Dealernews Research By Don Musick
FINDING WALDO Part II DRILLIN’ DOWN
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o give you a better feel for the rich detail available in Tapestry, Fig. 6 shows a Census Block Group level zoom on the greater Miami area. Clicking on any Block Group opens a pop-up containing high-level demographic statistics as well as the dominant Tapestry segment in the Block Group. The Tapestry segment in the pop-up is actually a hyperlink which will open a detailed analysis of the segment as shown in the inset below. To see a complete profile of the “Urban Chic” segment, click on this link. With this shiny new tool in our toolkit, how can we use it to determine the composition of our customer base? One approach would be to overlay customer base and trade areas data that we created in Google My Maps and Google Earth into ArcGIS Online. The bad news here is that ArcGIS Online has limited data import capabilities and does not support KML. Soooo…. Back to Google My Maps!
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