Market Segmentation | Consumer Profiling

To help you understand your customers and find more like them, GeoWize profiles your customers. We use a market segmentation system to classify U.S. neighborhoods into 65 segments based on their socioeconomic and demographic composition. Segmentation explains customer diversity, describes lifestyles and life-stages, and incorporates a wide range of data such as demographic, business, and market potential data.

“Today, we are able to craft and deliver mail pieces that better appeal to our existing and potential donors, plus increase our gift donations, while keeping our mailing list cost low.”
– Christine Lucas AFAC Director

Built by ESRI’s data development team, Community Tapestry represents the fourth generation of market segmentation, consumer profiling systems that began 30 years ago. Data used to build Community Tapestry includes Census 2000, ESRI’s current-year demographic data, Acxiom Corporation’s InfoBase consumer database, consumer survey data from Mediamark Research Inc. Doublebase 2004, and other sources.

Download a PDF copy of the Community Tapestry Handbook.

With Community Tapestry, we can

Profile your customers
Determine who your most profitable customers are
Refine your merchandise mix
Raise your direct mail response rates
Reveal underserved markets

The Community Tapestry market segmentation system provides an accurate, detailed description of U.S. neighborhoods. These residential areas are divided into 65 segments [PDF-1.97 MB, 3 pages] based on demographic variables such as:

Age
Income
Home value
Occupation
Household type
Education,
Other consumer behavior characteristics.

To increase the versatility and analytic value of Community Tapestry, segments are organized into 12 LifeMode Summary Groups with similar demographics and consumer patterns and 11 Urbanization Summary Groups with similar levels of density. Neighborhoods with the most similar characteristics are grouped together, and neighborhoods showing divergent characteristics are separated.

Why Use Community Tapestry?

Segmentation systems operate on the theory that people with similar tastes, lifestyles, and behaviors seek others with the same tastes-hence the adage “like seeks like.” These behaviors can be measured, predicted, and targeted. Community Tapestry combines the “who” of lifestyle demography with the “where” of local neighborhood geography to create a model of various lifestyle classifications, or segments, of actual neighborhoods with addresses-distinct behavioral market segments.

Find More Customers!!!

Profile your existing customers to understand their demographic characteristics, income ranges, housing preferences, and behaviors. By understanding your customers you will learn how to connect with them, and where to find more like them!