A comprehensive overview of the data variables used in the reports and maps available through Esri Business Analyst Online.

1. Esri Business Analyst Online
® SM
Report Reference Guide

2. Table of Contents
Introduction Market Potential
About Business Analyst Online ............................................. 1 Electronics and Internet Market Potential ......................... 39
Current-Year/Five-Year Forecast Demographic Updates .. 2 Financial Investments Market Potential ............................. 40
Health and Beauty Market Potential ....................................41
How to Order Pets and Products Market Potential ................................... 42
Get Started with Business Analyst Online ........................... 3 Restaurant Market Potential................................................. 43
Basic and Premium Subscriptions ......................................... 4 Retail Market Potential .......................................................... 44
Sports and Leisure Market Potential .................................. 45
Demographics
Market Profile ........................................................................... 9 Business Data Reports
Demographic and Income Profile ........................................10 Business Summary ................................................................ 49
Demographic and Income Comparison Profile .................11 Major Shopping Center Locator ......................................... 50
1990–2000 Comparison Profile ............................................12 Retail MarketPlace Profile ......................................................51
Age 50+ Profile .......................................................................13 Traffic Count Profile............................................................... 52
Age by Income Profile............................................................14
Age by Sex by Race Profile....................................................15 Maps
Age by Sex Profile ..................................................................16 Site Maps and Satellite Imagery
Census 2000 Detailed Race Profile ......................................17 Site Details Map..................................................................... 55
Census 2000 Summary Profile ..............................................18 Site Map .................................................................................. 56
Detailed Age Profile ...............................................................19 Site Map with Satellite Imagery........................................... 57
Detailed Income Profile ........................................................ 20 Other Maps
Disposable Income Profile ................................................... 21 Major Shopping Center Map............................................... 58
Executive Summary............................................................... 22 Traffic Count Map .................................................................. 59
Graphic Profile ....................................................................... 23 Traffic Count Map—Close Up ............................................. 60
Housing Profile....................................................................... 24 Dominant Tapestry Site Map ................................................61
Net Worth Profile................................................................... 25
Tapestry Segmentation Area Profile................................... 26 Related Products
Business Analyst Online API ................................................ 62
Consumer Spending Business Analyst Desktop .................................................... 63
Automotive Aftermarket Expenditures.............................. 29 Business Analyst Server ........................................................ 64
Financial Expenditures ......................................................... 30
House and Home Expenditures ...........................................31
Household Budget Expenditures ....................................... 32
Medical Expenditures........................................................... 33
Recreation Expenditures ...................................................... 34
Retail Goods and Services Expenditures .......................... 35
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3. This reference guide provides a comprehensive overview of the
data variables used in the reports and maps available through Dominant Tapestry Site Map
Sample
Esri® Business Analyst Online . It also includes information
SM
Latitude: 45.68019
about the subscription options available and what’s included in 680 W Mendenhall St, Bozeman, MT 59715-3453 Longitude: -111.04589
Ring: 1, 3, 5 Miles
each subscription.
About Business
Analyst Online
Business Analyst Online uses over 3,000 variables for
demographic, consumer spending, business, and traffic data.
These data variables can be analyzed in a geographic context
as granular as block groups, census tracts, or ZIP Codes.
An interactive, color-coded imagery or street map service is
the backdrop for your analysis. You can quickly zoom in to your
area of interest to instantly visualize data that helps you
• Identify locations of existing customers or sites.
• Find new customers based on the characteristics of your
most profitable existing customers.
• Analyze market areas to show the proximity of your stores
to those of your competitors and discover opportunities for
new store locations or store consolidations.
• Use the built-in Microsoft® Bing™ business search to explore
businesses you can target for your products
and services and add the locations directly to Source: ESRI Retail MarketPlace Profile
Sample
your map. ©2010 ESRI On-demand reports and maps from Business Analyst Online. Order at www.esri.com/bao or call 800-447-9778 6/14/2010 Page 1 of 2
Proposed Location Latitude: 41.8805
100 S Wacker Dr, Chicago, IL 60606-4006 Longitude: -87.63715
• Compare prospective sites you are Ring: 1 mile radius
Summary Demographics
considering for a new business location by
2010 Population 39,102
2010 Households 21,125
2010 Median Disposable Income $62,128
2010 Per Capita Income $60,674
generating comparison reports based on Industry Summary Demand
(Retail Potential)
Supply
(Retail Sales) Retail Gap
Leakage/Surplus
Factor
Number of
Businesses
hundreds of variables.
