Powering Location Data for Good
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Data Con LA 2020 Description By analyzing location data, we can unlock valuable information about places to observe and predict change over time. Using the latest in location intelligence technology, location data is used to solve real-world problems with tools that address the world's greatest challenges, such as climate change, social equity, pandemic response, and economic recovery. This talk will highlight several ready-to-use maps and apps that have been created by Esri's expert team of data scientists and product engineers, alongside the global ArcGIS community, with focus on real-world use cases of analyzing location data for good. See the power of location data working for good to address: *Planet sustainability and vitality using near real-time information to understand key topics such as air quality, deforestation, ocean health, and global temperatures. *Land use and change as observed through historic, current, and predicted location data. *Constituent engagement for public policy with focus on social equity and health, economic opportunities, public safety, transportation, and infrastructure. *Pandemic response and recovery, highlighting the work of the global GIS community in response to the COVID-19 pandemic. Speaker Karisa Schroeder, ESRI, Product Marketing Manager: Data and Location Services
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Powering Location Data for Good
- 1. Karisa Schroeder Powering Location Data For Good
- 2. Beyond why and what.. Location data tells us where and when to take action. linkedin.com/in/karisaschroeder/ @livingatlas @esridataLS
- 3. Data has a Location Component80%
- 4. 1st Party Database 3rd Party Database Location Data is a common connection.
- 6. Stay up-to-date with your data Location Changes
- 14. Changing Boundaries: 99780 2019 2020
- 15. Understanding the science… Location data can help us to understand the likeliness of event occurring in a particular area.
- 16. 27% 38% 32% Be Predictive of Future Occurrences PAST PRESENT FUTURE
- 17. Powering Location Data for Good Building a Better World
- 18. Imagine a world… Limited resources require precise knowledge of where + when to act.
- 19. Climate Change Public Health Homelessness Economic Security A spatial approach… Problem-solving with geography.
- 22. Agenda Understand People with Esri Data Boundaries
- 24. Behaviors
- 26. Apparel Entertainment Personal Care Recreation Household Goods Food and Beverage Consumer Spending
- 27. Auto Household Goods and Services Pets Civic Activities Media Travel Health Sports Market Potential
- 28. • Movement Data Movement Data
- 29. Places
- 30. Imagery
- 31. Water Landcover Species Weather Air Quality Natural Resources Environment
- 32. • BLA BLA BLA Agenda Understand People with Esri Data Live Feeds
- 33. Taking Action
- 34. Beyond why and what.. Location data tells us where and when to take action. linkedin.com/in/karisaschroeder/ @livingatlas @esridataLS
- 35. Karisa Schroeder Powering Location Data For Good
Editor's Notes
- People and populations are ever-changing and populations differ based on location. We can look at populations globally or…
- We can focus in on more granular outputs to better understand how people and place interact.
- Now let’s take a look at how populations have changed from 2010 to 2019. I’m using an example that was published in fast company early this year. You can check it out too – and explore the data for yourself using the link at the bottom of the screen. https://www.fastcompany.com/90449792/this-map-stunningly-visualizes-a-decade-of-u-s-population-growth-from-2010-2019
- As we zoom into the Denver area, we can see diverse changes at the county level.
- And this diversity becomes even more apparent as we go deeper into the Zip Codes. Taking a look more specifically at Aurora in the center of the map – we can see a range that is interesting to explore.
- When we zoom into the Census Tract level in Aurora, we see that the tracts begin to look more like a patchwork quilt. We have particular tracts within the city that are heavily increasing – we see the highlighted tract here is increasing by 22%.
- And that a neighboring tract is only increasing by 4%. Thus, if we were merely using the 2010 Census data to drive this analysis, we would have an influx in population growth and influx in our data accuracy. This is why we need update demographics. To help prevent these inaccuracies from altering our analysis. What types of things can influence population change? Or course there will always be birth and mortality rates, but what other influences can there be?
- What types of things can influence population change? Or course there will always be birth and mortality rates, but what other influences can there be? Geography can also play an influence on population counts. Here we see a ZIP code boundary that is changing from 2019 to 2020. With this change comes new population distribution, which may have been overlooked if not visualized spatially. Now this is where placing data on a map can be very useful. If looking solely at tabular data – we may just assume a population change within the ZIP code, without fully understanding that the change is relevant to boundaries. By analyzing the data on a map, we can clearly see that that the reclassification of boundaries will influence the population count within the ZIP code. Esri demographic data takes these new boundary changes into consideration, which helps us to make reliable decisions with confidence.
- For those of us experienced in spatial analysis and mapping, we know that boundaries add valuable context to data. Boundaries can be governmentally or commercially defined, and consistently shifting and changing with the influence of the world’s environment and political needs.
