Map
Visualize where segments are concentrated and overlay your locations.
Map visualizes where segments are concentrated and overlays your locations and customers. Use it after Explore or Analyze, or open it directly to browse geography.
The sidebar is organized as Layers.
Layers
| Layer | What it shows |
|---|---|
| Heatmap | Segment concentration, or FollowGraph affinity when the add-on is enabled |
| Locations | Your stores and other sites from Append |
| Customers | Uploaded customer lists, when locations were retained |
Heatmap
On Heatmap, set Variable to PersonaLive Segments or FollowGraph (when enabled).
PersonaLive Segments
View mode:
- Households — where segment members live, by geography
- Mobility Grid — where they visit, on a hex grid
Geography Level is CBG, ZIP, DMA, or State. For Mobility Grid you can also set Day Part (All, or Breakfast, Lunch, Afternoon, Dinner, Late Night) and toggle Highways and US Routes.
Search and select PersonaLive groups or segments to shade the map by concentration.
FollowGraph
FollowGraph maps geographic affinity for variables from the FollowGraph dataset—interests, brands, influencers, media channels, and related social themes. It is a paid add-on; the FollowGraph variable appears in Heatmap only when your plan includes it.
To use it:
- Set Variable to FollowGraph.
- Search the catalog (Search follow graph…) or browse by category, then select one or more variables.
- Set Geography Level to CBG, ZIP, DMA, or State.
The map shades areas by affinity for your selection. Click a geography for scores on the selected variables. FollowGraph uses a household-style choropleth—Mobility Grid is not available in this mode.
For how FollowGraph scores work, see the FollowGraph overview.
Locations and customers
Turn on Locations to plot stores. Click Add location to Enter Address, Add Brand Stores, or Upload File—the same methods as Append.
Turn on Customers to plot uploaded lists. Click the add control to open Upload New Customer List. Customer dots can be colored by segment; hover a point for details.
Segmentation reports
Open a segmentation report for any location to see the PersonaLive mix in its trade area—percent and household count by group or segment.
Open a report
- Saved location — In the Locations layer, click the chart icon (View segments) on a location row. You can also open it from the location’s pin on the map.
- New pin — Use the location-plus control next to the search bar, then click the map to drop a pin. A report opens automatically for that draft pin (default 3-mile radius). Save the pin when you want to keep the site.
In the report panel, set View by to PersonaLive Groups or PersonaLive Segments. Close the panel with the X, or click View segments again on the same location.
Side-by-side comparison
You can open up to two reports at once. They appear side by side under the map so you can compare locations—for example a prospective site next to a top-performing store.
If two panels are already open, close one before opening another.
Radius vs drive time
Use the Trade area control in the report toolbar to choose how the trade area is drawn:
| Mode | What it does | When to use it |
|---|---|---|
| Radius | Circular ring around the pin (presets 1, 3, or 5 miles, or a custom distance). Default is 3 miles. | Quick national-style comparison and simple markets |
| Drive time | Isochrone based on drive time (presets 10, 15, or 20 minutes, or a custom value). The map shows the reachable area. | Dense urban markets, irregular road networks, or when a circle under- or over-states access |
| Mobile data | Uses linked mobile visit data for that location when available | When you have a mobile report tied to the site |
The map draws a radius circle or drive-time polygon for each open report so you can see the trade area in context.
Send segments from Explore or Analyze
Click Map. PersonaLive pre-selects the top 10 segments or the top 3 groups.
Click Confirm & send to map. Map opens with those segments on the heat map.
For site selection, look for areas where the mapped segments are strong and you have no locations. Add a prospective site with Enter Address, inspect the mix around it, and compare it later in Analyze. Population size still matters even when the segment mix looks similar.
For the full playbook, see Site Selection.
Save a View
Name the map in the header (placeholder Untitled), then click Save to store it in a Project. Views lists saved Map views; New starts a blank map.
Related guides
- Explore — Rank brand segments, then send them to Map.
- Analyze — Rank segments from your locations, mobile data, or customer lists.
- Append — Load the locations and customer lists you overlay here.
- Site Selection — Find and validate prospective sites.
- FollowGraph — Dataset behind the FollowGraph heatmap variable.
- Projects — Organize saved Map views.