Customer Market Analysis

Use Customer Data to Evaluate Store Locations

ArcGIS Business Analyst is a powerful and flexible addition to departmental and organizational decision making. ArcGIS Business Analyst technology has been deployed in a wide range of industries.

Customer Market Analysis—Use Customer Data to Evaluate Store Locations

ArcGIS Business Analyst uses your customer data to define your store's trade areas and analyze the corresponding markets. The results of this analysis provide a foundation for implementing marketing programs, siting a new facility, conducting a performance evaluation of a location, identifying where the competition is in comparison to your customers, and more. You can calculate market penetration, locate untapped market areas, and discover store cannibalization problems within your trade areas.

ArcGIS Business Analyst lets you perform the following types of customer market analysis:

• Simple and complex market area boundaries drawn around sets of customers based on customer counts or customer sales
• Desire lines drawn between customers and their assigned stores to identify market pull
• Market penetration calculated based on the number of customers within an area compared to the total population
• New store siting by finding the center of a group of customers