Market Penetration (Business Analyst)

License Level:BasicStandardAdvanced

Summary

Calculates the market penetration based on customer data within an area.

Learn more about how Market Penetration works

Usage

Syntax

MarketPenetration_ba (MarketPenetrationLayer, MarketPenetrationAreaID, IN_MP_AREA_DESCR, CustomerLayer, MarketPenetrationTMCType, OutputFeatureClass, {MarketPenetrationUseSelectedMPAreas}, IN_MP_STORE_ID, {UseSelectedCustomers}, {CustomerWeightField}, {MarketPenetrationTMCField}, {InputGeographyLevel}, {MarketPenetrationTMCSummarization}, {IN_CL_STORE_ID}, {ReportTitle}, {MarketPenetrationReportDirectory}, {ReportFormats})
ParameterExplanationData Type
MarketPenetrationLayer

The input feature class used for calculating the values for the market penetration.

Feature Layer
MarketPenetrationAreaID

Unique ID field in the market penetration layer.

Field
IN_MP_AREA_DESCR

Field used to describe or name each feature in the market penetration layer.

Field
CustomerLayer

The input feature class (usually a customer layer) that will be used to determine the market penetration.

Feature Layer
MarketPenetrationTMCType

The method that will be used to calculate the market penetration values.

  • In the layer attribute tableCalculates the market penetration based on an existing field in the input layer.
  • Calculate using geography levelCalculates the market penetration based on Business Analyst data.
  • Calculate using online dataCalculates the market penetration based on ArcGIS Online data.
String
OutputFeatureClass

The feature class that will contain the market penetration features.

Feature Class
MarketPenetrationUseSelectedMPAreas
(Optional)

The features used to calculate the market penetration.

  • TRUEUses selected features to calculate the market penetration.
  • FALSECalculates the market penetration on all features. This is the default.
Boolean
IN_MP_STORE_ID

The unique identifier associated with each store.

Field
UseSelectedCustomers
(Optional)

The features of the customer layer used to calculate the market penetration counts.

  • TRUEUses selected features of the customer layer to calculate the market penetration counts.
  • FALSECalculates the market penetration counts based on all customer points. This is the default.
Boolean
CustomerWeightField
(Optional)

Uses a weight field in the customer layer instead of the customer counts to calculate the market penetration values. For example, you can calculate penetration based on total sales per household for each ZIP Code.

Field
MarketPenetrationTMCField
(Optional)

The attribute field containing the values for the market penetration calculation.

Field
InputGeographyLevel
(Optional)

The geography level that contains the market counts for the market penetration.

Feature Layer
MarketPenetrationTMCSummarization
(Optional)

The attribute that will be used to calculate the total market counts from the standard geography level.

Field
IN_CL_STORE_ID
(Optional)

Unique ID linking the customer file with the store file.

Field
ReportTitle
(Optional)

Title of the report.

String
MarketPenetrationReportDirectory
(Optional)

Report is created in this output folder.

Folder
ReportFormats
[ReportFormat,...,...]
(Optional)

One or more formats to which the report will be output.

  • Simple XML
  • PDF
  • HTML
  • CSV
  • ZIP
  • XLSV
  • Stripped XLSX
String

Code Sample

MarketPenetration Example (Stand-alone Script)
# Name: MarketPenetration.py
# Description: Calculates how well customers in the San Francisco penetrate the households in that market.
# Author: Esri

# Import system modules
import arcview
import arcpy

arcpy.AddToolbox("C:\Program Files (x86)\ArcGIS\Desktop10.2\Business Analyst\ArcToolbox\Toolboxes\Business Analyst Tools.tbx")

try:    
# Acquire extension license 
  arcpy.CheckOutExtension("Business") 
 
# Define input and output parameters for the Market Penetration tool
  MarketPenetration = "C:/ArcGIS/Business Analyst/US_2013/Data/BDS/esri_bg.bds"
  MarketId = "ID"
  MarketName = "NAME"
  CustInput = "C:/temp/sf_cust.shp"
  OutPath = "C:/temp/Marketpenetration.shp"
  MarketCounts = "TOTHH_CY"
 
# Create a Market Penetration output    
  arcpy.MarketPenetration_ba(MarketPenetration, MarketId, MarketName, CustInput, "In the layer attribute table", MarketCounts, "#", "#", OutPath)
 
# Release extension license 
  arcpy.CheckInExtension("Business") 
 
except:
  print arcpy.GetMessages(2)

Environments

This tool does not use any geoprocessing environments

Related Topics

Licensing Information

ArcGIS for Desktop Basic: Requires Business Analyst
ArcGIS for Desktop Standard: Requires Business Analyst
ArcGIS for Desktop Advanced: Requires Business Analyst
3/3/2014