Huff Model Calibration By Survey Data (Business Analyst)
Résumé
Statistically calibrates the Huff Model using survey data for each store location in the study area.
Usage
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The results of the Huff Model can be used to
- Estimate, define, and analyze market potential.
- Assess economic impact of a new site location.
- Forecast sales and potential of existing stores and outlets.
- Assess the impact of competitive and environmental changes on outlet performance.
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The first step to executing this tool is to define a study area that includes all the trade areas of all competing stores being analyzed.
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The calibration output of this tool is used as an input for the Advanced Huff Model tool.
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The survey data is used to determine the frequency of shopping trips each respondent makes to the stores within the study area. Exit interviews are a good method for collecting this information.
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Ensure that each subgeography area is adequately represented in the sample.
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The Potential Customers Geographic Level is usually polygon features representing subareas where potential customers live. This layer can also be a point feature class (for example, block centroids) that has associated demographic data.
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The Competitive Store Layer should include all competitive locations in a given study area. This layer should also include any of your existing store locations in the study area, since they will act as competitors to a new store location. In most cases, this layer will be a Business Analyst store layer.
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Competitive store locations can be extracted from the Add Business Listings function in ESRI Business Analyst.
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Store Attraction Fields, also known as predictor values, often include attributes of a store, such as square footage, number of parking spaces, advertising, store hours, prices, age, appearance, signage, accessibility, and so forth.
Syntaxe
Paramètre | Explication | Type de donnée |
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.
| String |
SelectPatronizeTableFields |
Selects the fields associating the customers with the stores they patronize.
| 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.
| String |
OutputFileName |
The output folder that will contain the Huff Model calibration result file. | Folder |
NeedReportOutput (Facultatif) |
Generates a Huff model calibration report based on survey data.
| Boolean |
ReportTitle (Facultatif) |
The title of the calibration report. | String |
ReportFile (Facultatif) |
The name of the report file. | File |
ReportFormats [ReportFormats,...] (Facultatif) |
The Huff Model report out format or formats. More than one format may be selected.
| String |
Exemple de code
# 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)