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Can we put_innovative_on_the_map
- 1. Can we put Innovative on the map? Susan Lytinen Gail Borden Public Library District April 24, 2013
- 2. The beginning of Map Envy
- 3. Market segments by block group
- 4. Tapestry profile of Rustbelt Traditions segment
- 5. Library use by block group
- 6. Library borrower map from Public-Library.com
- 7. Esri’s ArcGIS Desktop: ArcMap
- 8. Market segment map: First add a basemap
- 9. Draw or import your library service area
- 10. Add block groups
- 11. Get market segment information for block groups
- 12. Mosaic profile of Birkenstocks and Beemers segment
- 13. Add market segments to attribute table
- 14. Use market segments to label & color block groups
- 15. You can print your map or output a pdf
- 16. To make a registered customer map, first you need context.
- 17. Color the block groups by population.
- 18. Export patron record numbers and addresses from Innovative
- 20. Calculate the number of customers per block group and percentage of population
- 21. Color the block groups by customer percentage
- 22. Thank You! Questions? Susan Lytinen Data Projects Specialist Gail Borden Public Library District slytinen@gailborden.info 847-608-5013
Editor's Notes
- Commercially available applications can provide maps that give demographic information about a library’s service area and show which parts of the service area have more registered customers or provide the most circulation. I am Susan Lytinen, a librarian with severe Map Envy and a year’s subscription to ArcGIS Desktop.I am a Data Projects Specialist for the Gail Borden Public Library District in Elgin, IL, about 50 miles west of Chicago.
- I fell victim to Map Envy when I heard about demographic and circulation activity maps made for individual libraries.There have been several presentations showing mapping by library consultant Marc Futterman, President/CEO of CIVICTechnologies. He is selling a web-based, interactive mapping product called CommunityConnect.Texas State Library webinar 9/20/11: Green Acres Is the Place To Be. Gina Millsap, Executive Director of the Topeka & Shawnee County Public Library (KS)PLA preconference 3/13/12: Dig Deep to Understand What Your Community Needs and Wants. Presentation: Sharpen Your Focus: Understanding Your Community through Market Segmentation. Marc Futterman, President/CEO CIVICTechnologiesPresentation at PLA 3/16/12: From the Heartland to Sin City.Marc Futterman, President/CEO CIVICTechnologiesGina Millsap, Executive Director, Topeka & Shawnee County Public LibraryCarolyn Anthony, Director, Skokie Public Library (IL)Jeanne Goodrich, Executive Director, Las Vegas Clark County Library District (NV)
- Libraries need to know more about their customer base, and a market segment map is a popular way to visualize lifestyle information.This map shows the Topeka & Shawnee County Public Library service area.Each census block group (600-3000 people) has been assigned a Tapestry market segment.The Tapestry market segmentation scheme comes from Esri, a company that provides geographic and demographic data. Tapestry contains 65 market segments, which are based on socioeconomic and demographic factors and characterize the lifestyle of the people in each segment.
- Here is the Tapestry profile for the first segment on the previous map, Rustbelt Traditions.
- In order to correlate market segments and library usage, customer addresses are mapped (also known as “geocoding”). Then you can see which block groups (and consequently which market segments) have the most registered customers or generate the most circulation.
- Public-Library.com is another company you can hire to make maps for your library.
- I wanted to make maps myself.The most widely-used mapping software is Esri’sArcGIS. When I started thinking about it, I heard that it is too expensive and too difficult. The standard exclamation is “They give advanced degrees in that!”Not too difficult: we teach ourselves Excel, Access, etc. Tools: Esri tutorial, books, classes.Not too expensive: ArcGIS Desktop Basic = $1500/ year. But only $250/year for educational/nonprofit institution using only for administrative purposes.I used GIS tutorial1: basic workbook, by Wiplen L. Gorr and Kristen S. Kurland. Redlands, CA: Esri Press. The next edition is due out May 3, 2013. ISBN 978-158948-335-4 List price $79.95. Amazon pre-order price $48.86. It includes access to a 180-day trial of ArcGIS® 10.1 for Desktop Advanced software and a DVD with data for working through the exercises. There are also open source GIS programs, such as Quantum GIS.This screen shows ArcMap, the ArcGIS element that you use to make maps.Maps are made up of various files.The right pane shows the files you can choose to make the map.The center pane holds the map itself.The left pane shows the files that make up the map you are working on.You can also draw on the map, but whenever possible you want to use files that already exist.
