Geocode voters

Your candidate needs detailed demographic information about eligible voters in Howard County, Maryland. You'll start by creating a map of the voters broken into census tracts, which are subdivisions usually numbering between 1,500 and 8,000 people. These smaller divisions will facilitate your research about Howard County voters. Finally, you'll geocode, or geographically locate, a file of addresses, so you can begin to identify the locations of like-minded voters.

Map your district

Howard County is an affluent area nestled among the rolling hills between Baltimore and Washington, D.C. According to the Howard County government page, the 2010 census counted more than 280,000 residents. Median household income is nearly $107,000, and the region is home to more than 50 federal agencies, major universities, defense contractors, and Fortune 500 companies.

First, you'll map Howard County and its boundaries. Using ArcGIS Online, you'll create a map of the area and add census tracts.

  1. Sign in to your ArcGIS organizational account.
    Note:

    If you don't have an organizational account, you can sign up for an ArcGIS free trial.

  2. At the upper left of the window, click Map.

    Map

    A new map opens.

  3. In the search box, type Howard County, Maryland and click the Howard County, MD, USA result in the search window.

    Howard County search

    The map zooms to central Maryland, and a pop-up indicates the county location.

  4. Close the Search result pop-up.

    Next, you'll add a layer from ArcGIS Living Atlas of the World, which is a vast collection of authoritative and ready-to-use geographic information. Specifically, you'll add a layer of census tracts for the United States. Then, you'll filter the layer to show only tracts within Howard County.

  5. On the ribbon, click the Add button and click Browse Living Atlas Layers.

    Browse Living Atlas Layers

    The Browse Living Atlas Layers window shows a list of all Living Atlas layers. You'll filter the list by map extent and category to more easily find the layer you want.

  6. Click the Filter button and verify that the Within map area box is checked.

    Within map area

  7. In the Filter pane, under Caterories, choose Boundaries.

    Boundaries

    The list is narrowed down, but still quite large. You can also search for specific layers.

  8. In the search box, type census tract and press Enter.

    The United States Census Bureau reports data by various geographic units. Census tracts, the most appropriate unit for this lesson, are designed to be fairly homogeneous with respect to demographic and economic conditions.

  9. For USA Census Tract Areas, click Add to map.

    Add to map

    The layer is added to the map.

    Census Tract Areas

  10. In the Living Atlas pane, click the Back button. If necessary, click Content.

    The Contents pane appears. The USA Census Tract Areas layer is displayed in pink, showing boundaries for census tracts. The layer covers the entire United States, although you currently only see Howard County and the surrounding area. You'll filter the layer to show only data for Howard County, Maryland.

  11. In the Contents pane, point to the USA Census Tract Areas layer and click the Filter button.

    Filter button

    A filter uses logical expression(s) to find features in a layer on the basis of attribute values in its table. The features of interest will appear on the map; all others will be hidden (but not deleted). Expressions use the general form of <Field name> <condition> <Value or Field>. In this case, you want all the census tracts in Howard County, so your expression will read "County is Howard."

  12. In the Filter window, ensure that COUNTY is set in the list of field names.
  13. Leave the condition set to is.
  14. In the input box for attribute values, type Howard.

    Filter expression

  15. Click Apply Filter and Zoom To.

    Howard Counties

    Applying this filter narrows your data significantly, but six other counties in the United States have the same name.

  16. In the Contents pane, point to the USA Census Tract Areas layer and click the Show Table button.

    Show Table button

    According to the table, Texas, Nebraska, Arkansas, Missouri, Iowa, and Indiana also have counties named Howard. To limit the data to Maryland, you'll add another expression to the filter.

  17. Point to the USA Census Tract Areas layer and click the Filter button.

    You already defined a filter for this layer, so the Filter window looks different than it did before. Your first expression is displayed on the View tab.

  18. On the Edit tab, click Add another expression.

    Another query box is added to the Filter window.

  19. In the list of field names, choose STATE. Leave the condition set to is. Under the input box for attribute values, choose Unique.

