Game Plan Chart Endpoint

Divides Tapestry segments into one of four categories.

Availability: Business Analyst Server.

URL Example

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

Specific Parameters

Parameter	Description
BaseProfile (required)	Base segmentation profile. Type ProfileData.
IndexThreshold (required)	Index threshold. Type double.
PercentThreshold (required)	Percent composition threshold. Type double.
TargetProfile (required)	Target segmentation profile. Type ProfileData.
TargetGroup (optional)	Target group. Type TargetGroupData.

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

The Game Plan Chart is created from the result of an analysis in which a target profile is compared to a base profile.

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.

The IndexThreshold and PercentThreshold parameters specify positions of Index and Percent Composition axes on the Game Plan Chart. 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.

If the TargetGroup parameter is specified, the Tapestry segments are colored with respect to their distribution in clusters of the target group.

How Does it Work

The Game Plan Chart, also referred to as a four-quadrant chart, is an adaptation of the standard scatter-plot chart. The chart displays the results of a profile comparison report. The x-axis is based on the percent composition of the target profile, and the y-axis is based on the index values of each segment. The sample chart below graphs the Tapestry segments based on their index and percent composition values. The Tapestry segments are colored with respect to their distribution in summary groups of the target group.

The Game Plan Chart is divided into four quadrants: Core, Developmental, Niche, and Other. Each of the four quadrants is explained below.

• The Core (top right) quadrant includes all the segments that have an index and a percent composition greater than the value of each axis. You can conclude that you are dominating in these segments, because these segments are indexing well and make up a large portion of your customers. Target your marketing efforts to these customers.

• The Developmental (bottom right) quadrant includes the segments that have a high percent composition but an index less than the Index axis value. You can conclude that segments in this quadrant require some investment. Although there are a substantial number of consumers in the segments contained in this quadrant, they are actually indexing lower than the base. You are not reaching these segments effectively compared to the base profile. You should consider creating a marketing message that will reach these segments more effectively.

• The Niche (top left) quadrant includes segments that have an index above 100 but a less-than-average percent composition. Although the segments in this quadrant are indexing well, there are not many of them. These can be targeted for specialized micromarketing activities.

• The bottom left quadrant includes segments that have a low index and a percent composition less than average. You can conclude that households in these segments probably do not like the product or service you are analyzing. You will likely receive a lower return on investment if you market to these segments.

Usage Tips

• To best determine what your Index and Percent Composition axes values should be, you should analyze the output from the Customer Tapestry Profile Report.

• 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.

• 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.

Example Usage

The example below illustrates a workflow to create a Game Plan Chart report. This workflow includes the preliminary steps of creating of a target customer profile from a table of customers and their cumulative purchase amounts and creation of a base profile for the sales territory.

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_GamePlanChart"
}&
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_GamePlanChart"
}&
f=PJSON

STEP 3: Execute the GamePlanChart request

http://localhost:6080/arcgis/rest/services/DefaultMap/MapServer/exts/BAServer/GamePlanChart/execute?
BaseProfile={"Item":{
  "WorkspaceName":"Default Workspace",
  "ProjectName":"Default Project",
  "folderType":"esriFolderSegProfiles",
  "itemName":"sampleBaseSegProfile_GamePlanChart"
}}&
TargetProfile={"Item":{
  "WorkspaceName":"Default Workspace",
  "ProjectName":"Default Project",
  "folderType":"esriFolderSegProfiles",
  "itemName":"sampleTargetSegProfile_GamePlanChart"
}}&
PercentThreshold=4&
IndexThreshold=110&StandardReportOptions={
  "ReportFormat":"PDF",
  "ReportHeader":[{"key":"subtitle","value":"Custom Report Title"}]
}&
OutputType=GetReport&
f=PJSON

Response

{
 "results": [
  {
   "paramName": "..\\Segmentation\\Game Plan Chart.PDF",
   "dataType": "GPDataFile",
   "value": {
    "url": "http://localhost:6080/arcgis/rest/directories/arcgisoutput/DefaultMap_MapServer/_ags_TC590ED3984EB8842BA37F5F46D616.pdf"
   }
  }
 ],
 "messages": [
  
 ]
}