Fakultät 08
Geospatial Market Analysis for Insurance Products using Esri Tapestry Segmentation and Insurance Portfolio Data
GIS, Web Mapping
Extern/e AutorIn:
Thomas Greitner
Image: Marketing Segments Map, USA (SAFIR, ArcGIS Online Web Mapping Application)
Image: Marketing Segments Map, USA (SAFIR, ArcGIS Online Web Mapping Application)

The bachelor thesis was written in cooperation with Munich Re and American Modern Insurance Group (AMIG), with the aim to perform a geomarketing analysis for insurance products. Therefore, AMIG’s insurance portfolio, available for various product lines, and Tapestry Segmentation, a dataset established by Esri and licensed by AMIG, where provided for the thesis’ work. Tapestry Segmentation clusters US neighborhoods into 67 distinct market groups and was built with the idea to identify target markets. To what extend this was possible for insurance products, and how insurance portfolio and socio-economic data could be combined within a geomarketing analysis, was considered within this thesis.

A first approach focused on creating a marketing segment map, pointing out specific marketing strategies to be considered within specific regions. Therefore, the approach relied on creating marketing index numbers to identify the potential value of each Tapestry segment, and the current value of a definite region. A two-by-two segmentation matrix helped to categorize a region into four classes, based on potential and current values. Depending to which class a region belongs to, the specific marketing strategies could be deducted.

A second approach followed the principles of a multi-criteria decision analysis to create a distribution suitability map. Therefore, several criteria layers, each influencing the possibility of successfully distributing policies, were combined within a weighted overlay. Predefined criteria values needed to be standardized into a common range using linear scaling to make them comparable. A pairwise comparison was accomplished to define weighting factors. Finally, a weighted linear combination was applied to build the distribution suitability map.

For both approaches the data processing was done in ArcGIS. Using the Model Builder, data workflows were set up to do most of the processing automatically. The result maps were provided for internal company use, creating web mapping applications within SAFIR, Munich Re’s ArcGIS Online based geospatial portal.


Suchen Sie
... Abschlussarbeiten, Projekte oder Publikationen zu einem bestimmten Thema? Dann verwenden Sie das Suchformular.

... oder von einem bestimmten Autor oder Betreuer? Dann können Sie auch auf den persönlichen Seiten nachsehen.