Mapping Variables

You can view your variables on a map using the mapping functionality. This tool provides the ability for you to view the general distribution of a variable, while also allowing you to add various layers onto your map.

Use WalkMe Through to be taken through a step-by-step of this process in ENVISION itself! Click on the WalkMe Through button below to get started!

WalkMe Through

Inputs Required:

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 > Variable.

You have the option to build your map based on Standard Geography, an existing Trade Area or Probability.

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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, or select one of your saved variables by clicking the My Variables tab. 

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4. Select a Variable 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, or 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.

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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 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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11. Click any of the coloured squares (Choropleth) or circles (Graduated Circles) to adjust the category style. 

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

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13. Close the editor by clicking 'x'.

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14. 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 customers and segments.

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

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Probability Maps

Probability maps are primarily for Consumer Packaged Goods (CPG) clients who license Spectra Trade Areas. These maps will represent the neighbourhood propensity to patronize focused stores, along with the variation in levels of patronage. Neighbourhoods outside the Trade Area boundary may or may not visit the focus location, but are more likely to frequent other store locations according to the Spectra probabilistic model. The probabilistic map shows the neighborhoods with the highest probability of patronage.

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3. Once you have selected Add Layer > Variable > Probability, select a licensed data source. 

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You will be prompted to select a variable (likely a category, store of geographic location) that will be added as a layer to your map. 

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4. Click Next to adjust the style of your layer.

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

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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6. Click Create Layer once you have made any style adjustments.

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7. Close the editor by clicking 'x'.

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8. 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 customers and segments.

9. 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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10. 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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