Enterprise Location Intelligence

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A summary of the what, why, and how of Location Intelligence solutions for enterprises

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Enterprise Location Intelligence

  1. 1. Bringing Location Intelligence to the Enterprise Brennon Martin, Sr. Account Manager, Enterprise Solutions www.linkedin.com/in/brennonmartin | 720.200.4488 x110
  2. 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
  3. 3. What is Location Intelligence? • An awareness of How many businesses exist relationships between location within a 5-state territory that fit my target profile? information and business operations • The ability to use the In what metro area should I understanding of geographic focus my attention to find the highest density of potential relationships to predict how it impacts clients? a business • The capability to react to how If I want to average 15 in- location influences an organization by person sales calls per day and I changing business processes in order need to conserve travel to minimize risk and maximize expenses as much as possible, opportunities what route should I take to cover all 500 targets in my territory? 3
  4. 4. Why Does Location Intelligence Matter? Documented results using LI: “Known truths” about LI: – Comcast added $12 million in new – Estimated 80% of business info revenue through the identification contains location data. of serviceable customers. Imaging Notes – The human mind processes visual patterns 60,000 times faster than – Ford Motor Company increased tabular lists. market penetration for replacement parts by 20% through a better understanding of market potential. Location Intelligence delivers… Greenhill Analysis • Better insight • Faster decision-making – BECU reduced costs required to analyze market demographics by • Smarter business more than 95%. (higher sales, lower costs) Pitney Bowes Business Insight 4
  5. 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
  6. 6. Where can my business benefit from Location Intelligence? Sales & Marketing Customer Service Risk Management • Market potential • SLA requirements • Risk assessment Planning • Campaign strategy • Capital requirements • Business continuity • Competitive analysis • Territory definition • Resource planning • Disaster preparedness Design • Message refinement • Contractor recruitment • Risk mitigation • Quota development • Call center resource • Employee training & • Direct mail management communications Implementation • Prospect identification • Service center site • Automated • Route planning identification underwriting • Reporting & analysis • Reporting & analysis • Reporting & analysis Operations & • Strategy refinement • Field service dispatch • Disaster recovery Maintenance • Territory rebalancing • Vendor assessment • Claims management Other obvious areas: Distribution / supply chain, property management / facilities and network operations 6
  7. 7. How is Location Intelligence Different from Traditional BI and GIS? Traditional Geographic Information Location Intelligence Systems (GIS) 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, geographic visualization Reporting, visualization and analysis and geographic analysis Implementation of new tools Integration with existing tools 7
  8. 8. Location Intelligence Begins with Location Data INSIGHT! Geo-referenced corporate data Statistical data (demographics) Points of interest Access Internet / Intranet (stores, kiosks) Geographic map (roads, boundaries) Tools Contextual imagery Visualization (aerial, satellite) and Analysis Data 8
  9. 9. Technical Components of a Location Intelligence Platform Existing Spatial Display Traditional Display Business Visualization Map Themes Heat Maps Reports Charts Graphs Intelligence Symbology Layering Scatter Plots Etc. Platform (optional) Spatial Analytics Traditional Analytics Analytics Geo-Filtering Drive-Time Counts Averages Linear Distance Area Ranges Totals Etc. Spatial Database Spatial Data Spatial Data Extraction ETL Integration Business Data Complementary Data ERP CRM OLAP Demographics Data Legacy Data Other Apps Business Statistics Sources Spatial Data Sensor Data Boundaries Roads GPS RFID Imagery Points of Interest Environmental Systems
  10. 10. Company Backgrounder
  11. 11. Profile • North American systems • Partners include… integrator and custom software developer – Google, PBBI, NAVTEQ, Oracle, – Founded 1993 TeleAtlas, ESRI, Cognos, – US offices: Denver & San Diego MicroStrategy, DigitalGlobe, – Canada offices: Quebec & SRC, Safe Software, FME and Montreal others… – ISO 9001:2008 certified • Practice areas • Broad industry focus – Enterprise geographic – Government, Public Safety, information systems Telco, Energy, Banking & – Web mapping Insurance, Retail, Distribution, – Spatial data Manufacturing, Utilities, – ETL/data hygiene others… – Location intelligence 11
