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Location Intelligence


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This presentation from the joint Oracle & NAVTEQ Location Intelligence event series run in EMEA.

This presentation from the joint Oracle & NAVTEQ Location Intelligence event series run in EMEA.

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  • NAVTEQI NAVTEQ is the leading global providerof digital map data that powers business intelligence, field service, internet/wireless, fleet, mobile workforce, in-vehicle navigation, GIS andenterprise computing applications for deployment in commercial and government markets.  II NAVTEQ has a single global specification— One World, One Database.  This means that if you implement the NAVTEQ database in one country and then require data for another region of the World, the structure and content will be the same. III NAVTEQ provides mobile and office solutionsin Automotive , Wireless, Consumer  and Enterprise applications.   IV Data loads directly into OracleNAVTEQ is the only supplier of global detailed street level mapping providing the geographic data which conforms to the Oracle standards for geocoding, mapping and routing. NAVTEQ content for Oracle comes with preconfigured maps and installs in just minutes.
  • More specific examples are business assets, like the bus stops for the TFL which are outdoor, but examples are also of indoor assets like the portable cardio machines that used in hospitals. Spatial can be more than a location of a simple object, it can also be an area like a construction site or shop floor. People have spatial information associated with them. Their current physical location (GPS) or their home address. Also they can have spatial information associated with an event like an accident or the purchasing of petrol. Even indoor activities, like people playing on slot machines or how airport security lines perform and need to be rearranged to be more efficient.Casinos for example (top screenshot is casino floor and slot machines) might plot their floor with the slot machines and they can plot the busier machines in relation to foot traffic and hence plan their placement accordingly by placing more popular (and hence money making) slots nearer areas with high foot traffic. This example works equally well for the placement of merchandise on a shop floor – ie, retailers may place slower selling items (they want to get rid of) or higher revenue generating faster moving items in high foot traffic areas.Movida (bottom screenshot) is plotting the floor space of a hospital theatres and rooms and they use this to make sure that all required assets for a particular medical procedure or particular patient is present.In-field personnel = mobile engineers, truck drivers, sales people etc.
  • In the past people were afraid of maps due to their complexity. Cartography was (and still is) a highly skilled subject area. Many traditional maps are difficult to understand without explanation.Example here is the couple fighting on holiday because they cannot read the map.
  • In private life we use mapping everyday now. We use rain radars and satellite cloud images to predict weather. Traffic is plotted realtime, navigation and routing for vehicle travel, and location based searching when looking for the nearest ATM, gas station or coffee shop. It comes through on our TVs, mobile phones, Garmin/TomTom and computers.The 3 screenshots are;Left live traffic report of Hannover GermanyBottom the routing by car from the Oracle London city office to the Oracle Reading office UKRight The hybrid map of Barcelona showing tourist attractions, shops and restaurants near La Rambla.Center Garmin nuvi with NAVTEQ maps/routingIts simple and easy. Almost anyone can use the services available today and compared to the ‘old paper’ maps there are far less arguments on holidays!
  • We use spatial in business already. Everywhere here in the dashboard.
  • Apart from the myriad challenges that are faced by business analysts when analyzing data, one of the biggest is deciding how best to visualize the data. Too high level a view and it becomes more or less meaningless; too detailed a view and any insights are buried under massive amounts of data. Visualizations, in order to provide insights, need to be effective, interactive, and bite-sized. That is, first show an overview so users can quickly grasp the salient information and then decide where to drill in for further detail.
  • Let’s take a specific example. This is an example where maps rendered by Oracle Fusion Middleware MapViewer (FMWMapViewer or Oracle MapViewer) have been integrated into an Oracle BI EE 10g Dashboard page. The user can select a feature of interest, like a park, and then choose to highlight all incidents that occurred within 750 feet of the selected park. These incidents are also displayed in a standard table view on the right side of the page.Oracle MapViewerrenders maps using spatial data managed by Oracle Spatial. It provides services and tools that hide the complexity of spatial data queries and cartographic rendering, while providing customizable options for more advanced users. It is designed to integrate with FMW tools, services and applications. Data selection based on spatial criteria. Here we have both a map with data points and a more traditional table of data. We can use the map to make selections like ‘show all incidents within 500m of the park’. This is not easily done on a table of data. Likewise we can make a selection from the table and then have those points plotted onto the map.
