Create geographic profile
A Geographic Profile is a summarization of households or adults in a specific geographic area summarized across all segments. The area can be a standard level of geography such as: ZIP Code, Core-Based Statistical Area (CBSA), Designated Market Area (DMA), state, county, tract, or block group, or a custom-defined area such as a ring, drive time, polygon, or other trade area type. In most cases, you create a geographic profile to use as the base when analyzing your profile.
A trade area must first be created and added to the map's table of contents to create a Geographic Profile.
The Profiles dialog box shows the count, percent, total volume, and average volumetric of summarized data by segment. You can click the field headings to sort by that field. Click the heading again to toggle between ascending and descending order.
- Count—The number of records that are classified in this segment.
- Percent—The percentage of records that are classified in this segment compared to all segments. This column should add up to 100 percent.
- Total Volume—When viewed for a geographic profile, this value represents the same value as in the Count field. Volumetric data is not available for geographic areas.
- Average Volumetric—When viewed for a geographic profile, this value is either 1 or 0. Volumetric data is not available for geographic areas. This value is calculated by dividing Total Volume by Count.
If your trade area is made up of several different features (for example, all ZIP Codes in San Diego County), you can check the Create profile for separate area check box to view a profile for each feature. If you don't check this box, you will get one profile that summarizes segments in all features.
Learn more about Geographic Profiles.