    This option provides a list of valid attribute values for the selected field.

  20. From the list of attribute values, choose MD (the abbreviation for Maryland).

    MD attribute value

  21. Click Apply Filter and Zoom To.

    Filter result

    The layer now displays only the data for Howard County in Maryland. The attribute table for the USA Census Tract Areas layer contains 55 features in the table. You can verify that only Maryland's Howard County appears on your map by looking in the State column and scrolling to the bottom.

  22. In the Contents pane, point to the USA Census Tract Areas layer and click the Hide Table button.

    Hide Table button

    You're now ready to download data for voters in southern Howard County.

Geocode voters

Next, you'll download a CSV file that lists the names and addresses of 950 potential voters. Then, you'll geocode their addresses so you can research their lifestyles and living standards through Tapestry Segmentation. Geocoding is a GIS operation for converting street addresses to spatial data so that they can be mapped.

  1. Go to the Map Voter Data to Plan Your Campaign group.

    This group contains a CSV file of names and addresses for voters in southern Howard County.

  2. Click the thumbnail image for the CSV file.

    Depending on your browser, the CSV file may appear on your download bar, or you may be prompted to open or save the file.

  3. Download the Howard_County_Voter_Data CSV file to a location on your computer. Remember the location so you can browse to it.
  4. In your web map, on the ribbon, click Add and choose Add Layer from File.

    Add Layer from File

    The Add Layer from File window opens. ArcGIS Online supports CSV files with up to 1,000 records.

  5. Click Choose File (or your browser's equivalent command). Browse to the folder where you saved Howard_County_Voter_Data.csv.
  6. Click the file to select it and click Open.
  7. In the Add Layer from File window, click Import Layer.
    Tip:

    You can also drag a CSV file directly to a web map from your computer.

  8. In the Add CSV Layer window, confirm that Addresses or Places is selected.
  9. If necessary, for In, choose United States.

    Add CSV Layer

  10. Click Add Layer.

    Address points layer

    The 950 points displayed on the map represent homes of individual (and fictitious) voters.

  11. Click any point to see information about that voter.

    Address points pop-up

    In addition to the voter name and address, the new layer includes gender, volunteer status, and donations.

  12. Close the pop-up.

    By default, the points are assigned unique colors on the basis of their name. Other drawing options are shown in the Change Style pane. For this map, the individual names aren't important, so you'll give all the points the same symbol to show only the location of each voter.

  13. In the Change Style pane, for Choose an attribute to show, choose Show location only.

    Show location only

  14. Click Done.

    Symbolized address points

    The data displayed on the map can now be matched with Tapestry.

Save the map

Next, you'll save your map and assign it a title, tags, and summary to make it easy to find and identify later.

  1. On the ribbon, click the Save button and choose Save As.

    Save As

  2. In the Save Map window:
    • For Title, type Howard County, Maryland, Census Tracts.
    • For Tags, type Howard County, Census, and press Enter.
    • For Summary, type Research for a political campaign in Howard County.
  3. Click Save Map.

    The map is saved with the specified title, tags, and summary. (Once you've saved your map, it appears in My Content, which you can access by clicking the Home menu and choosing Content.)

You now have a map combining voters and census tracts in Howard County.


Identify voter behavior

In this lesson, you'll compare the address points that you geocoded with Tapestry Segmentation, which provides lifestyle data at the census tract level. By combining the locations of these voter addresses with Tapestry, you'll find pockets of like-minded people. Using the address points, you can find the best areas to look for your voters and donors.

Add Tapestry

The first layer you'll add is Tapestry Segmentation, which Esri developed as a way to classify American neighborhoods into 67 unique market segments on the basis of a variety of demographic and socioeconomic characteristics. (Political staffs use Tapestry to research voters.) The data is available in multiple geographies down to the block group, which equals a typical neighborhood.

  1. If necessary, open your Howard County, Maryland, Census Tracts map.
  2. On the ribbon, click the Add button and choose Browse Living Atlas Layers.
  3. In the Browse Living Atlas Layers window, search for Tapestry .
  4. Add 2019 USA Tapestry Segmentation to the map as a layer.