- When we talk about demographics it is important to understand that we are looking at human populations and the characteristics that make them unique. At Esri, we offer a global portfolio of demographic data that touches over 130 countries around the world and includes 15,000 plus data variables. These variables deep dive into human population data, including residential and daytime populations, age, marital status, education, housing, and more. The true value of this data is exposed as we apply location. The layering and exploration of these variables can help us to identify the unknown. It is important in data exploration to understand that geographies are always changing. To have accurate analysis, we need accurate data. One way to vet for accuracy, is to look at the freshness of the datasets. We can also look at the completeness and consistency of the data, while verifying the source of the data is authoritative. Esri demographics are annually updated to include the latest geographies. This data is brought into the ArcGIS ecosystem and updated by an expert team of demographers, statisticians, and data scientists, to make sure you have the latest demographic data available for your analysis. Because let’s face it, populations are always changing, so static census data can be misleading. Keeping your database up-to-date with Esri Demographics can add that extra level of quality assurance for your decision making.
- Once we’ve completed our research in understanding who our customer are, we will want more information on what their behaviors are and how to reach them. We can find commonalities among our ideal customer targets to meet their needs based on their distinct lifestyle and socioeconomic traits. I will now share more information about three of the behavioral databases that we offer, which include Tapestry Segmentation, Consumer Spending, and Market Potential data. Let’s start with Tapestry Segmentation.
- You’ve built your brand to serve the needs of your customers, but want to know more about their distinct lifestyles and behavior patterns. Tapestry Segmentation can help you to develop your business strategy by breaking US neighborhoods into demographic and socioeconomic segments. You may be familiar with the Law of Proximity that states that items close together, are grouped together, whereas items farther apart are less likely to be grouped together. As we think of this, we can make an assumption that people in a particular place have similar characteristics that make them unique. Tapestry Segmentation classifies US neighborhoods into 67 unique segments, based on demographics and socioeconomic characteristics. These 67 tapestry segments are furthermore organized into life mode and urbanization groups that can help us to see how human behaviors compare and differ by location. From Uptown Individuals to Middleburg, Bright Young Professionals to Retirement Communities, segmenting your markets can help you to identify the common behaviors within each segmented neighborhood, what people spend money on, and how best to reach them. http://downloads.esri.com/esri_content_doc/dbl/us/tapestry/4a-soccermoms_tapestryflier_g826513.pdf <Describe Tapestry Segment>
- Esri's Consumer Spending database can tell us what products and services consumers are buying in the United States. Categories include apparel, healthcare, personal care, household goods and services, entertainment, recreation, food and beverage, and more. For example, perhaps we’ve noticed in our research, that our customers are likely to purchase our product if they have been camping recently. Consumer Spending can help us to see the amount spent on camping equipment and camping fees, among other recreational activities. We can then bring this data into our ArcGIS and spatially analyze where these types of activities are commonly occurring.
- In addition, Market Potential data can tell us the likeliness that people will want to purchase certain products or services. Esri has developed a Market Potential Index to comparatively display market potential behaviors. Categories of Market Potential data include auto, pets, media, household goods and services, travel, civic activities, and more. Using that same camping example, we can look at how likely will the people with a particular location purchase additional camping equipment this year and predictively, over the next five year.
- Movement data can help us to understand where people are traveling to and from, during select time frames, such as daytime populations vs. evening. We can look into the likeliness of a particular demographic traveling from one area to another and be predict in how to service the needs of this customer, should they desire to cross into our threshold. Movement data can help us to understand store foot traffic, roadway idle times, and as we have seen more recently with the Covid-19 pandemic, contact trace. It is most valuable when combined with additional datasets and can be brought into a variety of tools for deep learning, visualization, and analysis. You can find a few movement data options available in the Covid-19 data hub and you can also stop by the ArcGIS Marketplace for additional movement data options.
- POIs represent particular features within a community that may include city parks, restaurants, shopping centers, landmarks, and more. Esri has made significant strides in our POI offering since last year at this time. This comes with an announcement that we will now be incorporating Safegraph POIs as a part of our basemap offering. Esri is also making great strides in integrating places data into our geocoding, and directions services. Here on the screen you’ll see an imagery and places hybrid basemap of Kansas City. This integration of imagery and place provides additional context for our birds eye view of the city. You can now access a few different options of places layers that are symbolized by category such as a shop, school, or theater with unique symbols for over 100 types of places. POIs from Safegraph are also available as a stand alone dataset in ArcGIS Marketplace. SafeGraph’s Places dataset, contains data on more than 5 million US commercial points of interest and can be easily brought into ArcGIS for use cases such as retail site selection, consumer insights, and emergency planning.
- You can obtain a number of environmental data layers from ArcGIS Living Atlas including freshwater and oceans, land cover, elevation, and soils, habitats and biodiversity, air quality and pollution, and energy resources. Weather conditions, watches, and warnings Hurricanes, wildfires, and floods Temperatures, droughts, and hydrology
- Weather conditions, watches, and warnings Hurricanes, wildfires, and floods Temperatures, droughts, and hydrology