  12. 12. Our Offering Technology Consulting • Strategic Needs Assessment • Location Intelligence Strategies KOREM provides a full • Geospatial Infrastructure Design suite of data, software, Services • Research & Development and services for all your Solution Development & Integration geospatial and Location • Data Management • Spatial Infrastructure Deployment Intelligence needs. • Enterprise GIS Deployment • Custom Application Development Operations & Maintenance • Hosting • Training • Support & Maintenance KOREM Software GIS Data Solutions 12
  13. 13. Some of Our Customers Canada USA Public Sector/Safety Banking / Insurance Retail / Distribution Natural Resources Telecom Healthcare 13
  14. 14. Technical Expertise • Databases • Business intelligence platforms – SQL Server 2008 Spatial – IBM Cognos – Oracle Spatial – Oracle BIEE – Post GIS – MicroStrategy – IBM DB2 Spatial Extender – SAP Business Objects • Application servers • Programming languages – Apache and Tomcat – .NET (c#, VB.NET, ASP.NET, etc.) – Oracle FMW – J2EE (Java, JSP, etc.) – IBM WebSphere – Microsoft IIS • Open source – GIS applications / software • Geospatial visualization platforms • GDAL • MapGuide & MapServer – Google Earth • Open Layers – Google Maps – Application servers – PBBI Envinsa Online Services • Tomcat – SRC Alteryx • Apache – Safe FME – Operating Systems • Linux • Andriod • Geospatial analysis platforms – Database management systems – PBBI Envinsa • PostGres (including postGIS) – ESRI ArcGIS • MySQL 14
  15. 15. LI Project Samples Price Monitoring Supply Chain Management Asset Management Sales Territory Management Sales Campaign Management Network Monitoring 15 BI Platform Integration
  16. 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
  17. 17. Location Intelligence: Digging Deeper
  18. 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
  19. 19. More on Tools for Geographic Visualization and Analysis
  20. 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. • 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
  21. 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
  22. 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
  23. 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
  24. 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
  25. 25. Overview of Spatial Tool Vendors Spatial Visualization Platforms Spatial Analysis Platforms Pretty Picture Painters Data Query Engines – Google Maps – Google Maps – Google Earth (very limited capabilities) – PBBI Envinsa Online Services – PBBI Envinsa – SRC Alteryx – ESRI ArcGIS – Safe FME – Custom implementations 25
  26. 26. More on Spatial Data
  27. 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
  28. 28. Corporate Data • Sources • Preparation / Geocoding – Customer database – Data hygiene – Employee database • cleansing, formatting – Supplier database – Data enhancement – Distribution database • data append, geocoding – Asset tracking – Conversion • projections, formats – Sales territories – Manipulation – Website analytics • aggregation, generalization – Etc. – Structuring • map creation, databases 28
  29. 29. Geocoding • Customer data Branch Zip City Id 7000 East Belleview Avenue, Ste 260 80111 Greenwood Village 1123123222 • Reference data From To Address Type Pre-Directional Postal MSA Longitude Latitude 7000 7030 Belleview Ave E 80111 Denver-Aurora -109.103381 38.621554 • Methods – Fuzzy logic – Substitution – Truncation 29
  30. 30. Available 3rd-Party Data Types Geo-referenced Statistical and General Map Data Business Data • Political and administrative • Consumer demographics boundaries • Lifestyle and segmentation • Postal points and boundaries • Consumer expenditure • Roads and routing • Business demographics • Aerial, satellite imagery and • Risk & environmental remotely-sensed data hazards • Elevation and terrain • Telecommunications & • Points-of-interest media networks and other industry-specific datasets 30
  31. 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
  32. 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
  33. 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
  34. 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
  35. 35. Map Data: Elevation & Terrain • Digital elevation models • Digital terrain models • Digital surface models • Navigable 3D environments • Contours • Point clouds 35
  36. 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
  37. 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
  38. 38. Statistical & Business Data: Risk & Environmental Hazards • Earthquakes • Fire stations • Hail storms • Hurricanes • Mass movement (landslides) • Lightning • Wildfires • Tornados • Wind storms 38
  39. 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
  40. 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
  41. 41. Questions? Brennon Martin Sr. Account Manager, Enterprise Solutions www.linkedin.com/in/brennonmartin Ph: 720.200.4488 x110 www.korem.com

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