ArcGIS Desktop Business Analyst:An Introduction

Outline

• How can Business Analyst Help You?– Economic Gardening and Development– Site Selection

• What is Business Analyst?

• Business Analyst Data– Segmentation– Demographic

• Analytical Tools

• Reports

• Summary

How Can Business Analyst Help You?

• Economic Gardening and Development– Helping Local Businesses to Become More Successful– Finding the Correct Business for Your Community– Does Your Community Have What the People Need?

• Site Selection– Senior Centers– Schools– Retail Locations

• Routing– Hospital Drive Times– School Routes

What is Business Analyst?

• Updated Data (12 GB)– Demographics– Segmentation– Streets– Imagery

• Wizard Driven Analysis– Geoprocessing

• Reporting

What is Business Analyst?Continued…

• Data• Analysis• Reports

• Business Analyst Online– Online Application for Creating Quick Reports and Analysis– No Software Installation Needed

• Business Analyst Desktop– Extension to ArcGIS Desktop– Includes Network Analyst Extension

• Business Analyst Server– Server Based Enterprise Solution

Demonstration

Business Analyst Desktop

• Business Analyst Desktop – Business Analyst Toolbar– Territory Design Toolbar– Network Analyst Extension– GlobeXplorer (ImageConnect)– Data

• Segmentation Module/Community Coder• Demographic Data• Survey Data• Business Data

– Analysis• Over 35 Types

– Reports• Over 50 Reports

Business Analyst DataIntegrate Previous Analysis and Data

• Demographic Data– Census 1990 and 2000 Data– Current Year Estimate and Five Year Forecasts– Consumer Expenditure Data– 1,500+ Variables for Census and Postal Geography

Levels

• Business Locations from InfoUSA– 11+ Million Business Locations

Business Analyst DataContinued…

• Street and Address Data from TeleAtlas– Display, Geocoding and Network Analysis

• Shopping Centers from Directory of Major Malls– Shopping Centers with 250,000+ GLA (Includes

Tenant Information)

• GlobeXplorer Imagery– Aerial Photography

Business Analyst DataData is Grouped into Three Main Categories

• Who are my Citizens/Customers?– Segmentation– Demographics– Census

• What is the Market Like?– Consumer Expenditure– Retail Market Place– Market Potential

• What is in the Market?– Business Data– Traffic Count– Major Malls

Data Updates

• Continuous Updates:– Imagery

• Quarterly Updates:– Cable TV Boundaries– Traffic Counts

• Semiannually:– InfoUSA Business Data– Directory of Major Malls

• Yearly Updates:– Tapestry Data– Demographic Data (CYFY)– Consumer Spending

– Market Potential– TeleAtlas Street Data– Crime Data– Bank Data

Business Analyst Data vs. ESRI Data and Maps

• Updated Demographic Data– Current Year and 5 Year Forecast

• More Data– Tapestry Segmentation– Business Listing– 1,500+ Variables

• Data Aggregated to Many Levels of Geography

Geography & Data

County

Tract

Block Group

Block

State

Data GeographyData is Compiled at Standard Levels of Geography

• Census Geography– Block Group– Tract– County– State– US

• Census Correspondence– CBSA – Regions Around Urban Centers ≥ 10,000 People– DMA – Regions in the US That are Covered by Specific Group of Television

Stations– Place – Census Defined Cities, Towns…

• Postal Geography– Zip code– Zip + 4 (Tapestry Segmentation Data Only)

• Congressional Districts

What is Tapestry Segmentation?There’s a Connection Between Human Behaviors and Neighborhood Structure

• Classification of Neighborhoods by Their Socioeconomic and Demographic Composition

• 66 Segmentation Groups

• 12 LifeMode Groups

• 11 Urbanization Groups

Urban Melting Pot

High Rise Renters

Retirement Communities

What Can Tapestry Segmentation Tell Us?

Tapestry’s View of Seniors

LifeMode Summary Group L5: Senior Styles

#65 Social Security Set#49 Senior Sun Seekers

#43 The Elders#15 Silver and Gold

#14 Prosperous Empty Nesters

#29 Rustbelt Retirees

#50 Heartland Communities

#57 Simple Living

#30 Retirement Communities

Demonstration

Common Economic Gardening and Development Goals

• Retain and Attract the Correct Businesses

• Attract Needed Goods and Services

• Keep Consumer Spending in the Local Community

• High Quality of Life

What is Business Analyst Online?Site and Market Comparison

• Built for Non-GIS Professionals– Wizard Driven

• Online – Saves Maintenance Headaches– Accessible Anywhere There is Internet– Data Kept Up to Date– No Need to Update or Install Software

• Quicker and Better Workflows

• Cost Effective Means to Answers

• Dynamic Reporting and Exploration of the Marketplace

Demonstration

Demonstration Summary

• Only separated by 1.7 miles and 3 minutes!!

• 550 Encinitas Blvd.Segmentation

Trend SettersUrban Chick

Demographic73% White35-44 Years Old$50,000-74,999 Year

• 568 Crest DriveSegmentation

ConnoisseursSilver and Gold

Demographic84.5% White45-54 Years Old$100,000-149,999 Year

Steps in Performing Business Analyst Online Analysis

1. Find Locations

2. Create Trade Area (Drive Time or Rings)

3. Reports

– What Type of People Live There? (Tapestry Segmentation)

– What Do They Buy?

– What Types of Businesses Fit Citizens Needs?

Business Analyst Online Example

Analysis

• Composite Geocoding– Zip+4– Community Coder

• Trade Areas – 15 methods– Thresholds– Drive Times– Geography– Grids

AnalysisContinued…

• Analysis– Mean Store Center– Find Similar– Spatial Overly

• Huff Modeling– Predict Sales Potential

• Find Route– Network Analyst Solver

Reports

• Demographic– Age– Sex– Income– Population

ReportsContinued…

• Segmentation Reports– Segmentation– Market Analysis– Penetration

• Other– Cannibalization– Wind Rose– Summarize Points– Benchmark

Business Analyst Server

CONFIDENTIAL - Retail Industry Review 29

InternetBusiness AnalystDesktop

Business Analyst Server

Economic DevelopmentGIS Analyst

Local Businesses

Potential Businesses

ArcGISOnline

Business Data

Land Use

Next Steps…

• Business Analyst Online - bao.esri.com– ESRI Global Account– Free Reports– Day Pass– Individual Reports– Annual Subscription

• Communicate Results with Departments– Economic Development– Planning

• Business Analyst Desktop– Create Departmental Workflow– Geoprocessing

SummaryThrough Data, Analysis, and Reporting

• Complete Understanding of a Community

• Help Local Business be More Successful

• Attract the Correct Types of Businesses

• Improve the Quality and Stability of a Community

Resources

• Business Analyst – www.esri.com/arcgisbusinessanalyst• ESRI Data – www.esri.com/data/esri_data/index.html

– Types of Data– White Papers and Methodologies

• Economic Development - www.esri.com/industries/economic-dev/index.html

• Business Analyst Online Product Page – www.esri.com/bao• Podcast

– Business Analyst Online for Economic Development– ArcGIS Business Analyst Server

• Instructor Led Training– Introduction to Business Analyst

• Self Study Course– Getting Started with ArcGIS Business Analyst

Questions?

Thank You