    Add to map

    Note:

    Demographic data is updated periodically. You can choose newer versions of the Tapestry data if it is available.

  5. Click the Back button to return to the Contents pane.

    The Tapestry layer is added to the map as brightly colored polygons under the census tracts layer. To see the Tapestry features better, you'll turn off the USA Census Tract Areas layer.

  6. In the Contents pane, uncheck the box next to the USA Census Tract Areas layer.

    Tapestry layer

    The white polygon in the map center outlines Howard County. Your targeted voters live in the southern third of the county. At this scale, the dominant Tapestry Segmentation groups are Professional Pride (orange), Enterprising Professionals (green), and Bright Young Professionals (blue). If you zoom in further, some of the Tapestry census tracts change colors to reflect the Tapestry Segmentation of specific neighborhoods or block groups.

  7. Zoom in and click any block group to view a pop-up that describes the segment.

    Tapestry pop-up

    The pop-up includes values for population, income, and age. It also includes a link to a data summary page for more information about that group's lifestyle preferences.

  8. In the pop-up, click the Tapestry segment name and number (in this example, Bright Young Professionals (8C)).

    LifeMode Group

    A new window opens with a four-page PDF document that describes the neighborhood and its people. If you want, you can review the PDF document to learn about the characteristics of the neighborhood that you clicked. This block group, for example, is listed as college-educated and hard-working homeowners who are savvy with technology and donate to charities. Knowing this, you could discuss issues addressing smartphone surcharges, property taxes, or charitable deductions.

  9. Close the PDF.
  10. Close the pop-up.
  11. In the Contents pane, point to the 2019 USA Tapestry Segmentation layer and click the More Options button. Click Transparency and move the slider to 40 percent.

    Layer Transparency

  12. Click anywhere in the Contents pane to close the Layer Transparency window.

    Now you have a more descriptive map that combines Tapestry and voter data. You can use Tapestry to research the attitudes and behaviors of voters living within the same block group. With that information, you can begin crafting campaign messages to address the issues that concern the voters in those neighborhoods. For example, knowing that these voters rely on technology suggests that your candidate may enjoy strong local support for opposing proposals to raise fees on mobile phones.

Locate donors

For campaigns, donor information is important. You’ll summarize donation data from the downloaded spreadsheet to pinpoint locations with the highest number of donors. Also, with the help of Tapestry data, you’ll explore areas with many donors to learn about their interests and concerns. (Political donations are a matter of public record.)

  1. In the Contents pane, point to the Howard County Voter Data layer and click the Show Table button.

    You'll use the data in the Donate column to find potential donors. The Donate column lists the total donations for each voter. Voters who have donated previously are more likely to donate again.

  2. Close the table.
  3. In the Contents pane, turn on the USA Census Tract Areas layer and click the Perform Analysis button.

    Perform Analysis button

  4. In the Perform Analysis pane, click Summarize Data and click Summarize Within.

    Summarize Within

    The Summarize Within tool generates statistics for features that fall within the boundary of a polygon layer. You'll calculate the total donations for each census tract.

  5. In the Summarize Within pane, confirm that the USA Census Tract Areas layer is set for the first parameter (the boundary).
  6. If necessary, choose Howard County Voter Data as the layer to summarize.

    Summarize Within parameters

  7. For the Add statistics parameter, change Field to Donate and change Statistic to Sum.

    Additional Summarize Within parameters

    With the Count of points box checked, the tool will calculate the total number of points within each area boundary. In addition, you'll calculate statistics for the numerical attributes in the Donate field for each area boundary. In this case, you'll get the total donation value and number of voter points within each census tract.

    You do not need to choose a field to group by (because you don't need to calculate statistics separately for each unique attribute value), so you will skip this optional setting.

  8. Change the result layer name to Howard County Donation Total and add your name or initials to make it unique within your organization.
    Note:

    New items created by analysis operations must have unique names within your ArcGIS Online organization. Once the layer has been created, you can rename it in your map.

