ArcGIS for Power BI

Demographic data enrichment in ArcGIS for Power BI

ArcGIS for Power BI is an embedded, out-of-the-box map visualization in Microsoft Power BI. It is used to add location and spatial analysis to your reports and enrich your maps with detailed demographic data insight.

What is demographic data enrichment?

Demographic data are population statistics that help you tell the story about your report’s metrics. When you choose the right demographic data, you add context and authoritative, complex insight to your ArcGIS for Power BI map visualization.

Esri partners with data aggregators and providers like the U.S. Census bureau to enrich your spatial analysis with curated, global demographic data. This includes population and census data, consumer spending habits, business summaries, crime statistics, traffic information, and much more.

You can use Esri demographic data in ArcGIS for Power BI to do the following:

Add context to your reports

Demographics added to your report metrics improve your spatial analysis and create visual and data depth.

In the image below, the top half represents features added to an ArcGIS map visualization from your Power BI dataset.

The bottom half of the image shows how you can enhance this dataset by adding a reference layer from a curated list of available demographic data.

A comparison of a map with no demographic reference layer (top) and with a demographic layer (bottom)

For example, perhaps you want to see where you might add a new store location to increase sales. When you add the U.S. Census Bureau 2020 Disposable Income layer, you can visualize where there is population with additional income to spend on your products. These are the areas shaded green: darker color = greater amounts of disposable income. You can also see how these population clusters affect your existing stores.

Using demographic data layers, you might further refine your results by adding metrics such as population age or family clusters to do the following:

The scope of available demographic data and variety of ways you can use it to improve your spatial analysis are extensive. With your ArcGIS account, you can access an even richer catalog of data refinements to clarify your map visualization. Explore what Esri’s library offers to each account type.

Demographic data layers

Standard ArcGIS for Power BI users can add the following demographic data reference layers to any of their map visualizations:

Demographic Description
Average Household Income Divides the total regional household income by the total number of households in that region.
Average Household Size Divides the number of people who live in households in a region by the total number of households in that region.
Diversity Index Summarizes a region’s racial and ethnic diversity. Indicates the likelihood that two individuals, chosen at random from the same area, belong to the same race or ethnic group. The index ranges from 0 (no diversity) to 100 (highest diversity). This number increases when the population includes more race/ethnic groups.
Median Age Provides a median value for the local population’s age. Population in the area is divided into two equal groups. Half the population is older than the median age, and half is younger.
Median Disposable Income Establishes a median value for the local population’s available disposable income distribution (assets after bills). Divides the region’s population into two equal groups. Half the population has disposable income higher than the median, and half has lower.
Median Household Income Sets a median value for the region’s household income. Divides the region’s households into two equal groups. Half of local households have income higher than the median, and half have lower.
Median Home Value Establishes a median value for the region’s homes. Divides the homes in the area into two equal groups. Half of the homes have a value higher than the median, and half have lower.
Per Capita Income Divides the region’s aggregate (total) income by the region’s total population.
Population Density Divides the regional total population by the total land area, measured in square miles.
Population Growth An annualized measure that describes the positive or negative direction and magnitude of change [Regional Population: Compound Annual Growth Rate (CAGR)] to the total regional population in five-year projections.

In addition to these demographic data types, you can use ArcGIS for Power BI to search for publicly shared feature layers. The ArcGIS library contains thousands of reference layers with information specifically curated to enrich your data. This includes business district data, consumer studies, survey results, and much more. Further, when you sign in to ArcGIS for Power BI using a valid, licensed ArcGIS account, you are granted access to yet more authoritative data content. This includes the authenticated and extensive ArcGIS Living Atlas of the World data library, shareable with your organization and groups.

Wrapping it up

If you have a Microsoft Power BI license, you already have access to ArcGIS for Power BI and can start using ArcGIS map visualizations with demographic data enrichment today. You can also sign up with Esri for a licensed ArcGIS account to build more detailed map visualizations with spatial analysis. For details about getting a licensed account, visit the ArcGIS for Power BI online help.

Why not learn how you can use demographic data with ArcGIS for Power BI by adding a reference layer? Next, explore ArcGIS for Power BI maps or visit Esri’s ArcGIS for Power BI page to read examples and testimonials. To learn how to add an infographics card and use demographic data, visit Esri’s ArcGIS for Power BI online help.

About the author

(she/her) Sr. Product Engineer/Sr. Technical Writer and member of Esri's Cloud Writing Team based in the Portland, Oregon, USA office. A lifelong word nerd, I divide my time between the GIS Dictionary and doc lead for the ArcGIS for Microsoft 365 and Esri Demographics projects, along with providing some ad-hoc editorial and content analysis work.

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