"},{"ID":374092,"user_firstname":"Emily","user_lastname":"Knish-Anderson","nickname":"Emily Knish-Anderson","user_nicename":"eknishesri-com_esriinc","display_name":"Emily Knish-Anderson","user_email":"EKnish@esri.com","user_url":"","user_registered":"2025-06-25 20:17:44","user_description":"Emily is a Sr. Product Engineer on the Business Analyst team focusing on Business Analyst Pro and she also assists with the Business Analyst Web App. Prior to this role she worked with many organizations across the commercial industry to help them understand the power and value of GIS.","user_avatar":"
"}],"short_description":"Learn how to use ArcGIS Tapestry with the Target Marketing analysis workflow","flexible_content":[{"acf_fc_layout":"content","content":"ArcGIS Business Analyst Pro helps you\u00a0answer this question with data-driven precision using\u00a0the Target Marketing\u00a0workflow, and when paired with ArcGIS Tapestry data as an input, the results become even more actionable.\u00a0<\/span><\/p>\n"},{"acf_fc_layout":"image","image":{"ID":2961453,"id":2961453,"title":"target_marketing_app_screenshot","filename":"target_marketing_app_screenshot-scaled.jpg","filesize":492701,"url":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2026\/03\/target_marketing_app_screenshot-scaled.jpg","link":"https:\/\/www.esri.com\/arcgis-blog\/products\/bus-analyst\/analytics\/arcgis-tapestry-in-arcgis-business-analyst-pro-identify-target-markets\/target_marketing_app_screenshot","alt":"Screenshot of a map of the greater Los Angeles area with a split screen showing customer points and target groups","author":"317582","description":"","caption":"The Target Marketing workflow helps you understand who your customers are, highlighting opportunities to engage more effectively and expand your reach","name":"target_marketing_app_screenshot","status":"inherit","uploaded_to":2959731,"date":"2026-03-27 19:52:15","modified":"2026-03-27 20:13:41","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.esri.com\/arcgis-blog\/wp-includes\/images\/media\/default.png","width":2560,"height":1221,"sizes":{"thumbnail":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2026\/03\/target_marketing_app_screenshot-213x200.jpg","thumbnail-width":213,"thumbnail-height":200,"medium":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2026\/03\/target_marketing_app_screenshot-scaled.jpg","medium-width":464,"medium-height":221,"medium_large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2026\/03\/target_marketing_app_screenshot-scaled.jpg","medium_large-width":768,"medium_large-height":366,"large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2026\/03\/target_marketing_app_screenshot-scaled.jpg","large-width":1920,"large-height":916,"1536x1536":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2026\/03\/target_marketing_app_screenshot-1536x733.jpg","1536x1536-width":1536,"1536x1536-height":733,"2048x2048":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2026\/03\/target_marketing_app_screenshot-2048x977.jpg","2048x2048-width":2048,"2048x2048-height":977,"card_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2026\/03\/target_marketing_app_screenshot-826x394.jpg","card_image-width":826,"card_image-height":394,"wide_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2026\/03\/target_marketing_app_screenshot-1920x916.jpg","wide_image-width":1920,"wide_image-height":916}},"image_position":"center","orientation":"horizontal","hyperlink":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2026\/03\/target_marketing_app_screenshot-scaled.jpg"},{"acf_fc_layout":"content","content":" In this article,\u00a0we\u2019ll\u00a0walk through:\u00a0<\/span><\/p>\n This article is the\u00a0second\u00a0in a series\u00a0aimed at diving into the world of ArcGIS Tapestry using ArcGIS Business Analyst Pro, an extension to ArcGIS Pro.\u00a0If you missed it, check out\u00a0<\/span>ArcGIS Tapestry in Business Analyst Pro: The basics<\/span><\/a> for\u00a0an overview of how to access and visualize ArcGIS Tapestry in BA Pro.\u00a0<\/span><\/p>\n"},{"acf_fc_layout":"content","content":" The Target Marketing workflow in Business Analyst Pro is designed to help you\u00a0identify, understand, and prioritize your most valuable customers and the\u00a0areas\u00a0where they live.\u00a0The\u00a0expression\u00a0\u201cbirds of a\u00a0feather\u00a0flock together\u201d describes\u00a0the\u00a0tendency for individuals who share similar traits, interests, values, or backgrounds\u00a0to live near each other.\u00a0For this reason, if you know where a typical customer lives, you are likely to find more like them nearby.<\/span>\u00a0<\/span><\/p>\n Target\u00a0marketing\u00a0has four core components:\u00a0<\/span>\u00a0<\/span><\/p>\n Essentially, instead\u00a0of marketing to everyone, the Target Marketing workflow helps you focus on the audiences most likely to engage, convert, and\u00a0stay loyal.