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Identify voter behavior

In this lesson, you'll compare the address points that you geocoded in the previous lesson 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.

    Browse Living Atlas Layers

  3. In the Browse Living Atlas Layers window, search for Tapestry .
  4. Add 2018 USA Tapestry Segmentation to the map as a layer.

    Add to map

  5. Click the back arrow to return to Contents.

    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 2018 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.

    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 point 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. In the next lesson, you'll identify areas with clusters of veterans and disabled veterans.