{"id":751971,"date":"2020-03-04T09:00:15","date_gmt":"2020-03-04T17:00:15","guid":{"rendered":"https:\/\/www.esri.com\/arcgis-blog\/?post_type=blog&#038;p=751971"},"modified":"2020-07-21T11:14:53","modified_gmt":"2020-07-21T18:14:53","slug":"measure-cannibalization-with-arcgis-business-analyst-pro","status":"publish","type":"blog","link":"https:\/\/www.esri.com\/arcgis-blog\/products\/bus-analyst\/business\/measure-cannibalization-with-arcgis-business-analyst-pro","title":{"rendered":"Measure Cannibalization with ArcGIS Business Analyst Pro"},"author":10262,"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":[22951,42181,112192,26981,35521],"industry":[],"product":[421922,36711,36561,37011],"class_list":["post-751971","blog","type-blog","status-publish","format-standard","hentry","category-analytics","category-announcements","category-business","tag-arcgis-content","tag-arcgis-pro","tag-business-analyst","tag-business-analyst-desktop","tag-business-analyst-pro","product-arcgis","product-bus-analyst","product-arcgis-pro","product-esri-demographics"],"acf":{"short_description":"This blog provides a brief overview of the Measure Cannibalization tools now available in the ArcGIS Business Analyst extension for ArcGIS Pro.","flexible_content":[{"acf_fc_layout":"image","image":{"ID":869871,"id":869871,"title":"Exciting features in ArcGIS Business Analyst Desktop","filename":"Screen-Shot-2020-05-26-at-1.42.06-PM.png","filesize":58477,"url":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Screen-Shot-2020-05-26-at-1.42.06-PM.png","link":"https:\/\/www.esri.com\/arcgis-blog\/products\/bus-analyst\/business\/arcgis-business-analyst-pro-blog-series-spring-2020-evaluate-sites\/screen-shot-2020-05-26-at-1-42-06-pm","alt":"Exciting features in ArcGIS Business Analyst Desktop","author":"6851","description":"","caption":"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.","name":"screen-shot-2020-05-26-at-1-42-06-pm","status":"inherit","uploaded_to":740862,"date":"2020-05-26 20:44:42","modified":"2020-05-26 20:51:00","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":983,"height":253,"sizes":{"thumbnail":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Screen-Shot-2020-05-26-at-1.42.06-PM-213x200.png","thumbnail-width":213,"thumbnail-height":200,"medium":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Screen-Shot-2020-05-26-at-1.42.06-PM.png","medium-width":464,"medium-height":119,"medium_large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Screen-Shot-2020-05-26-at-1.42.06-PM.png","medium_large-width":768,"medium_large-height":198,"large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Screen-Shot-2020-05-26-at-1.42.06-PM.png","large-width":983,"large-height":253,"1536x1536":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Screen-Shot-2020-05-26-at-1.42.06-PM.png","1536x1536-width":983,"1536x1536-height":253,"2048x2048":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Screen-Shot-2020-05-26-at-1.42.06-PM.png","2048x2048-width":983,"2048x2048-height":253,"card_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Screen-Shot-2020-05-26-at-1.42.06-PM-826x213.png","card_image-width":826,"card_image-height":213,"wide_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Screen-Shot-2020-05-26-at-1.42.06-PM.png","wide_image-width":983,"wide_image-height":253}},"image_position":"center","orientation":"horizontal","hyperlink":"https:\/\/learn.arcgis.com\/en\/paths\/try-business-analyst-for-arcgis-pro\/"},{"acf_fc_layout":"content","content":"<p><strong><em>Short Description:<\/em><\/strong><em> Overview of the Measure Cannibalization tool in the Business Analyst extension for ArcGIS Pro<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>This is the 3rd blog in an 8-part series that highlights new capabilities in the Business Analyst extension for the 2.5 release of ArcGIS Pro.\u00a0 Other blogs in this series can be viewed <a href=\"https:\/\/learn.arcgis.com\/en\/paths\/try-business-analyst-for-arcgis-pro\/\">here<\/a>.<\/p>\n<p>In a market where you have multiple stores, understanding where cannibalization occurs is vital as each store is competing for the same customers and revenue.<\/p>\n<p>The latest release of the <a href=\"https:\/\/www.esri.com\/en-us\/arcgis\/products\/arcgis-business-analyst\/applications\/desktop\" target=\"_blank\" rel=\"noopener\">Business Analyst extension for ArcGIS Pro<\/a> contains the Measure Cannibalization geoprocessing tool. This tool identifies where trade area boundaries overlap to measure the impact of cannibalization in your market.