  9. Confirm that the Use current map extent box is checked.

    If this box is checked, only the census tract features that are visible in the current map extent will be analyzed.

  10. Verify that all the Howard County census tracts are visible and centered in the map.

    If you are zoomed in too far, your analysis may not include all the relevant data, which could skew your results.

  11. Click Run Analysis.

    Summarized census tracts

    A new layer is added to the map. The total donations for each census tract are drawn as a pink circle. Larger circles indicate a higher concentration of donations.

  12. In the Contents pane, point to the Howard County Donation Total layer, click the More Options button, and choose Rename.
  13. Remove your name or initials and click OK.

    The table for this layer stores the summary information that you want, which you can also see in the legend.

  14. Click the Howard County Donation Total layer name to show its legend.

    Donations legend

    The legend shows the number of donors for each circle size. The layer's table includes even more information.

  15. Click the layer name again to close the legend.
  16. Open the table for the Howard County Donation Total layer.

    The first two columns in the table are Count of Points (which shows the number of donors) and Sum Donate (which lists the donation totals by census tract). Both columns provide valuable information to your candidate. You'll sort the table to order the tracts by highest donation totals to lowest.

  17. Click the Sum Donate column header and choose Sort Descending.

    Sort Descending

  18. Click the top row, which is the highest donation total.
  19. Click the Options menu and choose Center on Selection.

    Tract with the highest donation total

    The map zooms to the selected census tract, which is on the southern edge of Howard County. With this information, you can maximize the effectiveness of fund raisers and meet-the-candidate forums in this upscale neighborhood. Specifically, with this new information, you will ask campaign supporters living there to host open houses.

  20. Close the table.

Create a spatial bookmark

You'll need to return to this map extent later, so you'll save it as a bookmark. Spatial bookmarks help you navigate to particular map locations. You'll use this bookmark as a reference point in your presentation, which you'll create in the final lesson.

  1. On the ribbon, click the Bookmarks button and click Add Bookmark.

    Add Bookmark

  2. Type Donors and donations and press Enter.
  3. Close the Bookmarked places window.
  4. In the Contents pane, point to the Howard County Voter Data layer, click the More Options button, and choose Zoom to.

    The map zooms out so all the voters are visible within your map extent.

  5. Save the map.

Your map shows demographic and socioeconomic information about eligible voters and potential donors. However, a top priority for your candidate is to help disabled veterans. Next, you'll identify areas with clusters of veterans and disabled veterans.


Find disabled veterans

Veterans are a key voting demographic that your candidate wants to reach. To learn the location of disabled veterans in southern Howard County, you'll download data from the United States government's census website. You'll join the data from both files into one to display it as a single layer in your web map.

Search census data

The United States Census Bureau website provides access to data about the United States and its citizens. Using a guided search, you'll locate the neighborhoods of disabled American veterans in southern Howard County and display them on the map.

  1. Go to the United States Census Bureau home page by copying the following URL and pasting it into a browser: https://data.census.gov/.
  2. Click the I'm looking for search bar and type Service-Connected Disability.

    A list of related search results appears.

  3. In the search results, click B21100: Service-Connected Disability-Rating Status and Ratings for Civilian Veterans 18 Years and Over.

    Service-Connected Disability search

    The default data selected is the most recent data. For the purposes of this workflow, you'll use data from 2017.

  4. For Product, choose 2017: ACS 5-Year Estimates Detailed Tables.

    2017: ACS 5-Year Estimates Detailed Tables option

    Next, you'll filter the data so that only data from Howard County in 2017 is chosen.

  5. Click Geographies and click Tract.

    Tract option

  6. For Within (State), choose Maryland. For Within (County), choose Howard County, Maryland.
  7. For Within Other Geographies, check All Census Tracts within Howard County, Maryland.

    Geography options for census tracts in Howard County, Maryland

  8. Click Years and check 2017.

    Years options

    Lastly, you'll transpose the table so that columns correspond to attributes and rows correspond to census tracts, like an attribute table in ArcGIS software.