- Esri provides some background maps you can use to provide context for your map. These are called basemaps.
- Luckily, I did not have to draw the GBPLD borders. Kane County and Hanover Township (of Cook County) had shapes that I could join together to make the entire district. As you can see, the west side of the district is quite fragmented, with the border created by individual property parcel lines.
- I got a shape file for all Illinois block groups from the U.S. Census website. Then I limited it to only those block groups which intersected with our library service district. There are 92 of them.Some of the block groups extend far beyond our library service district, which obviously does not follow convenient census borders.Notice that all the block groups are the same color (transparent, with red borders), and they are labeled with the block group number. You can easily change the color and labeling of shape files.
- Our library subscribes to a number of Gale databases. One of them is DemographicsNow.DemographicsNow can provide market segment information for census block groups, based on the Mosaic scheme.Mosaic, from Experian Marketing Services, classifies families into 71 segments (as opposed to Tapestry’s 65 segments).The 3 block groups that I looked up for this screen print are small ones, with only 428 families total. All 3 have been assigned the Berkenstocks and Beemers segment.
- This is the Mosaic profile for Birkenstocks and Beemers. There is lots of information.
- The shape files you see on the map are backed up by tables that list the characteristics, or attributes, of each shape. This is the attribute table for the block groups.You can edit the attribute table to add information to the map.I added the last 2 fields to the table, one for the Mosaic segment name and number, and one for just the segment number.
- Previously, all the block groups were the same color (transparent, with a red border), and I labeled them with the block group number.Now I asked ArcMap to give each market segment a different color, and I labeled the block groups with the market segment number.
- The previous screens have shown how ArcMap looks when you use it.This screen shows a map after you produce it.The map legend is formed automatically from the table of contents in the left pane of ArcMap. You can also add a north arrow and other map-like elements, but I didn’t do that here.
- It doesn’t help much to know how many registered customers are in each block group if you don’t know the population of the block group. I got the population of each block group from Gail DemographicsNow (although you can also get it from the Census website or a number of other sources) and added it to the block group attribute table.
- The block groups varied in population from 320 to a surprising 8,698. [I must double-check that number!] I specified ranges of numbers that I thought would make sense for the colors.The block group population totaled 163,543. There are only 144,597 people in our library service area. The difference between our district borders and census block group borders complicates things.
- I exported the patron record number and address from the 116,205 patron records in our Innovative database, and pulled the text file into a spreadsheet.I got rid of records where mailed overdue notices had been returned (so the addresses were no longer valid) and dummy staff records, leaving 113,018.I separated the elements of the address field to make it easier to clean up, then rejoined them after much tidying.
- ArcMapgeocodes addresses by comparing them to a file of addresses or address ranges that already have geocoding.ArcMap includes geocoding files for United States and North American addresses, although you can provide your own comparison file for greater precision.109,594 of the 113,018 patron addresses were geocoded – 96.97%. For the 3,424 address that did not geocode, I can look at the addresses that were not matched and either manually match them to addresses in the comparison file or physically place them on the map.You can see that we have lots of reciprocal borrowing customers registered, since there are many dots on the map outside the borders of the library district.This map is fun to look at, but it is better to have exact numbers.
- ArcMap can count the number of customer dots in each block group and compare it to the population.Of 113,018 registered customers, 14,413 live outside the library’s service area block groups. 98,606 live in the service area block groups. Since the service area block groups have a total population of 163,543, approximately 60% of them are library customers. But, as you saw before, our library district has different borders from the block groups. 97,736 registered customers live in the library district borders. The library district has a population of 144,597. Approximately 67% of the residents of the library district are registered library customers.
- This map shows which block groups have high and low percentages of registered customers. If you compare it to the market segment map, you can refine your marketing plan.
- Please feel free to email or call me with any questions. I am an extremely green GIS novice, but, as you can see, the software is fun to experiment with.