<\/p>\n<p>This 2-minute video provides a nice overview of this tool:<\/p>\n<p>&nbsp;<\/p>\n"},{"acf_fc_layout":"youtube","start_time":"0","end_time":"","youtube_video_url":"<iframe title=\"Measure Cannibalization in Business Analyst Pro\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/TvcTHsF2DcE?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 create a layer of polygons representing trade area overlap.\u00a0 The overlapped areas could signal marketing inefficiencies or in some cases show a positive market saturation.\u00a0 To further assess this cannibalization, an optional report summarizes statistics that show the proportion of overlap between areas.<\/p>\n<p>&nbsp;<\/p>\n<p>The images below provide a simple example of how cannibalization statistics are calculated.\u00a0 Two trade areas are displayed below as light green polygons.<\/p>\n"},{"acf_fc_layout":"image","image":{"ID":752371,"id":752371,"title":"Image1_TwoTAs","filename":"Image1_TwoTAs.png","filesize":143828,"url":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image1_TwoTAs.png","link":"https:\/\/www.esri.com\/arcgis-blog\/products\/bus-analyst\/business\/measure-cannibalization-with-arcgis-business-analyst-pro\/image1_twotas","alt":"Map showing two drive time trade areas that are partially overlapping","author":"10262","description":"","caption":"","name":"image1_twotas","status":"inherit","uploaded_to":751971,"date":"2020-02-28 21:55:29","modified":"2020-02-28 22:11:30","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":454,"height":600,"sizes":{"thumbnail":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image1_TwoTAs-213x200.png","thumbnail-width":213,"thumbnail-height":200,"medium":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image1_TwoTAs.png","medium-width":197,"medium-height":261,"medium_large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image1_TwoTAs.png","medium_large-width":454,"medium_large-height":600,"large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image1_TwoTAs.png","large-width":454,"large-height":600,"1536x1536":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image1_TwoTAs.png","1536x1536-width":454,"1536x1536-height":600,"2048x2048":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image1_TwoTAs.png","2048x2048-width":454,"2048x2048-height":600,"card_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image1_TwoTAs-352x465.png","card_image-width":352,"card_image-height":465,"wide_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image1_TwoTAs.png","wide_image-width":454,"wide_image-height":600}},"image_position":"left-center","orientation":"horizontal","hyperlink":""},{"acf_fc_layout":"content","content":"<p>The Measure Cannibalization layer is shown in darker green. This represents the area of overlap between the two trade areas.<\/p>\n"},{"acf_fc_layout":"image","image":{"ID":752301,"id":752301,"title":"Image2_TwoTAsoverlap","filename":"Image2_TwoTAsoverlap.png","filesize":136137,"url":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image2_TwoTAsoverlap.png","link":"https:\/\/www.esri.com\/arcgis-blog\/products\/bus-analyst\/business\/measure-cannibalization-with-arcgis-business-analyst-pro\/image2_twotasoverlap","alt":"Two Trade Areas with overlap and the Output Feature Class from the Measure Cannibalization tool, which captures overlap as polygons.","author":"10262","description":"","caption":"","name":"image2_twotasoverlap","status":"inherit","uploaded_to":751971,"date":"2020-02-28 21:55:10","modified":"2020-02-28 22:15:54","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":453,"height":589,"sizes":{"thumbnail":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image2_TwoTAsoverlap-213x200.png","thumbnail-width":213,"thumbnail-height":200,"medium":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image2_TwoTAsoverlap.png","medium-width":201,"medium-height":261,"medium_large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image2_TwoTAsoverlap.png","medium_large-width":453,"medium_large-height":589,"large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image2_TwoTAsoverlap.png","large-width":453,"large-height":589,"1536x1536":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image2_TwoTAsoverlap.png","1536x1536-width":453,"1536x1536-height":589,"2048x2048":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image2_TwoTAsoverlap.png","2048x2048-width":453,"2048x2048-height":589,"card_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image2_TwoTAsoverlap-358x465.png","card_image-width":358,"card_image-height":465,"wide_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image2_TwoTAsoverlap.png","wide_image-width":453,"wide_image-height":589}},"image_position":"left-center","orientation":"horizontal","hyperlink":""},{"acf_fc_layout":"content","content":"<p>The statistics are displayed below in the Output Feature Class Attribute Table.