{"id":2568362,"date":"2024-11-21T09:00:35","date_gmt":"2024-11-21T17:00:35","guid":{"rendered":"https:\/\/www.esri.com\/arcgis-blog\/?post_type=blog&p=2568362"},"modified":"2024-12-12T17:22:46","modified_gmt":"2024-12-13T01:22:46","slug":"drive-customer-growth-with-target-marketing-in-arcgis-business-analyst-pro","status":"publish","type":"blog","link":"https:\/\/www.esri.com\/arcgis-blog\/products\/bus-analyst\/business\/drive-customer-growth-with-target-marketing-in-arcgis-business-analyst-pro","title":{"rendered":"Drive customer growth with target marketing in ArcGIS Business Analyst Pro"},"author":317312,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"open","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":""},"categories":[23341,37171],"tags":[40691,25821,364822],"industry":[],"product":[36711],"class_list":["post-2568362","blog","type-blog","status-publish","format-standard","hentry","category-analytics","category-business","tag-analytics","tag-tapestry-segmentation","tag-target-marketing","product-bus-analyst"],"acf":{"authors":[{"ID":317312,"user_firstname":"Elif","user_lastname":"Bulut","nickname":"Elif Bulut","user_nicename":"ebulut","display_name":"Elif Bulut","user_email":"ebulut@esri.com","user_url":"","user_registered":"2022-08-24 18:23:17","user_description":"Elif is a Product Engineer of Social Analysis and Data Science on the ArcGIS Business Analyst team. She holds a PhD in Sociology and applies spatial data science and social research to help users explore demographic trends, community characteristics, and access to resources. She is passionate about turning complex data into clear insights that support real-world decision-making.","user_avatar":""},{"ID":78361,"user_firstname":"Gemma","user_lastname":"Goodale-Sussen","nickname":"Gemma Goodale-Sussen","user_nicename":"ggoodalesussen","display_name":"Gemma Goodale-Sussen","user_email":"ggoodalesussen@esri.com","user_url":"","user_registered":"2020-08-06 15:49:58","user_description":"Gemma is a writer at Esri, focusing on content for the ArcGIS Business Analyst team.","user_avatar":""},{"ID":10262,"user_firstname":"Darren","user_lastname":"Cook","nickname":"Darren Cook","user_nicename":"dcook","display_name":"Darren Cook","user_email":"dcook@esri.com","user_url":"","user_registered":"2019-12-03 15:51:19","user_description":"Darren is a Product Engineer on the Business Analyst team. He enjoys the collaborative process of creating features that enable Business Analyst customers to model their vision of success.","user_avatar":""}],"short_description":"We walk through a practical, step-by-step guide to target marketing, using a solar panel company in California as a case study. ","flexible_content":[{"acf_fc_layout":"content","content":"

Understanding who your core customers are and locating others like them is critical for strategic and sustainable business growth. ArcGIS Business Analyst\u2019s Target Marketing Wizard<\/a> offers a powerful approach to analyze customer insights and assess market reach, allowing companies to identify high-potential areas and customer segments for maximum return on investment. <\/span>\u00a0<\/span><\/p>\n

In this blog post, we\u2019ll guide you through a step-by-step workflow using ArcGIS Business Analyst Pro<\/a>, demonstrating how to leverage target marketing for a data-driven strategy for reaching your ideal customer segments. Using a solar panel company in California as a case study, you\u2019ll learn how to create customer and market area profiles, identify high-value segments, and map insights to drive growth.<\/span>\u00a0<\/span><\/p>\n

Workflow Overview<\/span><\/b><\/p>\n

This workflow covers the essential steps for building a target marketing strategy in ArcGIS Business Analyst Pro. Following these steps will help you understand your current customer base, identify areas with growth potential, and make informed marketing decisions.<\/span>\u00a0<\/span><\/p>\n

    \n
  1. Step One: Create a Customer Profile<\/span><\/b><\/a>
    \nStart by grouping your customers into segments based on shared characteristics like lifestyle, location, and spending habits.\u00a0This profile will reveal which customer segments are most engaged with your product.
    \n<\/span> \u00a0<\/span><\/li>\n<\/ol>\n
      \n
    1. Step Two: Define a Market Area and Create a Market Area Profile<\/span><\/b><\/a>
      \nDefine the geographic area you want to analyze, such as a state or city, and create a market profile of this area. Comparing this profile with your customer segments highlights areas where your brand has growth potential.
      \n<\/span>\u00a0<\/span><\/li>\n<\/ol>\n
        \n
      1. Step Three: Perform a Four Quadrant Analysis<\/span><\/b><\/a>
        \nUse the Four Quadrant Analysis to categorize your customers into Core, Developmental, Niche, and Monitor segments.
        \n<\/span>\u00a0<\/span><\/li>\n<\/ol>\n
          \n
        1. Step Four: Map the Target Groups<\/span><\/b><\/a>
          \nMap customer segments and potential growth areas to see where core and developmental groups are concentrated geographically.
          \n<\/span>\u00a0<\/span><\/li>\n<\/ol>\n
            \n
          1. Step Five: Reporting<\/span><\/b><\/a>
            \nGenerate detailed reports that summarize customer segmentation, market potential, and media habits, helping refine your marketing decisions.<\/span>\u00a0<\/span><\/li>\n<\/ol>\n

