Introduction to Esri Business Analyst Desktop (10.0)

Description

This course teaches how to integrate geography and business intelligence data to enable better business decision making. You will learn how to use the powerful Business Analyst Desktop tools and extensive data package to analyze site locations, customers, markets, territories, and competitors—helping you uncover patterns, trends, and opportunities in your customer and sales data.

Who Should Attend

Marketing analysts and other business professionals with little or no GIS experience who need to better understand their customers, competitors, and markets.

Learn How To

• Integrate GIS into business analyses to reveal geographic patterns on a map.
• Define a study area for analysis to understand how market changes affect existing and proposed site locations.
• Create and manage balanced sales and service territories and regions to better manage resources and minimize cannibalization.
• Display customer and business site locations on a map to assess customer proximity and site performance in relationship to competitors' locations.
• Create trade areas based on customer and site locations to accurately evaluate their potential.
• Conduct drive-time and market penetration analyses to determine maximum travel time or distance customers might drive.
• Perform customer profiling and prospecting analyses to generate detailed information about your customers and find others like them.
• Produce reports and maps to present analysis results to decision makers.

Esri will provide the following software to use during class:

• Esri Business Analyst Desktop 10.0

GIS fundamentals for Business Analyst Desktop

• Features, attributes, layers, and map scale
• Thematic mapping
• Querying a map

Working with Business Analyst datasets

• Business GIS concepts
• Working with Business Analyst datasets and layers
• Setting preferences
• Mapcentric and datacentric analytical approaches

Working with projects and study areas

• Creating and managing projects
• Creating and managing study areas
• Setting the analysis extent
• Understanding the difference between a study area, a project, and an analysis extent

Managing customers and sites

• Use Address Coder for geocoding
• Managing customer and store data
• Assigning customers to stores
• Querying and adding business listings based on current extents, name, and industry classification

Analyzing markets and sites

• Displaying markets and sites on a map
• Creating customer profiles
• Finding areas with people who are similar to your existing customers
• Calculating sales potential
• Performing market penetration analysis
• Finding locations for new sites based on the characteristics of your most successful site

Analyzing trade areas

• Creating simple ring, site prospecting, and drive-time trade areas
• Creating desire lines (spider diagrams)
• Identifying and removing trade area overlaps

Creating reports

• Types of reports
• Using report templates
• Creating custom reports

Designing and managing territories

• Creating territories based on demographics
• Balancing and editing territories
• Dealing with overlapping territories
• Creating territory reports

Target marketing with Tapestry Segmentation

• Understanding segmentation
• Creating profiles and target groups
• Generating maps and reports

• Knowledge of Windows-based software for basic file management and browsing is required.
• Although no GIS or Esri software experience is required, you may find it beneficial to take the short web course, Getting Started with GIS.