ArcMap

Market Potential Report

Available with Business Analyst license.

Summary

Measures the likely demand for a product or service for your market area by a specific geography level from market potential data.

Learn more about how Market Potential Report works

Usage

  • Total adult population includes individuals 18 years old or older.

  • Typically, this report is generated using an MRI profile as the target profile and the boundary of your market as a geographic base profile.

Syntax

arcpy.ba.MarketPotentialReport(InputGeographyLevel, BaseProfile, TargetProfile, OutputDirectoryParameterName, {TitleParameterName}, {SegmentationBase}, {CreateThematicMap}, {ThematicMapField}, {OutputFeatureClass}, {ReportFormats})
ParameterExplanationData Type
InputGeographyLevel

The level of geography that will be used to calculate the Market Penetration.

Feature Layer
BaseProfile

The base profile used in the calculation of the index and percent penetration. This profile is usually based on the geographic extent of your customers.

Folder
TargetProfile

The target profile that will be compared to the base profile. Typically, this is based on your customers and is generated using the Segmentation Profile tools.

Folder
OutputDirectoryParameterName

The output directory that will contain the report.

Folder
TitleParameterName
(Optional)

Title for the report.

String
SegmentationBase
(Optional)

Defines the base for the profile.

  • Total Adult Population —Generates a profile using Total Adult Population (18+) as the base.
  • Total Households —Generates a profile using Total Households as the base.
String
CreateThematicMap
(Optional)

Select this option to generate a thematic map on a selected variable.

  • CREATE_THEMATIC —Generates a thematic map.
  • NO_THEMATIC —Does not generate a thematic map.
Boolean
ThematicMapField
(Optional)

Select the field to generate the thematic map.

  • Expected Customers —The estimated number of adults or households that use a particular product or service.
  • Percent Penetration —The measure of the percent of adults or households that use a particular product or service compared to the Total Households or Total Adults in the geography.
  • Index —Measures the likelihood of adults or households in a specified area to exhibit certain consumer behavior compared to the U.S. nation average. The index is tabulated to represent a value of 100 as the overall demand for the base area. A value of more than 100 represents high demand and a value of less than 100 represents low demand.
String
OutputFeatureClass
(Optional)

The output feature class for the market potential report.

Feature Class
ReportFormats
[ReportFormats,...]
(Optional)

Select the desired report output format.

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

Code sample

MarketPotentialReport example (stand-alone script)

# Name: MarketPotentialReport.py
# Description: Generates a market potential report based on ZIP Codes.
# Author: Esri

# Import system modules
import arcview
import arcpy

arcpy.ImportToolbox(r"C:\Program Files (x86)\ArcGIS\Desktop10.8\Business Analyst\ArcToolbox\Toolboxes\Business Analyst Tools.tbx")
 
try:
# Acquire extension license 
  arcpy.CheckOutExtension("Business") 
 
# Define input and output parameters for the Market Potential Report tool
  GeoLayer = "C:/ArcGIS/Business Analyst/US_2022/Data/Demographic Data/ZIPCodes_zp_esri.bds"
  Base = "C:/My Output Data/Projects/Default Project/Segmentation/Profiles/Base/Profile.xml"
  Target = "C:/My Output Data/Projects/Default Project/Segmentation/Profiles/Target/Profile.xml"
  OutPath = "C:/My Output Data/Projects/Default Project/Reports/Market Potential"
 
# Create a Market Potential Report
  arcpy.MarketPotentialReport_ba(GeoLayer, Base, Target, OutPath)
 
# Release extension license 
arcpy.CheckInExtension("Business")

Environments

This tool does not use any geoprocessing environments.

Licensing information

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

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