{"id":748931,"date":"2020-03-18T09:00:19","date_gmt":"2020-03-18T16:00:19","guid":{"rendered":"https:\/\/www.esri.com\/arcgis-blog\/?post_type=blog&#038;p=748931"},"modified":"2020-03-17T10:57:23","modified_gmt":"2020-03-17T17:57:23","slug":"huff-model-calibration-with-arcgis-business-analyst-pro","status":"publish","type":"blog","link":"https:\/\/www.esri.com\/arcgis-blog\/products\/bus-analyst\/business\/huff-model-calibration-with-arcgis-business-analyst-pro","title":{"rendered":"Huff Model Calibration with ArcGIS Business Analyst Pro"},"author":6541,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"open","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":""},"categories":[23341,37101,37171],"tags":[42181,112192,26981,35521],"industry":[],"product":[421922,36711,36561],"class_list":["post-748931","blog","type-blog","status-publish","format-standard","hentry","category-analytics","category-announcements","category-business","tag-arcgis-pro","tag-business-analyst","tag-business-analyst-desktop","tag-business-analyst-pro","product-arcgis","product-bus-analyst","product-arcgis-pro"],"acf":{"short_description":"This blog provides an overview of the Huff Model Calibration tool now available in the ArcGIS Business Analyst extension for ArcGIS Pro.","flexible_content":[{"acf_fc_layout":"content","content":"<p>This is the 5th blog in an 8-part series that highlights new capabilities in the <a href=\"https:\/\/www.esri.com\/en-us\/arcgis\/products\/arcgis-business-analyst\/applications\/desktop\" target=\"_blank\" rel=\"noopener\">Business Analyst extension<\/a> for the latest 2.5 release of ArcGIS Pro.\u00a0 Other blogs in this series can be viewed <a href=\"https:\/\/www.esri.com\/arcgis-blog\/?s=#&amp;products=bus-analyst\" target=\"_blank\" rel=\"noopener\">here<\/a>.<\/p>\n<p>The latest release of the Business Analyst extension for ArcGIS Pro contains a new tool to help calibrate a huff model.\u00a0 This 2-minute video provides a really nice overview of this tool:<\/p>\n"},{"acf_fc_layout":"youtube","start_time":"0","end_time":"","youtube_video_url":"<iframe title=\"Using Huff Model Calibration in Business Analyst Pro\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/UU3nt6qznWU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>"},{"acf_fc_layout":"content","content":"<p>As the video illustrates, you can use this tool to automatically adjust and refine your Huff Model settings to produce more accurate, predictive output.\u00a0 Specifically, the Huff Model Calibration tool will calculate the exponent value for the attractiveness variables and the distance variable used in the Huff Model.<\/p>\n<p>As seen from the example below, the calibration tool requires an existing facility or store layer, customer layer, and a layer with potential sales.<\/p>\n"},{"acf_fc_layout":"image","image":{"ID":749141,"id":749141,"title":"huffmodelcalibration","filename":"huffmodelcalibration-e1582665918375.png","filesize":146572,"url":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/huffmodelcalibration-e1582665918375.png","link":"https:\/\/www.esri.com\/arcgis-blog\/products\/bus-analyst\/business\/huff-model-calibration-with-arcgis-business-analyst-pro\/huffmodelcalibration","alt":"","author":"6541","description":"Huff Model Calibration geoprocessing tool","caption":"Huff Model Calibration","name":"huffmodelcalibration","status":"inherit","uploaded_to":748931,"date":"2020-02-25 21:24:37","modified":"2020-02-25 21:25:04","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.esri.com\/arcgis-blog\/wp-includes\/images\/media\/default.png","width":368,"height":631,"sizes":{"thumbnail":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/huffmodelcalibration-213x200.png","thumbnail-width":213,"thumbnail-height":200,"medium":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/huffmodelcalibration-e1582665918375.png","medium-width":152,"medium-height":261,"medium_large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/huffmodelcalibration-e1582665918375.png","medium_large-width":368,"medium_large-height":631,"large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/huffmodelcalibration-e1582665918375.png","large-width":368,"large-height":631,"1536x1536":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/huffmodelcalibration-e1582665918375.png","1536x1536-width":368,"1536x1536-height":631,"2048x2048":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/huffmodelcalibration-e1582665918375.png","2048x2048-width":368,"2048x2048-height":631,"card_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/huffmodelcalibration-271x465.png","card_image-width":271,"card_image-height":465,"wide_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/huffmodelcalibration-630x1080.png","wide_image-width":630,"wide_image-height":1080}},"image_position":"center","orientation":"horizontal","hyperlink":""},{"acf_fc_layout":"content","content":"<p>The result of the calibration tool is a file that contains the exponent values for attractiveness variable (e.g. sales) and distance (e.g. driving time).