Multi-Criteria Decision Analysis (MCDA) for New Branch Location
Multi-Criteria Decision Analysis (MCDA) for New Branch Location
In business expansion, selecting a new branch location is not merely about whether an area is crowded or not. More precise decisions require a data-driven approach—considering demographics, economic activity, POIs (Points of Interest), and surrounding risk factors. This is where the Site Selection and Site Analysis features in GEO MAPID play a critical role.
In this video, you will learn two core GEO MAPID features that help identify the best locations based on defined parameters, followed by deeper analysis to generate actionable insights for decision making. This tutorial uses a retail business case study (a butcher shop) to demonstrate real-world application.
What will you learn in this video?
In this tutorial, you will learn:
- The functional differences between Site Selection and Site Analysis
- How to define the Analysis Area (e.g., Depok City)
- How to configure grids (square/hexagon) and grid size (e.g., 1000 m)
- How to select parameters that influence scoring results
- How to run the selection process to generate a ranked list of best locations
- How to perform in-depth analysis on top-ranked points using Site Analysis
Defining parameters: manual vs AI-assisted
One of the most critical aspects of Site Selection is parameter definition, as the results depend heavily on what you prioritize.
In this video, you will be introduced to two primary parameter types:
- POI (Point of Interest): activities or key locations around the area (down to category → subcategory → specific entity/brand level)
- Demographics: population attributes such as density, age, education, occupation, and more
You will also learn how to use the AI feature to help generate parameters from prompts - for example, a use case for opening a butcher shop targeting homemakers. The AI provides parameter recommendations along with reasoning, which you can still adjust as needed:
- Parameter characteristics (positive/negative: attraction vs avoidance)
- Parameter weighting based on business priorities
Site Selection output: scoring grids & location ranking
Once parameters are defined, GEO MAPID performs scoring and generates grids with suitability categories (from highly suitable to highly unsuitable), along with a list of the top 10 locations based on ranking. This allows you to focus analysis only on the most promising location candidates.
Site Analysis: in-depth insights for decision making
During the Site Analysis stage, you will learn how to analyze top-ranked points in greater detail (e.g., using a 10-minute driving isochrone). Insights that can be generated include:
- Detailed demographics (density, population growth, age, education, occupation, etc.)
- People Spending (e.g., meat-related expenditure based on the use case)
- Estimated land value/pricing and land use
- Disaster risk (e.g., floods, landslides, tsunamis)
- Surrounding POIs (from general categories to specific entities)
As a result, you not only obtain the “best location,” but also the underlying data-driven reasons and context to support business decisions.
Next Lesson
Business Data Collection with FORM MAPID
Course Contents
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Spatial Thinking for Business Growth
An introduction to the basic concepts of spatial thinking in a business context, including how location and spatial data support branch expansion, location-based marketing strategies, and outlet performance measurement.
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Setting Up Your First Business Project in GEO MAPID
An introduction to the GEO MAPID user interface.
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Digitizing Market Opportunities
Digitization of infrastructure data, such as industrial areas with multiple parcels, covering three types of geometries.
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Leveraging GEO MAPID’s Data for Market Analysis
A case study on importing demographic data (age groups, income levels) and population density to analyze potential markets for new branch locations.
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Smart Styling for Business Insights
Applying and continuing data styling on imported and displayed datasets.
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MAPID Toolbox for Business Decision Making
Preliminary survey using Area, Isochrone, and Buffer tools to calculate how many supermarkets are located within a 5 km radius.
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Multi-Criteria Decision Analysis (MCDA) for New Branch Location
SNJ use case for outlet expansion.
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Business Data Collection with FORM MAPID
Market survey form for KJPP.
