part iv: customer profiling and site selection with customer data getting to know esri business...
TRANSCRIPT
![Page 1: Part IV: Customer profiling and site selection with customer data Getting to Know ESRI Business Analyst Fred L. Miller, PhD Murray State University](https://reader030.vdocument.in/reader030/viewer/2022032708/56649e835503460f94b84a60/html5/thumbnails/1.jpg)
Part IV: Customer profiling and site selection with customer data
Getting to Know ESRI Business AnalystFred L. Miller, PhD
Murray State University
![Page 2: Part IV: Customer profiling and site selection with customer data Getting to Know ESRI Business Analyst Fred L. Miller, PhD Murray State University](https://reader030.vdocument.in/reader030/viewer/2022032708/56649e835503460f94b84a60/html5/thumbnails/2.jpg)
Presentation topics
This presentation will cover: The decision scenario for Living in the Green Lane Relevant business GIS tools and tasks Chapter 6: Building a profile of distinctive customer
characteristics Geocode customer data with locator services Use Layer Properties to view attribute distribution and identify high-volume customers Use a spatial join to attach demographic and Tapestry Segmentation attributes to customer
features based on their location Use summary tables to calculate geodemographic and Tapestry Segmentation lifestyle
profiles of high volume customers Use Tapestry Segmentation data with Market Potential Indexes to identify customer
values, media habits, product preferences, and purchasing patterns Use this information to make product line and merchandising decisions appropriate for
Living in the Green Lane’s best customers
![Page 3: Part IV: Customer profiling and site selection with customer data Getting to Know ESRI Business Analyst Fred L. Miller, PhD Murray State University](https://reader030.vdocument.in/reader030/viewer/2022032708/56649e835503460f94b84a60/html5/thumbnails/3.jpg)
Presentation topics (cont.) Chapter 7: Customer-based trade area analysis and
site selection Create sales-derived trade areas from customer records Produce trade area penetration and distance decay reports Rank available new sites using Principal Components Analysis a Estimate market penetration and sales using Advanced Huff Model Analysis
Evaluation of ROI for business GIS analysis Business GIS learning goals and skills
![Page 4: Part IV: Customer profiling and site selection with customer data Getting to Know ESRI Business Analyst Fred L. Miller, PhD Murray State University](https://reader030.vdocument.in/reader030/viewer/2022032708/56649e835503460f94b84a60/html5/thumbnails/4.jpg)
LITGL decision scenarioIn its first two years, Living in the Green Lane has been very successful. Now, Janice and Steven wish to:Study the purchasing patterns of Living Green loyalty club members to serve them betterIncrease sales at the existing store by expanding their product line,Broaden LITGL’s concept to become a green lifestyle center, not simply a green home centerRedefine the company’s trade areas using customer data, which will then be used toOpen two additional stores at attractive locations in the Twin Cities area
![Page 5: Part IV: Customer profiling and site selection with customer data Getting to Know ESRI Business Analyst Fred L. Miller, PhD Murray State University](https://reader030.vdocument.in/reader030/viewer/2022032708/56649e835503460f94b84a60/html5/thumbnails/5.jpg)
Relevant business GIS tools and tasks
Mapping customer location with geocoding Identifying and mapping customer purchase segments Attaching demographic and lifestyle attributes to
customer records based on location Creating demographic and lifestyle profiles of high-
value customers and using them to improve product line Deriving trade areas from customer purchase data and
calculate penetration and distance decay measures Evaluating locations for new stores based on trade area
characteristics and projected sales volume
![Page 6: Part IV: Customer profiling and site selection with customer data Getting to Know ESRI Business Analyst Fred L. Miller, PhD Murray State University](https://reader030.vdocument.in/reader030/viewer/2022032708/56649e835503460f94b84a60/html5/thumbnails/6.jpg)
Chapter 6: Building a profile of distinctive customer characteristics
In this chapter, you will perform the following Business Analyst Desktop tasks:Geocode customer data with locator services and symbolize it on a map Use Layer Properties to view attribute distribution and identify high volume customersUse a spatial join to attach demographic and Tapestry Segmentation attributes to customer features based on their locationUse summary tables to calculate geodemographic and Tapestry Segmentation lifestyle profiles of high-volume customersUse Tapestry Segmentation data with Market Potential Indexes to identify customer values, media habits, product preferences, and purchasing patternsUse this information to make product line and merchandising decisions appropriate for Living in the Green Lane’s best customers