  • The map on the left shows areas where there is a higher density of bars as compared to grocery stores. Areas in red have more bars per 10,000 people in that unit area while areas in brown have more grocery stores per 10,000 people. The map on the right shows incidents of cholera and locations of public wells. John Snow used it to depict and detect the correlation between a contaminated well and cholera cases. Cholera cases in households that did not use the contaminated well were subsequently explained by verifying that the affected persons had visited households who did use the contaminated well. So,200 years ago people were already doing BI & spatial. It was the only way to effectively understand the information (ie on a map) and then ‘see’ where the worst hit cholera areas were.Each of these areas, or locations, of interest can be linked to more detailed reports, charts, graphs or other BI content and visualizations.
  • This slide tries to explain with business examples how some questions inherently have a spatial element and are difficult to answer without location. In red the spatial element of the question is highlighted. Using traditional BI forms (pie charts, bar graphs and tables etc) it is difficult to effectively show the location elements. A column of addresses in a table of results does not effectively convey the answer to the question. Users would have a tough time translating the table of data into something they can make decisions from.Healthcare has been used as the example theme, however, this could be modified for other themes like police and crime or retail and store locations etc.Including time and movement of spatial information allows forecasting and prediction. This is highlighted in the last question. Flu is passed person to person very directly. This means over time, it is possible to see the movement of disease and predict where is best to distribute vaccines. This is common practice for a national outbreak of any kind.
  • “Spatial business intelligence” is “location intelligence”. Here we describe what is a traditional BI system. A system that provides information in a form that enables decision making. It provides facts with context. The context being, WHO, WHAT and WHEN. Location intelligence is all about extending the traditional BI with WHERE. You can do some location type reporting with traditional BI, ie including where, however, as the presentation moves forward it will illustrate how much more efficient and intuitive it is by incorporating the spatial components.
  • So, simply, BI provides the WHO, WHAT and WHEN. Spatial provides the WHERE to complete the story.WHO, WHAT, WHEN + WHERE (location intelligence) = ability to graphically see relationships in the data, clusters and trends. Patterns that would otherwise go unnoticed with traditional BI alone. Normal users without training can quickly detect these trends and patterns when a spatial context is provided on the data.
  • Components of a location intelligence system. This describes the generic components required, then maps the Oracle/NAVTEQ offerings over those.A database – obviously to store all the data. WHAT, WHO, WHENA GIS – this provides the geo-coded data. WHERE. Location data from the DB (eg postcodes) is ‘geo-coded’ by the spatial componentsBI – is the mechanism that assimilates the data into information and also provides a delivery system of that information (eg dashboards, reports, web, mobile etc). BI provides a process to add context and aggregate loads of data into concise and understandable information to support decisions.The combination of the GIS, DB and the BI system provides “location intelligence”. Location intelligence is not a system on its own, but a capability provided through the synergy of the other 3.Oracle/NAVTEQ products plotted in red. Explain that Oracle DB is spatially aware with the Spatial option is effectively a GIS
  • UK Water Corp demo User = spatial_demoPass = welcome1Employment agency of Belgium Test Drive for a login
  • UK Water Corp demo User = spatial_demoPass = welcome1Employment agency of Belgium Test Drive for a login
  • Transcript

    • 1. Location Intelligence
    • 2. Agenda
      Business Intelligence & Spatial Analytics, a powerful combo
      See BI & Spatial live in action
      What are others doing with BI & Spatial?
      Lets understand the business value;
      Why Oracle BI Foundation?
      Why NAVTEQ Maps?
      Why add Oracle DB Spatial Option?
      Optional deep dive technical show & tell
    • 3. Why ORACLE & NAVTEQ?
      • ORACLE
      • 4. #1 in overall Business Analytics market (IDC )
      • 5. #1 Spatial database
      • 6. Industry leader in BI (Gartner)
      • 7. Only vendor with truly integrated BI & Spatial solution
      • 8. NAVTEQ
      • 9. The leading global provider of maps, traffic and location data
      • 10. Single Global data specification
      • 11. Mobile and office solutions
      • 12. Data loads directly into Oracle
    • What Is Spatial?
      Spatial is:
      • Every Citizens Address
      • 13. Every Crime Scene
      • 14. Every Flu Victims Address
      • 15. Every House for sale
      • 16. Social Economic Figures
      • 17. Every Train, Car or Ship
    • What Is Spatial?
