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ArcGIS Online Tapestry Exercise

Tapestry segmentation is a data set maintained by ESRI that classifies neighborhoods into 67 unique segments based on demographics and socioeconomic characteristics. Each segment is given a fanciful, descriptive, easy-to-remember name such as Soccer Moms or Heartland Communities. While this classification scheme can miss important differences between neighborhood residents it is useful for marketers seeking to target specific groups that may be potential customers for their products or services.

Tapestry Segmentation

Tapestry segments are based on two specific groupings:

This tutorial describes an exercise that can be used to familiarize yourself with Tapestry segmentation. You will examine:

  1. The Tapestry segment for your current neighborhood
  2. The same Tapestry segment in another city (referred to as your analysis city)
  3. A Tapestry segment that represents a demographic group you aspire to be in within a decade
Example Tapestry Segment

Create a Tapestry Map

Open a new map in ArcGIS Online:

  1. Add the 2017 USA Tapestry Segmentation Living Atlas Layer
  2. Adjust the transparency to 25% so the underlying base map gives some geographic context
  3. Save the map with a meaningful name that includes the name of your analysis city and Tapestry
  4. Share the map with everyone and get a link to the shared map
Creating a Map of Tapestry Data in ArcGIS Online

Create a Spreadsheet

During this exercise you will collect Tapestry segment data for three locations, and then create a pictogram map of those locations.

To collect the data, create a Google Sheets spreadsheet and add the following columns:

Give the spreadsheet a meaningful name so you will know what it is in the future.

Share the spreadsheet to get a sharable link.

Creating a Spreadsheet in Google Sheets

Current Neighborhood

On your Tapestry map, zoom in to the lowest level of generalization and click on your neighborhood to find the Tapestry segment for your current residence. This example will use a neighborhood in Farmingdale, NY on Long Island.

Note that this popup contains the Tapestry segment name and basic demographic information on that neighborhood. You can click the Tapestry segment name to see a data sheet on that segment.

Search the Tapestry segmentation LifeMode list to find that LifeMode and find a characteristic of that LifeMode that you feel is most applicable to your demographic group.

Add a new row to your spreadsheet with the following columns:

Analyzing Your Current Tapestry Segment

Analysis City Neighborhood

Zoom in to the lowest level of generalization and find a neighborhood in your analysis city with a Tapestry segment matching your home neighborhood. This example will use Seattle, WA.

If you are unable to find a matching segment in your analysis city, find one in that region that is as close to your analysis city as possible.

Search the Tapestry segmentation Urbanization groups list to find that Urbanization group and find a characteristic of that Urbanization group that you feel is most applicable to your neighborhood

Add a new row to your spreadsheet with the following columns:

Finding the Same Segment in Your Analysis City

Ten-Years Neighborhood

Look through the Tapestry segment documentation to find a Tapestry segment that you feel most closely matches the demographic group you would like to be in ten years from now. If you aspire to be in the same segment you are currently in, select a different segment that has similar characteristics.

If there is a neighborhood you are familiar with that you aspire to live in, finding a Tapestry segment for that neighborhood can be a quick way to find a segment. This example uses Manhattan's Upper West Side.

Add a new row to your spreadsheet with the following columns:

Finding a Demographic Segment You Aspire To Be in Ten Years

Location Map

Create a map from your locations spreadsheet.

Mapping Your Tapestry Locations