\u00a0<\/span>\u00a0<\/span><\/p>\n"},{"acf_fc_layout":"content","content":" The Target Marketing workflow creates output layers that\u00a0<\/span>allow you to<\/span>\u00a0<\/span>visualize<\/span>\u00a0<\/span>concentrations of high-potential populations and households,\u00a0<\/span>identify<\/span> underserved areas, and inform marketing, site selection, and expansion strategies.\u00a0<\/span><\/span><\/p>\n Imagine you\u00a0<\/span>manage<\/span>\u00a0outreach for a network of community health clinics in Los Angeles, and\u00a0<\/span>you\u2019re<\/span> looking to understand how you can both fill gaps and better meet the needs of communities within your current scope.\u00a0<\/span><\/span><\/p>\n"},{"acf_fc_layout":"image","image":{"ID":2961451,"id":2961451,"title":"customer_data_LA_screenshot","filename":"customer_data_LA_screenshot.png","filesize":478642,"url":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2026\/03\/customer_data_LA_screenshot.png","link":"https:\/\/www.esri.com\/arcgis-blog\/products\/bus-analyst\/analytics\/arcgis-tapestry-in-arcgis-business-analyst-pro-identify-target-markets\/customer_data_la_screenshot","alt":"Points representing individual customers on a map of the greater Los Angeles area","author":"317582","description":"","caption":"Customer data for the Los Angeles, CA area","name":"customer_data_la_screenshot","status":"inherit","uploaded_to":2959731,"date":"2026-03-27 19:30:07","modified":"2026-03-30 16:05:50","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":624,"height":404,"sizes":{"thumbnail":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2026\/03\/customer_data_LA_screenshot-213x200.png","thumbnail-width":213,"thumbnail-height":200,"medium":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2026\/03\/customer_data_LA_screenshot.png","medium-width":403,"medium-height":261,"medium_large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2026\/03\/customer_data_LA_screenshot.png","medium_large-width":624,"medium_large-height":404,"large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2026\/03\/customer_data_LA_screenshot.png","large-width":624,"large-height":404,"1536x1536":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2026\/03\/customer_data_LA_screenshot.png","1536x1536-width":624,"1536x1536-height":404,"2048x2048":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2026\/03\/customer_data_LA_screenshot.png","2048x2048-width":624,"2048x2048-height":404,"card_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2026\/03\/customer_data_LA_screenshot.png","card_image-width":624,"card_image-height":404,"wide_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2026\/03\/customer_data_LA_screenshot.png","wide_image-width":624,"wide_image-height":404}},"image_position":"center","orientation":"horizontal","hyperlink":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2026\/03\/customer_data_LA_screenshot.png"},{"acf_fc_layout":"content","content":" By looking at the segment composition<\/span>\u00a0and geographic\u00a0<\/span>distribution<\/span>\u00a0<\/span>of\u00a0<\/span>your core audience,\u00a0<\/span>you can\u00a0<\/span>identify<\/span>\u00a0where you may be underperforming within your existing trade area \u2013 in other words, segments you\u00a0<\/span>aren\u2019t<\/span>\u00a0yet reaching effectively. You can also expand your reach by searching for other areas where those same segments are concentrated, effectively replicating success in\u00a0<\/span>additional<\/span>\u00a0markets.<\/span><\/span>\u00a0<\/span><\/p>\n"},{"acf_fc_layout":"content","content":" For this example, you can use the Target Marketing layer outputs<\/a> app below to explore the output layers from the Target Marketing workflow. <\/span><\/span><\/p>\n Open the layer list to choose which layers to <\/span>display and<\/span> drag the slider to swipe between different layers. To learn more about each layer, expand the relevant section below.<\/span><\/span><\/p>\n For an in-depth walkthrough of the Target Marketing workflow, check out the<\/span>\u00a0article<\/span>\u00a0<\/span><\/span>Dri<\/span>ve<\/span>\u00a0customer growth with target marketing in ArcGIS Business Analyst Pro<\/span><\/span><\/a>.<\/span><\/span>\u00a0<\/span><\/span><\/p>\n"},{"acf_fc_layout":"storymap","title":"Target Marketing layer outputs","description":"","static":false,"storymap_url":"https:\/\/bateam.maps.arcgis.com\/apps\/instant\/basic\/index.html?appid=cb740c1e11e1406e99e934c5d343a29b<\/a>"},{"acf_fc_layout":"content","content":" <\/p>\n The Target (Core) layer shows zip codes that align with your core target Tapestry segments, representing the top markets for loyal customers with significant opportunity.