  9. Click Transpose Table.

    Transpose Table option

    The table is transposed.

  10. Click Download.

    By default, the table will be downloaded as a CSV file. This is the file type you want.

  11. In the Download Tables window, click Download.

    A window appears to tell you when your files are prepared to be downloaded.

  12. Once the files are prepared, click Download Now.

    The table is downloaded as a ZIP file. The name of the file begins with ACSDT5Y2017.B21100 and ends with the date and time at which you downloaded the data.

  13. Locate the downloaded ZIP file on your computer and extract it to a location you can easily remember, such as your Documents folder.

    The extracted folder includes three files. One is a metadata file, one is a text document, and one includes the data from the table you prepared on the Census Bureau website.

    To give geographic context to the data in the table, you'll also download information about census tracts in Howard County. You'll download this information from ArcGIS Online.

  14. Go to the Census Tracts in Howard County, Maryland item on ArcGIS Online.
  15. Click Download.

    A ZIP file called thematic_map_shape is downloaded to your computer. This ZIP file contains the shapefile for the census tracts. You can add the ZIP directly to a map in ArcGIS Online without extracting its contents.

  16. If necessary, close the United States Census Bureau website and the Census Tracts in Howard County, Maryland page.

Join census data

Next, you'll edit the CSV file you downloaded and join it with the TIGER files using a field common to both tables. First, you'll open the CSV file to review its contents and clarify a few field names.

  1. Open ACSDT5Y2017.B21100_data_with_overlays in a spreadsheet editor, such as Microsoft Excel.

    When you add this file to your map, the first row determines the field names for the corresponding columns of data. This data has two rows of headings and most headings are cryptic or lengthy. You'll delete the extra row and edit a few headings to provide more meaningful field names.

  2. If necessary, expand the text editor window so all the headings and data are visible.
    Tip:

    If you're using Microsoft Excel, you can press Ctrl+A to select the entire worksheet. Then, on the Home tab, in the Cells group, click Format and choose AutoFit Column Width.

  3. Delete the entire first row.

    The spreadsheet also has several extra columns that include data you will not need.

  4. Delete every column that has a heading that begins with Margin of Error.
  5. Delete the last six columns. (If you're using Microsoft Excel, these are columns F through K.)

    The file now has five columns total.

  6. Change the following headings as described in the table below. (If you're editing in Notepad, be careful not to delete the commas between each heading.)

    Old headingNew heading

    Estimate!!Total

    Total_Change_Estimate

    Estimate!!Total!!Has no service-connected disability

    No_Disability

    Estimate!!Total!!Has a service-connected disability rating:

    Service_Disability

    Edited CSV file

    The file also contains rows for the census tract's ID and name.

  7. Save the file. If you're using Microsoft Excel, click Yes if prompted to keep the workbook in CSV format.
  8. Minimize the window.

    Next, you'll add the census data to your web map.

  9. If necessary, open your Howard County, Maryland, Census Tracts map in ArcGIS Online.
  10. Turn off the following layers:
    • Howard County Donation Total
    • Howard County Voter Data
    • 2018 USA Tapestry Segmentation
  11. On the ribbon, click Add and click Add Layer from File.
  12. In the Add Layer from File window, click Choose File (or your browser's equivalent). Browse to and double-click thematic_map_shape.zip.
  13. Click Import Layer.

    The shapefile is added to the map and the Change Style pane opens. This layer will only be in the map temporarily, so you can skip styling it.

  14. Click Cancel.

    Shapefile added to the map

    The shapefile contains multiple polygon features that represent the census tracts in Howard County. (The shapefile's symbology in your map may vary from the example.) Next, you'll identify an attribute field that is common both to the shapefile and the CSV file that you downloaded. By identifying a common attribute field, you can join the two datasets to create a single map layer.

  15. In the Contents pane, point to the thematic_map_shape layer and click the Show Table button.

    Show Table

    The table opens below the map.

