Part 2. MM4XL Tools > 2. Analytical Tools > Gravitation Analysis > Data Input

Business Formulas

Data Input

Gravitation Analyst requires input of three main kinds of data, as shown in the picture below, one column of labels and two columns of values, the population size and the distance from the central item respectively. For the sake of explanation we make the case of a department store called Jumbo that sells toys and whose management wants to determine Jumbo's gravitational retail area versus six of its competitors located in the same area.

 Retail Gravitation Software: Sales Area and Territory Strategy Plan

The Single-Map Case

The map we saw above helps to clarify the concept. There is one central item and all around it are spread, according to the distance value, the peripheral items. In the table above, the first row corresponds to the central item (Jumbo is a toy department store) and its distance value (column D) must be zero. The third value (column C) is the size in squared meters of each store.

One can use either the store size in squared meters or the number of residents (population) in the area. Read more about population in the Technicalities chapter.

In our example, the range D2:D8 goes in the input field below. Simply select the range with the mouse and hit enter.

 Retail Gravitation Software: Sales Area and Territory Strategy Plan

A second window, similar to the one above, requires you to enter the Size or Population range (C2:C8) while the labels range (B2:B8) goes in the third and last window. Finally, hit OK to start the analysis.

The Multi-Map Case

The same input path is followed for mapping several areas at once. The picture below shows how to group the data for a multi-item analysis. The only important thing to notice is to pay attention to input data ranges of the same length (e.g. same number of cells). In the window above, for instance, the distance data corresponds to the range E3:G11 and the other two ranges, B3:D11 and H3:J11, have exactly the same shape.

 Retail Gravitation Software: Sales Area and Territory Strategy Plan

The multi-case analysis may result in a particularly useful chart for comparing shape and characteristics of, for instance, several regions served by different sales persons. The picture below shows an example of map comparison.

 Retail Gravitation Software: Sales Area and Territory Strategy Plan

In the labels one can be put adjunctive information to be displayed on the map, such as sales data, number of employees, etc.

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