Calibrating the Dynamic Huff Model for Business Analysis Using Location Big Data
This seminar comes from the SafeGraph Data Consortium.
The Huff model has been widely used in location-based business analysis for delineating a trading area containing potential customers to a store. Calibrating the Huff model and its extensions requires empirical location visit data. Many studies rely on labor-intensive surveys. With the increasing availability of mobile devices, users in location-based platforms share rich multimedia information about their locations in a fine spatiotemporal resolution, which offers opportunities for business intelligence.
In this research:
Geospatial Data Science Lab, University of Wisconsin-Madison