      Spatial is also:
      • Location of Assets
      • 18. Location of Mobile assets in:
      • 19. Hospitals (Wheelchairs, Infusion Pumps)
      • 20. Workshop (Repair Equipment)
      • 21. Office (beamers)
      • 22. Properties
      • 23. Location of People
      • 24. Nurses, Doctors
      • 25. Security Guards
      • 26. Employees in Risky Environments
      • 27. Prisoners
      • 28. In-field personnel
      • 29. Customers
    • Spatial data is everywhere!
      “About eighty percent of all data stored in corporate databases has a spatial component”
      - Franklin 1992
      Franklin, C. 1992. An Introduction to Geographic Information Systems: Linking Maps to Databases. Database, April, pp. 13-21
    • 30. How did we use Spatial Information?
    • 31. How do we use Spatial Information?
    • 32. How do we use Spatial Information?
    • 33. I
      Plant Location Country, State
      Spending Type
      Invoiced Quantity
      Spend, Country
      BuyersSpending Type
      Invoiced Quantity
    • 34. Map driven filters, or prompts, in BI dashboardsOnly Possible With Spatial Analytics
      Show incidents within 750ft
      of selected park
    • 35. BI and Maps: A Natural Fit
      Maps are a natural choice for representing spatially-related data
      Help understand many phenomena and their relationships
      More bars (red) or grocery stores (brown) per 10,000 people
      Cholera incidents and possibly contaminated well
      Map courtesy StrangeMaps, Wikipedia (John Snow)
    • 36. Spatial as part of the BI environmentIDC's Business Analytics Software Taxonomy, 2010
    • 37. Why merge BI and Spatial?
      Imagine you are a decision maker in public health policy…
      You will certainly have difficulties to answer to questions like:
      • Where are the urban spots that are more sensitive to heat waves, intense rain, flooding or droughts in Europe?
      • 38. How many people with cardiovascular, respiratory, neurological and psychological diseases will there be in 2025 and 2050 in our hospital’s coverage zone?
      • 39. Where next should we distribute our swine flu vaccines, based on the current outbreak?
    • What is Spatial Business Intelligence or simply Location Intelligence?
    • 40. Location IntelligenceBoosts traditional Decision Making
      BI provides the
      WHO, WHAT & WHEN
      Spatial provides the
      Reveals spatial relationships, trends, clusters and patterns undetectable with traditional BI.
      Detect links, patterns and trends depending on the spatial context.
    • 41. A Location Intelligence system is…
      Oracle DB locatorNAVTEQ MapsOracle DB Spatial Option
      Geocoding Data
      Oracle DB
      Oracle BI Foundation
      Adding context and aggregation
      * Source Galigeo
    • 42. Value of maps and location analysis in BI
      Value of maps and location analysis in an “enterprise system”
      Volume and complexity of sources integrated by BI
      Expanded user base
      Value of Spatial & BI IntegrationWhat does one capability add to the other?
      BI Perspective
      • Enrich BI with geographic Maps
      • 43. Enables location analysis in reporting, alerts and notifications
      • 44. Use Maps as vehicle to guide navigation, filtering and drill-down
      GIS Perspective
      • Enrich GIS Layers with BI measures from ANY source system
      • 45. Increases “GIS ROI”
      • 46. Decrease time to deploy new GIS applications and custom coding to integrate conformed entities
    • Who will benefit from Spatial Analytics?User roles and responsibilities
      Business Users
      & Field Personnel
      • Need to find the right information to make business decisions at the coal face
      Spatial Analysts
      & Operations
      • Ownership of the data and respond to day-to-day business requirements
      IT Dept
      • Focus on data infrastructure, metadata model, tuning performance, security
    • Map Building
      & Visualisation
      Files Excel
      Data Warehouse
      Data Mart
      Today’s Challenges of Spatial Analytics
      Business Users
      Business Reports
      Legacy GIS | Oracle BI
      Legacy GIS
      Proprietary GeoSpatial Data
      OLTP & ODS
      IT Dept
    • 47. Map Building
      & Visualisation
      Files Excel
      Data Warehouse
      Data Mart
      The Solution: BI with Spatial Analytics
      Business Users
      Legacy GIS | Oracle BI
      Enterprise-wide, Personalised, self service, Interactive, Embedded GIS
      BI Dashboards, Charts and Tabular views
      Enable mapping of any enterprise metrics
      Non-Spatial Data provider
      Common Enterprise Information Model
      Oracle DB 11g Spatial
      Spatial Analytics to enrich reports
      Oracle BI Server
      Proprietary GeoSpatial Data
      OLTP & ODS
      IT Dept
    • 48. Spatially-enabled Enterprise BI Reduce IT backlog while increasing self-sufficiency
