How to read revenue prediction heatmaps

First of all, enable "Statistics and heatmaps"

Select "Heatmaps"

There you will find 2 heatmaps: - Revenue: This heatmap will be coloured depending on the revenue a new store could make in each cell. The brighter the better. - Revenue (gain): This heatmap will be coloured depending on the revenue a new store could make in each cell. The brighter the better.

On the map, each bright cell represents an area where a new store could make a high revenue

When I hover on this cell, I can see that opening a store would potentially yield a revenue of 596,000 USD. The overall gain for my brand would be 306,000 due to cannibalisation effect.

When you change to the "Revenue (Gain)", your map will change a lot. The areas in which you already have locations get darker, as opening a store there won't bring you a lot of revenue due to cannibalisation effects.

For instance here, even though a new store would have a revenue of 380,000 USD, the overall marginal revenue for the brand would only be 147,000 USD. The reason is the proximity of the other store: the 2 stores would cannibalise one another.

The same thing would happen here: the predicted revenue is high. From the brand's perspective, this store would only bring half as much revenue, as the customers it attracts would come from other stores.