Game Plan Chart (Business Analyst)
Summary
Divides segments into four quadrants based on percent composition and index. Use this chart to identify core, developmental, and niche target groups.
Illustration
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Usage
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To best determine what your Index and Percent Composition axes values should be, you should analyze the output from the Customer Tapestry Profile Report.
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In most cases, the Index axis should be set to a value of at least 100.
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The Percent Composition axis 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.
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Usually, the target profile is based on customer records.
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The base segmentation profile can be generated using the Create Profile By Area Summation tool.
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Customers in the target profile should be wholly contained within the base profile.
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If you are unclear about what to use as the base profile, you can use the whole United States.
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The segmentation layer should be set to the block group level for this map.
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The segmentation base can be generated using total adult population or total households.
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Total adult population includes individuals 18 years old or older.
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You can drag and drop the chart axes to adjust Index and Percent Composition axes values.
Syntax
| Parameter | Explanation | Data Type |
BaseProfileParameterName |
The base profile used in the calculation of the index and percent penetration. This profile is usually based on the geographic extent of your customers. | Folder |
TargetProfileParameterName |
The target profile that will be compared to the base profile. Typically, this is based on your customers and is generated using the Segmentation Profile tools. | Folder |
IndexThreshold |
The value used to determine the threshold index of your analysis. | Double |
PenetrationThreshold |
Defines the percentage of customers that meets or exceeds the percent composition threshold. | Double |
TargetGroup |
The Tapestry Segmentation target group that contains the segments to be used in the Game Plan Chart. | String |
TitleParameterName |
Title for the report. | String |
OutputDirectoryParameterName |
The output directory that will contain the report. | Folder |
ReportFormats (Optional) |
Select the desired report output format
| String |
Code Sample
# Name: GamePlanChart.py
# Description: Creates a game plan chart for a profile of customers in San Francisco.
# Author: ESRI
# Import system modules
import arcview
import arcpy
arcpy.ImportToolbox("C:\Program Files\ArcGIS\Desktop10.0\ArcToolbox\Toolboxes\Business Analyst Tools.tbx")
try:
# Acquire extension license
arcpy.CheckOutExtension("Business")
# Define input and output parameters for the Game Plan Chart tool
BaseSeg = "San Francisco Area Profile"
TargetSeg = "Profile_0"
OutPath = "C:/temp/Output_Segmentation"
# Create Game Plan Chart
arcpy.GamePlanChart_ba(BaseSeg, TargetSeg, "Game_Plan_Map", OutPath)
# Release extension license
arcpy.CheckInExtension("Business")
except:
print arcpy.GetMessages(2)