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Analyze Market Potential (Business Analyst Tools)

Summary

Generates a layer that displays expected customers by a selected geography level.

Learn more about Analyze Market Potential outputs

Usage

  • The output of this tool predicts the quantity of customers in new areas based on the segmentation distribution of customers in existing markets.

  • The Expected Customers field is symbolized in the output feature class by default.

  • Ensure that the input profiles were built with the same source Business Analyst dataset that is active when using this tool.

  • The optional output report contains the same information that is included in the output feature class attribute table in tabular format.

  • Expected customer values are created by applying segmentation penetration rates, calculated by comparing distributions of target and base profiles, to the segmentation distribution for each geography in the analysis extent.

Parameters

Label Explanation Data type

Target Profile

A segmentation profile representing the segments that will be analyzed. The target profile typically represents your customer segmentation profile.

File

Base Profile

A segmentation profile representing the base profile segments that will be used for comparison. The base profile typically represents your market area segmentation profile.

File

Geography Level

The geography level that will be used to define the market potential layer.

String

Output Feature Class

The output feature class containing the market potential analysis.

Feature Class

Boundary Layer

(Optional)

The boundary that determines the layer extent. If no value is provided, the entire country will be used.

Feature Layer

Create report

(Optional)

Specifies whether a market potential report will be created.

  • Checked—A market potential report will be created.

  • Unchecked—A market potential report will not be created. This is the default.

Boolean

Report Title

(Optional)

The title of the report.

String

Output Report Folder

(Optional)

The output location where the report will be saved.

Folder

Report Output Formats

(Optional)

Specifies the format of the output report.

  • PDF—The report will be in PDF format. This is the default.

  • XLSX—The report will be in XLSX format.

  • HTML—The report will be in HTML format.

  • CSV—The report will be in CSV format.

  • PAGX—The report will be in PAGX format.

String

Derived output

Label Explanation Data type

Output Report

The output report file.

File

Environments

Current Workspace, Data Source, Display Segment Names, Extent

Licensing information

  • Basic: Requires Business Analyst
  • Standard: Requires Business Analyst
  • Advanced: Requires Business Analyst