            \u00a0<\/span><\/p>\n

            Step-by-Step Target Marketing Analysis<\/span><\/b>\u00a0<\/span><\/h2>\n

            Step One: Create a Customer Profile<\/span><\/b>\u00a0<\/span><\/h3>\n

            A <\/span>Customer Profile is an organized summary that categorizes your customer base by key characteristics like location, lifestyle, and spending habits. This profile groups, or \u201csegments,\u201d customers with shared traits, offering valuable insights into what motivates their purchasing behaviors. By understanding these segments, you can tailor your marketing efforts more effectively. Esri\u2019s Tapestry segmentation<\/a> system provides a structured approach to this process, grouping communities across the United States into manageable segments based on demographic, socioeconomic, and lifestyle characteristics.<\/span>\u00a0<\/span><\/p>\n

            As the foundation of your target marketing analysis, the Customer Profile helps you see where different customer types are located, guiding your strategy to better connect with each group.<\/span>\u00a0<\/span><\/p>\n

             <\/p>\n

            Preparing Customer Data for Target Marketing<\/span><\/b>\u00a0<\/span><\/p>\n

            Before using your data in the <\/span>Target Marketing Wizard<\/span><\/b>, ensure it\u2019s in layer format. <\/span>To begin, add your customer data to ArcGIS Pro:<\/span>\u00a0<\/span><\/p>\n

              \n
            1. Under the <\/span>Map<\/span><\/b> tab, click <\/span>Add Data<\/span><\/b>, then <\/span>Browse<\/span><\/b> to locate and select your customer data file (such as an Excel file).
              \n<\/span>\u00a0<\/span><\/li>\n<\/ol>\n

              Once your data is added, ensure it\u2019s in layer format for use in the Target Marketing Wizard:<\/span>\u00a0<\/span><\/p>\n

                \n
              1. Right-click the customer file in the <\/span>Contents <\/span><\/b>pane and select <\/span>XY Table to Point<\/span><\/b>.
                \n<\/span>
                \n<\/span><\/li>\n<\/ol>\n"},{"acf_fc_layout":"image","image":{"ID":2568712,"id":2568712,"title":"create feature class","filename":"create-feature-class-1.png","filesize":121296,"url":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2024\/11\/create-feature-class-1.png","link":"https:\/\/www.esri.com\/arcgis-blog\/products\/bus-analyst\/business\/drive-customer-growth-with-target-marketing-in-arcgis-business-analyst-pro\/create-feature-class-2","alt":"","author":"317312","description":"","caption":"","name":"create-feature-class-2","status":"inherit","uploaded_to":2568362,"date":"2024-11-07 17:06:46","modified":"2024-11-07 17:06:46","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.esri.com\/arcgis-blog\/wp-includes\/images\/media\/default.png","width":893,"height":219,"sizes":{"thumbnail":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2024\/11\/create-feature-class-1-213x200.png","thumbnail-width":213,"thumbnail-height":200,"medium":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2024\/11\/create-feature-class-1.png","medium-width":464,"medium-height":114,"medium_large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2024\/11\/create-feature-class-1.png","medium_large-width":768,"medium_large-height":188,"large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2024\/11\/create-feature-class-1.png","large-width":893,"large-height":219,"1536x1536":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2024\/11\/create-feature-class-1.png","1536x1536-width":893,"1536x1536-height":219,"2048x2048":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2024\/11\/create-feature-class-1.png","2048x2048-width":893,"2048x2048-height":219,"card_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2024\/11\/create-feature-class-1-826x203.png","card_image-width":826,"card_image-height":203,"wide_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2024\/11\/create-feature-class-1.png","wide_image-width":893,"wide_image-height":219}},"image_position":"center","orientation":"horizontal","hyperlink":""},{"acf_fc_layout":"content","content":"
                  \n
                1. In the dialog box, specify a name for your new layer in the <\/span>Output Feature Class<\/span><\/b> field.<\/span>\u00a0<\/span><\/li>\n
                2. Click OK to create a customer point layer, which is now ready for target marketing analysis.<\/span><\/li>\n<\/ol>\n