<\/p>\n When performing the analysis, you can view which segments are in (or out) of your Core group by opening the layer\u2019s attribute table. In this example, your Core ZIP codes contain high concentrations of the City Strivers, Downtown Melting Pot, Family Extensions, Trendsetters, and Welcome Waves segments.<\/p>\n Once you know which segments are in (or out) of your Core group, you can leverage the characteristics associated with these segments \u2013 for example, how they tend to consume media \u2013 to develop more informed outreach strategies.<\/p>\n Customer profiles can also be weighted by variables, such as total sales, transaction counts, or visit frequency. This allows you to differentiate between frequent visitors and high-value customers, adding another dimension to your targeting strategy.<\/p>\n<\/details>\n"},{"acf_fc_layout":"content","content":" The Target Penetration layer shows the proportion of people (or households) in each ZIP code that belong to your Core target segments, relative to the total population in the ZIP code. For reference, these Core target segments were previously shown as \u201cin\u201d or \u201cout\u201d in the Target layer map.<\/p>\n It\u2019s important to note that if you\u2019ve chosen block groups as your base geography, penetration values will be either 0 or 100 (with no values in between), as there is only one segment associated with each block group. For geographies larger than block groups, such as ZIP codes, each ZIP code may be associated with multiple segments, allowing you to have penetration values that fall between 0 and 100.<\/p>\n In the mobile health clinic example, you can use the Target Penetration layer to quickly identify which areas have the highest concentration of your target population, helping you prioritize where to allocate clinic resources to maximize your community impact.<\/p>\n Note:<\/strong> The segmentation base \u2013 households or total population \u2013 should match your business model. For example, retailers typically use households, while total population may be more appropriate for healthcare and public sector analyses.<\/i><\/p>\n<\/details>\n"},{"acf_fc_layout":"content","content":" If you think you\u2019ve seen this color scheme before, you have! The Target Group layer output uses the colors that classify the Tapestry segments in the four-quadrant analysis chart into either Core, Developmental, Niche, or Monitor targets. Polygons in the selected geography level receive the target\u2019s shading if the predominant segment is one of the segments in the target.<\/p>\n In this scenario, the Target Group layer allows you to visualize the distribution of your targets across the market area. This layer is helpful in painting a broad geographic picture, and output layers like Target Penetration and Market Potential provide a more granular look at what\u2019s happening within each ZIP code.<\/p>\n<\/details>\n"},{"acf_fc_layout":"content","content":" The Market Potential layer is based on the calculation of the penetration rate for each segment in your Core target compared to your customer locations in the customer layer we used for the analysis. It provides insight into what your expected customer numbers could be per geography (ZIP codes, in this example), which can give you an idea of the potential demand for your product or service.<\/p>\n In this scenario, the Market Potential layer could help you understand where the highest need areas are located and may benefit from increased clinic frequency or extended operating hours.<\/p>\n If the profile used a volume attribute, such as sales or how many times a customer visited a location, the layer will also include an expected volume calculation. Again, this is based on the underlying Tapestry segments and the population count that makes up those segments in the market area compared to your customer layer. For more information about assessing market potential, see Analyze Market Potential output<\/a><\/p>\n<\/details>\n"},{"acf_fc_layout":"content","content":" The Market Area and Gap Analysis layer uses the segments that make up Core and Developmental targets to show the calculation of the gap between expected customers and actual customers based on the customer data layer.<\/p>\n In this scenario, ZIP codes shaded in white show a gap between expected and actual customers. These are areas where we are not yet capturing the expected amount of individuals from your Core and Developmental segments in these areas, highlighting potential opportunities for growth.<\/p>\n For more information about assessing the market area gap, see Analyze Market Area Gap output<\/a>.<\/p>\n<\/details>\n <\/p>\n"},{"acf_fc_layout":"content","content":" ArcGIS Tapestry is one of two local datasets that form the foundation of the Target Marketing workflow in Business Analyst Pro. For U.S.-based analyses, the workflow uses Tapestry data. For Canada-based target marketing analyses, the workflow will use PRIZM data.