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. The datasets available, depending on which version of Business Analyst you have, are Standard Business Analyst Dataset and Premium Business Analyst Dataset. You can use these templates as they are or revise them using Advanced Editor.

Report Descriptions

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.

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.

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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.

Premium Business Analyst Dataset

This dataset includes all the reports listed in the Standard Business Analyst Dataset plus the following additional reports:

Business Summary

Determine the number of businesses and employees in your area and compare the daytime population to the residential population.

Information in this report identifies the number of businesses and the number of employees per industry group in a market. The Business Summary also compares the daytime population of the area to the residential population. Knowing where people live and work in your market is vital to deciding where to locate businesses and services such as new bank branches, ATMs, restaurants, and hotels.

Detailed Age Profile

The Detailed Age Profile report identifies age distribution for a specified area. A bar chart illustrates the distribution and population trends, summarizing the makeup of young adults, teenagers, seniors, preschoolers, and other age groups for a specified area under age 20. Retailers can use this information to determine the products and services they offer by area and how to market effectively to each age group. Emergency preparedness planners can also use this information to assess populations by age group in affected areas.

Detailed Income Profile

This comprehensive report of demographic variables for 2000, the current year, and a five-year forecast includes data such as total population and households, households and family income, and average household and family size. Use this report to better understand the location of high- and low-income areas and identify patterns of growth or decline in your market.

Disposable Income Profile

This report reveals the spending power of households in your trade area according to nine disposable income ranges and distributions by householder age. Use this report to understand the after-tax dollars consumers have to spend, and market to the area's most profitable customers.

Graphic Profile

Colorful, easy to understand pie charts and graphs provide an illustrated overview of current-year demographic estimates to quickly analyze your market area. Graphics show key demographic variables such as households, population by age, households by income, and race.

Net Worth Profile

The net worth of a household is its total wealth less any debts (unsecured or secured by assets). This report provides information about the net worth of households within a trade area. Nine ranges and distributions by net worth and seven by householder age organize information so services can be designed to attract specific customer types and segments.

Retail MarketPlace Profile

Understand the scope of retail activity in your market area. The Retail MarketPlace Profile displays the retail sales and retail potential dollar amounts; the leakage/surplus factor, which measures the gap between supply and demand; and the number of businesses by industry. Use the data in this report to evaluate the potential of future sites, determine if customers are traveling outside the area to shop, and plan marketing/advertising campaigns.

Businesses that understand and successfully respond to growing consumer demands must know where to find area demand for their products and services. The Retail MarketPlace database, designed to help retailers analyze retail sales generated in a given area, shows if customers are traveling outside the area to shop and highlights retail sectors that represent the area's biggest demand. Capitalizing on this information, retailers can make smarter decisions about site selection, product offerings, and more.

Segmentation Area Profile (Block Group)

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.