Mapping Customers

You can view your customers on a map using the mapping functionality. This tool provides the ability for you to view the general distribution of your customers, add customer and other layers, along with the ability to create custom map outputs. 

You can create the following Customer Maps:

Choropleth and Graduated Circle Maps:
Choropleth Maps: 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.
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Graduated Circle Maps:
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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Heat maps:
A visual representation of high/low concentrations of customers based on customer density; shows how far from a location the concentration of customers increases or decreases. The Heat map color scheme is a smoothly varying set of colors, ranging from cool (sparse density of points) to hot (high density of points). The density definition, and therefore the color values, change as you zoom in and out or change the ‘blur radius’ option.
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Inputs Required:

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Choropleth and Graduated Circle Maps
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.

You have the option to build your map based on Standard Geography, an existing Trade Area or by using Coordinates

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3. Select a licensed data source from the drop-down list. Alternatively, you can search for a specific variable using the search bar.

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4. Select a Variable from your customer file that you'd like to use by clicking the check mark 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.

If you are a Spectra client, you have the option to select one of your licensed areas by clicking the System Areas tab. 

Note: If you are building your map using Trade Areas, ensure that you select at least three areas for your map.  

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7. Once you have made your selection, click Next

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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.

9. Click Next.

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10. The Style tab allows you to adjust the Method, Class, Colour Gradient, Outline Width, Outline Colour 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. 

Choropleth Map: A visual representation of geographic areas with high/low concentrations of your customers (Map Count or Map % Penetration).
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Graduated Circle Map: A visual representation of the concentration of your customers, along with the ability to overlay graduated circles representing customer density. 
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12. Click any of the coloured 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. Toggle between Breaks and Labels to adjust the threshold and legend.

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Note: For Graduated Circle maps, you can adjust the picture symbol in the Update Category Section by selecting Picture Symbol and uploading your image accordingly. 

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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 Description. 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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Heat maps
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 the check box next to the customer file that you would like to map. Alternatively, you can search for a specific customer file using the search bar.

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You will see the map populate accordingly. Depending on the map type, you will also have the option to overlay Trade Areas.

4. Navigate to the Content tab and click your new layer (the red dot in the image below). 

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

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6. Adjust the Colour 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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7. 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.  

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

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

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