Huff Model Calibration By Survey Data (Business Analyst)

Summary

Statistically calibrates the Huff Model using survey data for each store location in the study area.

Usage

Syntax

HuffModelCalibrationBySurveyData_ba (CustomerLayer, CustomerIDField, StoreLayer, StoreIDField, StoreAttractionFields, PatronizeTable, FormatOfSurveyData, SelectPatronizeTableFields, DistanceCalculationMethod, OutputFileName, {NeedReportOutput}, {ReportTitle}, {ReportFile}, {ReportFormats})
ParameterExplanationData Type
CustomerLayer

Polygon features representing subareas where potential customers live. It can also be a point layer (for example, block centroids) that has associated demographic data.

Feature Layer
CustomerIDField

The unique identifier of the Potential Customers Geographic Level.

Field
StoreLayer

The layer that contains the competitive points (usually shopping centers) used to determine how sales are influenced and distributed across the analysis area.

Feature Layer
StoreIDField

The unique identifier of the competitive store layer.

Field
StoreAttractionFields
[StoreAttractionFields,...]

The values that measure how attractive a store is to consumers.

Field
PatronizeTable

Table containing the customer survey results.

Table
FormatOfSurveyData

Defines the format of the survey data.

  • SEVERAL_LINES_PER_CUSTOMERList of customers' answers to multiple questions. This is the default.
  • ONE_LINE_PER_GEOUNITSummarizes customer responses to a geographic unit, such as the number of responses to a question summed up to block groups.
  • ONE_LINE_PER_CUSTOMEROne response per customer, such as each customer indicating the number of times he or she visited each store.
String
SelectPatronizeTableFields

Selects the fields associating the customers with the stores they patronize.

  • Survey Data Customer Group ID FieldSelects the customer ID from the Several Lines Per Customer, One Line Per Customer, and One Line Per Geounit survey formats.
  • Survey Data Store ID FieldSelects the store ID associated with each customer from the Several Lines Per Customer and the One Line Per Geounit survey formats.
  • Survey Data Total Visits FieldReads the frequency of visits of each customer to the store they patronize from the Several Lines Per Customer survey format.
String
DistanceCalculationMethod

Assigns the method used to calculate distances between geographic areas defined by the potential customers layer parameter and stores from the competitive store layer.

  • STRAIGHT_LINE_DISTANCEEuclidean (as the crow flies) approach. This is the default.
  • DRIVE DISTANCEDriving distance measured in units of distance.
  • DRIVE_TIMEDriving time measured in units of time.
String
OutputFileName

The output folder that will contain the Huff Model calibration result file.

Folder
NeedReportOutput
(Optional)

Generates a Huff model calibration report based on survey data.

  • TrueGenerates the Huff calibration report. This is the default.
  • FalseWill not generate the Huff calibration report.
Boolean
ReportTitle
(Optional)

The title of the calibration report.

String
ReportFile
(Optional)

The name of the report file.

File
ReportFormats
[ReportFormats,...]
(Optional)

The Huff Model report out format or formats. More than one format may be selected.

  • Simple XML
  • PDF
  • HTML
  • CSV
  • ZIP
  • XLSX
  • Stripped XLSX
String

Code Sample

HuffModelCalibrationBySurveyData
# Name: HuffModelCalibrationBySurveyData.py
# Description: Generates a calibrated model around two San Francisco stores using Sales as a predictor.
# Author: ESRI

# Import system modules

import arcview
import arcpy

arcpy.ImportToolbox("C:\Program Files\ArcGIS\Desktop10.0\ArcToolbox\Toolboxes\Business Analyst Tools.tbx")

try:
  # Acquire extension license 
  arcpy.CheckOutExtension("Business")
  arcpy.CheckOutExtension("Network") 
 
  # Define input and output parameters for the Huff Model Calibration by Survey Data tool
  Cust = "C:/temp/sf_cust.shp"
  CustId = "CUST_ID"
  Store = "C:/temp/sf_stores.shp"
  StoreId = "STORE_ID"
  AttractionField = "SALES"
  Patronage = "C:/Program Files/ArcGIS/Desktop10.0/Business Analyst/Datasets/Tutorial/sf_stores.dbf"
  OutPath = "C:/temp/Calibration_Surveydata"
 
  # Create Huff Model Calibration by Survey Data
  arcpy.HuffModelCalibrationBySurveyData_ba(Cust, CustId, Store, StoreId, AttractionField, Patronage, "ONE_LINE_PER_CUSTOMER", "STORE_ID", "DRIVE_TIME", OutPath)
 
  # Release extension license 
  arcpy.CheckInExtension("Business")
  arcpy.CheckInExtension("Network")

except:
    print arcpy.GetMessages(2)

Environments

This tool does not use any geoprocessing environments

Related Topics

Licensing Information

ArcView: Requires Business Analyst
ArcEditor: Requires Business Analyst
ArcInfo: Requires Business Analyst

11/8/2010