Huff's Gravity Model is a widely used statistical analysis for predicting the probability of a consumer visiting a location, as a function of distance, attractiveness, and the available alternatives. First formulated by David Huff in 1963, it has been widely used in marketing, economics, retail research and urban planning.

In this presentation, we introduce Dynamic Huff's Gravity Model with Covariates, a technical enhancement to the traditional gravity model where additional covariates like mobility and population behavioural data are included to further increase model accuracy and explanability. We cover the model formulation, examples of additional datasets that can be included, and a case study with a Canadian retailer to demonstrate how the model can provide business value.