Understanding Target Customers Endpoint

Creates a report to compare the Tapestry profile of your core and developmental customers to the Tapestry profile of a syndicated survey.

URL Example

http://localhost:6080/arcgis/rest/services/DefaultMap/MapServer/exts/BAServer/UnderstandingTargetCustomers/execute

After you have defined your target segments, you can use the Mediamark Research, Inc. (MRI), Segmentation Report to understand them. The Core and Developmental Segments Report identified two distinct groups of segments, and you'll need to understand more about the similarities and differences between the lifestyles of these groups. Using the Tapestry profile of your customers, the MRI Segmentation Report calculates a weighted index that takes into account the percent composition for each segment of your customer profile as compared to the index for that segment for any specific product, service, or lifestyle characteristic. Using this method, you can compare the Tapestry profile of your customers to the Tapestry profile based on a syndicated customer survey conducted by MRI. MRI conducts surveys that show how individuals purchase and use various products and services. If the index is above 100, your customers are more likely to purchase or use the product or service or have the lifestyle characteristic than the average household in the base profile.

This endpoint creates a report containing one table per a MRI group specified. Every table provides indexes for the top 20 characteristics of its MRI group sorted from high to low for Core index.

Parameter	Description
BaseProfile (required)	Base segmentation profile. Type ProfileData.
IndexThreshold (required)	Index threshold. Type double.
MRIGroups (required)	Array of MRI groups to produce report by. Use the Get MRI Groups lookup operation to query available MRI groups. Type array of string.
PercentThreshold (required)	Percent composition threshold. Type double.
TargetProfile (required)	Target segmentation profile. Type ProfileData.
CustomerDescription (optional)	Description or alias for the term customer. For example, this could be "patients", "subscribers", "customers", and so forth. Type string.

Parameter	Description
OutputType (required)	Array of task output options. Options for this method include creating a report (GetReport). Type array of TaskOutputType.
StandardReportOptions (required)	Report parameters. Type ReportOptions. The TemplateName parameter is ignored.
ActiveDatasetID (optional)	ID of the active dataset. Type string. Default: ID of the first available dataset.
f (optional)	Response format. Type string. Available formats: HTML, JSON, XML. Default: HTML.
IsFullErrorMessage (optional)	Mode for composing error messages. Type boolean. Default: false.
OutputReportItem (optional)	Configuration options for storing the output report in the repository. This will enable viewing and working with the output result in subsequent tasks. Type esriFolderItem.
token	Authentication token. This parameter is required if your Business Analyst Server is secured. Type string.

Two tapestry segmentation profiles should be specified—the base profile (BaseProfile parameter) is used for calculating the index and the target profile (TargetProfile parameter) is used for calculating the percent composition for each Tapestry segment.

The IndexThreshold and PercentThreshold parameters specify the Index and Percent Composition thresholds used for selection the Core and Developmental segments. In most cases, the Index axis should be set to a value of at least 100. The Percent Composition axis should be set so you have at least three segments in the Core category. Often there will be a natural break in the percent composition values.

• To best determine what your index and percent composition threshold values should be, you should analyze the output from the Customer Tapestry Profile Report.

• In most cases, the index threshold should be set to a value of at least 100.

• The percent composition threshold should be set so you have at least three segments in the core target group. Often there will be a natural break in the percent composition values.

• Because the Mediamark Research, Inc. (MRI), weighted index values are based on MRI national profile, you should use a national base (the whole United States).

• Customers in the target profile should be wholly contained within the base profile.

Now that you have identified your target customers, you need to understand them. Specifying the index and percent composition threshold, you have identified two distinct groups of segments (core and developmental) and need to understand more about the similarities and differences between the lifestyles of these groups. An insightful function for analyzing your customers is the Index. Using the Customer Tapestry Profile of your core and developmental customers, you can calculate a weighted index that takes into account the percent composition for each segment of your target customer profile and use this to weight the index for that segment for all characteristics for the leisure, sports, and travel categories.

This weighted index allows you to identify the MRI category items that are most highly indexed to your target segments.

The weighted index is calculated by multiplying the % of Core for each Tapestry segment that makes up the Core Segments times the associated Market Potential Index (MPI) for each Tapestry segment in the national Tapestry profile of the MRI item.

