{"id":731522,"date":"2020-02-26T09:00:30","date_gmt":"2020-02-26T17:00:30","guid":{"rendered":"https:\/\/www.esri.com\/arcgis-blog\/?post_type=blog&#038;p=731522"},"modified":"2020-02-25T13:46:15","modified_gmt":"2020-02-25T21:46:15","slug":"target-marketing-with-arcgis-business-analyst-pro","status":"publish","type":"blog","link":"https:\/\/www.esri.com\/arcgis-blog\/products\/bus-analyst\/business\/target-marketing-with-arcgis-business-analyst-pro","title":{"rendered":"Target Marketing with ArcGIS Business Analyst Pro"},"author":4121,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"open","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":""},"categories":[23341,37101,37171],"tags":[22951,42181,112192,25821,364822],"industry":[],"product":[421922,36711,36561,37011],"class_list":["post-731522","blog","type-blog","status-publish","format-standard","hentry","category-analytics","category-announcements","category-business","tag-arcgis-content","tag-arcgis-pro","tag-business-analyst","tag-tapestry-segmentation","tag-target-marketing","product-arcgis","product-bus-analyst","product-arcgis-pro","product-esri-demographics"],"acf":{"short_description":"This blog is a brief overview of the Target Marketing tools now available in the ArcGIS Business Analyst extension for ArcGIS Pro.","flexible_content":[{"acf_fc_layout":"content","content":"<p>This is the 2nd blog in an 8-part series that highlights new capabilities in the <a href=\"https:\/\/www.esri.com\/en-us\/arcgis\/products\/arcgis-business-analyst\/applications\/desktop\" target=\"_blank\" rel=\"noopener\">Business Analyst extension<\/a> for the latest 2.5 release of ArcGIS Pro.\u00a0 Other blogs in this series can be viewed <a href=\"https:\/\/www.esri.com\/arcgis-blog\/?s=#&amp;products=bus-analyst\" target=\"_blank\" rel=\"noopener\">here<\/a>.<\/p>\n<p>The latest release of the Business Analyst extension for ArcGIS Pro contains several Target Marketing geoprocessing tools that power a wizard-style workflow.\u00a0 This video provides a nice overview of the functionality:<\/p>\n"},{"acf_fc_layout":"youtube","start_time":"0","end_time":"113","youtube_video_url":"<iframe title=\"Using the Target Marketing Wizard in Business Analyst Pro\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/k12RmHj4y4g?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>"},{"acf_fc_layout":"content","content":"<p>As the video illustrates &#8211; Target Marketing helps you understand your customer base, categorize your best customers, and locate areas that contain more of them.<\/p>\n<p>&nbsp;<\/p>\n<h2>A Quick Overview of Target Marketing<\/h2>\n<p>Accurate and precise customer knowledge can increase an organization&#8217;s effectiveness in the many ways, including:<\/p>\n<ul>\n<li>Opening agencies in the right locations<\/li>\n<li>Evaluating the success of existing locations<\/li>\n<li>Selecting product and service offerings suited to the customers in the specific trade or market area<\/li>\n<li>Directing advertising with the right message to the right audience<\/li>\n<li>Targeting direct mail and other promotions to the most responsive recipients<\/li>\n<\/ul>\n<p>Using <a href=\"https:\/\/www.esri.com\/en-us\/arcgis\/products\/tapestry-segmentation\/overview\" target=\"_blank\" rel=\"noopener\">Tapestry Segmentation<\/a> data, Target Marketing tools can help you do the following:<\/p>\n<ul>\n<li id=\"LI_1FC732FFD23E423D9960EF658268C156\">Understand the characteristics of your target customers.<\/li>\n<li id=\"LI_C95FBEB992BD4B5EA100E6E99EA36A35\">Analyze your customer&#8217;s lifestyle characteristics.<\/li>\n<li id=\"LI_6AEFD4707C254DEFBAA8180B58BBFB60\">Determine where more of these types of customers live.<\/li>\n<li id=\"LI_EF037D0894AF42C2940BAE0ACB45D437\">Discover the untapped potential in a market.<\/li>\n<li id=\"LI_748C1800504944B1BCF24EF3F3AFF927\">Develop strategies to bring customers to your products and services.<\/li>\n<\/ul>\n"},{"acf_fc_layout":"content","content":"<h2>Target Marketing Geoprocessing Toolset<\/h2>\n<p>You can find the <a href=\"https:\/\/pro.arcgis.com\/en\/pro-app\/tool-reference\/business-analyst\/an-overview-of-the-target-marketing-toolset.htm\" target=\"_blank\" rel=\"noopener\">Target Marketing tools<\/a> in the Business Analyst Toolbox.\u00a0 We are adding more in upcoming releases too!