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Slide 1: Bringing Location Intelligence to the Enterprise Brennon Martin, Sr. Account Manager, Enterprise Solutions www.linkedin.com/in/brennonmartin | 720.200.4488 x110
Slide 2: 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
Slide 3: What is Location Intelligence? • An awareness of relationships between location information and business operations • The ability How many businesses exist within a 5-state territory that fit my target profile? to use the understanding of geographic relationships to predict how it impacts a business In what metro area should I focus my attention to find the highest density of potential clients? • The capability to react to how location influences an organization by changing business processes in order to minimize risk and maximize opportunities If I want to average 15 inperson 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? 3
Slide 4: 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. Location Intelligence delivers… • Better insight • Faster decision-making • Smarter business (higher sales, lower costs) 4
Slide 5: Who Can Benefit from Location Intelligence? MOST Organizations! • Do you…  Market by geography?  Plan by geography?  Assign assets by geography?  Track resources by geography?  Manage services by geography? 5
Slide 6: Where can my business benefit from Location Intelligence? Sales & Marketing Planning • Market potential • Campaign strategy • Competitive analysis • Territory definition • Message refinement • Quota development • Direct mail • Prospect identification • Route planning Customer Service • SLA requirements • Capital requirements Risk Management • Risk assessment • Business continuity Design • Resource planning • Contractor recruitment • Call center resource management • Service center site identification • Reporting & analysis • Field service dispatch • Vendor assessment • Disaster preparedness • Risk mitigation • Employee training & communications • Automated underwriting • Reporting & analysis • Disaster recovery • Claims management Implementation Operations & Maintenance • Reporting & analysis • Strategy refinement • Territory rebalancing Other obvious areas: Distribution / supply chain, property management / facilities and network operations 6
Slide 7: How is Location Intelligence Different from Traditional BI and GIS? Traditional Geographic Information Systems (GIS) Departmental deployment (in silos) Expert users Tactical Desktop / workstation implementation Creating and managing maps Traditional Business Intelligence (BI) Focus on who, when, and how Primarily internal data Reporting, visualization and analysis Focus on who, when, how, and where Combination of internal and external data Reporting, geographic visualization and geographic analysis Location Intelligence Enterprise deployment Business users Strategic Network / browser implementation Solving operational / analytical problems Implementation of new tools Integration with existing tools 7
Slide 8: Location Intelligence Begins with Location Data Geo-referenced corporate data Statistical data (demographics) Points of interest (stores, kiosks) Geographic map (roads, boundaries) Contextual imagery (aerial, satellite) INSIGHT! Access Visualization and Analysis Internet / Intranet Tools Data 8
Slide 9: Technical Components of a Location Intelligence Platform Existing Business Intelligence Platform (optional) Visualization Spatial Display Map Themes Symbology Heat Maps Layering Traditional Display Reports Charts Graphs Scatter Plots Etc. Analytics Spatial Analytics Geo-Filtering Drive-Time Linear Distance Area Traditional Analytics Counts Averages Ranges Totals Etc. Spatial Database Spatial Data Extraction Business Data Spatial ETL Data Integration Complementary Data Demographics Business Statistics Data Sources ERP CRM OLAP Legacy Data Other Apps Spatial Data Boundaries Roads Imagery Points of Interest Sensor Data GPS RFID Environmental Systems
Slide 10: Company Backgrounder
Slide 11: Profile • North American systems integrator and custom software developer – Founded 1993 – US offices: Denver & San Diego – Canada offices: Quebec & Montreal – ISO 9001:2008 certified • Partners include… – Google, PBBI, NAVTEQ, Oracle, TeleAtlas, ESRI, Cognos, MicroStrategy, DigitalGlobe, SRC, Safe Software, FME and others… • Practice areas – Enterprise geographic information systems – Web mapping – Spatial data – ETL/data hygiene – Location intelligence • Broad industry focus – Government, Public Safety, Telco, Energy, Banking & Insurance, Retail, Distribution, Manufacturing, Utilities, others… 11
Slide 12: Our Offering Technology Consulting • Strategic Needs Assessment • Location Intelligence Strategies • Geospatial Infrastructure Design • Research & Development Solution Development & Integration • Data Management • Spatial Infrastructure Deployment • Enterprise GIS Deployment • Custom Application Development Operations & Maintenance • Hosting • Training • Support & Maintenance KOREM provides a full suite of data, software, and services for all your geospatial and Location Intelligence needs. Services KOREM Software Solutions GIS Data 12
