Gap Analysis Report (Business Analyst)

Summary

Creates a report to analyze a market by displaying total households, percent core households, percent developmental households, actual customers, customer penetration, expected customers, and the gap for a given level of geography.

Learn more about how the Gap Analysis Report works

Usage

Syntax

GapAnalysisReport_ba (InputGeographyLevel, BaseProfile, TargetProfile, SegmentMethod, OutputDirectoryParameterName, {CustomerLayer}, {UseSelectedFeatures}, {AllZips}, {IndexThreshold}, {PenetrationThreshold}, {TargetGroup}, {CoreTarget}, {DevelopmentalTarget}, {TitleParameterName}, {CreateThematicMap}, {ThematicMapField}, {OutputFeatureClass}, {ReportFormats})
ParameterExplanationData Type
InputGeographyLevel

The input feature class containing the demographic variables used to profile your customers. Typically, this should be set to the block group layer.

Feature Layer
BaseProfile

The base profile used in the calculation of the index and percent penetration. This profile is usually based on the geographic extent of your customers.

Folder
TargetProfile

The target profile that will be compared to the base profile. Typically, this is based on your customers and is generated using the Segmentation Profile tools.

Folder
SegmentMethod

The method to determine how your segments will be assigned to the Core and Developmental categories.

  • Use Threshold ValuesThis option allows Business Analyst to define how your Core and Developmental segments are assigned based on the thresholds set here.
  • Use Target GroupThis option allows you to predefine what segments are classified as either Core or Developmental. To use this option, you must first create custom target groups with these assignments.
String
OutputDirectoryParameterName

The output directory that will contain the report.

Folder
CustomerLayer
(Optional)

The point input feature class containing customers. Typically, this will be a Business Analyst customer layer.

Feature Layer
UseSelectedFeatures
(Optional)

Generates a report on selected features of the customer layer.

  • TrueGenerates the Gap Analysis Report on selected features.
  • FalseGenerates the Gap Analysis Report on all features. This is the default.
Boolean
AllZips
(Optional)

The option to use all ZIP Codes in the report.

  • USE_ALL_ZIPSGenerates a Gap Analysis report on all ZIP Codes. This is the default.
  • USE_SELECTED_ZIPSGenerates a Gap Analysis report only on ZIP Codes that contain segments in your Core and Developmental groups.
Boolean
IndexThreshold
(Optional)

The value used to determine the threshold index of your analysis.

Double
PenetrationThreshold
(Optional)

Defines the percentage of customers that meets or exceeds the percent composition threshold.

Double
TargetGroup
(Optional)

The predefined Target Groups that contain your Core and Developmental segments.

String
CoreTarget
(Optional)

The Core Target group. Core targets should be defined as the segments that make up a good percentage of your customer base and index well. To use this option, you must first create custom target groups with these assignments.

String
DevelopmentalTarget
(Optional)

The Developmental Target group. Developmental targets should be defined as the segments that make up a good percentage of your customer base but don't index as well as your Core segments. To use this option, you must first create custom target groups with these assignments.

String
TitleParameterName
(Optional)

Title for the report.

String
CreateThematicMap
(Optional)

Generate a thematic map on a selected variable.

  • CREATE_THEMATICGenerates a thematic map.
  • NO_THEMATICDoes not generate a thematic map. This is the default.
Boolean
ThematicMapField
(Optional)

The field to generate the thematic map.

  • GapRefers to the difference between the actual number of customers you currently have versus the total potential number of customers who you would expect to be your customer in your market area.
  • Expected CustomersThe estimated number of adults or households that use a particular product or service.
  • Actual Customer HouseholdsThe total counts of customers expressed as households.
  • Customer HH% PercentageThe percentage of customers as compared to the total households.
  • Percent PenetrationThe measure of the percent of adults or households that use a particular product or service compared to the Total Households or Total Adults in the geography. The Index
  • Indexmeasures the likelihood of adults or households in a specified area to exhibit certain consumerbehavior compared to the U.S. national average. The index is tabulated to represent a value of 100 as the overall demand for the base area. A value of more than 100 represents high demand; a value of less than 100 represents low demand.
String
OutputFeatureClass
(Optional)

The feature class that will contain the thematic map.

Feature Class
ReportFormats
(Optional)

The output report format.

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

Code Sample

GapAnalysisReport Example (Stand-alone Script)
# Name: GapAnalysisReport.py
# Description: Analyzes the San Francisco market using customers points and Tapestry profiles by ZIP Code.
# 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.overwriteoutput = 1
 
  # Define input and output parameters for the Gap Analysis Report tool
  Customers = "C:/temp/sf_cust.shp"
  GeoLayer = "C:/Program Files/ArcGIS/Desktop10.0/Business Analyst/Data/BDS/esri_zip5.bds"
  BaseSeg = "C:/My Output Data/Projects/Default Project/Segmentation/Profiles/US Households/profile.xml"
  TargetSeg = "C:/My Output Data/Projects/Default Project/Segmentation/Profiles/US Households/profile.xml"
  OutPath = "C:/temp/Gap"
 
  # Create Gap Analysis Report
  arcpy.GapAnalysisReport_ba(Customers, GeoLayer, BaseSeg, TargetSeg, "110", "4", OutPath)
 
  # Release extension license 
  arcpy.CheckInExtension("Business") 
  
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