<\/p>\n<p>&nbsp;<\/p>\n"},{"acf_fc_layout":"image","image":{"ID":731622,"id":731622,"title":"TargetMarketingToolset","filename":"TargetMarketingToolset.png","filesize":19294,"url":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketingToolset.png","link":"https:\/\/www.esri.com\/arcgis-blog\/products\/bus-analyst\/business\/target-marketing-with-arcgis-business-analyst-pro\/targetmarketingtoolset","alt":"Target Marketing Toolset","author":"4121","description":"","caption":"","name":"targetmarketingtoolset","status":"inherit","uploaded_to":731522,"date":"2020-02-11 16:16:38","modified":"2020-02-11 16:16:56","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":364,"height":313,"sizes":{"thumbnail":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketingToolset-213x200.png","thumbnail-width":213,"thumbnail-height":200,"medium":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketingToolset.png","medium-width":304,"medium-height":261,"medium_large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketingToolset.png","medium_large-width":364,"medium_large-height":313,"large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketingToolset.png","large-width":364,"large-height":313,"1536x1536":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketingToolset.png","1536x1536-width":364,"1536x1536-height":313,"2048x2048":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketingToolset.png","2048x2048-width":364,"2048x2048-height":313,"card_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketingToolset.png","card_image-width":364,"card_image-height":313,"wide_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketingToolset.png","wide_image-width":364,"wide_image-height":313}},"image_position":"center","orientation":"horizontal","hyperlink":""},{"acf_fc_layout":"content","content":"<h2>Target Marketing Wizard<\/h2>\n<p>The Target Marketing GP tools power an intuitive wizard-style workflow.\u00a0 The workflow starts off asking for Segmentation Profiles for either your <a href=\"https:\/\/pro.arcgis.com\/en\/pro-app\/tool-reference\/business-analyst\/generate-customer-segmentation-profile.htm\" target=\"_blank\" rel=\"noopener\">customers<\/a> or the <a href=\"https:\/\/pro.arcgis.com\/en\/pro-app\/tool-reference\/business-analyst\/generate-market-area-segmentation-profile.htm\" target=\"_blank\" rel=\"noopener\">market area<\/a> you are working in.\u00a0 \u00a0It then categorizes your customers into targets, then outputs maps of where to find them.<\/p>\n<p>To access the Target Marketing wizard &#8211; open the Business Analyst menu&#8230;<\/p>\n"},{"acf_fc_layout":"image","image":{"ID":731642,"id":731642,"title":"TargetMarketingMenu","filename":"TargetMarketingMenu.png","filesize":29516,"url":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketingMenu.png","link":"https:\/\/www.esri.com\/arcgis-blog\/products\/bus-analyst\/business\/target-marketing-with-arcgis-business-analyst-pro\/targetmarketingmenu","alt":"Target Marketing Wizard","author":"4121","description":"","caption":"","name":"targetmarketingmenu","status":"inherit","uploaded_to":731522,"date":"2020-02-11 16:22:28","modified":"2020-02-11 16:22:39","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":560,"height":326,"sizes":{"thumbnail":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketingMenu-213x200.png","thumbnail-width":213,"thumbnail-height":200,"medium":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketingMenu.png","medium-width":448,"medium-height":261,"medium_large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketingMenu.png","medium_large-width":560,"medium_large-height":326,"large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketingMenu.png","large-width":560,"large-height":326,"1536x1536":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketingMenu.png","1536x1536-width":560,"1536x1536-height":326,"2048x2048":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketingMenu.png","2048x2048-width":560,"2048x2048-height":326,"card_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketingMenu.png","card_image-width":560,"card_image-height":326,"wide_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketingMenu.png","wide_image-width":560,"wide_image-height":326}},"image_position":"center","orientation":"horizontal","hyperlink":""},{"acf_fc_layout":"content","content":"<h2>Target Marketing Segmentation Profiles<\/h2>\n<p>As mentioned above, Segmentation Profiles show how your customers are distributed across a market in relation to socio-economic groupings.\u00a0 In the example below the segments of <a href=\"http:\/\/downloads.esri.com\/esri_content_doc\/dbl\/us\/tapestry\/12B_TraditionalLiving_TapestryFlier_G79488_2-18.pdf\" target=\"_blank\" rel=\"noopener\">Traditional Living<\/a> and <a href=\"http:\/\/downloads.esri.com\/esri_content_doc\/dbl\/us\/tapestry\/5D_Rustbelt_TapestryFlier_G79488_2-18.pdf\" target=\"_blank\" rel=\"noopener\">Rustbelt Traditions<\/a> make up the largest groups of customers, also buying the most product.\u00a0 But should I be marketing to this segment?