Analyze Market Area Gap (Business Analyst)

Available with Business Analyst license.

Summary

Generates a layer that displays the gap between total customers and expected customers.

Learn more about Analyze Market Area Gap outputs

Usage

  • This tool requires a locally installed Business Analyst dataset.

  • Ensure that your input profiles were built with the same source Business Analyst dataset that is active when using this tool.

  • The input boundary layer defines the extent of the output layer and optional report.

  • The Target Profile parameter typically defines the segmentation distribution of your customers. Target profiles can be created with the Target Marketing wizard or the Generate Customer Segmentation Profile tool.

  • The Base Profile parameter defines the segmentation distribution of your overall market. The quantity in each segment represents a user-selected base, such as households or adult population. Base profiles can be created with the Target Marketing wizard or the Generate Market Area Segmentation Profile tool.

Syntax

AnalyzeMarketAreaGap(customer_layer, target_profile, base_profile, geography_level, out_feature_class, target_group, core_target, developmental_target, {boundary_layer}, {create_report}, {report_title}, {report_folder}, {report_format})
ParameterExplanationData Type
customer_layer

A point layer representing customers.

Feature Layer
target_profile

A segmentation profile representing the segments to be analyzed. The target profile usually represents your customer segmentation profile.

File
base_profile

A segmentation profile representing the base profile segments. This is the segmentation used for comparison. The base profile usually represents your market area segmentation profile.

File
geography_level

The geography level that will be used to define the market area gap analysis layer.

String
out_feature_class

The output feature class containing the market area gap analysis.

Feature Class
target_group

A collection of segments grouped into targets. Targets represent segments that are selected based on similar characteristics—for example, segments that have high index and percent composition.

File
core_target

A group of segments that make up a large percentage of your customer base and have an above average index, indicating likelihood to be a customer.

String
developmental_target

A group of segments that make up a significant percentage of your customers and of the market area but do not have an above average index.

String
boundary_layer
(Optional)

The boundary that determines the layer extent. If not specified, the entire country will be used.

Feature Layer
create_report
(Optional)

Specifies whether a gap analysis report will be created.

  • CREATE_REPORTA gap analysis report will be created.
  • DO_NOT_CREATE_REPORTA gap analysis report will not be created. This is the default.
Boolean
report_title
(Optional)

The title of the report.

String
report_folder
(Optional)

The output location where the report will be saved.

Folder
report_format
[report_format,...]
(Optional)

The report output format. The default value is PDF. Additional available formats are XLSX, HTML, CSV, and PAGX.

String

Derived Output

NameExplanationData Type
output_report

The output report file.

File

Code sample

AnalyzeMarketAreaGap example (stand-alone script)

The following stand-alone script demonstrates how to use the AnalyzeMarketAreaGap function.

import arcpy
arcpy.ba.AnalyzeMarketAreaGap("cust_layer", r"C:\Users\MyProject\customerprofile.sgprofile", r"C:\Users\MyProject\MarketAreaprofile.sgprofile", "US.ZIP5", r"C:\Users\MyProject\MyProject.gdb\MarketPotential","target group", "core target", "dev target", r"C:\Users\MyProject\MyProject.gdb\StudyArea", "CREATE_REPORT", '', r"C:\Users\MyProject\Reports", "PDF")

Licensing information

  • Basic: Requires Business Analyst
  • Standard: Requires Business Analyst
  • Advanced: Requires Business Analyst

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