Slide 13: Some of Our Customers Canada Public Sector/Safety USA Banking / Insurance Retail / Distribution Natural Resources Telecom Healthcare 13
Slide 14: Technical Expertise • Databases – – – – SQL Server 2008 Spatial Oracle Spatial Post GIS IBM DB2 Spatial Extender • Business intelligence platforms – – – – IBM Cognos Oracle BIEE MicroStrategy SAP Business Objects • Application servers – – – – Apache and Tomcat Oracle FMW IBM WebSphere Microsoft IIS • Programming languages – – .NET (c#, VB.NET, ASP.NET, etc.) J2EE (Java, JSP, etc.) • Open source – GIS applications / software • • • GDAL MapGuide & MapServer Open Layers Tomcat Apache Linux Andriod PostGres (including postGIS) MySQL • Geospatial visualization platforms – – – – – Google Earth Google Maps PBBI Envinsa Online Services SRC Alteryx Safe FME – – – Application servers • • • • • • Operating Systems • Geospatial analysis platforms – – PBBI Envinsa ESRI ArcGIS Database management systems 14
Slide 15: LI Project Samples Price Monitoring Supply Chain Management Asset Management Sales Territory Management Sales Campaign Management Network Monitoring BI Platform Integration 15
Slide 16: 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
Slide 17: Location Intelligence: Digging Deeper
Slide 18: To recap – what comprises a Location Intelligence Solution? Anyway you look at it, the answer is the same.. Spatial Data + Spatial Tools + Access  Location Intelligence 18
Slide 19: More on Tools for Geographic Visualization and Analysis
Slide 20: 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. Use geographic analytic techniques to gain greater insight into the data. Combine company data with external data to perform more complex analyses. Gain greater insight into opportunities to improve operational performance. • Spatial filtering • Business intelligence data enrichment • Decision support and analysis Let’s look at some examples… 20
Slide 21: Bi-directional Integration 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. 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
Slide 22: Spatial Filtering 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. 22
Slide 23: BI Data Enrichment Demographic and other location data can be used to enrich and add value to the core BI data in the Data Warehouse. Where are prospective retail parks or store locations, and what other information do we have on them such as nearby neighborhoods and their demographics? How will the weather affect my business ? Which customers are likely to claim ? What is our exposure? 23
Slide 24: Decision Support & Analysis 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. Where do we have a “travel time” issue? Are my Service Centers supporting the right customers? 24
Slide 25: Overview of Spatial Tool Vendors Spatial Visualization Platforms Pretty Picture Painters – – – – – Google Maps Google Earth PBBI Envinsa Online Services SRC Alteryx Safe FME Spatial Analysis Platforms Data Query Engines – Google Maps (very limited capabilities) – PBBI Envinsa – ESRI ArcGIS – Custom implementations 25
Slide 26: More on Spatial Data
Slide 27: 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
Slide 28: 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
Slide 29: Geocoding • Customer data Branch 7000 East Belleview Avenue, Ste 260 Zip 80111 City Greenwood Village Id 1123123222 • Reference data From 7000 To 7030 Address Belleview Type Ave Pre-Directional E Postal 80111 MSA Denver-Aurora Longitude -109.103381 Latitude 38.621554 • Methods – Fuzzy logic – Substitution – Truncation 29
Slide 30: 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
Slide 31: 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
Slide 32: Map Data: Postal Points & Boundaries • 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
Slide 33: 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
Slide 34: 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
Slide 35: Map Data: Elevation & Terrain • • • • • • Digital elevation models Digital terrain models Digital surface models Navigable 3D environments Contours Point clouds 35
Slide 36: 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
Slide 37: 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
Slide 38: Statistical & Business Data: Risk & Environmental Hazards • • • • • • • • • Earthquakes Fire stations Hail storms Hurricanes Mass movement (landslides) Lightning Wildfires Tornados Wind storms 38
Slide 39: 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
Slide 40: Dynamic data • External data – – – – – Lighting strikes Meteorological alerts Snow accumulation Forest fires Real-time traffic & road conditions • Internal data – Customer notifications – Asset tracking 40
Slide 41: Questions? Brennon Martin Sr. Account Manager, Enterprise Solutions www.linkedin.com/in/brennonmartin Ph: 720.200.4488 x110 www.korem.com