  16. Restore the window with the ACS_17_5YR_B21100_with_ann CSV file. Arrange the windows so you can compare the field names and values of the CSV file and the table.

    Common fields

    In the CSV file, the id field (the first column) shares identical values to those in the GEO_ID field in the thematic_map_shape table. (You can click the GEO_ID field heading and choose Sort Ascending to confirm.) You'll use these common fields to join the two datasets.

  17. Close the CSV file. (If you're prompted to save changes, click Don't Save.)
  18. In the web map, close the table.

    To combine the data, you need to add the CSV file to the map.

  19. On the ribbon, click Add and choose Add Layer from File. Add the ACSDT5Y2017.B21100_data_with_overlays file and click Import Layer.

    In the first lesson, you added a CSV file of street addresses, for which features were located on the map. In this case, the file doesn't contain location information, so a table will be added instead.

  20. In the Add CSV Layer window, for Locate features by, select None, add as table. Click Add Layer.

    Add CSV Layer window

    The table is added to the Contents pane.

    Note:

    Optionally, you can rename the table, but it won't be visible in your final presentation.

  21. In the Contents pane, point to the thematic_map_shape layer and click the Perform Analysis button.

    Perform Analysis button

  22. In the Perform Analysis pane, click Summarize Data and click Join Features.

    Join Features

    The Join Features tool opens. With this tool, you can append attributes from one layer's features to the table of another layer based on spatial and attribute relationships. The Choose target layer parameter defaults to thematic_map_shape.

  23. If necessary, for Choose layer to join to target layer, choose ACSDT5Y2017.

    In the next parameter, you choose which type of join. In this case, the spatial option is not available because the other layer is a table. Its features don't have a geometry, which is required for a spatial join.

  24. For Select the type of join, click Choose the fields to match.
  25. For Target field, choose GEO_ID.

    As determined earlier, this field's values match field values in the CSV file.

  26. For Join field, choose id (the matching field in the CSV file).

    Join Features tool parameters

    You'll accept the default join operation Join one to one, which joins the first matching feature in the join layer to the first matching feature in the target layer.

  27. For Result layer name, type Howard_County_Disabled_Veterans and append your name or initials (the name must be unique within your organization).

    Result layer name

  28. Click Run Analysis.

    The result layer is added to the map.

  29. In the Contents pane, point to the Howard County Disabled Veterans layer, click the More Options button, and choose Rename. Remove your name or initials and click OK.

    The new layer looks like the thematic_map_shape layer, but its table also includes the contents of the CSV file.

  30. Open the table for the Howard County Disabled Veterans layer.
  31. Scroll to the right of the table to see the added fields.

    New fields

    Now you can display this data on the map to assist your candidate in targeting this key group of voters.

  32. Close the table.

    You no longer need the thematic_map_shape layer because your new layer contains the data that you need.

  33. In the Contents pane, point to the thematic_map_shape layer, click the More Options button, and choose Remove. In the Remove window, click Yes, Remove Layer.

Symbolize and interpret veteran data

Styling the new layer will allow you to visualize the number of veterans in each census tract.

  1. In the Contents pane, point to the Howard County Disabled Veterans layer and click the Change Style button.

    Change Style

  2. In the Change Style pane, for Choose an attribute to show, choose Service_Disability.
  3. Under Service_Disability, click Add attribute and choose Total_Change_Estimate.

    Choose an attribute to show

  4. Click Done.
  5. If necessary, pan and zoom your map so each circle is approximately centered on its respective census tract.

    Census tracts

    The map redraws to show the total number of veterans per tract (circle colors) and the number of disabled veterans per tract (circle sizes).

  6. Click the Howard County Disabled Veterans layer name to show its legend.

    Howard County Disabled Veterans legend

    Symbolizing veterans, as well as disabled veterans, gives your candidate context where both populations live. According to the map, the census tracts with large and dark circles are the neighborhoods in which your candidate could maximize outreach efforts to veterans as well as disabled veterans.

  7. Click the any circle on the map to see its pop-up.
  8. If necessary, click the white arrow forward until you see a census tract number.
  9. In the pop-up, scroll down until you see the data for Total_Change_Estimate, No Disability, and Service Disability.

