Huff Model Calibration (Business Analyst)

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Available with Business Analyst license.

Summary

Calculates exponent values for use in the Huff Model tool.

Usage

  • The output exponents are based on attractiveness values of the existing facilities and their spatial relationship to customer points.

  • Customer point data is a required input.

  • The Huff Model Calibration output is stored in the Business Analyst container in the Catalog pane.

  • Exponent values are correlated to the market defined by the inputs. Although they can be applied to additional markets, they may be less reliable in those scenarios.

  • The Huff Model Calibration output can be applied to the Huff Model tool.

Syntax

HuffModelCalibration(in_facility_features, facility_id_field, in_customer_features, link_field, in_sales_potential_features, sales_potential_id_field, out_calibration, attractiveness_variables, {customer_weight_field}, {distance_type}, {distance_units}, {travel_direction}, {time_of_day}, {time_zone})
ParameterExplanationData Type
in_facility_features

The input point feature class representing competitors or existing stores.

Feature Layer
facility_id_field

A unique ID representing a store or facility location.

Field
in_customer_features

The input point feature class representing customer locations.

Feature Layer
link_field

The field used as an ID to assign individual customers to a facility or store.

Field
in_sales_potential_features

The input polygon feature class used to determine the potential sales market.

Feature Layer
sales_potential_id_field

A unique ID representing the sales potential area.

Field
out_calibration

The output calibration file that will contain the calibrated Huff model results, which is the exponent values for the attractiveness variables and distance. The output file extension will be *.huffmodel.

File
attractiveness_variables
[attractiveness_variables,...]

The fields used to determine the attractiveness of each competitor. In many cases, the size of the store is used as a substitute for attractiveness.

Value Table
customer_weight_field
(Optional)

A calculated weighted value assigned to each customer.

Field
distance_type
(Optional)

Defines how distance is calculated based on method of travel. The default value is Straight Line.

String
distance_units
(Optional)

The distance-measuring units to be used when calculating distance.

String
travel_direction
(Optional)

Specifies the direction of travel that will be used between stores and sales potential features.

  • TOWARD_STORESThe direction of travel will be from sales potential features to stores. This is the default.
  • AWAY_FROM_STORESThe direction of travel will be from stores to sales potential features.
String
time_of_day
(Optional)

The time and date that will be used when calculating distance.

Date
time_zone
(Optional)

Specifies the time zone that will be used for the Time of Day parameter.

  • TIME_ZONE_AT_LOCATIONThe time zone in which the territories are located will be used. This is the default.
  • UTCCoordinated universal time (UTC) will be used.
String

Code sample

HuffModelCalibration example (Python window)

The following Python window script demonstrates how to use the HuffModelCalibration function.

import arcpy
arcpy.ba.HuffModelCalibration("starbucks_layer", "IDField", "potential_store_layer", "IDField", "HuffModelTestData.gdb\CT", "IDField", "TOTPOP_CY", "Starbucks_HuffModel", "SALES # 1", -1.5, "STRAIGHT_LINE_DISTANCE", "MILES", None, "TOWARD_STORES", None, "TIME_ZONE_AT_LOCATION")

Licensing information

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

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