<\/p>\n"},{"acf_fc_layout":"image","image":{"ID":731652,"id":731652,"title":"TargetMarketingProfile","filename":"TargetMarketingProfile.png","filesize":46117,"url":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketingProfile.png","link":"https:\/\/www.esri.com\/arcgis-blog\/products\/bus-analyst\/business\/target-marketing-with-arcgis-business-analyst-pro\/targetmarketingprofile","alt":"Segmentation Profile","author":"4121","description":"","caption":"","name":"targetmarketingprofile","status":"inherit","uploaded_to":731522,"date":"2020-02-11 16:24:38","modified":"2020-02-11 16:24:49","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":589,"height":424,"sizes":{"thumbnail":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketingProfile-213x200.png","thumbnail-width":213,"thumbnail-height":200,"medium":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketingProfile.png","medium-width":363,"medium-height":261,"medium_large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketingProfile.png","medium_large-width":589,"medium_large-height":424,"large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketingProfile.png","large-width":589,"large-height":424,"1536x1536":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketingProfile.png","1536x1536-width":589,"1536x1536-height":424,"2048x2048":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketingProfile.png","2048x2048-width":589,"2048x2048-height":424,"card_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketingProfile.png","card_image-width":589,"card_image-height":424,"wide_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketingProfile.png","wide_image-width":589,"wide_image-height":424}},"image_position":"center","orientation":"horizontal","hyperlink":""},{"acf_fc_layout":"content","content":"<h2>Target Marketing Four Quadrant Analysis<\/h2>\n<p>While working through the wizard, the Four Quadrant Analysis provides a visual breakdown of the types of customers in your network.<\/p>\n<ul>\n<li>The Core customer segment typically says I have many of them and they are happy and buying lots of product.<\/li>\n<li>The Developmental customer segment typically says I have many customers, but could maximize their attention and future purchases.<\/li>\n<\/ul>\n<p>In the example below &#8211; the analysis shows the <a href=\"http:\/\/downloads.esri.com\/esri_content_doc\/dbl\/us\/tapestry\/12D_ModestIncome_TapestryFlier_G79488_2-18.pdf\" target=\"_blank\" rel=\"noopener\">Modest Income Homes<\/a> as one of the segments in the Developmental category.\u00a0 I want to grow this segment!\u00a0 I can do this by completing the wizard and generating a <a href=\"https:\/\/pro.arcgis.com\/en\/pro-app\/tool-reference\/business-analyst\/generate-target-group-layer.htm\" target=\"_blank\" rel=\"noopener\">Target Group Layer<\/a> map to see all customer segments.\u00a0 In the example map below, the areas in blue represent all Census Block Groups in the Developmental segment.\u00a0 These have the greatest potential for growth for both new and existing customers.<\/p>\n"},{"acf_fc_layout":"image","image":{"ID":731772,"id":731772,"title":"Four Quadrant Analysis","filename":"TargetMarketing4QA.png","filesize":123062,"url":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketing4QA.png","link":"https:\/\/www.esri.com\/arcgis-blog\/products\/bus-analyst\/business\/target-marketing-with-arcgis-business-analyst-pro\/targetmarketing4qa","alt":"Four Quadrant Analysis","author":"4121","description":"","caption":"Interactive four-quadrant charts (shown at bottom of screen) helps you gain insight about your Core audience\u2019s Tapestry segments.","name":"targetmarketing4qa","status":"inherit","uploaded_to":731522,"date":"2020-02-11 16:42:28","modified":"2020-04-14 22:22:15","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":606,"height":589,"sizes":{"thumbnail":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketing4QA-213x200.png","thumbnail-width":213,"thumbnail-height":200,"medium":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketing4QA.png","medium-width":269,"medium-height":261,"medium_large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketing4QA.png","medium_large-width":606,"medium_large-height":589,"large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketing4QA.png","large-width":606,"large-height":589,"1536x1536":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketing4QA.png","1536x1536-width":606,"1536x1536-height":589,"2048x2048":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketing4QA.png","2048x2048-width":606,"2048x2048-height":589,"card_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketing4QA-478x465.png","card_image-width":478,"card_image-height":465,"wide_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/TargetMarketing4QA.png","wide_image-width":606,"wide_image-height":589}},"image_position":"center","orientation":"horizontal","hyperlink":""},{"acf_fc_layout":"content","content":"<p>Additional information about these new tools can be found in the ArcGIS Pro documentation for <a href=\"https:\/\/pro.arcgis.com\/en\/pro-app\/help\/analysis\/business-analyst\/target-marketing.htm\" target=\"_blank\" rel=\"noopener\">Target Marketing<\/a>.