Part VI: Customer profiling and segmentation with the ESRI Business Analyst Desktop
Segmentation Module
Getting to Know ESRI Business AnalystFred L. Miller, PhD
Murray State University
Presentation topics
This presentation will cover: The decision scenario for Living in the Green Lane Relevant business GIS tools and tasks Chapter 9: Creating customer profiles
Geocode customer addresses and attach demographic and segment data to them
Develop profiles from customer lists, layers, geographic areas, and survey data
Develop reports which summarize customer profile characteristics Assign customers to target groups based on sales history
Presentation topics (cont.) Chapter 10: Segmentation analysis for enterprise
expansion Assign segments to Core, Developmental, and Niche target groups based on their
composition and/or sales volume Create reports using Market Potential Indexes to determine target group behaviors, values,
lifestyles, purchasing patterns, and media exposure Assess the potential sales volume of geographic areas based on their similarity with
attractive customer profiles Assess the ability of attractive geographic areas to support new company-owned and/or
franchised stores Create customized formal Segmentation Studies to support research conclusions and
recommendations
Evaluation of ROI for business GIS analysis Business GIS learning goals and skills
LITGL decision scenarioWith their expansion plans in the Twin Cities area now complete and their green lifestyle center concept in place, Janice and Steven wish to:Create comprehensive profiles of current customers and their purchasing patternsIdentify high-value customers within the existing customer base and establish target groupsUse target group profiles to increase sales by
penetrating current markets more thoroughly identifying favorable expansion opportunities in other parts
of the United StatesProduce a formal Segmentation Study to document and support these growth plans
Relevant business GIS tools and tasks
Mapping customer location with geocoding Attaching sales, demographic, and lifestyle data to
customer records Generating profiles of high-value customers Identifying local concentrations of high-value
customers who are not yet served Identifying potential markets across the country that
match the high-value customer profile Estimating the sales potential of potential markets and
identify specific attractive store locations within them Preparing comprehensive segmentation studies to
support business decision making
Chapter 9: Creating customer profiles
In this chapter, you will perform the following Business Analyst Desktop tasks:Geocode customer addresses and attach demographic and segment data to them Develop profiles from customer lists, layers, geographic areas, and survey data Develop reports which summarize customer profile characteristicsAssign customers to target groups based on sales history
Geocode and profile customers with Address Coder
Create map, reports, and charts of customer profile data
Assign customers to target groups based on sales history
Chapter 10: Segmentation analysis for enterprise expansion
In this chapter, you will perform the following Business Analyst Desktop tasks:Assign segments to Core, Developmental, and Niche target groups based on their composition and/or sales volumeCreate reports using Market Potential Indexes to determine target group behaviors, values, lifestyles, purchasing patterns, and media exposureAssess the potential sales volume of geographic areas based on their similarity with attractive customer profilesAssess the ability of attractive geographic areas to support new company-owned and/or franchised storesCreate customized formal Segmentation Studies to support research conclusions and recommendations
Assign Core, Development and Niche Segments andGenerate Market Area and Gap Analysis Map and Report
Assess alternative markets for expansion andevaluate opportunities for company-owned and franchised Stores
Create comprehensive segmentation study to support plans for sales growth
Business GIS learning goals and skills
In Part VI you will learn to use Business Analyst Desktop to:Geocode customer addresses and attach demographic and segment data to themDevelop profiles from customer lists, layers, geographic areas, and survey dataDevelop reports which summarize customer profile characteristicsAssign customers to target groups based on sales historyAssign segments to Core, Developmental and Niche target groups based on their composition and/or sales volumeCreate reports using Market Potential Indexes to determine target group behaviors, values, lifestyles, purchasing patterns, and media exposureAssess the potential sales volume of geographic areas based on their similarity with attractive customer profilesAssess the ability of attractive geographic areas to support new company-owned and/or franchised storesCreate customized formal Segmentation Studies to support research conclusions and recommendations
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 stores in new geographic areas
The estimated incremental revenues are: About $190,000 in increased purchases in existing stores About $6 million difference in projected revenue between selected
region and alternatives
Part VI: Customer profiling and segmentation with the ESRI Business Analyst Desktop
Segmentation Module
Getting to Know ESRI Business AnalystFred L. Miller, PhD
Murray State University
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