Demographic Data. How to get it and how to use it (with caution) By Amber Keller

Transcription

1 Demographic Data How to get it and how to use it (with caution) By Amber Keller

2 101 Where does it come from? o The American Community Survey o Socio-economic characteristics of a population o Administered by the U.S. Census Bureau funded by Housing and Urban Development (HUD) o 5 year estimates for Zip Codes, Census Tracts, and Block Groups o Decennial Census o Population Count o Last data with socio-economic data 2000 o 2010 and 2020 does/will not have social & economic data o Population and Race

3 American Fact Finder = Data o Download the data o Or don t and call the API o Join by a geography identifier to the geographic areas o Document table and year o Block Group smallest level of geography Census collects data on o Highest margin of error o Highest precision lowest accuracy factfinder.census.gov

4 Document Data Source! Geography Data Set Data Table Data Source Tracts ACS14 5yr: S0101

5 Policy : update [x] every 10 years based on Census Data o Possibly a policy created when socio-economic data was collected every ten (10) years with the decennial census? o Update [geographic.areas] with [ x% of Poverty] with the Decennial Census numbers o This is not possible o Can make calculations on areas each year a dataset comes out o Calculations each year to identify key areas NOT to compare overlapping data sets

6 CAUTION! Different Methodologies Population vs Sample Decennial Census vs ACS

7 CAUTION! Boundaries Change Cities (City geography is called Place by the Census) The city grew in Population from {yyyy} to {yyyy}; == People are moving to City of {cityname}; FALSE Did it really? Or did the city annex residential areas? City Boundaries change every year (Census Boundary and Annexation Survey) Define city - Numbers by City boundary or a Metro area?

8 CAUTION! Boundaries Change or don t exist Zip Codes o Most familiar easiest to comprehend by the public o But Not a Census Geography o Representations of USPS service areas o The USPS service areas change multiple times throughout the year o Census makes a ZIP boundary shapefile every year o 1 st ACS data set with Zip Codes is the release

9 CAUTION! Boundaries Change Tracts and Block Groups Census 2000 ACS to 2014 First NONoverlapping 5 year ACS dataset with ACS First NONoverlapping 5 year ACS dataset of the SAME GEOGRAPHY with ACS Census 2010 ACS ACS ACS ACS ACS ACS ACS ACS ACS ACS Census 2020 ACS ACS ACS ACS ACS ACS ACS ACS ACS ACS

10 CAUTION! Survey Questions Change CAUTION! People don t respond to the survey CAUTION! Statistical sampling margin of error CAUTION! CAUTION! CAUTION! CAUTION! Understand there are limitations to the data The data is what it is make calculations and move on

11 What the Client needs to know to make decisions Example Is [Address] in a qualified [BlockGroup] based on [ACS.DataConstraint]? Variable [ACS.DataConstraint] = { IF Housing Facility Deficiency is >=.08 #because 8% is one standard deviation above the mean Housing Facility Deficiency = Lacking Full Plumbing ACS14 Table B25051 >=.08 OR Lacking Full Kitchen Table ACS14 Table B25051 >=.08}; Return : YES YES Exactly what Block Group Extra data Why YES For reliability and trust in result YES or not the main piece of information

12 GEOI D STATE COUNTY TRACT BLOCK GROUP

13 Thanks for listening! Contact:

14 Combined Demographic Data o Previous example combined two ACS data tables o Can combine data tables, assign weighted values etc etc

15 Pre-Combined Socio-economic Data o Social Vulnerability Index o Aid in planning for populations to respond to hazardous events o Agency for Toxic Substances & Disease registry o Geography: Nationally by County and Tract o Uses: 14 Factors o Data Year: 2014 o ACS yr data and other source population data o Download Shapefile or CSV file

16 Pre-Combined Socio-economic Data o Socioeconomic Demographic Clusters o Ranks socioeconomic status from higher to lower o GA Department of Public Health o Geography: Georgia by Block Group o Uses: 25 Factors o Data Year: 2011 ( ACS) For GEORGIA o View online map or printable poster o Request or Purchase data:

17 Pre-Combined Socio-economic Data o Esri Tapestry Segmentation o Help understand customers lifestyle choices identify best customers and underserved markets o Environmental Systems Research Institute :P o Geography: Nationally by all geographic levels o Uses: 67 Factors ACS and many more data sources o Data Year: 2016 o Yes 2016 read more if you like but to view the map you need an ArcGIS Online account o Accessible online map by Zip Code o Zip Code Boundaries and methodology created by HERE not the same boundaries at the Census Zip Codes!

