Tag Archives: TIGER shapefiles

Business Data Analytics: Methods & Tools

Business Data Analytics can help most any business more effectively reach goals and objectives. Whether a new or established business, serving a county or national market, similar tools and methods apply. See related Web version for more details.

• How can you examine patterns/characteristics of existing customers?
• Where are prospective customers and possible unknown opportunities?
• How do you best define your market area?
  – what geographies have the largest number of prospects?
• What are the sales potential in this market area?
  – what are the best measures to examine sales potential?
• What is your competitive position?
  – how many other establishments offer a similar service in your market area?
• How can your sales data identify geographic areas of opportunity?

Tools and methods described here can help answer these questions and facilitate strategic planning. Here are key steps to using Business Data Analytics in your business. These applications make use of a GIS project and data for a business located in the San Diego area. Click link to view graphics.
Business locations
Territories served
Market characteristics
Urban population by block; population by tract
Customer locations
Prospect locations
Competitor locations
Composite of above
Related topics

Locations [goto top]
Where are the business locations/stores/operations
Blue triangle markers show existing locations. Are these the ideal locations?

— view created using CV XE GIS and associated Business Patterns GIS Project
— click graphic for larger showing details.

Territories Served [goto top]
What territories do locations serve? Are they developed correctly?
Territories for service/market areas are shown as color-shaded areas.
— flexibly re-define territories

— view created using CV XE GIS and associated Business Patterns GIS Project
— click graphic for larger showing details.

Market Characteristics [goto top]
What are the market characteristics?
Graphic shows patterns of median household income (MHI) by census tract;
— identifying areas with best opportunity
— examine wide-ranging demographic-economic characteristics
— market area tracts shown with cross-hatch pattern
— MHI intervsls/color correspondence shown in legend at left of map
— ranges can be customized/shifted to suit

— view created using CV XE GIS and associated Business Patterns GIS Project
— click graphic for larger showing details.

Urban Population by Block; Population by Tract [goto top]
Urban census blocks are shown with an orange fill pattern.
– examine scope of urban areas and how they relate to business development.
Census tract population is shown as a label for all tracts.
– identify population concentrations/attributes for small areas.

— view created using CV XE GIS and associated Business Patterns GIS Project
— click graphic for larger showing details.

Customers [goto top]
Red markers show existing customers.
— linked to customer/product database

— view created using CV XE GIS and associated Business Patterns GIS Project
— click graphic for larger showing details.

Prospects [goto top]
Orange and green markers show prospects based on different sources/criteria.

— view created using CV XE GIS and associated Business Patterns GIS Project
— click graphic for larger showing details.

Competitors [goto top]
What is the competitive position/where are competitors located?
Red triangle markers show where competitors are located.

— view created using CV XE GIS and associated Business Patterns GIS Project
— click graphic for larger showing details.

Composite View [goto top]
Integrating business operating environment.
Graphic shows zoom-in to Encinatas location with all features shown separately in above views.
Roads/streets have been added; optionally use for routing and locational analysis.

— view created using CV XE GIS and associated Business Patterns GIS Project
— click graphic for larger showing details.

Related Topics for Extended Analysis [goto top]
These extended topics make use of the data and analyses reviewed above. These topics will be covered in subsequent sections.

• Determining performance relative to the market characteristics
• Assessing impact of external and internal factors affecting operations
  – supply chain, labor force, costs, demand …
• Examining financial situation and outlook?
• Determining areas of missed opportunity
  – metros, hot spots within metros (tracts)
• Using collective data in models for predictive analyses
  – how might things change, when where and how?
• How to interpret statistical releases
  – determining which relevant, assessing implications for impact
• How to most effectively make team/collaborative/management decisions

About the Author
— Warren Glimpse is former senior Census Bureau statistician responsible for innovative data access and use operations. He is also the former associate director of the U.S. Office of Federal Statistical Policy and Standards for data access and use. He has more than 20 years of experience in the private sector developing data resources and tools for integration and analysis of geographic, demographic, economic and business data.