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
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