Geographic Information System (GIS) applications separate information into data layers. For example, store locations might be defined on one layer, with main roads on another. This allows for separate display and processing when necessary, but also for cross- referencing between layers during query and analysis.
Layers are referenced to a common spatial domain so that they can be scaled and overlaid in such a way that any given reference point can be located on any layer and its data value extracted. The Primary Market Area (PMA) function generates geographic market areas based on store locations, customer addresses, and other values. For example:
- You can use your existing database with the PMA function to create a precise polygonal boundary file using the outermost address points of customers or prospects surrounding your store or office location.
- If you have a location-dependent business, PMAs can help you identify market overlap and pockets of untapped opportunity.
- To ensure that you are working with the most compact trade area possible, you can specify parameters that tighten the size of the boundary. For instance, you can set parameters to include only the closest group of customers representing 80 percent of your sales.
Even if you do not have any customer data, you can use the PMA function to create trade areas based on simple or non-overlapping rings. You can also export geography files created in Centrus Desktop (GSB files) to third-party file formats.
Creating store-based PMAs
Store-based PMAs consist of one or more simple or non-overlapping rings drawn at distances that you specify from a store location. Both simple and non-overlapping rings may be inclusive (concentric circles) or exclusive ("donuts"). The resulting PMAs are saved as data layers in Centrus Desktop's GSB format.
To create store-based PMAs, you must have a data file containing geocoded store locations with Latitude and Longitude fields and unique store identifiers. If you need to geocode the addresses in your files, you can use the Centrus Desktop Address Coding module. For more details on geocoding, see Using Address Coding.
To generate store-based PMAs:
- Select Tools > Shape Layers > Generate PMA. The PMA Generation - Specify Store Table dialog box appears.
- Specify the name of the geocoded Store Table you wish to use to generate PMAs. Note: You cannot type file names directly into the text boxes. Instead, click the Browse button to select the path and filenames in file selection dialog boxes.
- Specify the Store Input Fields. Centrus Desktop automatically fills in Latitude and Longitude, if possible. Check that these field names are correct.
- Select an ID field from the drop-down list box. The ID field must contain unique values.
- Click Next to continue. The PMA Generation - Define Output Files dialog box appears.
- Specify the type of PMAs to generate:
- In the Type section, select Simple Rings or Non-Overlapping
Rings, and
Inclusive or Exclusive.
- In the Outputs section, specify the radius for each ring and a file name for the layer. You can specify up to three layers.
- In the Type section, select Simple Rings or Non-Overlapping
Rings, and
- Click Browse to select the path and file names in file selection dialog boxes.
- Click Next to continue. The PMA Generation - Layer Options dialog box appears.
- Specify what you want to do with the resulting PMA layers:
- Add to PIP Layer adds the PMA output files to the current list of data layers available to the Point-in-Polygon module.
- Show In Map starts the Map Viewer and displays the PMAs after they are created. You can optionally show stores, labels, and roads in the map display.
- Click Finish.
Creating customer-based PMAs
Customer-based PMAs are polygonal boundary files which are defined by the outermost address points of customers or prospects that surround one or more points—typically stores or office locations. The boundaries can reflect the distribution of customers, or be weighted to reflect some other variable, such as sales. The resulting PMAs are saved as data layers in Centrus Desktop's GSB format.
To create customer-based PMAs, you must have data files containing geocoded store and customer locations with Latitude and Longitude fields and unique store identifiers, with common values in each table. If you need to geocode the addresses in your files, you can use the Centrus Desktop Address Coding module. For more details on geocoding, see Using Address Coding.
To generate customer-based PMAs:
- Select Tools > Shape Layers > Generate PMA. The PMA Generation - Specify Store Table dialog box appears.
- Select the Use Customer Points check box.
- Specify the name of the geocoded Store Table you wish to use to generate PMAs. Note: You cannot type file names directly into the file name boxes. Instead, click the Browse button to select the path and filenames in file selection dialog boxes.
- Specify the Store Input Fields. Centrus Desktop automatically fills in Latitude and Longitude, if possible. Check that these field names are correct.
- Select an ID field from the drop-down list box. The ID field must contain unique values, and should correspond to values in the customer input table.
- Click Next to continue. The PMA Generation - Specify Customer Table dialog box appears.
- Specify the name of the geocoded Customer Table you wish to use to generate PMAs.
- Specify the Customer Input Fields. Centrus Desktop automatically fills in Latitude and Longitude, if possible. Check that these field names are correct.
- Select an ID field from the drop-down list. The ID field must contain values that correspond to the ID field in the store input table.
- Select a Weight field from the drop-down list, if desired.
- Click Next to continue. The PMA Generation - Define Output Files dialog box appears.
- Specify the type of PMAs to generate:
- In the Type section, select Inclusive or Exclusive.
- In the Outputs section, specify the percentage of the value you would like to include for each PMA (for example, percentage of customers, sales, and so on).
- Specify a file name for each layer. You can specify up to three layers.
- Click Next to continue. The PMA Generation - Layer Options dialog box appears.
- Specify what you wish to do with the resulting PMA layers:
- Add to PIP Layer adds the PMA output files to the current list of data layers available to the Point-in-Polygon module.
- Show In Map starts the Map Viewer and displays the PMAs after the PMAs are created. You can optionally show stores, labels, customers, and roads in the map display.
- Click Finish.