    Howard County Disabled Veterans pop-up

    The pop-up contains the number of veterans, as well as how many have a disability and how many do not. However, the pop-up contains a lot of other information that is not particularly relevant to your candidate's goals.

  10. Click the Howard County Disabled Veterans layer name again to hide its legend.
  11. Close the pop-up and save the map.

Configure pop-ups

Pop-ups provide descriptive information about features in a layer. They are based on attributes within the data and appear when you click a feature on the map. You can specify what information is displayed in pop-ups and how that information is presented. You'll configure the information displayed in the pop-ups for your map in order to communicate the information about veterans as clearly as possible.

  1. In the Contents pane, point to the Howard County Disabled Veterans layer, click the More Options button, and choose Configure Pop-up.
  2. In the Configure Pop-up pane, for Pop-up Title, clear the text and type Howard County Veterans.

    Pop-up Title

  3. In the Pop-up Contents section, click Configure Attributes.

    Configure Attributes

    The Configure Attributes window opens. This window lists the layer's attributes. Every attribute has two names: the field name, which is the layer's internal name for the attribute, and the field alias, which is the name displayed in the layer's table and pop-up. When you configure the attributes, you can choose the information that will appear in the pop-ups.

  4. In the Configure Attributes window, check the Display box to check all the fields, and then uncheck it to uncheck all the fields.

    Display box

    Now that all the fields are turned off, it's easier to turn on the few fields that you want to appear in the pop-up.

  5. In the Display column, check the boxes for the fields with the following Field Alias values:
    • TRACT
    • Total_Change_Estimate
    • No_Disability
    • Service_Disability

    You'll also change the field aliases to something more meaningful.

  6. In the Field Alias column, click TRACT to edit the text. Type Census Tract and press Enter.

    Census Tract field alias

  7. Change the Field Alias value for Total_Change_Estimate to Total Change Estimate.
  8. In the same manner, eliminate the underscores in the field aliases for No_Disability and Service_Disability.

    Field aliases

  9. Click OK.
  10. In the Configure Pop-up pane, click OK.
  11. Click any circle on the map to open its pop-up.

    Configured pop-up

    The pop-up that you configured now shows only the data that your candidate wants to know. (You'll also show this refined pop-up in the presentation that you'll create later.)

  12. Close the pop-up and save the map.

Because you now know where the disabled veterans are concentrated, you're positioned to maximize your candidate's outreach efforts to veterans and disabled veterans. Specifically, you'll suggest that your candidate hold a news conference in the Columbia area to propose more resources and efficient services for disabled veterans. You'll also encourage disabled veterans to join your candidate on stage.


Create a presentation

With ArcGIS Online, you can create presentations to tell a linear, interactive story with the information in your map.

Create slides

You'll create four slides:

  • The first slide will show a map of southern Howard County with its voters your candidate needs to win.
  • The second slide will involve Tapestry and how it reflects voter behavior in that area.
  • The third slide will focus on the census tract with the most generous donors.
  • The fourth slide will show the area with the most veterans and disabled veterans.

In each slide, you'll briefly discuss how your research creates opportunities for your candidate.

  1. If necessary, open your Howard County, Maryland, Census Tracts map.
  2. Above the map, click Create Presentation.

    Create Presentation

    A Slides pane opens to the left of the map. The ribbon above the map changes to include options for creating a presentation. The same layers in your map are available for editing as you create your slides. You can also change basemaps if needed. Individual slides can have different basemaps, operational layers, map locations, visible pop-ups, and titles.

  3. Click the Add button to add a new slide.

    Add slides

    For your first slide, you'll turn off layers to reveal the best view of voters in southern Howard County.

  4. In the Slide Properties pane, under Layers, uncheck all layers except Howard County Voter Data and USA Census Tract Areas.

    Layers in slide

  5. If necessary, for Location, click Set to Current to save the current map extent to the slide.

    Set to Current location

  6. For the title, type Voter locations in southern Howard County.

    Slide Properties

    The text appears at the top of the map, as it will appear in the slide.