<\/p>\n"},{"acf_fc_layout":"image","image":{"ID":748961,"id":748961,"title":"huffmodelcalibrationfile","filename":"huffmodelcalibrationfile.png","filesize":91188,"url":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/huffmodelcalibrationfile.png","link":"https:\/\/www.esri.com\/arcgis-blog\/products\/bus-analyst\/business\/huff-model-calibration-with-arcgis-business-analyst-pro\/huffmodelcalibrationfile","alt":"","author":"6541","description":"Huff Model Calibration File","caption":"Huff Model Calibration File","name":"huffmodelcalibrationfile","status":"inherit","uploaded_to":748931,"date":"2020-02-25 20:52:48","modified":"2020-02-25 20:53:31","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.esri.com\/arcgis-blog\/wp-includes\/images\/media\/default.png","width":1584,"height":552,"sizes":{"thumbnail":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/huffmodelcalibrationfile-213x200.png","thumbnail-width":213,"thumbnail-height":200,"medium":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/huffmodelcalibrationfile.png","medium-width":464,"medium-height":162,"medium_large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/huffmodelcalibrationfile.png","medium_large-width":768,"medium_large-height":268,"large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/huffmodelcalibrationfile.png","large-width":1584,"large-height":552,"1536x1536":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/huffmodelcalibrationfile-1536x535.png","1536x1536-width":1536,"1536x1536-height":535,"2048x2048":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/huffmodelcalibrationfile.png","2048x2048-width":1584,"2048x2048-height":552,"card_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/huffmodelcalibrationfile-826x288.png","card_image-width":826,"card_image-height":288,"wide_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/huffmodelcalibrationfile.png","wide_image-width":1584,"wide_image-height":552}},"image_position":"center","orientation":"horizontal","hyperlink":""},{"acf_fc_layout":"content","content":"<p>The exponent values of 0.5062 and -0.9506 (which has been rounded to 4 decimal places) can now be used for running the Huff Model.\u00a0 These exponent values are specific for the input stores and sales potential layers. The default of the Huff Model without calibration is 1 and 1.5, but they are arbitrary values and not based on the input data. The calibrated results will provide a more accurate, predictive model.<\/p>\n"},{"acf_fc_layout":"image","image":{"ID":748971,"id":748971,"title":"run_huff_model","filename":"run_huff_model-e1582665052432.png","filesize":145687,"url":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/run_huff_model-e1582665052432.png","link":"https:\/\/www.esri.com\/arcgis-blog\/products\/bus-analyst\/business\/huff-model-calibration-with-arcgis-business-analyst-pro\/run_huff_model","alt":"","author":"6541","description":"Run Huff Model with calibration","caption":"Run Huff Model","name":"run_huff_model","status":"inherit","uploaded_to":748931,"date":"2020-02-25 20:54:28","modified":"2020-02-25 20:55:01","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.esri.com\/arcgis-blog\/wp-includes\/images\/media\/default.png","width":372,"height":439,"sizes":{"thumbnail":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/run_huff_model-213x200.png","thumbnail-width":213,"thumbnail-height":200,"medium":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/run_huff_model-e1582665052432.png","medium-width":221,"medium-height":261,"medium_large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/run_huff_model-e1582665052432.png","medium_large-width":372,"medium_large-height":439,"large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/run_huff_model-e1582665052432.png","large-width":372,"large-height":439,"1536x1536":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/run_huff_model-e1582665052432.png","1536x1536-width":372,"1536x1536-height":439,"2048x2048":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/run_huff_model-e1582665052432.png","2048x2048-width":372,"2048x2048-height":439,"card_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/run_huff_model-394x465.png","card_image-width":394,"card_image-height":465,"wide_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/run_huff_model-e1582665052432.png","wide_image-width":372,"wide_image-height":439}},"image_position":"center","orientation":"horizontal","hyperlink":""},{"acf_fc_layout":"content","content":"<p>Additional information about this new tool can be found in the ArcGIS Pro documentation for <a href=\"https:\/\/pro.arcgis.com\/en\/pro-app\/tool-reference\/business-analyst\/huff-model-calibration.htm\">Calculate Huff Model Calibration<\/a>.\u00a0We\u2019re so happy to share this new capability with you.