For example, the Customer Count is the number of customers in each segment and the % of Core is the percent that each segment makes up of the total core target segment customers (see table below).

Multiply the % of Core above and the associated MPI index for each segment above and sum across all Core Segments.

This creates an overall index for an MPI item weighted based on the Tapestry makeup of your core target segments (in this case 174). If your target contains segments that index above average for a specific MPI item, then the weighted index will be above average; if the target contains segments that index below average for a specific MPI item, then the weighted index will be below average. This calculation is performed for every item of the MPI category selected, and the resulting weighted indices are sorted from high to low for the Core.

The example below illustrates a workflow to create an Understanding Target Customers Report from a target profile derived from a tables of customers with sales data and a base profile generated from a sales trade area. The report is generated for four Mediamark Research, Inc. (MRI) groups. Use the Get MRI Groups lookup operation to query available MRI groups.

NOTE: The example uses the "Drive Time Polygons 1" polygon layer already created in the Trade Areas folder of the San Francisco Tutorial Project of the Default Workspace.

STEP 1: Create a base profile

http://localhost:6080/arcgis/rest/services/DefaultMap/MapServer/exts/BAServer/ProfileByAreaSummation/execute?
Boundaries={"Item":{
  "WorkspaceName":"Default Workspace",
  "ProjectName":"San Francisco Tutorial Project",
  "folderType":"esriFolderTradeAreas",
  "itemName":"Drive Time Polygons 1"
}}&
SegmentationBase=Total Households&AreaIDField=RING&
OutputItem={
  "WorkspaceName":"Default Workspace",
  "ProjectName":"Default Project",
  "folderType":"esriFolderSegProfiles",
  "itemName":"sampleBaseSegProfile_UnderstandingTargetCustomers"
}&
f=PJSON

STEP 2: Create a target profile

http://localhost:6080/arcgis/rest/services/DefaultMap/MapServer/exts/BAServer/ProfileByImportFromTable/execute?
DataTable={"RecordSet":{"features":[
  {"geometry":{},"attributes":{"OID":1,"CUST_TYPE":"Target1","SEG_CODE":"1","COUNT":12320}},
  {"geometry":{},"attributes":{"OID":2,"CUST_TYPE":"Target2","SEG_CODE":"3","COUNT":3415}},
  {"geometry":{},"attributes":{"OID":3,"CUST_TYPE":"Target3","SEG_CODE":"9","COUNT":13415}}
]}}&
IDField=SEG_CODE&
CountField=COUNT&OutputItem={
  "WorkspaceName":"Default Workspace",
  "ProjectName":"Default Project",
  "folderType":"esriFolderSegProfiles",
  "itemName":"sampleTargetSegProfile_UnderstandingTargetCustomers"
}&
f=PJSON

STEP 3: Execute the UnderstandingTargetCustomers request

http://localhost:6080/arcgis/rest/services/DefaultMap/MapServer/exts/BAServer/UnderstandingTargetCustomers/execute?
BaseProfile={"Item":{
  "WorkspaceName":"Default Workspace",
  "ProjectName":"Default Project",
  "folderType":"esriFolderSegProfiles",
  "itemName":"sampleBaseSegProfile_UnderstandingTargetCustomers"
}}&
TargetProfile={"Item":{
  "WorkspaceName":"Default Workspace",
  "ProjectName":"Default Project",
  "folderType":"esriFolderSegProfiles",
  "itemName":"sampleTargetSegProfile_UnderstandingTargetCustomers"
}}&
MRIGroups=["Automobiles and Automotive Products","Financial and Insurance","Grocery and Alcoholic Beverages","Restaurants"]&
PercentThreshold=10&
IndexThreshold=200&CustomerDescription=TEST CUSTOMER&
StandardReportOptions={
  "ReportFormat":"PDF",
  "ReportHeader":[{"key":"subtitle","value":"Custom Report Title"}]
}&
OutputType=GetReport&
f=PJSON

Response

{
  "results":
  [
    {
      "paramName":"Understanding your target Customers.PDF",
      "dataType":"GPDataFile",
      "value":
      {
        "url":"http://localhost/arcgisoutput/_ags_T7B0E410D743A1B702F3F12B377CC2.pdf"
      }
    }
  ],
  "messages":
  [
  ]
}