\u00a0 We&#8217;re very excited to share these new capabilities with you and are already working on expanding them in upcoming versions.\u00a0 Please reach out and let us know if you have any questions about these two new tools or any other capabilities in ArcGIS Business Analyst.<\/p>\n<p>Email the team: <u><a href=\"mailto:businessanalyst@esri.com\">businessanalyst@esri.com<\/a><\/u><\/p>\n<p>Below you can find some links for Business Analyst that you may find useful.<\/p>\n<ul>\n<li><u><a href=\"https:\/\/www.esri.com\/en-us\/arcgis\/products\/arcgis-business-analyst\/overview\" target=\"_blank\" rel=\"noopener\">Business Analyst webpage<\/a><\/u><\/li>\n<li><u><a href=\"https:\/\/www.youtube.com\/playlist?list=PLGZUzt4E4O2KQIgWq0fiJdEenmNgvYzOe\" target=\"_blank\" rel=\"noopener\">YouTube playlist for Business Analyst<\/a><\/u><\/li>\n<li><u><a href=\"http:\/\/doc.arcgis.com\/en\/esri-demographics\/data\/global-intro.htm\" target=\"_blank\" rel=\"noopener\">Esri global data overview<\/a><\/u><\/li>\n<li><u><a href=\"http:\/\/doc.arcgis.com\/en\/esri-demographics\/data\/us-intro.htm\" target=\"_blank\" rel=\"noopener\">Esri U.S. data overview<\/a><\/u><\/li>\n<li><u><a href=\"http:\/\/doc.arcgis.com\/en\/business-analyst\/\" target=\"_blank\" rel=\"noopener\">Business Analyst help and documentation pages<\/a><\/u><\/li>\n<li><u><a href=\"https:\/\/community.esri.com\/groups\/business-analyst\">GeoNet Community<\/a><\/u><\/li>\n<li><u><a href=\"https:\/\/www.linkedin.com\/groups\/2773587\/\" target=\"_blank\" rel=\"noopener\">LinkedIn user group<\/a><\/u><\/li>\n<\/ul>\n"}],"authors":[{"ID":4121,"user_firstname":"Kyle","user_lastname":"Watson","nickname":"Kyle Watson","user_nicename":"kwatsonesri","display_name":"Kyle Watson","user_email":"kwatson@esri.com","user_url":"","user_registered":"2018-03-02 00:15:42","user_description":"I work on the ArcGIS Business Analyst dev team at Esri. I am a marginally creative type with a focus on building GIS software + demographic data capabilities for our user community. Byproducts are: lots of UX design, requirements gathering, coding, testing, doc, best practices, coffee, etc.","user_avatar":"<img alt='' src='https:\/\/secure.gravatar.com\/avatar\/1166b8605d7caf8045cb188861ce1e7922dd7afdf9f30352854947f54f724bea?s=96&#038;d=blank&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/1166b8605d7caf8045cb188861ce1e7922dd7afdf9f30352854947f54f724bea?s=192&#038;d=blank&#038;r=g 2x' class='avatar avatar-96 photo' height='96' width='96' loading='lazy' decoding='async'\/>"}],"related_articles":[{"ID":740862,"post_author":"6851","post_date":"2020-02-20 10:45:08","post_date_gmt":"2020-02-20 18:45:08","post_content":"","post_title":"ArcGIS Business Analyst Pro Blog Series - Evaluate Sites","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"closed","post_password":"","post_name":"arcgis-business-analyst-pro-blog-series-spring-2020-evaluate-sites","to_ping":"","pinged":"","post_modified":"2020-07-21 11:08:49","post_modified_gmt":"2020-07-21 18:08:49","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.esri.com\/arcgis-blog\/?post_type=blog&#038;p=740862","menu_order":0,"post_type":"blog","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":590752,"post_author":"6851","post_date":"2019-10-02 15:20:17","post_date_gmt":"2019-10-02 22:20:17","post_content":"","post_title":"ArcGIS Business Analyst for ArcGIS Pro: Tools, Features, and Resources","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"arcgis-business-analyst-for-arcgis-pro-tools-features-and-resources","to_ping":"","pinged":"","post_modified":"2020-07-21 11:11:07","post_modified_gmt":"2020-07-21 18:11:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.esri.com\/arcgis-blog\/?post_type=blog&#038;p=590752","menu_order":0,"post_type":"blog","post_mime_type":"","comment_count":"0","filter":"raw"}],"card_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/ba-pro-icon-blog-card-target-mkt-2of8.png","wide_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/ba-pro-blog-banner-logo.png"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.9 (Yoast SEO v25.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Target Marketing with ArcGIS Business Analyst Pro | ArcGIS Blog<\/title>\n<meta name=\"description\" content=\"This blog is a brief overview of the Target Marketing tools now available in the ArcGIS Business Analyst extension for ArcGIS Pro.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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