<\/p>\n"},{"acf_fc_layout":"image","image":{"ID":752311,"id":752311,"title":"Image3_AttributesOut","filename":"Image3_AttributesOut.png","filesize":5354,"url":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image3_AttributesOut.png","link":"https:\/\/www.esri.com\/arcgis-blog\/products\/bus-analyst\/business\/measure-cannibalization-with-arcgis-business-analyst-pro\/image3_attributesout","alt":"","author":"10262","description":"","caption":"","name":"image3_attributesout","status":"inherit","uploaded_to":751971,"date":"2020-02-28 21:55:14","modified":"2020-02-28 21:55:14","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":615,"height":98,"sizes":{"thumbnail":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image3_AttributesOut-213x98.png","thumbnail-width":213,"thumbnail-height":98,"medium":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image3_AttributesOut.png","medium-width":464,"medium-height":74,"medium_large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image3_AttributesOut.png","medium_large-width":615,"medium_large-height":98,"large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image3_AttributesOut.png","large-width":615,"large-height":98,"1536x1536":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image3_AttributesOut.png","1536x1536-width":615,"1536x1536-height":98,"2048x2048":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image3_AttributesOut.png","2048x2048-width":615,"2048x2048-height":98,"card_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image3_AttributesOut.png","card_image-width":615,"card_image-height":98,"wide_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image3_AttributesOut.png","wide_image-width":615,"wide_image-height":98}},"image_position":"left-center","orientation":"horizontal","hyperlink":""},{"acf_fc_layout":"content","content":"<p>The field definitions are as follows:<\/p>\n<ul>\n<li><strong>ID <\/strong>&#8211; Identifies the Trade Areas being Compared. In this example, Store 1 Trade Area represents \u2018A\u2019 and Store 2 Trade Area represents \u2018B.\u2019<\/li>\n<li><strong>A1<\/strong> &#8211; Compares total area of the Trade Areas being compared. In this case, Store 1 Trade Area is 93.7% as large as Store 2 Trade Area.<\/li>\n<li><strong>A2 &#8211; <\/strong>The proportion of the two trade areas that overlap. In this case,15.9% of the Trade Areas\u2019 union overlaps.<\/li>\n<li><strong>A3<\/strong> &#8211; The proportion of Store 1 Trade Area or \u2018A\u2019 that falls within Store 2 Trade Area or \u2018B.\u2019 In this example, 28.4% of Store 1 Trade Area lies within Store 2 Trade Area.<\/li>\n<li><strong>A4<\/strong> \u2013 The proportion of Store 2 Trade area or \u2018B\u2019 that fall within Store 1 Trade Area or \u2018A.\u2019 In this case, 26.6% of Store 2 Trade Area lies within Store 1 Trade Area.<\/li>\n<\/ul>\n<p>The Measure Cannibalization report shown below presents these same statistics along with a map of each overlapped area.<\/p>\n<p>&nbsp;<\/p>\n"},{"acf_fc_layout":"image","image":{"ID":752321,"id":752321,"title":"Image4_Report","filename":"Image4_Report.png","filesize":15919,"url":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image4_Report.png","link":"https:\/\/www.esri.com\/arcgis-blog\/products\/bus-analyst\/business\/measure-cannibalization-with-arcgis-business-analyst-pro\/image4_report","alt":"Cannibalization Report displaying overlap statistics as percents.","author":"10262","description":"","caption":"","name":"image4_report","status":"inherit","uploaded_to":751971,"date":"2020-02-28 21:55:16","modified":"2020-02-28 