Introductory Political Geocoding in ArcGIS Online

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For political third parties in smaller locales, geocoding can be an advantageous, if not necessary, method for marketing and branding strategy.

The primary usage of these collections of information are to identify patterns of voter behavior. Tapestry Segmentation, as detailed on this ArcGIS Learn page, can bring data of voter lifestyles and census tracts into a comparative geographic grid for statistical analysis.

This type of segmentation can cover a variety of details regarding voter demographics, with Living Atlas’  2016 USA Tapestry Segmentation providing catalogs of detail ranging between median ages, diversity indexes, and the juxtaposition between median household income versus median disposable income.

By taking available address points, strategists can take this gathered information and find the best target areas for hyper-focused political marketing. This process has also been extended into projections of potential campaign donors by extracting tabular figures off AGOL’s provided USA Census Tract Areas. This data can be confined to varied boundaries through parameter specification, creating pinpointed mathematical descriptions of a desired county.

For smaller campaigns looking for more in depth map development applications and tutorials, view ArcGIS elections gallery here.


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