enterprise location intelligence
Post on 13-Jan-2015
1.823 Views
Preview:
DESCRIPTION
TRANSCRIPT
Bringing Location Intelligence
to the Enterprise
Brennon Martin, Sr. Account Manager, Enterprise Solutions
www.linkedin.com/in/brennonmartin | 720.200.4488 x110
Agenda
• Intro to Location Intelligence (7 slides)
– What is it?
– So what? Why does it matter?
– Who can benefit?
– Where does it apply?
– How is it different from things I’m already doing, like BI and GIS?
– What does it take?
• KOREM Backgrounder (6 slides)
• Digging Deeper into Location Intelligence (21 slides)
– For those who want LOTS more detail on spatial tools and data…
2
What is Location Intelligence?
• An awareness of
relationships between location
information and business operations
• The ability to use the
understanding of geographic
relationships to predict how it impacts
a business
• The capability to react to how
location influences an organization by
changing business processes in order
to minimize risk and maximize
opportunities
3
How many businesses exist within a 5-state territory that
fit my target profile?
In what metro area should I focus my attention to find the
highest density of potential clients?
If I want to average 15 in-person sales calls per day and I
need to conserve travel expenses as much as possible,
what route should I take to cover all 500 targets in my
territory?
Why Does Location Intelligence Matter?
Documented results using LI:
– Comcast added $12 million in new revenue through the identification of serviceable customers.
Imaging Notes
– Ford Motor Company increased market penetration for replacement parts by 20% through a better understanding of market potential.
Greenhill Analysis
– BECU reduced costs required to analyze market demographics by more than 95%.
Pitney Bowes Business Insight
“Known truths” about LI:
– Estimated 80% of business info contains location data.
– The human mind processes visual patterns 60,000 times faster than tabular lists.
4
Location Intelligence delivers…• Better insight• Faster decision-making• Smarter business
(higher sales, lower costs)
Who Can Benefit fromLocation Intelligence?
MOST Organizations!
• Do you…
Market by geography?
Plan by geography?
Assign assets by geography?
Track resources by geography?
Manage services by geography?
5
Where can my businessbenefit from Location Intelligence?
6
Sales & Marketing Customer Service Risk Management
Planning• Market potential• Campaign strategy• Competitive analysis
• SLA requirements• Capital requirements
• Risk assessment• Business continuity
Design• Territory definition• Message refinement• Quota development
• Resource planning• Contractor recruitment
• Disaster preparedness• Risk mitigation
Implementation• Direct mail• Prospect identification• Route planning
• Call center resource management
• Service center site identification
• Employee training & communications
• Automated underwriting
Operations & Maintenance
• Reporting & analysis• Strategy refinement• Territory rebalancing
• Reporting & analysis• Field service dispatch• Vendor assessment
• Reporting & analysis• Disaster recovery• Claims management
Other obvious areas: Distribution / supply chain, property management / facilities and network operations
How is Location Intelligence Different from Traditional BI and GIS?
Traditional Geographic Information Systems (GIS)
Location Intelligence
Departmental deployment (in silos) Enterprise deployment
Expert users Business users
Tactical Strategic
Desktop / workstation implementation Network / browser implementation
Creating and managing maps Solving operational / analytical problems
Traditional Business Intelligence (BI)
Focus on who, when, and how Focus on who, when, how, and where
Primarily internal data Combination of internal and external data
Reporting, visualization and analysisReporting, geographic visualization
and geographic analysis
Implementation of new tools Integration with existing tools
7
Location Intelligence Begins with Location Data
8
Geo-referencedcorporate data
Statistical data(demographics)
Points of interest(stores, kiosks)
Geographic map(roads, boundaries)
Contextual imagery(aerial, satellite)
Data
ToolsVisualization and Analysis
AccessInternet / Intranet
INSIGHT!
ExistingBusinessIntelligence Platform(optional)
Technical Componentsof a Location Intelligence Platform
9
Spatial Database
DataSources
Business DataERP CRM OLAP
Legacy Data Other Apps
Spatial DataBoundaries Roads
Imagery Points of Interest
Complementary DataDemographics
Business Statistics
Sensor DataGPS RFID
Environmental Systems
VisualizationSpatial Display
Map Themes Heat MapsSymbology Layering
Traditional DisplayReports Charts Graphs
Scatter Plots Etc.
AnalyticsSpatial Analytics
Geo-Filtering Drive-TimeLinear Distance Area
Traditional AnalyticsCounts Averages
Ranges Totals Etc.