22:16:34","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":600,"height":537,"sizes":{"thumbnail":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image4_Report-213x200.png","thumbnail-width":213,"thumbnail-height":200,"medium":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image4_Report.png","medium-width":292,"medium-height":261,"medium_large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image4_Report.png","medium_large-width":600,"medium_large-height":537,"large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image4_Report.png","large-width":600,"large-height":537,"1536x1536":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image4_Report.png","1536x1536-width":600,"1536x1536-height":537,"2048x2048":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image4_Report.png","2048x2048-width":600,"2048x2048-height":537,"card_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image4_Report-520x465.png","card_image-width":520,"card_image-height":465,"wide_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image4_Report.png","wide_image-width":600,"wide_image-height":537}},"image_position":"left-center","orientation":"horizontal","hyperlink":""},{"acf_fc_layout":"content","content":"<h1>Using the Measure Cannibalization Tool<\/h1>\n<p>Consider a scenario where you own five Southern California stores with trade areas defined by four-minute drive time polygons. You want to understand where cannibalization occurs, so that you can eliminate marketing redundancy in these areas.<\/p>\n"},{"acf_fc_layout":"image","image":{"ID":752331,"id":752331,"title":"Image5_5 TA","filename":"Image5_5-TA.png","filesize":118179,"url":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image5_5-TA.png","link":"https:\/\/www.esri.com\/arcgis-blog\/products\/bus-analyst\/business\/measure-cannibalization-with-arcgis-business-analyst-pro\/image5_5-ta","alt":"Five Stores with four minute drive time trade polygons as trade areas, which overlap one and other.","author":"10262","description":"","caption":"","name":"image5_5-ta","status":"inherit","uploaded_to":751971,"date":"2020-02-28 21:55:18","modified":"2020-02-28 22:17:14","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":412,"height":470,"sizes":{"thumbnail":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image5_5-TA-213x200.png","thumbnail-width":213,"thumbnail-height":200,"medium":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image5_5-TA.png","medium-width":229,"medium-height":261,"medium_large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image5_5-TA.png","medium_large-width":412,"medium_large-height":470,"large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image5_5-TA.png","large-width":412,"large-height":470,"1536x1536":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image5_5-TA.png","1536x1536-width":412,"1536x1536-height":470,"2048x2048":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image5_5-TA.png","2048x2048-width":412,"2048x2048-height":470,"card_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image5_5-TA-408x465.png","card_image-width":408,"card_image-height":465,"wide_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/Image5_5-TA.png","wide_image-width":412,"wide_image-height":470}},"image_position":"left-center","orientation":"horizontal","hyperlink":""},{"acf_fc_layout":"content","content":"<p>Here is an example of how I used the Measure Cannibalization tool to examine the overlap between the 5-features in the \u201cDrive Time Areas\u201d layer:<\/p>\n"},{"acf_fc_layout":"image","image":{"ID":752341,"id":752341,"title":"IMage6_Tool","filename":"IMage6_Tool.png","filesize":21025,"url":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/IMage6_Tool.png","link":"https:\/\/www.esri.com\/arcgis-blog\/products\/bus-analyst\/business\/measure-cannibalization-with-arcgis-business-analyst-pro\/image6_tool","alt":"Measure Cannibalization tool with parameters set to output overlap on Drive Time Trade Areas and Create Report Check On.","author":"10262","description":"","caption":"","name":"image6_tool","status":"inherit","uploaded_to":751971,"date":"2020-02-28 21:55:22","modified":"2020-02-28 22:18:30","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":324,"height":479,"sizes":{"thumbnail":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/IMage6_Tool-213x200.png","thumbnail-width":213,"thumbnail-height":200,"medium":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/IMage6_Tool.png","medium-width":177,"medium-height":261,"medium_large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/IMage6_Tool.png","medium_large-width":324,"medium_large-height":479,"large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/IMage6_Tool.png","large-width":324,"large-height":479,"1536x1536":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/IMage6_Tool.png","1536x1536-width":324,"1536x1536-height":479,"2048x2048":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/IMage6_Tool.png","2048x2048-width":324,"2048x2048-height":479,"card_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/IMage6_Tool-315x465.png","card_image-width":315,"card_image-height":465,"wide_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/IMage6_Tool.png","wide_image-width":324,"wide_image-height":479}},"image_position":"left-center","orientation":"horizontal","hyperlink":""},{"acf_fc_layout":"content","content":"<p>The output for this tool captures the areas of overlap, shaded in green below. The associated statistics are displayed in the open Output Feature Class Attribute Table, below the map. The highlighted row compares proportions of area and overlap between Store 2 and Store 3 Trade Areas.