Total Retail Trade and Food & Drink (NAICS 44-45, 722) $877,868,294 $3,596,418,003 $-2,718,549,709 -60.8 2,755
Total Retail Trade (NAICS 44-45) $740,080,956 $2,607,749,605 $-1,867,668,649 -55.8 1,747
Total Food & Drink (NAICS 722) $137,787,338 $988,668,398 $-850,881,060 -75.5 1,008
Demand Supply Leakage/Surplus Number of
Industry Group (Retail Potential) (Retail Sales) Retail Gap Factor Businesses
Motor Vehicle & Parts Dealers (NAICS 441) $180,785,806 $128,359,772 $52,426,034 17.0 26
Automobile Dealers (NAICS 4411) $160,554,822 $84,390,381 $76,164,441 31.1 10
Other Motor Vehicle Dealers (NAICS 4412) $10,161,189 $40,284,794 $-30,123,605 -59.7 13
Auto Parts, Accessories, and Tire Stores (NAICS 4413) $10,069,795 $3,684,597 $6,385,198 46.4 3
Furniture & Home Furnishings Stores (NAICS 442) $25,181,783 $74,889,311 $-49,707,528 -49.7 113
Furniture Stores (NAICS 4421) $15,161,165 $29,933,438 $-14,772,273 -32.8 53
Home Furnishings Stores (NAICS 4422) $10,020,618 $44,955,873 $-34,935,255 -63.5 60
Electronics & Appliance Stores (NAICS 443/NAICS 4431) $21,143,554 $225,702,930 $-204,559,376 -82.9 259
Bldg Materials, Garden Equip. & Supply Stores (NAICS 444) $26,991,982 $78,377,941 $-51,385,959 -48.8 55
Building Material and Supplies Dealers (NAICS 4441) $25,698,562 $78,104,387 $-52,405,825 -50.5 53
Lawn and Garden Equipment and Supplies Stores (NAICS 4442) $1,293,420 $273,554 $1,019,866 65.1 2
Food & Beverage Stores (NAICS 445) $141,722,220 $317,485,773 $-175,763,553 -38.3 149
Grocery Stores (NAICS 4451) $125,913,260 $278,700,133 $-152,786,873 -37.8 77
Specialty Food Stores (NAICS 4452) $5,641,108 $19,942,316 $-14,301,208 -55.9 54
Beer, Wine, and Liquor Stores (NAICS 4453) $10,167,852 $18,843,324 $-8,675,472 -29.9 18
Health & Personal Care Stores (NAICS 446/NAICS 4461) $28,314,104 $75,681,007 $-47,366,903 -45.5 102
Gasoline Stations (NAICS 447/4471) $106,545,381 $347,121,176 $-240,575,795 -53.0 25
Clothing and Clothing Accessories Stores (NAICS 448) $38,817,976 $183,183,072 $-144,365,096 -65.0 415
Clothing Stores (NAICS 4481) $29,284,223 $115,141,091 $-85,856,868 -59.4 143
Shoe Stores (NAICS 4482) $4,644,820 $12,791,715 $-8,146,895 -46.7 28
Jewelry, Luggage, and Leather Goods Stores (NAICS 4483) $4,888,933 $55,250,266 $-50,361,333 -83.7 244
Sporting Goods, Hobby, Book, and Music Stores (NAICS 451) $11,412,997 $86,218,229 $-74,805,232 -76.6 133
Sporting Goods/Hobby/Musical Instrument Stores (NAICS 4511) $6,122,195 $16,507,817 $-10,385,622 -45.9 56
Book, Periodical, and Music Stores (NAICS 4512) $5,290,802 $69,710,412 $-64,419,610 -85.9 77
Data Note: Supply (retail sales) estimates sales to consumers by establishments. Sales to businesses are excluded. Demand (retail potential) estimates the expected amount spent
by consumers at retail establishments. Supply and demand estimates are in current dollars. The Leakage/Surplus Factor presents a snapshot of retail opportunity. This is a measure
of the relationship between supply and demand that ranges from +100 (total leakage) to -100 (total surplus). A positive value represents 'leakage' of retail opportunity outside the
trade area. A negative value represents a surplus of retail sales, a market where customers are drawn in from outside the trade area. The Retail Gap represents the difference
between Retail Potential and Retail Sales. ESRI uses the North American Industry Classification System (NAICS) to classify businesses by their primary type of economic activity.
Retail establishments are classified into 27 industry groups in the Retail Trade sector, as well as four industry groups within the Food Services & Drinking Establishments subsector.
