Demographic Data How to get it and how to use it (with caution) - By Amber Keller - Atlanta Regional Commission
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Demographic Data
How to get it and how to use it (with caution)
By Amber Keller
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
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
Document Data Source! • Geography • Data Set • Data Table Data Source Tracts ACS14 5yr: S0101
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
CAUTION! Different Methodologies
Population vs Sample
Decennial Census vs ACS
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?
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 1st ACS data set with Zip Codes is the 2007 – 2011 releaseCAUTION! Boundaries Change
Tracts and Block Groups
Census 2000 Census 2010 Census 2020
ACS 2005 - 2009 ACS 2006 - 2010 ACS 2016 - 2020
ACS 2007 - 2011 ACS 2017 - 2021
ACS 2008 - 2012 ACS 2018 - 2022
2010 to 2014 First NON- ACS 2009 - 2013 ACS 2019 - 2023
overlapping 5 year ACS dataset
with ACS 2005 – 2009 ACS 2010 - 2014 ACS 2020 - 2024
ACS 2011 - 2015 ACS 2021 - 2025
2011 – 2015 First NON- ACS 2012 - 2016 ACS 2022 - 2026
overlapping 5 year ACS dataset ACS 2013 - 2017 ACS 2023 - 2027
of the SAME GEOGRAPHY with
ACS 2006 – 2010
ACS 2014 - 2018 ACS 2024 - 2028
ACS 2015 - 2019 ACS 2025 - 2029CAUTION! 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 onWhat the Client needs to know to make decisions
Example
Is [Address] in a qualified [BlockGroup] based on [ACS.DataConstraint]?
YES
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
Exactly what Block Group
YES or not – the
Extra data main piece of
Why YES information
For reliability and
trust in resultGEOI
D
133199602003
STATE
COUNTY
TRACT
BLOCK GROUPThanks for listening! Contact: amber.keller@dca.ga.gov
Combined Demographic Data o Previous example combined two ACS data tables o Can combine data tables, assign weighted values etc etc
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 2014 5 yr data and other source population data
o Download Shapefile or CSV file http://svi.cdc.gov/SVIDataToolsDownload.htmlPre-Combined Socio-economic Data
For GEORGIA
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 (2007-2011 ACS)
o View online map or printable poster
https://oasis.state.ga.us/gis/demographiccluster/DemoClusters2011.htm
o Request or Purchase data: http://dph.georgia.gov/phip-data-requestPre-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
https://www.arcgis.com/home/item.html?id=a422e35d395743089893f08c6f4325f6
o Accessible online map by Zip Code http://www.esri.com/landing-pages/tapestry
o Zip Code Boundaries and methodology created by HERE – not the same boundaries at the
Census Zip Codes!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!So much data! (see every component of this vast dataset with the Identify Tool) Predictive Demographics
Use Esri Maps for Office
http://www.esri.com/software/maps-for-office#mapsForOfficeDownload
Need an ArcGIS Online
account to use Esri Maps for
Office
ArcGIS Online comes with ArcGIS
for Desktop licenseEsri 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)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: https://youtu.be/IKwgS0N9XSI
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)Send me that excel sheet or
shapefile!
Absolutely NOT
Cannot send other organization’s data if
that organization charges for dataCase 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 yearsWorkflow
Get Tapestry Data
by enriching
polygon GEOID in Join to Shapefile
Esri Maps for
Office
Frequency (Count)
Spatial Join or don’t and use
Geocode Pivot Table in Excel
AddressesResult
HOMEOWNERSHIP
GA DREAM
PROGRAM
GEORGIA USA
Life mode 10 Common market
in Georgia, but not so much
with the customer
2.81% Out to the TOP FIVE Segments
2.24% they fall in only two Life Mode
Categories 4 and 7
5.97%
8.17%
2.83% 3.16%
5.65%
1.47% 1.72% 9.79%
16.34%
14.56% 2.62%
2.61% 1.38%
8.56%
6.03% 5.54%
5.55%
4.12%
0.50%
7A 4C 4A 7C 4B 10A 10E
UP AND COMING FAMILIES MIDDLEBURG SOCCER MOMS AMERICAN DREAMERS HOME IMPROVEMENT SOUTHERN SATELLITES RURAL BYPASSESLifeMode 4 Family Landscapes LifeMode 7 Ethnic Enclaves o Successful young families in their first homes o Established diversity—young, Hispanic homeowners with o Non-diverse, prosperous married-couple families, residing families in suburban or semirural areas with a low vacancy rate o Multilingual and multigenerational households feature (second lowest) children that represent second-, third- or fourth- o Homeowners (80%) with mortgages (second highest %), generation Hispanic families living in newer single-family homes, with median home o Neighborhoods feature single-family, owner-occupied value slightly higher than the U.S. homes built at city's edge, primarily built after 1980 o Two workers in the family, contributing to the second o Hard-working and optimistic, most residents aged 25 years highest labor force participation rate, as well as low or older have a high school diploma or some college unemployment education o Do-it-yourselfers, who work on home improvement o Shopping and leisure also focus on their children—baby projects, as well as their lawns and gardens and children's products from shoes to toys and games and o Sports enthusiasts, typically owning newer sedans or SUVs, trips to theme parks, water parks or the zoo dogs, and savings accounts/plans, comfortable with the o Residents favor Hispanic programs on radio or television; latest technology children enjoy playing video games on personal computers, o Eat out frequently at fast food or family restaurants to handheld or console devices accommodate their busy lifestyle o Many households have dogs for domestic pets o Especially enjoy bowling, swimming, playing golf, playing video games, watching movies rented via Redbox, and taking trips to a zoo or theme park
You can also read