      Business Users
      & Field Personnel
      • Improved decision making
      • 49. More intuitive & relevant MIS
      • 50. Greater utilisation of GIS & DWH investments
      • 51. Proactively deliver shared maps & alerts to the broader user community
      • 52. Answer new types of analytical questions using the built-in Oracle Spatial functions
      • 53. Access to all enterprise data
      Spatial Analysts & Operations
      IT Dept
      • Less time custom coding data extracts
      • 54. Focus on data infrastructure, metadata model, tuning performance, security
      • 55. Traffic monitoring
      • 56. Technical maintenance of hundreds of bridges, tunnels…
      • 57. Prevention against car accidents
      • 58. Coordination of roadwork with local authorities
      • 59. NEEDS
      • 60. Be able to visualize traffic, roadwork and accidentsareas at a glance in near real time
      • 61. Share data with local authorities and contractors
      • 62. BENEFITS
      • 63. Information shared with Federaland Local Governments
      • 64. Reduced Maintenance costs
      • 65. Anticipate traffic jams and risk areas
      • 66. Control and Monitoring of water quality and Funding of projects improving water resources
      • 67. Compliance with regulatory authorities
      • 68. Billions in investments; Area covering millions people
      • 69. NEEDS
      • 70. Enable consistency between many measures from thousands of assets spanning complex water Geo Information Systems
      • 71. Automate frequent updates for high reactivity
      • 72. BENEFITS
      • 73. Target precise areas requiring investments
      • 74. Improve reactivity and understanding of pollutions
      • 75. Optimize allocation of funds
      • 76. Monitor and control drinking water pollution levels
      • 77. Centralize data regarding epidemics (eg. swine flu, bird flu, tuberculosis)
      • 78. Plan medical resources needed over a 10 year period with demographic trends.
      • 79. NEEDS
      • 80. Be able to visualize epidemics over shortterm or long term periods
      • 81. Share data with operational and localdepartments
      • 82. BENEFITS
      • 83. Health reporting communicated tothousands of users with relevantvisualization
      • 84. Building of “Health Geo InformationWarehouse”
      • 85. Controls to decide farmer fund application eligibility take too long
      • 86. Measure the impact EU Policies have on a particular territory
      • 87. Estimation of investment risks is difficult
      • 88. Slow to pay out to farmers
      • 89. NEEDS
      • 90. to integrate various data sources with geographicalinformation in order to have a complete 360° overview using powerful visual analysis
      • 91. Optimize operations
      • 92. BENEFITS
      • 93. Internal and external data sources (numeric,geographical, weather, points of interest) seamlessly integrated into reporting
      • 94. Quick fraud detection
      • 95. Powerful and intuitive visual analysis
    • BI & Spatial Demo
    • 96. Demos
      • UK Water Corporation demo
      • 97. Employment Agency of Belgium
      • 98. BI Foundation 11g Test Drive
    • UK Water Corporation
      Water Performance Demo
    • 99. Region Level Screen
      This is the default screen. It shows the region level data for UK. The red stars shows the failure information
    • 100. Region Level Screen
      On clicking on a region it gives the information about that region and gives a link to drill down.
    • 101. Area Level Screen
      We drill down from the region level to the area level.
    • 102. Area Level Screen
      Similar to the region level clicking on a area gives the information about that area and an option to drill down.
    • 103. Zone Level Screen
      From area level we drill down to the zone level. In the zone level we see the various assets, failures, complaints and zones.
    • 104. Zone Level Screen
      By clicking on the checkbox we can dynamically hide any of the theme.
    • 105. Zone Level Screen
      By clicking on a sample number, contact id or asset id in the reports in the zone page we can highlight them in the map.
    • 106. Zone Level Screen
      We can use various selection tool like drawing a rectangle, circle or a polygon in the map to get the details about assets, complaints and failures.
    • 107. Zone Level Screen
      This screen shows selection using polygon
    • 108. Demos
      • UK Water Corporation demo
      • 109. Employment Agency of Belgium
      • 110. BI Foundation 11g Test Drive
    • For more information...
      Contact your local Oracle account representative
      Oracle Spatial Product Management
      Mike Turnill (
      Albert Godfrind (
      Oracle BI Business Development
      Barry Mostert (
      NAVTEQ Marketing
      Pascal Boyeau (
      NAVTEQ Business Development
      Ian Prentice (
    • 111. Questions