Source: ESRI and infoUSA®
©2010 ESRI On-demand reports and maps from Business Analyst Online. Order at www.esri.com/bao or call 800-447-9778 6/14/2010 Page 1 of 3
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4. Current-Year/Five-Year Forecast Demographic Updates
Esri has a team of demographers, statisticians, and economists
who use a wide variety of public and private data sources 2014
to develop a uniquely accurate and detailed picture of local
population, economic, housing, and business characteristics.
Using geographic information system (GIS) tools and our strong
demographic estimating experience, Esri captures the effects of
significant events that occur between decennial censuses.
The data is delivered at 11 different levels of geography, from
national levels all the way down to block groups:
• National
• States
• Core-based statistical areas (CBSA)
• Counties
• Census tracts
• Places
• County subdivisions
• ZIP Codes
• Congressional districts
• Designated market areas (DMA) 2009
• Block groups
Esri produces 15,000 variables, creating an incredibly detailed
picture of the U.S. population. Forecasts are prepared initially for
counties and block groups. From the county database, forecasts
are aggregated to higher levels (such as CBSAs and states). From
the block group database, forecasts are retrieved for census
tracts; places; county subdivisions; ZIP Codes; congressional
districts for the 111th Congress; DMAs; or any user-defined site,
circle, or polygon.
Accurate and Reliable Data
Esri improves on publicly available data by providing the
current-year data and extending the coverage (summaries from
11 different levels of geography). Compared to other private
sources of demographic data, Esri provides a proven track record
of accuracy and agility. Esri publishes the results of all tests of
accuracy on its Web site. As an example of Esri’s agility, it was the
first to capture the effects of the 2005 hurricane season at the
block group level and the first to identify the beginning of the
bursting housing bubble and subprime mortgage crisis a full two Esri’s Data Development Team
years before the market collapsed (as evidenced by the annual Led by chief demographer Lynn Wombold, Esri’s data
trends white paper, available on Esri’s Web site). Current-year development team has a 35-year history of excellence in market
variables ensure that analysts and the public alike can conduct intelligence. The combined expertise of the team’s economists,
their research with the most accurate information available, which statisticians, demographers, geographers, and analysts totals
is especially critical in fast-changing areas. nearly a century of data and segmentation development
experience. The team has crafted data methodologies, such as the
demographic update, segmentation, the Diversity Index, and the
Retail MarketPlace database, that are now industry benchmarks.
2 esri.com/buybao

5. Get Started with Business Analyst Online
There are three easy ways to get started:
Site Map
• Purchase individual reports and maps as a “guest” user Sample
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201 Wright St, Lakewood, CO 80228-1411 Longitude: -105.14113
Drive Time: 3, 5, 7 Minutes
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unlimited access to 17 reports and maps.
• Purchase an annual Premium Subscription for $2,500 that
provides unlimited access to 35 reports and maps.
Reports and maps are e-mailed within minutes directly to your
in-box as a PDF document or Microsoft Excel® spreadsheet.
Demographic and Income Profile
Sample
Proposed Location Latitude: 41.8805
100 S Wacker Dr, Chicago, IL 60606-4006 Longitude: -87.63715
Ring: 1 mile radius
Summary 2000 2010 2015
Population 26,162 45,534 50,151
Households 14,855 24,338 26,808
Families 4,534 7,223 7,843
Average Household Size 1.56 1.66 1.68
Owner Occupied HUs 6,905 12,162 13,530
Renter Occupied HUs 7,950 12,176 13,278
Median Age 34.0 35.7 35.8
Trends: 2010-2015 Annual Rate Area State National
Population 1.95% 0.27% 0.76%
Households 1.95% 0.27% 0.78%
Families 1.66% 0.07% 0.64%
Owner HHs 2.15% 0.32% 0.82%
Median Household Income 4.32% 2.76% 2.36%
2000 2010 2015
Households by Income Number Percent Number Percent Number Percent
< $15,000 1,688 11.6% 1,912 7.9% 1,363 5.1%
$15,000 - $24,999 793 5.4% 801 3.3% 552 2.1%
$25,000 - $34,999 943 6.5% 991 4.1% 787 2.9%
