GIS I Business Exr02 (av 9-10) - Expand Market Share (v3b, Jul 2013) Learning Objectives: Reinforce information literacy skills Reinforce database manipulation / querying skills Reinforce joining and mapping by attributes skills Reinforce spatial analysis (clipping) skills Introduce / reinforce spatial decision-making skills Scenario / Introduction As the new, GIS-savvy marketing manager for the Lost Wages Casino in Atlantic City, NJ, you see a way to use GIS to identify new customers by developing a targeted mass mailing campaign which will ultimately expand market share for your casino. You will use Census 2000 socioeconomic data joined to census tracts to identify areas where affluent potential new customers live within easy driving distance of Atlantic City. This information will enable you to develop a targeted mass mailing campaign directed toward those neighborhoods where residents have enough disposable income to be willing to risk a portion of it at Lost Wages. Step 1 - Download census data to your GIS_I_Bus_Exr02 folder Discussion - Your instructor has uploaded TIGER 2000 files from ESRI for Atlantic County, NJ to geosrv\ GISCourses\GIS_I_Exercise_Data\GIS_I_Business_Exr02_input_data. You can access the data from the GIS Lab by connecting to the server or off site using FTP. Procedure - Create your own GIS_I_Bus_Exr02 folder on your computer, flash drive, or school folder. Select all the unzipped files in the input_data_gis_i_bus_exr02 folder on the network. From the top bar of the folder in which the input data reside, select Edit > Copy, scroll to your GIS_I_Bus_Exr02 folder, select Edit > Paste. The files should appear in your folder: 1
Step 2 - Open ArcMap, set projection, add Atlantic County data files, rename files Procedure - Use Start > Programs > ArcGIS > ArcMap. Select A new empty map > OK (see below): An untitled Map View window appears. Rt-click on Layers > Properties > Coordinate System. Scroll to North American 1983 (below); press OK. From your Arcmap window, Select File > Add Data. Scroll to your input_data_gis_i_bus_exr02 folder and select all the components; Press Add; 2
Note: If you get a warning that the files are NOT Projected, add them anyway. After these files are added to your map view (below), you will need to use ArcMap Toolbox to Define Projection (see Exrs 01 & 02 for a refresher) before you rename the files: Rename your files in the Table of Contents (ToC) so they make some sense to you (simply click twice, SLOWLY!, on the existing name and then type over it with the new name): o Change tgr34001lka to Atlantic_County_Roads o Change tgr34001trt00 to Atlantic_County_Census_Tracts o Change tgr34001cty00 to Atlantic_County_Outline The Table of Contents (ToC) for the map should now look like: Use File > Save As to save your project in your bus_exr02 file folder. 3
Step 3 - Identify key socioeconomic data on American FactFinder, download data Discussion - The main US Census website has a great deal of demographic and other information that can be joined to your Atlantic County Census tracts, enabling the mapping of literally thousands of different attributes. Procedure: Open Internet Explorer, type http://factfinder2.census.gov in your browser URL window. Below is the home page as of July, 2013. Select Advanced Search : On the web page (below), you will first select Geographies (see below): 4
Select Topics > Dataset > 2000 SF3 Sample Data: Over 800 tables are returned. Your casino requires drawing people in with money to lose, people with high Median Household Income as of calendar year 2000. Type this criterion (Median Household Income) into the Search window (see below); press GO: 5
Only 48 tables fit this criterion. Scroll down to and select Table P053. Once selected, it is shown in the upper LH side of the window under Your Selections. Select View 1999 Median Household Income is shown for each CT in Atlantic Co. Press Download In the Download format window that appears (below) Select.csv format. Press OK. 6
When prompted (see below), Download the file to your folder for this exercise Save the ZIP file In your exercise folder as Atlantic_SF3_P053_csv.zip; press Save 7
Step 4a Use MS Excel to Prepare to Join SF3 Census Data to Census Tracts After you have pressed Save (above), you can Open the file from Download complete (below) Once you press open, the window below appears with files unzipped; dbl-click on the CSV file: The.CSV file opens directly in Excel (below). Expand column widths to view column titles. Discussion: Examine the Id2 column. The digits are the same Federal labeling strategy (34=New Jersey; 001=Atlantic Co., etc.) as that seen in the STFID column for Census Tracts. In some cases, the GIS analyst can use this column for Table Joins, but that is not the case here. We need to edit the SF3 table before trying to join it to Census Tract features. 8
Delete the original top row and re-label the former second row (now the NEW top row) Save the modified table As Atlantic_Co_median_house_income_99.xls: Select Cell A1 with the cursor (below); Save As a DB4 file (typically DBFs are more stable than Excel files in ArcMap) 9
Tell Excel Yes (below) you want to keep the workbook in a DB4 format Observe that the table format shifts from.xls to.dbf (see below) File > Close the dbf table. Say Yes (below) you want to save changes to the table: You may be prompted with the same do you want to save warning received earlier; say yes Close the now-empty Excel window, if necessary. 10
Step 4b Use Arc Catalog to Finish Preparing DBF for Table Join Discussion: Your instructor typically tries to make as many edits as possible outside of ESRI software. However, there are times when the GIS user needs to be able to comfortably utilize the editing capabilities of ESRI software in order to ensure data compatibility and interoperability. After all, it is ESRI software that is driving your productivity, not Microsoft. Open ArcCatalog (Start > All Programs > ArcGIS > ArcCatalog) Use the LH window to scroll to your folder; rt-click > Properties on the dbase table in the RH window (below): 11
