Analyze
Rank your best customer segments from trade areas, mobile visit data, or uploaded customer lists.
Analyze ranks your best customer segments from the data you bring into PersonaLive: trade areas around stores, visitors to stores, and customer lists. After you rank segments, send them to Map or Activate.
Load locations, mobile reports, and customer lists in Append first, or add them from Analyze’s empty state.
Choose a source
Each analysis set has a Source control:
| Source | Then select | Use it to |
|---|---|---|
| Trade Areas | Locations | Rank households that live in the trade area around stores |
| Visitors | Mobile data | Rank people who visited a location |
| Customers | Customer lists | Rank households in an uploaded list |
You can analyze one location or many. Multiple locations in the same set are combined so you see the summed trade area, visitor mix, or customer mix.
Trade areas around stores
Use Trade Areas to study who lives around your locations. For the full site-selection playbook, see Site Selection.
Open Analyze. If the set is empty, click Add Location or Select existing.
Set Source to Trade Areas, then select Locations (a brand, a group, or individual stores).
Set Trade area to Radius (for example Radius (3 mi)), Drive time, or Mobile data when a mobile footprint is attached.
Set Breakdown to PersonaLive Groups or PersonaLive Segments, then review Percent, Base, Index, and Population.
To focus on top-performing stores, group or tag them in Append first, then select that location group here.
Visitors with mobile data
If a location has mobile data from Append, set Source to Visitors and select Mobile data.
Results compare visitors against the local Market base, with Percent, Base, Index, and Raw Visits. Breakdown can use PersonaLive Groups, PersonaLive Segments, other demographics, plus visitor-only Origin DMA and Origin State—useful for tourist locations.
From the empty state, click Add mobile report or Select existing.
Rank segments from a customer list
Upload and map the file in Append (or click Add customer list from Analyze), then analyze it here.
Set Source to Customers and select Customer lists.
Review Percent, Base, and Index by PersonaLive Groups or PersonaLive Segments.
If the list includes value metrics (for example spend), switch the ranking metric to see which segments are most valuable—not only most common.
If first name, last name, or email were included at upload, matching can unlock richer demographic Breakdown options such as Age (Ranges), Income, and Children.
Compare two sets
Click Add comparison to add set B next to set A (default name Untitled Set). Choose a Source for the comparison—Trade Areas, Customers, or Visitors—then select locations, lists, or mobile data.
Use this to compare a top-store group with a prospective site, or one customer list with another. Switch from Table to Bubble chart for an XY view of which segments dominate each set.
When source types differ, Breakdown is limited to dimensions available for both.
Map or activate top segments
Keep Breakdown on PersonaLive Groups or PersonaLive Segments, in Table view.
Click Map or Activate. PersonaLive pre-selects the top 10 segments or the top 3 groups. Adjust the selection if you need a different set.
Click Confirm & send to map or Confirm & activate. Activate opens Create Audience on the Analyze page; Map opens the Map tool with those segments.
From the card menu you can Download PNG, Download CSV, or Copy CSV. For location and visitor tables, Export Segmentation Data can export a Comparison matrix, Individual files, or Combined total.
Save a View
Name the analysis in the header (placeholder Untitled), then click Save to store it in a Project. Views lists saved Analyze views; New starts a blank analysis.
Related guides
- Append — Load locations, mobile reports, and customer lists.
- Explore — Rank segments for a brand when you do not have your own files.
- Map — See where top segments are concentrated.
- Activate — Turn selected segments into an audience.
- Site Selection — Use Analyze and Map to find and validate sites.
- Projects — Organize saved Analyze views.