<\/p>\n<p>The corresponding areas of overlap are highlighted in the map as well.<\/p>\n"},{"acf_fc_layout":"image","image":{"ID":752351,"id":752351,"title":"IMage7","filename":"IMage7-2.png","filesize":116479,"url":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/IMage7-2.png","link":"https:\/\/www.esri.com\/arcgis-blog\/products\/bus-analyst\/business\/measure-cannibalization-with-arcgis-business-analyst-pro\/image7-5","alt":"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.","author":"10262","description":"","caption":"Measure Cannibalization tool measures the overlapping trade areas for further analysis. ","name":"image7-5","status":"inherit","uploaded_to":751971,"date":"2020-02-28 21:55:24","modified":"2020-04-14 22:25:05","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":439,"height":598,"sizes":{"thumbnail":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/IMage7-2-213x200.png","thumbnail-width":213,"thumbnail-height":200,"medium":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/IMage7-2.png","medium-width":192,"medium-height":261,"medium_large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/IMage7-2.png","medium_large-width":439,"medium_large-height":598,"large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/IMage7-2.png","large-width":439,"large-height":598,"1536x1536":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/IMage7-2.png","1536x1536-width":439,"1536x1536-height":598,"2048x2048":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/IMage7-2.png","2048x2048-width":439,"2048x2048-height":598,"card_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/IMage7-2-341x465.png","card_image-width":341,"card_image-height":465,"wide_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/IMage7-2.png","wide_image-width":439,"wide_image-height":598}},"image_position":"left-center","orientation":"horizontal","hyperlink":""},{"acf_fc_layout":"content","content":"<p>The optional Measure Cannibalization report is displayed below.<br \/>\nThe report contains a page for each comparison and in this case, the displayed information corresponds to the highlighted row in the table above.<\/p>\n"},{"acf_fc_layout":"image","image":{"ID":752361,"id":752361,"title":"IMage8","filename":"IMage8-2.png","filesize":23063,"url":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/IMage8-2.png","link":"https:\/\/www.esri.com\/arcgis-blog\/products\/bus-analyst\/business\/measure-cannibalization-with-arcgis-business-analyst-pro\/image8-5","alt":"Optional Cannibalization Report Displaying Store 2 versus Store 3 Trade Area Comparison Statistics as Percents.","author":"10262","description":"","caption":"","name":"image8-5","status":"inherit","uploaded_to":751971,"date":"2020-02-28 21:55:27","modified":"2020-02-28 22:12:55","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":593,"height":520,"sizes":{"thumbnail":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/IMage8-2-213x200.png","thumbnail-width":213,"thumbnail-height":200,"medium":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/IMage8-2.png","medium-width":298,"medium-height":261,"medium_large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/IMage8-2.png","medium_large-width":593,"medium_large-height":520,"large":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/IMage8-2.png","large-width":593,"large-height":520,"1536x1536":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/IMage8-2.png","1536x1536-width":593,"1536x1536-height":520,"2048x2048":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/IMage8-2.png","2048x2048-width":593,"2048x2048-height":520,"card_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/IMage8-2-530x465.png","card_image-width":530,"card_image-height":465,"wide_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/IMage8-2.png","wide_image-width":593,"wide_image-height":520}},"image_position":"left-center","orientation":"horizontal","hyperlink":""},{"acf_fc_layout":"content","content":"<p>The cannibalization areas in the output can be further analyzed with Business Analyst tools and workflows to model change and identify best course of action.