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Customer Geographic Summary <br /> Where do your customers live? <br /> Another important aspect of understanding your customer base is knowing where they live. If you <br /> have a specific location and you know where your customers live, you get a better idea of how <br /> commuting patterns, competitive locations, etc. may play a role in who comes to your location. <br /> Additionally, if you are interested in reaching your customers for a targeted marketing mail <br /> campaign, knowing where they live allows you to target your marketing message to specific <br /> geographic areas rather than distributing them across the entire market. <br /> ESRI further analyzed customer records and created the Customer Geographic Summary. You can <br /> use this report to see where most of your current customers are located. This report summarizes your <br /> customer records at the state, county, ZIP Code, Core Based Statistical Areas (CBSA) levels to find <br /> your top 20 geographic areas. Each record is assigned to the state, county, ZIP Code, and CBSA <br /> according to a point-in-polygon approach from the record's latitude and longitude. See the Locator <br /> (LOC_NAME) field in the output file to view the qualities of the latitude and longitude. Each <br /> geographic level is analyzed according to the record count and the percentages. Records that <br /> cannot be matched are noted at the end of each section. <br /> This report shows you the geographic areas and percentages where most of your customers are <br /> located, ranked top to bottom according to the numbers of customers in each area. Now, you can <br /> begin to see where you should concentrate your organization and marketing planning efforts! <br /> The state with the highest number of customers is Minnesota (80.02%) of your customer base. <br /> When you look at other levels of geography, you find that the Minneapolis-St. Paul-Bloomington, <br /> MN-WI CBSA (Core Based Statistical Areas) has the highest percentage of customers (59.11%). <br /> You should further review the list to identify other top concentrations of your customers and look at <br /> these potential opportunities. <br /> Page 3 <br />