part iii: trade area analysis and site selection without customer data getting to know esri business...
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Part III: Trade area analysis and site selection without customer data
Getting to Know ESRI Business AnalystFred L. Miller, PhD
Murray State University
Presentation topics
This presentation will cover: The decision scenario for Living in the Green Lane Relevant business GIS tools and tasks Chapter 4: Geocoding and evaluating alternative
potential sitesGeocode available property data from an Excel spreadsheetIdentify attractive areas with Customer Prospecting and
Grid Map toolsCreating Threshold Rings from consumer expenditure dataCreating Huff Equal Probability Trade Area model
Presentation topics (cont.) Chapter 5: Defining trade areas, generating reports,
selecting best site Create drive-time trade areas around available locations and create reports detailing their
characteristics Perform comparisons of site population, purchasing, and lifestyle segmentation
characteristics by using general and detailed reports Select and recommend a retail site by integrating and evaluating information from several
maps and reports Design map documents to illustrate your analysis and support your recommendation
Evaluation of 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 performed environmental scanning and market opportunity analysisHave received a table of available locations for their first store from a commercial real estate agentMust select a site for their first store based on market area characteristics and the competitive environmentMust support this decision within their business plan using reports and map exhibits
Relevant business GIS tools and tasks
Geocoding store locations from addresses Creating trade areas around potential location for
comparative purposes Gathering data on trade area population characteristics Gathering competitive environment information for
trade areas Researching comparative site characteristics with
reports, tables and graphs Selecting a store site and supporting the decision with
reports and map exhibits
Chapter 4: Geocoding and evaluating alternative potential sites
In this chapter, you will perform the following Business Analyst Desktop tasks:Geocode data on available properties and include it in a GIS projectUse customer prospecting tools and grid-based heat maps to identify concentrations of attractive customersCreate threshold trade area rings around locations based on consumer expenditure data Create Huff Equal Probability Trade Areas and Locator Reports, and use them to assess the competitive environment of available locations
Chapter 5: Defining trade areas, generating reports, selecting best site
In this chapter, you will perform the following Business Analyst Desktop tasks:Create drive-time trade areas around available locations and create reports detailing their characteristics Perform comparisons of site population, purchasing, and lifestyle segmentation characteristics by using general and detailed reports Select and recommend a retail site by integrating and evaluating information from several maps and reportsDesign map documents to illustrate your analysis and to support your recommendation
Business GIS learning goals and skills
In Part III, you will learn to use Business Analyst Desktop to: Geocode data on available properties and include it in a GIS projectUse customer prospecting tools and grid-based heat maps to identify concentrations of attractive customersCreate threshold trade area rings around locations based on consumer expenditure data Create Huff Equal Probability Trade areas and Locator Reports, and use them to assess the competitive environment of available locationsCreate drive-time trade areas around available locations and create reports detailing their characteristics Perform comparisons of site population, purchasing, and lifestyle segmentation characteristics by using general and detailed reports Select and recommend a retail site by integrating and evaluating information from several maps and reportsDesign map documents to illustrate your analysis and to support your recommendation
Evaluation of ROI for business GIS analysisThe costs of this Business Analyst application are: A Business Analyst Desktop and Segmentation Module The time of managers and business GIS analyst
The benefits of this Business Analyst application are: Best match of company’s marketing strategy and target
customers Improved sales from most attractive location
The estimated incremental revenues are: About $2 million compared with second best location About $4.5 million compared with most likely
alternative location