Spatial DataExtraction
SpatialETL
DataIntegration
Company Backgrounder
Profile
11
• North American systems integrator and custom software developer– Founded 1993– US offices: Denver & San Diego– Canada offices: Quebec &
Montreal– ISO 9001:2008 certified
• Practice areas– Enterprise geographic
information systems– Web mapping– Spatial data– ETL/data hygiene– Location intelligence
• Partners include…
– Google, PBBI, NAVTEQ, Oracle, TeleAtlas, ESRI, Cognos, MicroStrategy, DigitalGlobe, SRC, Safe Software, FME and others…
• Broad industry focus
– Government, Public Safety, Telco, Energy, Banking & Insurance, Retail, Distribution, Manufacturing, Utilities, others…
Our Offering
Technology Consulting• Strategic Needs Assessment• Location Intelligence Strategies• Geospatial Infrastructure Design• Research & DevelopmentSolution Development & Integration• Data Management• Spatial Infrastructure Deployment• Enterprise GIS Deployment• Custom Application DevelopmentOperations & Maintenance• Hosting• Training• Support & Maintenance
KOREM provides a full suite of data, software, and services for all your geospatial and Location
Intelligence needs.
12
KOREM
Services
GIS DataSoftware Solutions
Some of Our Customers
Public Sector/Safety
Telecom
Retail / Distribution
Natural Resources
Banking / Insurance
Healthcare
Canada USA
13
Technical Expertise
• Databases
– SQL Server 2008 Spatial
– Oracle Spatial
– Post GIS
– IBM DB2 Spatial Extender
• Application servers
– Apache and Tomcat
– Oracle FMW
– IBM WebSphere
– Microsoft IIS
• Geospatial visualization platforms
– Google Earth
– Google Maps
– PBBI Envinsa Online Services
– SRC Alteryx
– Safe FME
• Geospatial analysis platforms
– PBBI Envinsa
– ESRI ArcGIS
• Business intelligence platforms– IBM Cognos
– Oracle BIEE
– MicroStrategy
– SAP Business Objects
• Programming languages– .NET (c#, VB.NET, ASP.NET, etc.)
– J2EE (Java, JSP, etc.)
• Open source– GIS applications / software
• GDAL
• MapGuide & MapServer
• Open Layers
– Application servers• Tomcat
• Apache
– Operating Systems• Linux
• Andriod
– Database management systems• PostGres (including postGIS)
• MySQL
14
LI Project Samples
Price Monitoring Supply Chain Management
Sales Territory Management
Asset Management
Sales Campaign Management Network Monitoring
BI Platform Integration15
Why KOREM?
• Complete solution provider– Strategic consulting to solution delivery, training and maintenance
• Focus on business needs– Technology and platform neutral
• Renowned expertise and GIS skills– 16 years of experience with large and medium enterprises as well as
national and local governments
• Single point of contact for your data, software and services needs– Award-winning software and data reseller
– ISO 9001:2008 certified project management processes
16
Location Intelligence:Digging Deeper
To recap – what comprises aLocation Intelligence Solution?
18
Anyway you look at it, the answer is the same..
Spatial Data + Spatial Tools + Access Location Intelligence
More on Tools forGeographic Visualization and Analysis
Key Features of Tools for Location Intelligence
Geographic visualization is important and allows users to see trends and
patterns that are difficult or impossible to see on reports and charts, but a
robust toolset also delivers…
• Bi-directional interaction– Use the map as an analytical tool by passing data from the map to the report and vice versa.
• Spatial filtering– Use geographic analytic techniques to gain greater insight into the data.
• Business intelligence data enrichment– Combine company data with external data to perform more complex analyses.
• Decision support and analysis– Gain greater insight into opportunities to improve operational performance.
Let’s look at some examples…
20
The solution allows deeper analysis by providing the ability to pass data from a report to a map and/or from the map back to the report.
Bi-directional Integration
Drill into a ‘region’ to identify which customers meet the defined criteria.
Changing the map view changes the report data shown so that the map and report are always in synch.
21
Incorporate a spatial dimension to analyzing and modifying a report to show spatial relationships and clustering trends. Filters can be applied at multiple levels
Use map tools such as “Find all within X distance” to select customers. Pass the selection
to BI for further filtering by revenue. Only the customers
that pass both filters are displayed in the report.
Spatial Filtering
22
Demographic and other location data can be used to enrich and add value to the core BI data in the Data Warehouse.
How will the weather affect my business ? Which customers are
likely to claim ? What is our exposure?
BI Data Enrichment
Where are prospective retail parks or store
locations, and what other information do we have on
them such as nearby neighborhoods and their
demographics?
23
Are my Service Centers supporting the right customers?
Decision Support & Analysis
Where do we have a “travel time” issue?
A well-implemented geospatial business intelligence solution should significantly reduce the time between posing a location-related business question and finding the answer in the data.
