Analyze Market Potential (Business Analyst)

Available with Business Analyst license.

Summary

Generates a layer that displays expected customers by a selected geography level.

Learn more about Analyze Market Potential outputs

Usage

• The output of this tool predicts the quantity of customers in new areas based on the segmentation distribution of customers in existing markets.

• The Expected Customers field is symbolized in the output feature class by default.

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

• The optional output report contains the same information that is included in the output feature class attribute table in tabular format.

• Expected customer values are created by applying segmentation penetration rates, calculated by comparing distributions of target and base profiles, to the segmentation distribution for each geography in the analysis extent.

Parameters

Dialog

Label	Explanation	Data Type
Target Profile	A segmentation profile representing the segments that will be analyzed. The target profile typically represents your customer segmentation profile.	File
Base Profile	A segmentation profile representing the base profile segments that will be used for comparison. The base profile typically represents your market area segmentation profile.	File
Geography Level	The geography level that will be used to define the market potential layer.	String
Output Feature Class	The output feature class containing the market potential analysis.	Feature Class
Boundary Layer (Optional)	The boundary that determines the layer extent. If no value is provided, the entire country will be used.	Feature Layer
Create report (Optional)	Specifies whether a market potential report will be created. Checked—A market potential report will be created. Unchecked—A market potential report will not be created. This is the default.	Boolean
Report Title (Optional)	The title of the report.	String
Output Report Folder (Optional)	The output location where the report will be saved.	Folder
Report Output Formats (Optional)	Specifies the format of the output report. PDF—The report will be in PDF format. This is the default. XLSX—The report will be in XLSX format. HTML—The report will be in HTML format. CSV—The report will be in CSV format. PAGX—The report will be in PAGX format.	String

Derived Output

Label	Explanation	Data Type
Output Report	The output report file.	File

Python

arcpy.ba.AnalyzeMarketPotential(target_profile, base_profile, geography_level, out_feature_class, {boundary_layer}, {create_report}, {report_title}, {report_folder}, {report_format})

Name	Explanation	Data Type
target_profile	A segmentation profile representing the segments that will be analyzed. The target profile typically represents your customer segmentation profile.	File
base_profile	A segmentation profile representing the base profile segments that will be used for comparison. The base profile typically represents your market area segmentation profile.	File
geography_level	The geography level that will be used to define the market potential layer.	String
out_feature_class	The output feature class containing the market potential analysis.	Feature Class
boundary_layer (Optional)	The boundary that determines the layer extent. If no value is provided, the entire country will be used.	Feature Layer
create_report (Optional)	Specifies whether a market potential report will be created. CREATE_REPORT—A market potential report will be created. DO_NOT_CREATE_REPORT—A market potential 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)	Specifies the format of the output report. PDF—The report will be in PDF format. This is the default. XLSX—The report will be in XLSX format. HTML—The report will be in HTML format. CSV—The report will be in CSV format. PAGX—The report will be in PAGX format.	String

Derived Output

Name	Explanation	Data Type
output_report	The output report file.	File

Code sample

AnalyzeMarketPotential example (stand-alone script)

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

import arcpy
arcpy.ba.AnalyzeMarketPotential(r"C:\Users\MyProject\customerprofile.sgprofile", r"C:\Users\MyProject\MarketAreaprofile.sgprofile", "US.ZIP5", r"C:\Users\MyProject\MyProject.gdb\MarketPotential", r"C:\Users\MyProject\MyProject.gdb\StudyArea", "CREATE_REPORT", '', r"C:\Users\MyProject\Reports", "PDF")

Environments

Current Workspace, Data Source, Use Segment Names, Extent

Licensing information

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