ArcNews Online

Fall 2005
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What Is Community Tapestry?

For the past 30 years, companies, agencies, and organizations have used segmentation to divide and group their markets to more precisely target only their best customers and prospects. This targeting method is superior to scattershot methods that may or may not attract preferred groups. Segmentation explains customer diversity, describes lifestyle and life stage, incorporates a wide range of data, and simplifies marketing campaigns.

Built on the foundation of proven segmentation methodology introduced by Esri's data development team more than 25 years ago, the Community Tapestry segmentation system provides an accurate and detailed description of America's neighborhoods by classifying U.S. neighborhoods into 65 segments based on their socioeconomic and demographic composition. When Esri's data development experts created Community Tapestry, they combined the "who" of lifestyle demography with the "where" of local neighborhood geography to create a model of various lifestyle classifications, or segments of actual neighborhoods with addresses—distinct behavioral market segments.

Community Tapestry allows users to integrate their own data or national consumer survey data with Tapestry's segmentation data to identify their best market segments and reach them through the most effective marketing channels. Companies, agencies, and organizations are using Community Tapestry to help them profile their current customers, reveal underserved markets, better define merchandise mix, locate the best sites for expansion, and increase the response rates of direct mail campaigns. Community Tapestry is also being used as a teaching tool in marketing textbooks and university classrooms across the United States.

To learn more about Community Tapestry, call 1-800-292-2224 or visit tapestry.

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