\u00a0 Please reach out and let us know if you have any questions about this new tool or any other capabilities in ArcGIS Business Analyst.<\/p>\n<p>Email the team: <u><a href=\"mailto:businessanalyst@esri.com\">businessanalyst@esri.com<\/a><\/u><\/p>\n<p>Below you can find some links for Business Analyst that you may find useful.<\/p>\n<ul>\n<li><u><a href=\"https:\/\/www.esri.com\/en-us\/arcgis\/products\/arcgis-business-analyst\/overview\" target=\"_blank\" rel=\"noopener\">Business Analyst webpage<\/a><\/u><\/li>\n<li><u><a href=\"https:\/\/www.youtube.com\/playlist?list=PLGZUzt4E4O2KQIgWq0fiJdEenmNgvYzOe\" target=\"_blank\" rel=\"noopener\">YouTube playlist for Business Analyst<\/a><\/u><\/li>\n<li><u><a href=\"http:\/\/doc.arcgis.com\/en\/esri-demographics\/data\/global-intro.htm\" target=\"_blank\" rel=\"noopener\">Esri global data overview<\/a><\/u><\/li>\n<li><u><a href=\"http:\/\/doc.arcgis.com\/en\/esri-demographics\/data\/us-intro.htm\" target=\"_blank\" rel=\"noopener\">Esri U.S. data overview<\/a><\/u><\/li>\n<li><u><a href=\"http:\/\/doc.arcgis.com\/en\/business-analyst\/\" target=\"_blank\" rel=\"noopener\">Business Analyst help and documentation pages<\/a><\/u><\/li>\n<li><u><a href=\"https:\/\/community.esri.com\/groups\/business-analyst\">GeoNet Community<\/a><\/u><\/li>\n<li><u><a href=\"https:\/\/www.linkedin.com\/groups\/2773587\/\" target=\"_blank\" rel=\"noopener\">LinkedIn user group<\/a><\/u><\/li>\n<\/ul>\n"}],"authors":[{"ID":6541,"user_firstname":"Daniel","user_lastname":"Lee","nickname":"daniel_lee","user_nicename":"daniel_lee","display_name":"Daniel Lee","user_email":"Daniel_Lee@esri.com","user_url":"","user_registered":"2018-03-02 00:18:31","user_description":"Daniel is a product engineer on the ArcGIS Business Analyst team and is passionate about helping customers be successful in using GIS to solve business related problems and territory management.","user_avatar":"<img alt='' src='https:\/\/secure.gravatar.com\/avatar\/f4c6d7aec7249d05225fef4e3f71f0361c75527e85ecb2cbda7b3771e286c23b?s=96&#038;d=blank&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/f4c6d7aec7249d05225fef4e3f71f0361c75527e85ecb2cbda7b3771e286c23b?s=192&#038;d=blank&#038;r=g 2x' class='avatar avatar-96 photo' height='96' width='96' loading='lazy' decoding='async'\/>"}],"related_articles":[{"ID":724502,"post_author":"4111","post_date":"2020-03-11 09:15:30","post_date_gmt":"2020-03-11 16:15:30","post_content":"","post_title":"ArcGIS Business Analyst Pro Blog Series \u2013 Threshold Trade Areas","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"closed","post_password":"","post_name":"threshold-trade-areas","to_ping":"","pinged":"","post_modified":"2020-03-11 09:21:07","post_modified_gmt":"2020-03-11 16:21:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.esri.com\/arcgis-blog\/?post_type=blog&#038;p=724502","menu_order":0,"post_type":"blog","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":751971,"post_author":"10262","post_date":"2020-03-04 09:00:15","post_date_gmt":"2020-03-04 17:00:15","post_content":"","post_title":"Measure Cannibalization with ArcGIS Business Analyst Pro","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"closed","post_password":"","post_name":"measure-cannibalization-with-arcgis-business-analyst-pro","to_ping":"","pinged":"","post_modified":"2020-07-21 11:14:53","post_modified_gmt":"2020-07-21 18:14:53","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.esri.com\/arcgis-blog\/?post_type=blog&#038;p=751971","menu_order":0,"post_type":"blog","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":731522,"post_author":"4121","post_date":"2020-02-26 09:00:30","post_date_gmt":"2020-02-26 17:00:30","post_content":"","post_title":"Target Marketing with ArcGIS Business Analyst Pro","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"closed","post_password":"","post_name":"target-marketing-with-arcgis-business-analyst-pro","to_ping":"","pinged":"","post_modified":"2020-02-25 13:46:15","post_modified_gmt":"2020-02-25 21:46:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.esri.com\/arcgis-blog\/?post_type=blog&#038;p=731522","menu_order":0,"post_type":"blog","post_mime_type":"","comment_count":"0","filter":"raw"}],"card_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/03\/ba-pro-icon-blog-card-huff-model.png","wide_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/03\/ba-pro-blog-huff-model-banner.png"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.9 (Yoast SEO v25.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Huff Model Calibration with ArcGIS Business Analyst Pro | ArcGIS Blog<\/title>\n<meta name=\"description\" content=\"This blog provides an overview of the Huff Model Calibration tool now available in the ArcGIS Business Analyst extension for ArcGIS Pro.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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