Lesson 2 (USA Data): Trade Area Analysis Reporting

Now that you have your workspace set up and trade areas in the system, you can begin to analyze and understand your trade area residents.

Visit our Community's Data Section to review the databases you license.

1. Demographic

If you do not license data from the Demographic category, you can skip this step.

i. Run a Demographics - Trade Area report

Learn how to run reports that summarize key demographic variables in a Trade Area. Helps answer questions like:

• What are the demographics of the Trade Areas around my locations?
• How do the demographics in my Trade Area compare with the general population?
• What is the homeowner vs renter breakdown in my Trade Area?
• What are the demographics of seniors within my Trade Area?

ii. Run a Pop-Facts Demographic Trends report

Learn how to run a report that provides estimated and projected data for select demographic variables. The Pop-Facts - Trends report includes census counts and percent change calculations. It helps answer the question:

• What are the key demographic trends within my Trade Area?

2. Segmentation

If you do not license data from the Segmentation category, you can skip this step.

iii. Run a Profile - Trade Area report

Learn how to run a report that provides the segment composition of your trade area. Helps answer the questions:

• Which segments are in my trade area?
• What groups do the segments in my area belong to?
• What lifestages do the high-index segments in my trade area belong to?

3. Behavioral

If you do not license data from the Behavioral category, you can skip this step.

iv. Run a Ranking Variables - Trade Area Report

Learn how to run a list of behavioral variables ranked within one or more Trade Area(s). These rankings can be run for most licensed databases. Available databases will show up in the "Select a Variable" dropdown menu in the tool. Helps answer questions like:

• What are the top 3 most popular beer brands in my trade area?
• Which cities do households in my trade area like to visit?
• What are the highest indexing shopping trends in my trade area? 

Note: the base variable can often be determined by looking in the Basics category of the chosen database.

4. Financial

If you do not license data from the Financial category, you can skip this step.

v. Run a Financial Database Report

ENVISION offers several pre-packaged reports for financial databases depending on your license.

Learn to run a financial database trade area report

Note: the base variable can often be determined by looking in the Basics category of the chosen database.

vi. Run a Ranking Variables - Trade Area Report

Learn how to run a list of financial variables ranked within one or more Trade Area(s). These rankings can be run for most licensed databases. Available databases will show up in the "Select a Variable" dropdown menu in the tool. Helps answer questions like:

• What are the investment behaviours in my trade area?
• What is the net worth distribution of households in my trade area?
• What are the highest indexing insurance products in my trade area? 

Note: the base variable can often be determined by looking in the Basics category of the chosen database.

5. Consumer Demand

If you do not license data from the Consumer Demand category, you can skip this step.

vii. Run a Consumer Demand Database Report

ENVISION offers several pre-packaged reports for consumer demand databases depending on your license.

Learn to run a consumer demand database trade area report

Note: the base variable can often be determined by looking in the Basics category of the chosen database.

viii. Run a Ranking Variables - Trade Area Report

Learn how to run a list of consumer demand variables ranked within one or more Trade Area(s). These rankings can be run for most licensed databases. Available databases will show up in the "Select a Variable" dropdown menu in the tool. Helps answer questions like:

• What products are in demand in my trade area?
• Do I have a retail opportunity in my trade area?

Note: the base variable can often be determined by looking in the Basics category of the chosen database.

6. Business

If you do not license data from the Business category, you can skip this step.

ix. Run a BusinessProfiles Report

Learn how to run a report that provides business counts, employee numbers, sales, and industry classifications for a specified trade area. Many retailers use BusinessProfilesfor site planning, merchandising, optimizing store layouts and targeting business prospects. The database is also valuable for evaluating and executing B2B marketing efforts.

x. Run a Shopping Centers Summary Report

Learn how to run a report that provides counts and other summary information for shopping centers for a specified trade area.

xi. Run a Location Lists Report

Learn how to run a report that uses licensed data to provide a list of all businesses or locations in a trade area. The report can help answer location-based questions and provide useful insight into where current and potential business opportunities may exist in a trade area of interest.

Examples of applications:

• How many coffee shops are there in my trade area?
• What companies in my trade area have over 100 employees?
• Where are my competitors located in my trade area?

7. Download Report Results

xii. Learn how to download and output report dashboards to Excel, PDF, CSV or other file formats.

8. Complete

xiii. Congratulations, you now have a full set of reports analyzing your trade area(s) in the My Results section of ENVISION!

Let's move on to Lesson 3: Presenting and Sharing Trade Area Analysis