Mapping Customers

You can create maps in ENVISION that project the general distribution of your customers. The mapping functionality allows you to add layers and customize your outputs. Some distinct features include, adding variables and areas to customer maps to further understand where your customers reside, and the best ways to reach them.

You can create the following Customer Maps:

Creating Maps Using Standard Geographies (Choropleth & Graduated Circle maps)
Creating Maps Using Trade Areas (Choropleth & Graduated Circle maps)
Creating Maps Using Coordinates (Heatmaps)

Inputs Required:

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Creating Maps Using Standard Geographies

1. In the side panel, click Mapping.

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Please wait for the mapping interface to load before proceeding. 

2. Navigate to the ribbon on the top-left corner and select Add Layer > Customer > Standard Geography.

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3. Select a customer file from the drop-down list.

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4. Choose how the customer file should be represented on the map by clicking the checkbox next to it.

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5. Once you have made your selection, click Next.

6. Select an Area(s) of interest. Alternatively, you can search for a specific area using the search bar.

If you are a Spectra client, you have the option to select one of your licensed areas by clicking the System Areas tab. If you do not have enough or would like to create other Trade Areas, click Create New Area(s), which will lead you to a window where you can create Trade Areas using the Draw, Distance, Drivetime, Customer-Based, or Geography tools. Follow the steps in the Creating Custom Areas Using a Map article for more guidance.

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7. Once you have made your selection, click Next

8. The Settings tab allows you to adjust the Map Type and Geography Level.

  • The Map Type can be either:
    • Value, which will create a thematic based on the count of the customers
    • % Penetration, which will create a thematic based on the penetration of the customers in the specified geography

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Please see Canadian Geography or USA Geography for more information on geographic extents.

9. Click Create Layer.  

10. The Style tab allows you to adjust the Method, Class, Color Gradient, Outline Width, Outline Color and Symbol Size.

Methods

  • Natural Breaks: Classes are based on natural groupings inherent in the data. Class breaks are identified that best group similar values and that maximize the differences between classes. The features are divided into classes whose boundaries are set where there are relatively big differences in the data values. Natural breaks are data-specific classifications and not useful for comparing multiple maps built from different underlying information.
  • Quantiles: Each class contains an equal number of features. A quantile classification is well suited to linearly distributed data. Quantile assigns the same number of data values to each class. There are no empty classes or classes with too few or too many values. Because features are grouped in equal numbers in each.
  • Equal Interval: Equal intervals divide the range of attribute values into equal-sized subranges. This allows you to specify the number of intervals, and the class breaks based on the value range are automatically determined. For example, if you specify three classes for a field whose values range from 0 to 300, three classes with ranges of 0–100, 101–200, and 201–300 are created. Equal interval is best applied to familiar data ranges, such as percentages and temperature. This method emphasizes the amount of an attribute value relative to other values. For example, it shows that a shop is part of the group of shops that make up the top one-third of all sales.
  • Standard Deviation: The standard deviation classification method Standard Deviation shows you how much a feature's attribute value varies from the mean. The mean and standard deviation are calculated automatically. Class breaks are created with equal value ranges that are a proportion of the standard deviation—usually at intervals of one, one-half, one-third, or one-fourth standard deviations using mean values and the standard deviations from the mean.

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11. You have the option to create a Choropleth or Graduated Circles map. 

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Choropleth Map:A visual representation of geographic areas with high/low concentrations of your variable of interest (Map Count or Map % Penetration). Choropleth maps use different shading and colors based on quantitative data. The data is then classified using one of the classification methods available (Ex. Natural Break).

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Graduated Circle Map:A visual representation of the concentration of your variable of interest, along with the ability to overlay graduated circles representing variable density. Graduated circles scale the size of the circle proportionally to the quantity or value at that location. If it is a polygon, then it is most likely the centroid for that geography.

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12. Click any of the colored squares (Choropleth) or circles (Graduated Circles) to adjust the category style and range. 

Choropleth Map

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Graduated Circles Map

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13. Toggling from breaks to labels allows you to change the threshold and names of the ranges, which will be reflected in the legend.

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Once you have made your stylistic edits, click Update Style

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14. Close the editor by clicking 'x'.

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15. The Content pane loads, allowing you to see your map layers. 

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Each layer is driven by a workflow. You can rearrange layers by dragging them up and down, projecting the layers onto your map accordingly. 

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You can add additional layers to your maps, such as variables and segments.  

16. Navigate to the Save Map tab and add a Title and Subtitle. Once complete, click Save. All saved maps are accessible through the Open Map tab.

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17. You can also export your map using the Print tab, which also provides further customization options.

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Creating Maps Using Trade Areas
1. In the side panel, click Mapping.

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Please wait for the mapping interface to load before proceeding. 

2. Navigate to the ribbon on the top-left corner and select Add Layer > Customer > My Trade Areas .

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3. Select a customer file from the drop-down list.

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4. Choose how the customer file should be represented on the map by clicking the checkbox next to it.

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5. Once you have made your selection, click Next.

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6. Select an Area of interest. Alternatively, you can search for a specific area using the search bar. You must select at least three trade areas for your map.  

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Note: If you do not have enough or would like to create other Trade Areas, click Create New Area(s), which will lead you to a window where you can create Trade Areas using the Draw, Distance, Drivetime, Customer-Based, or Geography tools. Follow the steps in the Creating Custom Areas Using a Map article for more guidance.

