Segmentation Maps
Use to create segmentation maps with your customer data, profiles, and target groups to help you better understand and target your best customers. There are three segmentation maps available.
Target Map
Thematically shades geographies in either red or yellow, depending on whether there is at least one or more adults or households in the geography that are in the target segment group. This map gives you a quick snapshot of where there are concentrations of your target segment. View sample.
Learn more about Target Maps.
Target Penetration Map
Similar to the Target map except that instead of thematically shading geographies in one of two colors, geographies are thematically shaded based on the percent penetration of target adults or households in the geography. The map gives you more detail regarding the concentrations of your target segments. View sample.
Learn more about the Target Penetration Map.
Four Quadrant (Game Plan) Map
Also similar to the Target map except that instead of thematically shading geographies in one of two colors, geographies are thematically shaded based on the four colors depicting the target groups represented as each quadrant on the Game Plan chart. View sample.
Learn more about the Four Quadrant (Game Plan) Map.
Target Map
The first step in creating a Target map is to zoom to the market area you want to analyze. Only the geographies within the current map extent will be analyzed and thematically shaded. From the wizard screen, select the target groups from the drop-down menu of available target groups. Next, select the segments you want to target by checking the box next to the segment name. By checking the target group, all segments in that group will be selected. Once the desired target segments are selected, click Next.
Select the mapping layer to be thematically shaded from the drop-down list of available options. The geography level you select here will be displayed and analyzed for concentrations of target segments. Choose either Total Households or Adults from the drop-down menu to be used as the base for the target segments. Then check the box below to create a report of the results and/or create a mapping layer to be added to the Business Analyst display. Once you have selected the desired options, click Next.
Enter a map name in the text box. The name should be descriptive of the target segments and market area selected to create this map. Click Finish to create the Target map.
If you chose to create a map layer, it will automatically be added to the Business Analyst display. Geographies that contain target segment households are shaded red, and geographies that contain no target segment households are shaded yellow. View sample.
Target Penetration Map
Follow the same steps to create a Target map as described above. The geographies in this map are thematically shaded one of five colors based on the percent penetration of target segment households or adults. View sample.
Four Quadrant (Game Plan) Map
The first step in creating a Four Quadrant (Game Plan) Map is to create a Game Plan chart. You can choose a previously created Game Plan chart from the drop-down menu of existing Game Plan charts, or you can create a new Game Plan chart to be used for the map.
When you choose to create a new Game Plan chart, you must first choose a target group. Next, select the target and base profiles. The target profile will be used to calculate the percent composition in the Game Plan chart for each segment. The percent composition for a segment is calculated by taking the number of customers who are in the segment and dividing it by the total number of customers in the overall customer profile being used. The second step is to select a base segmentation profile from the drop-down menu of existing profiles. The base profile will be used to calculate the index in the Game Plan chart for each segment. In most cases, the base profile you select should be the geographic area from where you draw close to 100 percent of your customers. Once you have selected the desired target and base segmentation profiles, click Next.
Using the on-screen Game Plan chart, you can manually adjust your center lines until your target segments are assigned as you desire or just leave the chart as is and click Next.
Select the mapping layer to be thematically shaded from the drop-down menu of available options. The geography level you select here will be the one that is displayed and thematically shaded based on the target groups identified in the Game Plan chart selected above. For this map, it is highly recommended to choose block groups as these are the lowest level of geography that provde the best targeting. If your market area is large, this can take a long time to process. Choose either Total Households or Adults from the drop-down menu to be used as the base for the target segments. Then check the box below to create a report of the results and/or create a mapping layer to be added to the Business Analyst display. Once you have selected the desired options, click Next.
Enter a map name in the text box. The name should be descriptive of the target segments and market area selected to create this map. Click Finish to create the Four Quadrant Map.
If you selected to create a map layer, it will automatically be added to the Business Analyst display. Geographies that contain target segment households are shaded one of four colors based on which target group the households or adults within the geography fall. View sample.