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19 Open Tapestry from ArcGIS Online in ArcGIS for Desktop Womp womp o Not very useful o Can only click and view the data o Cannot use in Geoprocessing tools o Cannot Export o Cannot view Attribute Table o Cannot even select!

20 So much data! (see every component of this vast dataset with the Identify Tool) Predictive Demographics

21 Use Esri Maps for Office Need an ArcGIS Online account to use Esri Maps for Office ArcGIS Online comes with ArcGIS for Desktop license

22 Esri Maps for Office o If concerned about consuming credits Enrich data with caution o Scenario I want to know Tapestry data for a bunch of addresses o Enrich the addresses? o But what geography level is going into these addresses? o Response from chat with esri tech support When using point data, the output values are interpolated in some way based on the entire zip code o This lead me to learning all about Zip codes conclusion not a good idea to use Zip Codes o A conversation for another time o Instead get a dataset I can work with longer term for addresses again and again o Enrich by Tract or Block Group ID (or Zip Code too if you need to)

23 Esri Maps for Office o Recommendation Don t enrich your point data o Get base layer dataset then geocode and spatial join to the data o Have control and knowledge of the geography DEMO! YouTube: Tapestry Data for all the Tracts in Georgia Cost (two columns) 40 Credits Data Enrichment costs 10 credits per 1,000 records Which is only $4 ($100 = 1,000 credits)

24 Send me that excel sheet or shapefile! Absolutely NOT Cannot send other organization s data if that organization charges for data

25 Case Study o What insights can I gain about a client s customers with just the address? o Client Homeowner Program for people that make less than $65k/year o Customer Homebuyer o Data- Addresses for 5 years

26 Workflow Get Tapestry Data by enriching polygon GEOID in Esri Maps for Office Join to Shapefile Geocode Addresses Spatial Join Frequency (Count) or don t and use Pivot Table in Excel

27 Result HOMEOWNERSHIP GA DREAM GEORGIA USA PROGRAM Life mode 10 Common market in Georgia, but not so much with the customer 2.24% 2.81% Out to the TOP FIVE Segments they fall in only two Life Mode Categories 4 and % 8.17% 2.83% 3.16% 5.65% 16.34% 14.56% 1.47% 2.62% 1.72% 2.61% 9.79% 1.38% 8.56% 6.03% 5.55% 4.12% 5.54% 7A 4C 4A 7C 4B 10A 10E U P A N D C O M I N G F A M I L I E S M I D D L E B U R G S O C C E R M O M S A M E R I C A N D R E A M E R S H O M E I M P R O V E M E N T S O U T H E R N S A T E L L I T E S R U R A L B Y P A S S E S 0.50%

28 LifeMode 4 Family Landscapes LifeMode 7 Ethnic Enclaves o Successful young families in their first homes o Non-diverse, prosperous married-couple families, residing in suburban or semirural areas with a low vacancy rate (second lowest) o Homeowners (80%) with mortgages (second highest %), living in newer single-family homes, with median home value slightly higher than the U.S. o Two workers in the family, contributing to the second highest labor force participation rate, as well as low unemployment o Do-it-yourselfers, who work on home improvement projects, as well as their lawns and gardens o Sports enthusiasts, typically owning newer sedans or SUVs, dogs, and savings accounts/plans, comfortable with the latest technology o Eat out frequently at fast food or family restaurants to accommodate their busy lifestyle o Especially enjoy bowling, swimming, playing golf, playing video games, watching movies rented via Redbox, and taking trips to a zoo or theme park o o o o o o o Established diversity young, Hispanic homeowners with families Multilingual and multigenerational households feature children that represent second-, third- or fourthgeneration Hispanic families Neighborhoods feature single-family, owner-occupied homes built at city's edge, primarily built after 1980 Hard-working and optimistic, most residents aged 25 years or older have a high school diploma or some college education Shopping and leisure also focus on their children baby and children's products from shoes to toys and games and trips to theme parks, water parks or the zoo Residents favor Hispanic programs on radio or television; children enjoy playing video games on personal computers, handheld or console devices Many households have dogs for domestic pets

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