$35,000 - $49,999 2,151 14.7% 2,271 9.3% 1,659 6.2%
$50,000 - $74,999 2,679 18.4% 4,834 19.9% 5,247 19.6%
$75,000 - $99,999 1,845 12.6% 4,178 17.2% 3,640 13.6%
$100,000 - $149,999 2,419 16.6% 4,487 18.4% 6,983 26.1%
$150,000 - $199,000 1,100 7.5% 2,481 10.2% 3,381 12.6%
$200,000+ 980 6.7% 2,379 9.8% 3,192 11.9%
Median Household Income $65,379 $81,441 $100,632
©2010 ESRI On-demand reports and maps from Business Analyst Online. Order at www.esri.com/bao or call 800-447-9778 6/14/2010 Page 1 of 1
Average Household Income $87,546 $108,629 $125,374
Per Capita Income $49,927 $60,584 $69,932
2000 2010 2015
Population by Age Number Percent Number Percent Number Percent
0-4 747 2.9% 1,459 3.2% 1,636 3.3%
5-9 432 1.7% 1,021 2.2% 1,185 2.4%
10 - 14 374 1.4% 877 1.9% 1,039 2.1%
15 - 19 1,093 4.2% 1,894 4.2% 1,989 4.0%
20 - 24 2,502 9.6% 4,282 9.4% 4,406 8.8%
25 - 34 8,822 33.7% 12,622 27.7% 14,108 28.1%
35 - 44 5,364 20.5% 8,051 17.7% 7,883 15.7%
45 - 54 3,573 13.7% 6,617 14.5% 7,141 14.2%
55 - 64 1,872 7.2% 4,961 10.9% 5,733 11.4%
65 - 74 879 3.4% 2,110 4.6% 3,102 6.2%
75 - 84 405 1.5% 1,150 2.5% 1,345 2.7%
85+ 97 0.4% 489 1.1% 582 1.2%
2000 2010 2015
Race and Ethnicity Number Percent Number Percent Number Percent
White Alone 16,948 64.8% 27,950 61.4% 30,323 60.5%
Black Alone 5,519 21.1% 9,413 20.7% 9,661 19.3%
American Indian Alone 50 0.2% 150 0.3% 205 0.4%
Asian Alone 2,519 9.6% 4,938 10.8% 5,958 11.9%
Pacific Islander Alone 24 0.1% 60 0.1% 78 0.2%
Some Other Race Alone 523 2.0% 1,692 3.7% 2,273 4.5%
Two or More Races 579 2.2% 1,332 2.9% 1,653 3.3%
Hispanic Origin (Any Race) 1,603 6.1% 4,863 10.7% 6,532 13.0%
Data Note: Income is expressed in current dollars.
Source: U.S. Bureau of the Census, 2000 Census of Population and Housing. ESRI forecasts for 2010 and 2015.
©2010 ESRI On-demand reports and maps from Business Analyst Online. Order at www.esri.com/bao or call 800-447-9778 6/14/2010 Page 1 of 2
Purchase an annual subscription or
reports and maps individually.
Call 1-800-447-9778.
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6. Basic and Premium Subscriptions
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Individual Report
and Day Pass* Subscription
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Business Data Day Pass—$149
Business Locator – – $70
Business Summary Add-on Available 4 $50
Major Shopping Center Locator Add-on Available Add-on Available $60
Major Shopping Center Map Add-on Available Add-on Available $50
Retail MarketPlace Profile Add-on Available 4 $75
Demographics
1990–2000 Comparison Profile 4 4 Free
Age 50+ Profile 4 4 $50
Age by Income Profile 4 4 $50
Age by Sex Profile 4 4 $50
Age by Sex by Race Profile 4 4 $50
Census 2000 Detailed Race Profile 4 4 Free
Census 2000 Summary Profile 4 4 Free
Demographic and Income Profile 4 4 $50
Demographic and Income Comparison Profile 4 4 $50
Detailed Age Profile – 4 $50
Detailed Income Profile – 4 $50
Disposable Income Profile – 4 $50
Executive Summary – 4 $50
Graphic Profile – 4 $50
Housing Profile 4 4 $50
Market Profile 4 4 $50
Net Worth Profile – 4 $50
Quarterly Demographic Profile 4 4 $50
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* Add-on packages are not available for the Day Pass.
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7. Basic Subscription Premium
Individual Report
Consumer Spending and Day Pass* Subscription
Automotive Aftermarket Expenditures Add-on Available 4 $50
Financial Expenditures Add-on Available 4 $50
House and Home Expenditures Add-on Available 4 $50
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Medical Expenditures Add-on Available 4 $50
Recreation Expenditures Add-on Available 4 $50
Retail Goods and Services Expenditures 4 4 $50
Market Potential
Electronics and Internet Market Potential Add-on Available Add-on Available $75
Financial Investments Market Potential Add-on Available Add-on Available $75
Health and Beauty Market Potential Add-on Available Add-on Available $75
Pets and Products Market Potential Add-on Available Add-on Available $75
Restaurant Market Potential Add-on Available Add-on Available $75
Retail Market Potential Add-on Available Add-on Available $75
Sports and Leisure Market Potential Add-on Available Add-on Available $75
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Traffic Count Profile – 4 $60
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8. Business Analyst Online
Demographics