Core and Developmental Segments Endpoint

Displays core and developmental segments in a table with customer count and percent, market area count and percent, and index.

Availability: Business Analyst Server.

URL Example

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

Specific Parameters

Parameter	Description
BaseProfile (required)	Base segmentation profile. Type ProfileData.
TargetProfile (required)	Target segmentation profile. Type ProfileData.
CoreTargetName (optional)	Core summary group name. Type string.
DevelopmentalTargetName (optional)	Developmental summary group name. Type string.
IndexThreshold (optional)	Index threshold. Type double.
PercentThreshold (optional)	Percent composition threshold. Type double.
TargetGroup (optional)	Target group. Type TargetGroupData.
UseExistingTargetGroup (optional)	Option specifying the use of existing target group. Type boolean. Default: false.

Other Parameters

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, PJSON, 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.

Returns

Variable of type TaskResultOutput

Remarks

By using the Customer Tapestry Profile, you can identify your target customers using a combination of two factors: index and percent of customers. These two factors, in different combinations, can define your core and developmental target groups. With the CoreDevelopSegments method, you can set these two values using index threshold and percent threshold.

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

Two variations of the report creation are supported: with and without a target group.

Without target group (UseExistingTargetGroup=false), the PercentThreshold and the IndexThreshold parameters specify the percent composition and index thresholds, respectively.

With a target group (UseExistingTargetGroup=true), the TargetGroup parameter specifies the target group and the CoreTargetName and DevelopmentalTargetName parameters specify the Core and Developmental summary groups of the target group, respectively.

Core customer segments

Customer segments with a high percentage of your customer base are indicators of your core segments. Core segments are the segments that not only make up a large percentage of your customer base but also have an above-average index to be a customer. Customers in this segment make up a larger percentage of your customer base than that of the market area. These segments represent loyalty and good opportunity. In the table below, the core segments are identified. These segments contain at least 4 percent of the customer base and have an index greater than 175.

Developmental segments

Developmental segments are the segments that also make up a significant percent of total customers (more than 4 percent) but do not have an index above 175. Developmental segments are important because they represent a significant portion of the customers and also represent areas with households that have not been reached as effectively by your business. They represent potential for loyal customers. The table below illustrates what these segments may look like.

Usage Tips

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

• In most cases, the index threshold value should be set to at least 110.

• 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.

• The base segmentation profile can be generated using the Profile by Area Summation endpoint.

• Usually the target segmentation profile is based on customer records.

• The target segmentation profile can be generated using the Profile by Table Geocoding endpoint.

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

• If you are unclear what to use as the base profile, you can use the whole United States.

• You can create a Game Plan Chart to help you in the selection of your core and developmental segments.

Example Usage

The example below illustrates a workflow to create a Core and Developmental Segments Report from a target profile derived from a tables of customers with sales data and a base profile generated from a sales trade area. Also, both profiles are stored in the repository.

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_CoreDevelopSegments"
}&
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_CoreDevelopSegments"
}&
f=PJSON

STEP 3: Execute the CoreDevelopSegments request

http://localhost:6080/arcgis/rest/services/DefaultMap/MapServer/exts/BAServer/CoreDevelopSegments/execute?
BaseProfile={"Item":{
  "WorkspaceName":"Default Workspace",
  "ProjectName":"Default Project",
  "folderType":"esriFolderSegProfiles",
  "itemName":"sampleBaseSegProfile_CoreDevelopSegments"
}}&
TargetProfile={"Item":{
  "WorkspaceName":"Default Workspace",
  "ProjectName":"Default Project",
  "folderType":"esriFolderSegProfiles",
  "itemName":"sampleTargetSegProfile_CoreDevelopSegments"
}}&IndexThreshold=110&
PercentThreshold=4&
StandardReportOptions={"ReportFormat":"PDF"}&
OutputType=GetFeatureClass;GetReport&
f=PJSON

Response

{
 "results": [
  {
   "paramName": "..\\Segmentation\\Core Segments.PDF",
   "dataType": "GPDataFile",
   "value": {
    "url": "http://localhost:6080/arcgis/rest/directories/arcgisoutput/DefaultMap_MapServer/_ags_T4DEF5018840449EBFD800732176F0.pdf"
   }
  }
 ],
 "messages": [
  
 ]
}