![Page 7: Part IV: Customer profiling and site selection with customer data Getting to Know ESRI Business Analyst Fred L. Miller, PhD Murray State University](https://reader030.vdocument.in/reader030/viewer/2022032708/56649e835503460f94b84a60/html5/thumbnails/7.jpg)
Geocode customer data and define segments by purchase volume
![Page 8: Part IV: Customer profiling and site selection with customer data Getting to Know ESRI Business Analyst Fred L. Miller, PhD Murray State University](https://reader030.vdocument.in/reader030/viewer/2022032708/56649e835503460f94b84a60/html5/thumbnails/8.jpg)
Spatially join demographic and tapestry values to customer records, create summary tables
![Page 9: Part IV: Customer profiling and site selection with customer data Getting to Know ESRI Business Analyst Fred L. Miller, PhD Murray State University](https://reader030.vdocument.in/reader030/viewer/2022032708/56649e835503460f94b84a60/html5/thumbnails/9.jpg)
Create demographic and lifestyle profiles of High Purchase Segment,Use profile information to craft marketing strategies
![Page 10: Part IV: Customer profiling and site selection with customer data Getting to Know ESRI Business Analyst Fred L. Miller, PhD Murray State University](https://reader030.vdocument.in/reader030/viewer/2022032708/56649e835503460f94b84a60/html5/thumbnails/10.jpg)
Chapter 7: Customer-based trade area analysis and site selection
In this chapter, you will perform the following Business Analyst Desktop tasks:Create sales-derived trade areas from customer recordsProduce trade area penetration and distance decay reportsRank available new sites using Principal Components AnalysisEstimate market penetration and sales using Advanced Huff Model Analysis
![Page 11: Part IV: Customer profiling and site selection with customer data Getting to Know ESRI Business Analyst Fred L. Miller, PhD Murray State University](https://reader030.vdocument.in/reader030/viewer/2022032708/56649e835503460f94b84a60/html5/thumbnails/11.jpg)
Create Customer-Derived Trade Areas,Penetration and Distance Decay Reports
![Page 12: Part IV: Customer profiling and site selection with customer data Getting to Know ESRI Business Analyst Fred L. Miller, PhD Murray State University](https://reader030.vdocument.in/reader030/viewer/2022032708/56649e835503460f94b84a60/html5/thumbnails/12.jpg)
Rank potential sites with Principal Components Analysis
![Page 13: Part IV: Customer profiling and site selection with customer data Getting to Know ESRI Business Analyst Fred L. Miller, PhD Murray State University](https://reader030.vdocument.in/reader030/viewer/2022032708/56649e835503460f94b84a60/html5/thumbnails/13.jpg)
Project site sales volume with Advanced Huff Model Analysis
![Page 14: Part IV: Customer profiling and site selection with customer data Getting to Know ESRI Business Analyst Fred L. Miller, PhD Murray State University](https://reader030.vdocument.in/reader030/viewer/2022032708/56649e835503460f94b84a60/html5/thumbnails/14.jpg)
Business GIS learning goals and skills
In Part IV, you will learn to use Business Analyst Desktop to: Geocode customer data with locator services Use Layer Properties to view attribute distribution and identify high volume customersUse a spatial join to attach demographic and Tapestry Segmentation attributes to customer features based on their locationUse summary tables to calculate geodemographic and Tapestry Segmentation lifestyle profiles of high volume customersUse Tapestry Segmentation data with Market Potential Indexes to identify customer values, media habits, product preferences, and purchasing patternsUse this information to make product line and merchandising decisions appropriate for Living in the Green Lane’s best customersCreate sales-derived trade areas from customer recordsProduce trade area penetration and distance decay reportsRank available new sites using Principal Components Analysis Estimate market penetration and sales using Advanced Huff Model Analysis
![Page 15: Part IV: Customer profiling and site selection with customer data Getting to Know ESRI Business Analyst Fred L. Miller, PhD Murray State University](https://reader030.vdocument.in/reader030/viewer/2022032708/56649e835503460f94b84a60/html5/thumbnails/15.jpg)
Evaluation of ROI for business GIS analysisThe costs of this Business Analyst application are: A Business Analyst Desktop and Segmentation Module The time of managers and business GIS analyst
The benefits of this Business Analyst application are: Increased revenue from higher sales at existing stores Optimized projected sales from second and third
locations
The estimated incremental revenues are: About $80,000 in increased purchases from High
Segment customers in existing store Financial benefits for second and third stores
approximating those for first store
![Page 16: Part IV: Customer profiling and site selection with customer data Getting to Know ESRI Business Analyst Fred L. Miller, PhD Murray State University](https://reader030.vdocument.in/reader030/viewer/2022032708/56649e835503460f94b84a60/html5/thumbnails/16.jpg)
Part IV: Customer profiling and site selection with customer data
Getting to Know ESRI Business AnalystFred L. Miller, PhD
Murray State University