  7. On the ribbon, click Save.

    When you save, the presentation becomes part of your map item. When others open your map, they can view it as a presentation. You'll add three more slides to the presentation. The second slide will focus on Tapestry research and give your candidate insight into the mindset of these voters.

  8. Click Add.
  9. In the Slide Properties pane, for Layers, uncheck USA Census Tract Areas and check 2019 USA Tapestry Segmentation.
  10. For the title, type Voters are hard-working, educated, and affluent homeowners who love technology. They would strongly oppose proposals doubling smartphone taxes.
  11. If necessary, click Set to Current.

    For your third slide, you'll use the bookmark that you created earlier to show the most generous donors in southern Howard County.

  12. Click Add.
  13. Check the boxes for the Howard County Donation Total and USA Census Tract Areas layers.
  14. Zoom to the Donors and donations bookmark.
  15. For the title, type Neighborhood with most donors and donations; recommend initiating fund raisers and meet-and-greets in this area.
  16. Click Set to Current.

    Your final slide will reveal the information that you discovered by downloading data from the US Census Bureau.

  17. Click Add.
  18. Check the box for the Howard County Disabled Veterans layer.
  19. Uncheck the layer boxes for Howard County Donation Total, Howard County Voter Data, and 2019 USA Tapestry Segmentation.
  20. Pan and zoom the map so you can see the southern third of Howard County.
  21. Click Set to Current.
  22. For the title, type Recommend this area for news conference launching initiative for more resources for veterans.
  23. Click Slide List.

    Slide List

    The Slides pane opens. This pane lists the slides in your presentation. You can click each slide in the list to preview the slide, and you can change the sequence of the slides. There are buttons to hide the slide and edit its properties. You can also delete or copy slides by selecting a slide in the list and clicking the appropriate button on the ribbon.

  24. On the ribbon, click Save.

Play the presentation and share the map

You are now ready to brief your candidate. Your presentation is dynamic, so you can interact with the map in the slides instead of displaying only a static slide show.

On the ribbon, the Options button includes duration choices for an Auto advance function. By default, it's set to None, which means that users will manually navigate the presentation.

  1. On the ribbon, click Play.

    Play button

    Your presentation opens in a new window. You can use the buttons at the bottom of the window to present the slides. You can advance (or return) one slide at a time or use the list to go to a specific slide.

    Slide navigation

  2. Advance through the presentation and test it by interacting with the map in each slide. (For example, zoom and pan the map or click features to display pop-ups and access Tapestry data.)
  3. Close the presentation window.
  4. Above the map, click Edit Map to return to the map.

    Edit Map

  5. On the ribbon, click the Share button.

    The Share window opens. This window includes a link to your map that you can copy and paste to an email message, as well as options to embed the map in a website or create an app. (Your organization's administrator controls the settings for some of the sharing options.) As the owner of the map, you can access the presentation through My Content.

  6. Check the box to share your map with your organization.

    The Update Sharing window opens. This window prompts you to share the layers in the map, which have different sharing properties.

  7. Click Update Sharing. In the Share window, click Done.

    Finally, you'll access your presentation from the map.

  8. At the top of the page, click Home and choose Content.
  9. Browse to the folder where you stored your map.
  10. In the list of your items, click the ellipsis next to Howard County, Maryland, Census Tracts and click Open Presentation.

    Open presentation

  11. Close the presentation.

    If you shared your map with others, they can access your presentation from the map's About pane or from the map's item details page.

  12. Close the map.

In this lesson, you created a map that shows the whereabouts of disabled veterans in Howard County, Maryland. In doing so, you learned how to download shapefile data from the US Census Bureau and add it to a web map. You also appended additional attributes from a nonspatial table. Together, all that effort resulted in a map and presentation that gives your candidate key information to accomplish a campaign goal, increasing the likelihood of an election victory.

You can find more lessons in the Learn ArcGIS Lesson Gallery.