Visualization of Big Data &

Retail Analysis John R. Wadella

Petroleum Industry Track

July 21, 2015

San Diego, CA

NOT LONG AGO…

ESRI WAS JUST AN UPSTREAM SOLUTION

TODAY…

BIG DATA REQUIRES US TO BETTER VISUALIZE

VALUE DETERMINATION

FOR A CONVENIENCE STORE Site Factors

• Size

• Traffic volume

• Visibility

• Access Fuel Volume

• In-Store Sales

• Car Wash Sales

• Other

Economic Return to

• Real Estate

• Equipment

• Business Value

CONVENIENCE STORE VALUE Physical Division

• Land Value

• Improvement Value

Legal Division

• Leased Free Value

• Sandwich Lease Value

• Leasehold Value

Trade Area Factors

Supply

• Competition

Demand

• Population

(Customers)

• Income levels

Gross Sales

Less: Cost of Goods Sold

Gross Profit

Less: Operating Expenses

EBIDTA

Appraisal Institute: Convenience Stores and Retail Fuel

Properties: Essential Appraisal Issues

TRADE AREA

COMPETITIVE LANDSCAPE

ESRI ArcGIS On-Line

* Change symbols to customize

* Evaluate distance proximity

REDLANDS, CA

TRADE AREA

SUPPLY CAPABILITY

ESRI ArcGIS On-Line (Portal)

* Transportation data overlay

* Hazardous route mapping

REDLANDS, CA

DEMAND

POPULATION ESRI Maps for Office

* Enrich Layer

* Total Population

DEMAND

INCOME LEVELS ESRI Maps for Office

* Enrich Layer

* Household income

* Spending Facts

SITE FACTORS

TRAFFIC

Traffic Capture Decay Rates Y= 27.901x-0.738

- What are the potential annual gross sales?

- How traffic counts factor into time of day and staffing?

DETAILED REPORTS

ESRI Maps for Office

ArcGIS On-Line (Portal)

RESULTANT

BENEFITS

Enhances decision making

Reduces analysis time

Enables rapid identification of quality assets

Supplemental data to develop retail insights

BREAKEVEN

PROFIT

COST

ESRI

TOOL SUMMARY

ArcGIS Online

ArcGIS Portal (Production)

ArcGIS Portal (Development)

ESRI Maps for Office

“What counts in life is not the

mere fact that we have lived. It

is what difference we have

made to the lives of others that

will determine the significance of

the life we lead.”

Nelson Mandela