Professional Couple$48,300 Median HH IncomeSingle Family Housing

37.6 Years OldPolitically ActiveEnvironmentally SensitiveJoins Health ClubsPlays Sports

Buys Home FurnishingsReads Smithsonian, Money& Gourmet MagazinesDines Out

Segmentation

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Segmentation is…

• Explains population or business diversity Age, income, sex, affluence, ethnicity Sort businesses by SIC or NAICS codes

• Describes lifestyle & lifestage Spending patterns, leisure activities, etc. Marriage, birth of children, retirement, etc.

• Simplifies business recruitment Craft your message to potential businesses using your community’s demographics Profile your best business prospects

Understanding People, Places and Understanding People, Places and ThingsThings

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Data Scenarios

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Data Scenario:

Situation: A new resident is having difficulty finding reliable baby-sitters. After learning that other families had the same problem, she and a friend investigated to see if the community could support a baby-sitting cooperative.

Using Data to Enhance ArcGIS:Research census data to define the percentage of local families with small children. Analyze the data to see which population segments could afford regular baby-sitting services. Strategize other options such as an in-home sitting service and respite adult care services. Identify sitter resources and ways to reach them.

Baby-Sitting ServicesBaby-Sitting Services

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Data and ArcGIS Tasks: Analyze the demographics of the local community to locate children under 12 years Define and chart the work force who live in the neighborhood Create a thematic map showing neighborhoods with the highest percentage of working moms Find other sitters to work with you

Data-focused Skills Involved: Analyze demographic data Develop charts Create and interpret a thematic map

Data Scenario: Baby-Sitting Services

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ArcIMS Data Output…in Tabular Form and in Chartsin Tabular Form and in Charts

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Which neighborhoods have the highest percentage of kids?

Where would you you expect to find couples without kids?

ArcIMS Thematic Maps

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Data Scenario:

Result: Based on their analyses using CommunityInfo for Census, two friends established their baby-sitting service. Six months later, the business was showing a profit and the friends were discussing expansion plans.

Baby-Sitting ServicesBaby-Sitting Services

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Situation: A healthcare insurance company needed to re-locate a claims office. A community, anxious to fill an empty downtown office building, needed to prove to the insurance company that it had the “right stuff” to host the facility.

Using Data to Enhance ArcGIS:Define the community’s population, labor force and spending patterns using segmentation, demographics, workplace and spending data, and ArcGIS software. Prove that the community’s demographics are similar to the company’s employees; the community can easily house the facility and has a skilled labor force that can run the business well.

Business Data Scenario: Economic DevelopmentEconomic Development

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Data and GIS Tasks: Create a profile of the local workforce. Map neighborhoods with the type of workers needed to staff the insurance facility Present a business proposal to the healthcare insurance company lobbying them to locate their newfacility in your community.

Data-focused Skills Involved: Integrate information from multiple demographic reports Incorporate disparate data into maps Interpret information into a multi-disciplinary published report.

Data Scenario:Economic DevelopmentEconomic Development

Business Location Mapped From Data

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Worker Population Charted From DataLabor Force by AgeLabor Force by Age

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Another Demographic ViewPlaces: Workers in Rockville, MDPlaces: Workers in Rockville, MD

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Things: Products and Services

Healthcare Reported and MappedHealthcare Reported and Mapped

Index

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Aerial photography provides yet another ArcIMS view!

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Result: Based on the business proposal, the company moved its office to the community and was pleased with the decision.

Data Scenario: Economic Development

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Combine data layers with ArcGIS to display maps, reports, charts, and graphs so you can develop smart decisions based on your knowledge of

Use Data With ArcGIS…

People

Places

Things

www.esribis.com

Questions?

Thank you for your time and attention today!

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