ArcGIS Business Analyst

ArcGIS Business Analyst Pro Blog Series - Recap

Exciting features in ArcGIS Business Analyst Desktop
This blog is part of a nine-part series covering the tools and features of ArcGIS Business Analyst Desktop. Explore the full series by clicking the image above.

This is the final blog in an 8-part series that highlights new capabilities in the ArcGIS Business Analyst extension for ArcGIS Pro 2.5 release from February 2020.

Here is a list of each blog entry in the series, with accompanying videos.

  1. Evaluate site (video)
  2. Target Marketing (video)
  3. Measure Cannibalization (video)
  4. Threshold Trade Areas (video)
  5. Huff Model Calibration (video)
  6. New custom data features
  7. Sharing Territory Design solutions

Read on for highlights of each new feature.

 

Evaluate Site

A fundamental process for any site evaluation is to understand the geography and demography of the area.  In ArcGIS Pro 2.5 we’ve added an Evaluate Site workflow to discover facts about a site.

The Evaluate Site workflow involves three primary steps:

  1. Find a point (ex: by entering an address, clicking on the map, or searching within a layer on the map);
  2. Define a trade area (ex: a ring or drive time/walk time);
  3. Run analysis (ex: infographics, summary reports, or data enrichment).

The results can help tell a story about a candidate site, and can be included, for example, in Real Estate studies or Economic Development presentations.  As a convenience, all steps of the workflow are saved are saved to the Geoprocessing History to rerun as individual geoprocessing tools.

 

Evaluate Site
Evaluate Site allows you to gain location insight in three simple steps. Simply click on the map or type an address

 

Target Marketing

Business Analyst Target Marketing capabilities help you understand lifestyle, demographic, and socioeconomic characteristics of your customer base. You can identify your best customers, and understand where to invest to develop more of them. In Pro 2.5 we’ve added a Target Marketing wizard powered by a geoprocessing toolset.

Several new capabilities and features are added that allow you to:

If you are familiar with the ArcMap version of Target Marketing, the new Pro version provides the following benefits: The wizard is simplified and optimized for usability; processing large datasets and results are faster due to the 64-bit architecture; and you can manage Target Marketing files, such as segmentation profiles and target groups directly through Catalog views.

Four Quadrant Analysis
Interactive four-quadrant charts (shown at bottom of screen) helps you gain insight about your Core audience’s Tapestry segments.

 

Measure Cannibalization

Business Analyst provides a robust toolset of trade area capabilities and methods. An important part of understanding your store or franchise network is to calculate the amount of trade area overlap across a market. In Pro 2.5 we’ve added the Measure Cannibalization tool to assist in this workflow. By identifying the areas of overlap you can analyze the market area and the customers being impacted. A certain percentage of overlap might signify a level of market saturation that is positive to your business model. Conversely, your analysis may show operational redundancies and require re-alignment of the boundaries or re-distribution of marketing resources. You also can use the outputted layer to append demographics to the overlapped boundaries.

Five four minute drive time trade areas with areas of overlap and the Output Feature Class from the Measure Cannibalization tool, which contains polygons representing overlap.
Measure Cannibalization tool measures the overlapping trade areas for further analysis.

 

Threshold Trade Areas

In Pro 2.5 we’ve added Threshold Trade Area tools. These work by growing outward from a location until a value of your choice is met.

For instance, to support sales projections your business model calls for at least 10,000 households earning over $200,000 per year. Using the Generate Threshold Ring tool, you’ll see the distance needed to include that portion of the population.

To add another level of granularity, the Generate Threshold Drive Time tool generates boundaries using street networks to understand the area of coverage needed to reach a criteria.  For example, a 30-minute drive time might be required to capture 10,000 people around your prospective site – this might be beyond the typical distance your franchises can provide delivery service.

Business Analyst Threshold Trade Areas
Generate Threshold Drive Time tool shows the drive time area that includes a specific number of customers.

 

Huff Model Calibration

The Huff model allows you to analyze sales potential and geographic impact of prospective sites. As you expand into areas you need to account for existing stores, distance considerations, market potential, and the competitor landscape.

In Pro 2.5 we’ve added the Huff Model Calibration tool to automatically generate distance and attractiveness values based on your input data. This improves the accuracy of the analysis by removing the need to adjust the coefficient values manually.

Huff Model Calibration

New Custom Data Features

New capabilities have been added for custom data (Statistical Data Collections, or SDCX files) in Business Analyst. Pro 2.5 provides support for the following:

 

Sharing for Territory Design solution

If you are working with Territory Design you can now share your work as web layers to your ArcGIS Portal.

In Pro 2.5 Territory Solutions can be ‘centralized’ in portal with many uses across your organization, including…

 

We hope these new features help you in your workflows. As always, please reach out to us via email the team: businessanalyst@esri.com

Below you can find some links for ArcGIS Business Analyst that you may find useful.

About the authors

Helen Brown is a Product Manager for ArcGIS Business Analyst. She thrives on prioritizing problems and delivering market-level value through scalable, intuitive products.

Jordan Cullen is the group lead for the ArcGIS Apps Product Marketing team at Esri and the Senior Product Marketing Manager for ArcGIS Business Analyst. Alongside an extensive background in software marketing and multichannel communications, Jordan has a passion for analyzing consumer behavior and market trends, creating strategic content and captivating concepts, and helping the best customers in the world along their unique product journeys.

Connect:

Kyle is a Lead Product Engineer with Esri - focusing on geospatial technologies and demographics to develop next generations of ArcGIS Business Analyst apps - used by organizations to discover patterns and predict what's next.

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