\u00a0 For example, you can use the Enrich Layer tool to understand how many people live in the areas of overlap.<\/p>\n<p>Additional information about these new tools can be found in the ArcGIS Pro documentation for <a href=\"https:\/\/pro.arcgis.com\/en\/pro-app\/tool-reference\/business-analyst\/measure-cannibalization.htm\">Measure Cannibalization<\/a>. We\u2019re excited to share this new capability with you.\u00a0 Please reach out and let us know if you have any questions about these two new tools or any other capabilities in ArcGIS Business Analyst.<\/p>\n<p>Email the team: <a href=\"mailto:businessanalyst@esri.com\">businessanalyst@esri.com<\/a><\/p>\n<p>Below you can find some links for Business Analyst that you may find useful.<\/p>\n<ul>\n<li><a href=\"https:\/\/www.esri.com\/en-us\/arcgis\/products\/arcgis-business-analyst\/overview\">Business Analyst webpage<\/a><\/li>\n<li><a href=\"https:\/\/www.youtube.com\/playlist?list=PLGZUzt4E4O2KQIgWq0fiJdEenmNgvYzOe\">YouTube playlist for Business Analyst<\/a><\/li>\n<li><a href=\"http:\/\/doc.arcgis.com\/en\/esri-demographics\/data\/global-intro.htm\">Esri global data overview<\/a><\/li>\n<li><a href=\"http:\/\/doc.arcgis.com\/en\/esri-demographics\/data\/us-intro.htm\">Esri U.S. data overview<\/a><\/li>\n<li><a href=\"http:\/\/doc.arcgis.com\/en\/business-analyst\/\">Business Analyst help and documentation pages<\/a><\/li>\n<li><a href=\"https:\/\/community.esri.com\/groups\/business-analyst\">GeoNet Community<\/a><\/li>\n<li><a href=\"https:\/\/www.linkedin.com\/groups\/2773587\/\">LinkedIn user group<\/a><\/li>\n<\/ul>\n"}],"authors":[{"ID":10262,"user_firstname":"Darren","user_lastname":"Cook","nickname":"Darren Cook","user_nicename":"dcook","display_name":"Darren Cook","user_email":"dcook@esri.com","user_url":"","user_registered":"2019-12-03 15:51:19","user_description":"Darren is a Product Engineer on the Business Analyst team. He enjoys the collaborative process of creating features that enable Business Analyst customers to model their vision of success.","user_avatar":"<img alt='' src='https:\/\/secure.gravatar.com\/avatar\/c4b9a5418b3c6305c22f9ff753722d05b47893990d57a019f9a9f841ab2a5f7e?s=96&#038;d=blank&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/c4b9a5418b3c6305c22f9ff753722d05b47893990d57a019f9a9f841ab2a5f7e?s=192&#038;d=blank&#038;r=g 2x' class='avatar avatar-96 photo' height='96' width='96' loading='lazy' decoding='async'\/>"},{"ID":6851,"user_firstname":"Jordan","user_lastname":"Cullen","nickname":"Jordan Cullen","user_nicename":"jhcullen","display_name":"Jordan Cullen","user_email":"JCullen@esri.com","user_url":"","user_registered":"2018-03-02 00:18:51","user_description":"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.","user_avatar":"<img data-del=\"avatar\" src='https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/07\/E5A194F8-9BA8-45F4-86A6-27D5FA499A8B-3879-000003F9064BD4FD-470x465.png' class='avatar pp-user-avatar avatar-96 photo ' height='96' width='96'\/>"}],"related_articles":[{"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"},{"ID":740862,"post_author":"6851","post_date":"2020-02-20 10:45:08","post_date_gmt":"2020-02-20 18:45:08","post_content":"","post_title":"ArcGIS Business Analyst Pro Blog Series - Evaluate Sites","post_excerpt":"","post_status":"publish","comment_status":"open","ping_status":"closed","post_password":"","post_name":"arcgis-business-analyst-pro-blog-series-spring-2020-evaluate-sites","to_ping":"","pinged":"","post_modified":"2020-07-21 11:08:49","post_modified_gmt":"2020-07-21 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18:11:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.esri.com\/arcgis-blog\/?post_type=blog&#038;p=590752","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-measure-cannibalization-1.png","wide_image":"https:\/\/www.esri.com\/arcgis-blog\/app\/uploads\/2020\/02\/ba-pro-blog-banner-logo.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>Measure Cannibalization with ArcGIS Business Analyst Pro | ArcGIS Blog<\/title>\n<meta name=\"description\" content=\"This blog provides a brief overview of the Measure Cannibalization tools 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\" 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