MRI Understanding Market Report (Business Analyst)
Résumé
Compares the Tapestry profile of your Core and Developmental customers to the Tapestry profile of a syndicated survey.
Usage
- Total adult population includes individuals 18 years old or older.
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To best determine what your index and percent composition threshold values should be, you should analyze the output from the Customer Tapestry Profile Report.
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In most cases, the index threshold should be set to a value of at least 100.
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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.
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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 Segmentation Profile should be wholly contained within the base profile.
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Because the Mediamark Research, Inc. (MRI), weighted index values are based on an MRI national profile, you should use a national base (the whole United States).
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The Base Segmentation Profile can be generated using total adult population or total households.
Syntaxe
| Paramètre | Explication | Type de donnée |
CustomerAlias |
Description or alias for the term customer. For example, this could be patients, subscribers, customers, and so forth. | String |
SSAdditionalGroup [SSAdditionalGroup,...] |
Select from a list of licensed MRI variables to run versus your target profile. The report template is formatted for four MRI variables. | String |
SSSortSegments (Facultatif) |
Select to enable sorting in your segmentation report.
| Boolean |
SSSortFields (Facultatif) |
Select the method to sort the segmentation report.
| String |
SSSortWay (Facultatif) |
Select the method to sort the segmentation report.
| String |
BaseProfile |
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 |
TargetProfile |
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 |
TitleParameterName (Facultatif) |
Title for the report. | String |
OutputDirectoryParameterName |
The output directory that will contain the report. | Folder |
ReportFormats (Facultatif) |
Select the desired report output format.
| String |
Exemple de code
# Name: UnderstandingMarketReport.py
# Description: Generates a Segmentation Market Report.
# 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 MRI Segmentation Report tool
BaseSeg = "C:/temp/Profile/Profile.xml"
TargetSeg = "C:/temp/Profile1/Profile.xml"
OutPath = "C:/temp/Output_Segmentation"
# Create MRI Segmentation Report
arcpy.MRISegmentationReport_ba("customer", "Financial", BaseSeg, TargetSeg, OutPath)
# Release extension license
arcpy.CheckInExtension("Business")
except:
print arcpy.GetMessages(2)