Part I: Trade area analysis and site reporting with ESRI Business Analyst Online

Getting to Know ESRI Business AnalystFred L. Miller, PhD

Murray State University

Presentation topicsThis presentation will cover: The decision scenario for Living in the Green Lane (LITGL) Relevant business GIS tools and tasks Chapter 1: Mapping the business environment

Color-coded (thematic mapping) with Business Analyst Online (BAO)

Defining study areas and locating sites on a mapCreating trade areas around sitesComparing trade areas with BAO reports

Evaluation of return on investment (ROI) for business GIS analysis

Business GIS learning goals and skills

LITGL decision scenario

Living in the Green Lane’s owners, Janice Brown and Steven Bent:Have defined the core marketing concept of their green home center modelIdentified the key characteristics of green consumersEstablished the selection criteria for the site for their new storeApproached the Twin Cities Redevelopment Task Force (TCRTF) for help in understanding the business environment and evaluating potential sites with Business Analyst Online

Relevant business GIS tools and tasks

Defining study area for business GIS research project Exploring the business environment with color coded

maps Identifying and mapping potential business sites Creating trade areas around sites Researching comparative site characteristics with

reports, tables and graphs Evaluating environmental and trade area

characteristics to assess site attractiveness

Chapter 1: Mapping the business environment

In this chapter, you will perform the following Business Analyst Online tasks:Create a study area for the research projectDesign thematic maps for several data attributes to observer their distribution in the study areaLocate potential sites on a map by geocoding their address or placing them manually in an attractive locationCreate simple ring and drive-time trade areasUse standard and customized Business Analyst Online reports

Color-coded (thematic) mapping

Selecting sites and creating trade area polygons

Comparing trade areas with BAO reports

Evaluation of ROI for business GIS analysis

The costs of this Business Analyst application are: A Business Analyst Online Premium subscription The time of managers and business GIS analyst

The benefits of this Business Analyst application are: Improved understanding of the business environment Better estimates of site sales potential

The estimated incremental revenues are: About $670,000 per share point at equal market share About $950,000 for each incremental share point at the

more attractive site

Business GIS learning goals and skills

In this exercise, you will learn to use Business Analyst to: Define study areas for business analysis Create color-coded (thematic) maps of data attributes Select potential sites for stores Create trade areas around stores in two ways Compare trade areas with Business Analyst Reports

Part I: Trade area analysis and site reporting with ESRI Business Analyst Online

Getting to Know ESRI Business AnalystFred L. Miller, PhD

Murray State University