Trade area analysis and site reporting with ESRI Business Analyst

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

Getting to Know ESRI Business Analyst Fred L. Miller, PhD Murray State University

Presentation topics This 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 map Creating trade areas around sites Comparing 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 model  Identified the key characteristics of green consumers  Established the selection criteria for the site for their new store  Approached 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 project  Design thematic maps for several data attributes to observer their distribution in the study area  Locate potential sites on a map by geocoding their address or placing them manually in an attractive location  Create simple ring and drive-time trade areas  Use 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 Analyst Fred L. Miller, PhD Murray State University