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ArcWatch: Your e-Magazine for GIS News, Views, and Insights

October 2009

Esri Data: Where Market Intelligence Means Business

Esri provided author Ryan D'Agostino with a customized list that ranked the 100 wealthiest ZIP Codes in the United States to help him research his book, Rich Like Them.

The data came from Esri's Wealthiest Database, which is compiled from a number of indicators of affluence that include average household income and average net worth. In identifying the wealthiest areas in the country, Esri captures both income and the accumulation of substantial wealth, or the abundance of possessions and resources. Top ranks reflect both accumulated wealth and the rate of increase in wealth (measured by current income). Esri's Wealthiest Database is updated annually.

The company also offers a wide range of business, consumer spending, demographic, and segmentation data that will help agencies, businesses, and organizations analyze markets, profile customers and constituents, and evaluate competitors. Mainstream, trade, and business publications frequently use Esri data to describe market areas and illustrate business articles.

Esri offers the following:

Updated Demographics: Comprehensive data about area populations that includes information about age, income, home value, population growth or decline, ethnicity, and education levels. Data variables are grouped into categories such as age, income, home value, family type, and race.

Tapestry Segmentation: This data includes detailed information about the lifestyles, life stages, and attitudes of people based on a variety of geographic levels. Esri's market segmentation system classifies U.S. neighborhoods into 65 segments according to socioeconomic and demographic compositions. For a broader view of markets, segments are divided into 12 LifeMode Summary Groups, which reflect lifestyle/life stage, and 11 Urbanization Summary Groups, which classify segments by affluence and population density.

Market Potential: Market Potential data measures the probable demand for a product or service in a defined geographic area. More than 2,000 items are grouped into 35 categories of goods, services, and consumer attitudes (the likelihood that consumers will purchase the goods.) The database also includes the expected number of consumers for those goods and services and a Market Potential Index (MPI) that measures the likelihood that adult households in a specified area will exhibit certain consumer behaviors compared with the U.S. national average.

Diversity Index: The Diversity Index represents the likelihood that two persons, chosen at random from the same area, belong to different races or ethnic groups. Esri's diversity calculations accommodate up to seven racial groups: six single-race groups (White, Black, American Indian, Asian, Pacific Islander, and Some Other Race) and one multiple-race group (two or more races). The Diversity Index ranges from 0 (no diversity) to 100 (complete diversity). The Diversity Index in the United States for 2009 is 61.

Retail MarketPlace: Retail MarketPlace data measures retail activity for a specified trade area and provides a direct comparison between retail sales and consumer spending by industry sector. The data includes the proprietary Leakage/Surplus Factor, which summarizes the relationship between retail sales by business (supply) and consumer spending by household (demand).

For more information about Esri data, visit www.esri.com/data.

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