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

• Ensure that the 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.

Parameters

Dialog

Label	Explanation	Data 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
Output 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 no value is provided, the entire country will be used.	Feature Layer
Create Report (Optional)	Specifies whether a gap analysis report will be created. Checked—A gap analysis report will be created. Unchecked—A gap analysis 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)	The report output format. The default value is PDF. Additional available formats are XLSX, HTML, CSV, and PAGX.	String

Derived Output

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

Python

arcpy.ba.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})

Name	Explanation	Data 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 no value is provided, the entire country will be used.	Feature Layer
create_report (Optional)	Specifies whether a gap analysis report will be created. CREATE_REPORT—A gap analysis report will be created. DO_NOT_CREATE_REPORT—A 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

Name	Explanation	Data 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")

Environments

Current Workspace, Data Source, Extent

Licensing information

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