About Business Analyst Reports

This section examines the various templates associated with the report writing option within Business Analyst. All templates use geography data; therefore, all levels of geography can be used in any of the predefined reports. Report templates are stored in \ArcGIS\Desktop10.0\Business Analyst\Datasets\Report Templates in the directory where ArcGIS was installed. If you create custom reports and want them available for future use, save them in the directory \My Output Data\Report Templates_USA_ESRI.

Business Analyst includes the following preset report templates that are preset to make use of the demographic data provided. You can use these templates as they are or revise them using Advanced Editor.

Standard Business Analyst Dataset

Age by Income Profile

This report breaks out household income by the age of the householder within your trade area and shows the percentage distribution of each age group. Use the Age by Income Profile to identify and exploit market niches, reveal specific age markets, uncover new opportunities, target advertising, and plan effective media campaigns.

Age by Sex Profile

Key demographic indicators such as population, age, and gender are provided for Census 2000, current-year estimates, and five-year forecasts to expose gender and age trends in your trade area. Use the Age by Sex Profile to identify the size and location of groups, such as children or the elderly, to better target marketing efforts and advertising dollars.

Demographic and Income Comparison Profile

This report compares up to three areas side by side, using Census 2000, current-year estimates, and five-year forecasts of household data to reveal trends in demographics and income. Demographic variables illustrated with bar and pie charts help you quickly analyze the demographics of trade areas to forecast market growth.

Demographic and Income Profile report

This profile compares essential characteristics of the Census 2000 data, current-year estimates, and five-year forecasts such as income, age, and race.

Executive Summary

This report provides an executive summary, in paragraph form, of key demographic attributes in a trade area. The report includes current-year estimates, five-year forecasts, and Census 2000 demographic data. The report aids site selection, market analysis, and trend evaluation decisions.

Housing Profile

This report provides a detailed profile of housing choices and trends in your trade area from high-rise living to single-family homes and from renting to owning. The housing information in this report is of interest to real estate professionals, financial institutions, and residential homebuilders. Use this report to determine if households in an area fit your preferred customer profile.

Market Profile report

This report is a comprehensive report that contains current-year updates, five-year projections, and Census 2000 data for population, households, housing units, income, age, race, and labor force.

Quarterly Demographic Profile

This report provides quarterly updates of population and households. Totals are provided for eight quarters for the current year, and the preceding year, and are presented in tabular and graph format. Use this report to compare current data with the previous update and view periodic fluctuations in the data, such as seasonal population shifts.

Retail Goods and Services Expenditure report

Based on annualized data from the Consumer Expenditure Survey, the CEX report line identifies the consumer dollar spending potential available to be spent for various retail categories. This report includes the total dollar amount spent; average amount spent per household; and the Spending Potential Index, which measures the amount spent for a product or service in your area compared to the U.S. average.

This report shows the total dollar amount and average amount per household spent on retail goods and services categorized by apparel, computer, food, finance, health, and insurance. A spending potential index (SPI) compares the amount spent for a product or service in your area to the U.S. average. Retailers can quickly identify and compare national and local customer preferences.

Tapestry Segmentation Area Profile (Tract)

This report compares the top Tapestry segments in your area, ranked by household percentage, to their national counterparts. Use this report to help define market penetration, compare local markets to their national counterparts, identify opportunities, discover untapped potential, and target your best customers and prospects by geography.

Nota:

The Tapestry Segmentation Area Profile is turned off by default and hidden in the Reports wizard. This is the default because the Tapestry data is not available at the block group level with a standard Business Analyst license but requires a Segmentation Module license. As a result, when the report is run, it produces null values because the data apportionment method is set to block groups by default. To remedy this, change your lowest level data layer from block groups to census tracts in your Business Analyst Preferences > Data tab > Advanced section. This ensures the tract level containing the Tapestry data is used. When you access the summary reports page in the Reports wizard, the Tapestry Segmentation Area Profile appears in the list.

Analytical Reports

Business Points Report

The Business Points reports allow you to quickly gather information about the businesses or shopping centers in an area. The different reports are:

• Business Locations report
• Detailed Business Locations report
• Shopping Centers report

Customer Geographic Summary

The Customer Geographic Summary report allows you to quickly understand what your customers look like demographically.

Customer Demographic Comparison

The Customer Demographic Comparison report allows you to contrast the demographic attributes of one set of customers against another. You can compare a selected subset of customers to the entire layer or compare two separate customer layers.

Average Drive Time

The Average Drive Time report calculates the average, minimum, and maximum drive time for an existing trade area polygon. The drive time will be calculated from the center point or the store location to create the trade area.

Benchmark Report

The Benchmark report allows you to compare multiple trade areas against one another to decipher how one location is different from or similar to the next. You can easily measure the demographic characteristics of one area versus all other areas. The report shows statistical differences in raw number, percent, and index values.

Wind Rose Report

The Wind Rose report allows you to see where your customers are coming from by sectors. You can also see where most of your sales are coming from by creating customer-based geographic sectors radiating away from your store location.