ArcMap

Huff Model Calibration By Real Data

Available with Business Analyst license.

Summary

Statistically calibrates the Huff Model using observed customer data for each store location in the study area.

Learn more about how Huff Model Calibration By Real Data works

Usage

  • The first step to executing this tool is to define a study area that includes all the trade areas of all competing stores being analyzed.

  • The calibration output of this tool is used as an input for the Advanced Huff Model.

  • The customer data must contain information from a sample of households in each subgeography area within the study area. There must be customer data for each existing and competitive store location in the study area. The customer information is converted in the model to proportions for each subgeography area.

  • The Potential Customers Geographic Level parameter value is usually polygon features representing subareas where potential customers live. You can also input point features; for example, block centroids that have associated demographic data.

  • The Competitive Store Layer should include all competitive locations in a given study area. This layer should also include any of your existing store locations in the study area, since they will act as competitors to a new store location. In most cases, the Competitive Store Layer will be a Business Analyst store layer.

  • Competitive store locations can be extracted from the Add Business Listings function in Business Analyst.Learn more about adding business listings

  • Store Attraction Fields, also known as predictor values, often include attributes of a store, such as square footage, number of parking spaces, advertising, store hours, prices, age, appearance, signage, accessibility, and so on.

Syntax

HuffModelCalibrationByRealData_ba (PotenCustGeogLevel, GeogIDField, CustomersWithAssignedStoreID, AssociatedStoreID, StoreLayer, StoreIDField, StoreAttractionFields, DistanceCalculationMethod, OutputCalibrationFolder, {AnalizeSelectedCustomersOnly}, {ExcludeOutlyingCustomers}, {CutoffDistance}, {MeasureUnits}, {NeedReportOutput}, {ReportTitle}, {ReportFile}, {ReportFormats})
ParameterExplanationData Type
PotenCustGeogLevel

Polygon features representing subareas where potential customers live. Point features (for example, block centroids) that have associated demographic data can also be used.

Feature Layer
GeogIDField

The unique identifier of the Potential Customers Geographic Level.

Field
CustomersWithAssignedStoreID

Point features (typically a Business Analyst customer file) containing customer data and an associated store ID.

Feature Layer
AssociatedStoreID

The store ID field in the customer layer that assigns each customer to a store.

Field
StoreLayer

The layer that contains the competitive points (usually stores) used to determine how sales are influenced and distributed across the analysis area.

Feature Layer
StoreIDField

The unique identifier of the competitive store layer.

Field
StoreAttractionFields
[StoreAttractionFields,...]

The values that measure how attractive a store is to consumers.

Field
DistanceCalculationMethod

Assigns the method used to calculate distances between geographic areas defined by the potential customers layer parameter and stores from the competitive store layer.

  • STRAIGHT_LINE_DISTANCE —Euclidean (as the crow flies) approach.
  • DRIVE_DISTANCE —Driving distance measured in units of distance.
  • DRIVE_TIME —Driving time measured in units of time.
String
OutputCalibrationFolder

The output folder that will contain the Huff Model calibration result file.

Folder
AnalizeSelectedCustomersOnly
(Optional)

Uses only selected features to generate the Huff Model Calibration By Real Data.

  • True —Generates the Huff calibration model on selected features in the customers layer.
  • False —Generates the Huff calibration model on all features in the customers layer.
Boolean
ExcludeOutlyingCustomers
(Optional)

Optionally sets a cutoff distance to remove outlying points from the model.

  • True —Excludes outlying customers.
  • False —Includes all customers in the analysis.
Boolean
CutoffDistance
(Optional)

The threshold to exclude outlying customers from the analysis.

Double
MeasureUnits
(Optional)

The units used with the distance values. By default, the units defined in the Business Analyst preferences will be selected.

  • Minutes
  • Decimal Degrees
  • Feet
  • Kilometers
  • Meters
  • Miles
  • Nautical Miles
  • Yards
String
NeedReportOutput
(Optional)

Generates a Huff model calibration report based on real data.

  • True —Generates the Huff calibration report.
  • False —Will not generate the Huff calibration report.
Boolean
ReportTitle
(Optional)

The report title for the calibration report

String
ReportFile
(Optional)

The name for the calibration report file.

String
ReportFormats
[ReportFormats,...]
(Optional)

Format of the output report. More than one format may be selected.

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

Code sample

HuffModelCalibrationByRealData example (stand-alone script)

# Name: HuffModelCalibrationByRealData.py
# Description: Generates a calibrated model around two San Francisco stores using Sales as a predictor.
# Author: Esri

# Import system modules
import arcview
import arcpy

arcpy.ImportToolbox(r"C:\Program Files (x86)\ArcGIS\Desktop10.7\Business Analyst\ArcToolbox\Toolboxes\Business Analyst Tools.tbx")


try:
# Acquire extension license 
  arcpy.CheckOutExtension("Business")
  arcpy.CheckOutExtension("Network") 
 
 
# Define input and output parameters for the Huff Model Calibration by Real Data tool
  Potential = "C:/ArcGIS/Business Analyst/US_2018/Data/BDS/BlockGroups_bg.bds"
  SalesId = "ID"
  Cust = "C:/temp/sf_cust.shp"
  AssocStoreId = "STORE_ID"
  Store = "C:/temp/sf_stores.shp"
  StoreId = "STORE_ID"
  AttractionField = "SALES"
  DistanceCalc = "DRIVE_TIME"
  OutPath = "C:/temp/Calibration_Realdata"
 
# Create Huff Model Calibration by Real Data
  arcpy.HuffModelCalibrationByRealData_ba(Potential,
	  SalesId,
	  Cust,
	  AssocStoreId,
	  Store,
	  StoreId,
	  AttractionField,
	  DistanceCalc,
	  OutPath)
 
# Release extension license 
  arcpy.CheckInExtension("Business")
  arcpy.CheckInExtension("Network")
 
except:
  print arcpy.GetMessages(2)

Environments

This tool does not use any geoprocessing environments.

Licensing information

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

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