24
Overview of Spatial Tool Vendors
Spatial Visualization PlatformsPretty Picture Painters
– Google Maps
– Google Earth
– PBBI Envinsa Online Services
– SRC Alteryx
– Safe FME
Spatial Analysis PlatformsData Query Engines
– Google Maps (very limited capabilities)
– PBBI Envinsa
– ESRI ArcGIS
– Custom implementations
25
More on Spatial Data
Data types
• Static data
– Corporate business data• Typically requires processing and preparation
– Third-party data• General map data
• Statistical & business data
• Dynamic data
– GPS & RFID sensors
– Environmental sensors
– Corporate systems
27
Corporate Data
• Sources– Customer database
– Employee database
– Supplier database
– Distribution database
– Asset tracking
– Sales territories
– Website analytics
– Etc.
• Preparation / Geocoding– Data hygiene
• cleansing, formatting
– Data enhancement• data append, geocoding
– Conversion• projections, formats
– Manipulation• aggregation, generalization
– Structuring• map creation, databases
28
Geocoding
• Customer data
• Reference data
• Methods
– Fuzzy logic
– Substitution
– Truncation
29
Branch Zip City Id
7000 East Belleview Avenue, Ste 260 80111 Greenwood Village 1123123222
From To Address Type Pre-Directional Postal MSA Longitude Latitude
7000 7030 Belleview Ave E 80111 Denver-Aurora -109.103381 38.621554
Available 3rd-Party Data Types
General Map Data
• Political and administrative boundaries
• Postal points and boundaries
• Roads and routing
• Aerial, satellite imagery and remotely-sensed data
• Elevation and terrain
• Points-of-interest
Geo-referenced Statistical and Business Data• Consumer demographics
• Lifestyle and segmentation
• Consumer expenditure
• Business demographics
• Risk & environmental hazards
• Telecommunications & media networks and other industry-specific datasets
30
Map Data:Political & Administrative Boundaries
• Countries• States• Counties• Municipalities• Places• Minor civil divisions• Core based statistical areas• Designated market areas• Census blocks, block groups
and tracts• Neighborhoods• Parcels• And more…
31
• 3 digit ZIP Codes– boundaries
• 5 digit ZIP Codes– boundaries
– points
• ZIP Plus 4– points only
• Carrier routes– boundaries
• 3 digit Forward Sortation Area Postal Codes– boundaries
– points
• 6 digit Postal Codes – points
Map Data:Postal Points & Boundaries
Map Data:Roads & Routing
• Highways and major roads– US, Canada, World
• Complete road network– US, Canada, Europe, Mexico
• Railways– US, Canada, Mexico
• Traffic patterns
• Oil & gas pipelines
33
Map Data:Aerial & Satellite Imagery
• Low, medium, and high resolution
• Color, monochromatic, and multi-spectral
• Archival, “on-demand” & event-based
• Multi-temporal / historical
• Web service or off-line file
34
Map Data:Elevation & Terrain
• Digital elevation models
• Digital terrain models
• Digital surface models
• Navigable 3D environments
• Contours
• Point clouds
35
Statistical & Business Data:Consumer Demographics
• Household statistics– Age, gender, income,
etc.– Income– Home values– Employment– Automobile ownership– Music and media preferences– Pets– 1000s of variables!
• Direct marketing responsiveness• Neighborhood-level
segmentation• High growth markets• WeathScore®• GreenScore®• eConsumerScore®
36
Statistical & Business Data:Business Demographics
• Business Name, – Address, City, ZIP Code,
County, State, MSA Code
• SIC Codes
• # Employees
• Sales Volumes
• E-mail lists
• Direct dial phone numbers
• Credit scores
• Major malls and shopping centers
37
Statistical & Business Data:Risk & Environmental Hazards
• Earthquakes
• Fire stations
• Hail storms
• Hurricanes
• Mass movement (landslides)
• Lightning
• Wildfires
• Tornados
• Wind storms
38
Statistical & Business Data:Telecommunications & Media Networks
• Central Offices • LEC Wire Centers • Rate Centers• LATA assignments • Calling areas• Area codes• NPAs / NXXs• Wireless coverages• Cable TV franchises• Fiber networks• Designated market areas• Terrain data for network
planning• More…
39
Dynamic data
• External data
– Lighting strikes
– Meteorological alerts
– Snow accumulation
– Forest fires
– Real-time traffic & road conditions
• Internal data
– Customer notifications
– Asset tracking
40
Brennon MartinSr. Account Manager, Enterprise Solutions
www.linkedin.com/in/brennonmartinPh: 720.200.4488 x110
www.korem.com
Questions?
top related