\u00a0<\/span>\u00a0<\/span><\/p>\n At the input level, you define two key components:\u00a0<\/span>\u00a0<\/span><\/p>\n Target marketing is most appropriate when applied on a focused, market-by-market basis, such as evaluating a single trade area or refining outreach within a municipality.<\/p>\n","image_reference":false,"layout":"standard","image_reference_figure":"","snippet":"","spotlight_name":"","section_title":"","position":"Right","spotlight_image":false},{"acf_fc_layout":"content","content":" The market area defines the\u00a0baseline,\u00a0or\u00a0expected distribution,\u00a0of\u00a0segments that make up your\u00a0market area.\u00a0When compared with your customer profile,\u00a0this can tell you\u00a0which segments are over- or under-represented among your customers.\u00a0In other words, this comparison\u00a0indicates\u00a0how well\u00a0you\u2019re\u00a0reaching customers in your area based on what would be expected\u00a0given\u00a0the segment composition.\u00a0<\/span>\u00a0<\/span><\/p>\n If you are using an existing market\u00a0area\u00a0profile, the tool will\u00a0indicate\u00a0which Tapestry system it was built with (for example, Esri Tapestry Segmentation\u00a0or ArcGIS Tapestry), ensuring consistency across datasets.\u00a0In cases where you may not have detailed customer records, survey data can be used to approximate a customer profile, making this workflow flexible even when direct customer location data is limited.<\/span><\/p>\n"},{"acf_fc_layout":"content","content":" Using Tapestry segments as a unique lens to your market area<\/span>\u00a0<\/span>provides insights that you might not have discovered before.\u00a0<\/span><\/span><\/p>\n"},{"acf_fc_layout":"content","content":" The four-quadrant analysis provides a visual\u00a0comparison\u00a0of segments\u00a0based on how much of your market area they\u00a0comprise\u00a0and the rate at which\u00a0you\u2019re\u00a0attracting them. Each segment is plotted based on two measures:\u00a0<\/span>\u00a0<\/span><\/p>\n It\u2019s<\/span>\u00a0important to note that a sky-high index on a segment with a tiny\u00a0<\/span>percent<\/span>\u00a0composition<\/span>\u00a0is noise, not a signal worth p<\/span>ursuing<\/span>.\u00a0<\/span>This is where the four-quadrant chart comes in,\u00a0<\/span>allowing you to\u00a0<\/span>focus your attention where\u00a0<\/span>it\u2019s<\/span>\u00a0most applicable to your goals.<\/span><\/span>\u00a0<\/span><\/p>\n With this analysis, segments fall into one of four groups:\u00a0<\/span>\u00a0<\/span><\/p>\n These distinct groups divide your market into areas that\u00a0contain\u00a0your best customers, individuals who you have not reached yet, and individuals who are harder to reach but could still be loyal customers.<\/span>\u00a0<\/span><\/p>\n This view can help\u00a0identify\u00a0segments you may not yet be reaching, but that make up a considerable share of your market area.\u00a0Once\u00a0you\u2019ve\u00a0identified\u00a0these groups,\u00a0the\u00a0<\/span>ArcGIS Tapestry infographics dashboard<\/span><\/a>\u00a0can be used to explore the characteristics and consumer trends associated with each segment in more detail.\u00a0<\/span>\u00a0<\/span><\/p>\n For more information about customer and market profiles, four-quadrant\u00a0analysis, and targets, see\u00a0<\/span>How Target Marketing Works<\/span><\/a>.<\/span>\u00a0<\/span><\/p>\n"},{"acf_fc_layout":"content","content":" Since Tapestry is created using so many different datasets to paint this picture of your market with unique segments, those data points can be used to understand what makes your\u00a0Core,\u00a0Developmental, and\u00a0Niche targets different.\u00a0<\/span>\n
What is target marketing?<\/span><\/h2>\n"},{"acf_fc_layout":"content","content":"
\n
What does the Target Marketing workflow\u00a0<\/span>accomplish<\/span>?<\/span><\/span><\/h2>\n"},{"acf_fc_layout":"content","content":"
Explore Target Marketing workflow output layers<\/span><\/span><\/h3>\n"},{"acf_fc_layout":"content","content":"
\u25b6 Click to learn more about the Target layer<\/strong><\/summary>\n
![\"Attribute](\"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2026\/03\/attribute_table_screenshot.png\")
<\/p>\n\u25b6 Click to learn more about the Target Penetration layer<\/strong><\/summary>\n
\u25b6 Click to learn more about the Target Group layer<\/strong><\/summary>\n
\u25b6 Click to learn more about the Market Potential layer<\/strong><\/summary>\n
\u25b6 Click to learn more about the Market Area and Gap Analysis layer<\/strong><\/summary>\n
Where does ArcGIS Tapestry fit in?<\/h2>\n"},{"acf_fc_layout":"content","content":"
\n
How do I interpret the results?<\/span>\u00a0<\/span><\/h2>\n"},{"acf_fc_layout":"content","content":"
Four-quadrant analysis<\/span><\/h3>\n"},{"acf_fc_layout":"content","content":"
\n
\n
Geographic analysis<\/span><\/h3>\n"},{"acf_fc_layout":"content","content":"