7. Once you have made your selection, click Next.

8. The Settings tab allows you to adjust the Map Type.

  • The Map Type can be either:
    • Value, which will create a thematic based on the count of the customers
    • % Penetration, which will create a thematic based on the penetration of the customers in the specified geography

step_8_for_my_trade_areas_section.png

9. Click Create Layer.  

10. The Style tab allows you to adjust the Method, Class, Color Gradient, Outline Width, Outline Color and Symbol Size.

Methods

  • Natural Breaks: Classes are based on natural groupings inherent in the data. Class breaks are identified that best group similar values and that maximize the differences between classes. The features are divided into classes whose boundaries are set where there are relatively big differences in the data values. Natural breaks are data-specific classifications and not useful for comparing multiple maps built from different underlying information.
  • Quantiles: Each class contains an equal number of features. A quantile classification is well suited to linearly distributed data. Quantile assigns the same number of data values to each class. There are no empty classes or classes with too few or too many values. Because features are grouped in equal numbers in each.
  • Equal Interval: Equal intervals divide the range of attribute values into equal-sized subranges. This allows you to specify the number of intervals, and the class breaks based on the value range are automatically determined. For example, if you specify three classes for a field whose values range from 0 to 300, three classes with ranges of 0–100, 101–200, and 201–300 are created. Equal interval is best applied to familiar data ranges, such as percentages and temperature. This method emphasizes the amount of an attribute value relative to other values. For example, it shows that a shop is part of the group of shops that make up the top one-third of all sales.
  • Standard Deviation: The standard deviation classification method Standard Deviation shows you how much a feature's attribute value varies from the mean. The mean and standard deviation are calculated automatically. Class breaks are created with equal value ranges that are a proportion of the standard deviation—usually at intervals of one, one-half, one-third, or one-fourth standard deviations using mean values and the standard deviations from the mean.

mceclip0.png

11. You have the option to create a Choropleth or Graduated Circles map. 

mceclip0.png

Choropleth Map:A visual representation of geographic areas with high/low concentrations of your variable of interest (Map Count or Map % Penetration). Choropleth maps use different shading and colors based on quantitative data. The data is then classified using one of the classification methods available (Ex. Natural Break).

mceclip2.png

Graduated Circle Map:A visual representation of the concentration of your variable of interest, along with the ability to overlay graduated circles representing variable density. Graduated circles scale the size of the circle proportionally to the quantity or value at that location. If it is a polygon, then it is most likely the centroid for that geography.

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12. Click any of the colored squares (Choropleth) or circles (Graduated Circles) to adjust the category style and range. 

Choropleth Map

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Graduated Circles Map

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13. Toggling from breaks to labels allows you to change the threshold and names of the ranges, which will be reflected in the legend.

mceclip22.png

14. Once you have made your stylistic edits, click Update Style

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15. Close the editor by clicking 'x'.

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16. The Content pane loads, allowing you to see your map layers. 

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Each layer is driven by a workflow. You can rearrange layers by dragging them up and down, projecting the layers onto your map accordingly. 

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17. You can add additional layers to your maps, such as variables and segments.  

18. Navigate to the Save Map tab and add a Title and Subtitle. Once complete, click Save. All saved maps are accessible through the Open Map tab.

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19. You can export your map using the Print tab, which also provides further customization options.

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Creating Maps Using Coordinates
1. In the side panel, click Mapping.

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Please wait for the mapping interface to load before proceeding. 

2. Navigate to the ribbon on the top-left corner and select Add Layer > Customer > Coordinates .

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3. Select a customer file that you'd like to use by clicking the checkbox next to it. Alternatively, you can search for a specific customer file using the search bar.

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4. Your customer coordinates will project on the map. Please wait for the mapping interface to load before proceeding. 

5. Navigate to the Content tab.

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6. Click your new layer (the red dot in the image below). 

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7. In the Style tab, use the drop-down under Renderer Type and select Simple or Heatmap

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Simple (Dot) Map: A map type that represents unclassified data of your customers. Quantitative values for one or more fields are represented as a collection of point symbols (typically solid circles or dots) in each polygon. Each dot represents a constant number of customers. Simple (Dot) maps help answer questions about your data, such as: How do quantities of customers compare geographically?

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Heatmap: A map type that displays customer density and the overall geographic concentration of your customers. Heatmaps help answer questions about your data, such as: How do concentrations of customers compare geographically?
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Note: Heatmaps should be used directionally, and as more of a visual aid than an accurate way to show point density. They are best used in conjunction with another visualizations or map layers. 

8. Adjust the Color Gradient, Blur Radius and Min/Max Values to suit your preferences.

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Note: 
Zooming in and out will also change the heat map rendering, as the density will be recalculated each time the maps extent changes. Heat maps use a dynamic method, which is specifically useful for viewing the distribution of data within a particular area. 

Low Blur Radius

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High Blur Radius
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9. Click Update Style once you have made your edit. 

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The map draws, shading select levels of geography based on the number of customers found within each boundary.

You can add additional layers to your maps, such as variables and segments.  

10. Navigate to the Save Map tab and add a Title and Description. Once complete, click Save. All saved maps are accessible through the Open Map tab.

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11. You can export your map using the Print tab, which also provides further customization options.

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For more information about mapping functionalities, please see The Mapping Toolbar and Advanced Mapping Options

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