Part I: Trade area analysis and site reporting
with ESRI Business Analyst Online
Getting to Know ESRI Business Analyst
Fred L. Miller, PhD
Murray State University
Presentation topics
This presentation will cover:
 The decision scenario for Living in the Green Lane
(LITGL)
 Relevant business GIS tools and tasks
 Chapter 1: Mapping the business environment
Color-coded (thematic mapping) with Business Analyst
Online (BAO)
Defining study areas and locating sites on a map
Creating trade areas around sites
Comparing trade areas with BAO reports
 Evaluation of return on investment (ROI) for
business GIS analysis
 Business GIS learning goals and skills
LITGL decision scenario
Living in the Green Lane’s owners, Janice Brown and
Steven Bent:
 Have defined the core marketing concept of their
green home center model
 Identified the key characteristics of green consumers
 Established the selection criteria for the site for their
new store
 Approached the Twin Cities Redevelopment Task
Force (TCRTF) for help in understanding the business
environment and evaluating potential sites with
Business Analyst Online
Relevant business GIS tools and tasks
 Defining study area for business GIS research project
 Exploring the business environment with color coded
maps
 Identifying and mapping potential business sites
 Creating trade areas around sites
 Researching comparative site characteristics with
reports, tables and graphs
 Evaluating environmental and trade area
characteristics to assess site attractiveness
Chapter 1: Mapping the business environment
In this chapter, you will perform the following Business
Analyst Online tasks:
 Create a study area for the research project
 Design thematic maps for several data attributes to
observer their distribution in the study area
 Locate potential sites on a map by geocoding their
address or placing them manually in an attractive
location
 Create simple ring and drive-time trade areas
 Use standard and customized Business Analyst Online
reports
Color-coded (thematic) mapping
Selecting sites and creating trade area polygons
Comparing trade areas with BAO reports
Evaluation of ROI for business GIS analysis
The costs of this Business Analyst application are:
 A Business Analyst Online Premium subscription
 The time of managers and business GIS analyst
The benefits of this Business Analyst application are:
 Improved understanding of the business environment
 Better estimates of site sales potential
The estimated incremental revenues are:
 About $670,000 per share point at equal market share
 About $950,000 for each incremental share point at
the more attractive site
Business GIS learning goals and skills
In this exercise, you will learn to use Business Analyst to:
 Define study areas for business analysis
 Create color-coded (thematic) maps of data attributes
 Select potential sites for stores
 Create trade areas around stores in two ways
 Compare trade areas with Business Analyst Reports
Part I: Trade area analysis and site reporting
with ESRI Business Analyst Online
Getting to Know ESRI Business Analyst
Fred L. Miller, PhD
Murray State University