In the dbase Table Properties window that appears, create a new field named ID2_TEXT, with a TEXT data type: Press Apply, OK to apply and Save the changes you have made to the table: You are returned back to the main Catalog tree window (see below); select the DBF table in the LH window and the Preview tab in the RH window to view table: 12
From the top part of the ArcCatalog window, select Geoprocessing > ArcToolbox: Select Data Management > Fields > dbl-click Calculate Field Select the DBF table and the Field that you are going to calculate : Click on the Field Calculator button on the RH side of the Expression line (above) 13
The Field Calculator will be used to populate the values under the ID2_TEXT column heading. This column has a TEXT data type you just defined in ArcCatalog, so it will act like a NOMINAL (naming) attribute. This data / attribute type is necessary in order to match the STFID values in the Census Tracts attribute table. Data types (see String, below) of a Primary Key MUST MATCH to achieve a successful join, just like the data values must match. The values of the ID2_TEXT column will be identical to values of the ID2 column. The expression that you create for the Field Calculator (below) is simple. Select the ID2 value from the list you are given (below); it will become part of the expression in the lower window: Press OK (above) when you are finished; this info is put into the Calculate Field window: Press OK (above) once the window is filled out 14
Compare values between ID2 and ID2_TEXT (see below); they should be identical: File > Exit; your changes to the DBF should be saved (automatically) within ArcCatalog. Step 4c OPTIONAL Confirm that ID2_TEXT is correctly formatted as Text Use MS Access to open Atlantic_Co_median_house_income_99.dbf. Confirm that the ID2_TEXT field is present, and the entries are accompanied by triangles (below): The triangles indicate that the numeric entries are in a text or string format. NOTE: Massaging your data into the right format is CRITICALLY important to the success of this GIS exercise and your own GIS work. Some tedious processes, such as the one just performed, prove to be the most STABLE and RELIABLE when using GIS. There is nothing more maddening than trying to work quickly, using shortcuts, only to find that they do NOT work. File > Exit the table (say NO if you are prompted to save changes) and exit MS Excel 15
Step 5 - Join SF3 household income data to census tracts and symbolize the results Start ArcMap; you may be prompted to select a map; select & Open from recent (below): Select File > Add Data 16
Scroll to your folder, select Atlantic_Co_median_house_income_99.dbf; press Add. The table appears in the Table of Contents (ToC) of ArcMap (below): 17
Rt-click on Atlantic_Co_Census_tracts in the ToC > Joins and Relates > Join (below); In the Join Data window (below), make the selections shown, press OK, say Yes to Indexing: 18
Rt-click on Atlantic_Co_Census_tracts in the ToC > Properties (below) Select Symbology > Quantities > Graduated Colors (below). In the Value Field, select MD_HS_INC_. We can refine the groupings even more; Select Classify (below) 19
In Classification (below), set Method to Defined Interval, Interval Size to 10000. Press OK When the Symbology screen returns (below), press Apply, then OK 20
The ArcMap view returns (below) (HINT: Turn OFF Roads to better see tracts): Rt-click on Atlantic_Co_Census_tracts > Open Attribute Table. Select the black arrow next to Table Options (below) > Select by Attributes 21
Build the following query that selects all Census Tracts with >= $60,000 annual income (use the mouse and/or buttons whenever possible to minimize error); Press Apply: Select the attribute criteria on which to base query (income) Select Boolean operator greater than or equal to Type 60000 Press show selected records in the attribute table (below); 3 CTs fit the criteria: File > Save your project 22
Step 6 - Clip Atlantic_Co_Roads with Selected Atlantic_Co_Census_Tracts You will use a geoprocessing technique clipping - to isolate streets for mass mailing. Turn on Atlantic_Co_Roads and choose a line color that you like From the top menu bar ArcMap, select Geoprocessing > dbl-click Clip (see below) Use either black arrows or pulldown menus to select the roads as the input features to be clipped by the clip features (polygons [census tracts in which annual household income is >= $60,000] that will clip out roads like a cookie-cutter clips out pieces of dough): 23
For the Output Feature class (aka shapefile ), scroll to your folder, type a name for the new features such as target_streets; press Save The Clip window returns (below) filled with necessary information; press OK The map re-appears (turn off Roads) with street segments highlighted for the mailing campaign: 24
Step 7 Create a layout, Export it as a.jpg, and write up your exercise Discussion: This exercise has shown you where you can obtain excellent, detailed demographic data at no cost and how you can combine these data with spatial features such as census tracts for better visualization of potential markets that you want to reach in order to grow your business. Also, you have used a geoprocessing tool ( clip ) that enables you to effectively isolate areas of interest for targeted outreach. These tools and techniques can improve the way we reach ANY population segment of interest, be it for business, health science, or other reasons. Marketing extends far beyond business per se. Procedure: Create a layout with the usual important items: o Title o North arrow o Scale bar (units in MILES) o Legend Use File > Export to create a.jpg image of the layout: Insert the.jpg as a picture into an MS Word writeup of this exercise. Describe your procedure, and what you liked and/or didn t like about this exercise. IMPORTANT: For full credit, describe at least ONE way that YOU could incorporate these techniques into an outreach or marketing effort that you might undertake in your major or chosen profession. Submit your work according to the latest directions (typically through Blackboard) Due Date: Approximately 2 weeks from the date assigned. Consult your syllabus for details. 25