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Database@Home - Maps and Spatial Analyses: How to use them

The converged Oracle Database lets you store, manage, and query location information. Built-in SQL, REST, Java, and JavaScript APIs with JSON let you analyze addresses, GPS coordinates, coverage areas, territories and other geographic information. The first half of the session will describe the rich set of spatial analysis and spatial application development features of the database. The second half will be a case study of how these features are used in a Marketing Analytics platform that helps identify prospective customers and provide a compelling customer experience.

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Database@Home - Maps and Spatial Analyses: How to use them

  1. 1. Copyright © 2020, Oracle and/or its affiliates Maps and spatial analyses: How to use them Nick Salem Distinguished Engineer Neustar Jayant Sharma Product Manager Oracle Starts at Noon ET
  2. 2. 2 Copyright © 2020, Oracle and/or its affiliates | Confidential: Internal/Restricted/Highly Restricted [Date] Jayant Sharma Product Manager About your presenters: Nick Salem Distinguished Engineer Technical Chair, Oracle Spatial SIG 20 Oracle Certifications. Hiker, traveler.
  3. 3. Spatial Features for Developers 1 Overview 2 Use Cases 3 Features for developers 4 Neustar use case 5 Q&A 3 Copyright © 2020, Oracle and/or its affiliates
  4. 4. Copyright © 2020, Oracle and/or its affiliates4 Spatial • Analyzing and relating information based on location • Everything happens somewhere! Are events occurring within a mile of each other? Which is the nearest? Which tax zone is this in? Where can we deliver within 35 minutes? Which are in my sales territory? Is this built in a flood zone?
  5. 5. Copyright © 2020, Oracle and/or its affiliates5 Spatial features of Oracle Database Topologies 3D / LiDAR Networks Web Services (OGC)Geocoding RoutingDeployable Components Mapping Location Tracking (Geofencing) Studio Address Geocoding Linear Referencing Raster Polygons Lines Customers Assets Incidents Pipelines Highways Utility lines Counties Sales regions Flood zones Points
  6. 6. Copyright © 2020, Oracle and/or its affiliates6 Spatial features of Oracle Database Topologies 3D / LiDAR Networks Web Services (OGC)Geocoding RoutingDeployable Components Mapping Polygons Lines Points Location Tracking (Geofencing) Studio Address Geocoding Linear Referencing Raster Precision farming Natural resources Intelligence
  7. 7. Copyright © 2020, Oracle and/or its affiliates7 Spatial features of Oracle Database Topologies Networks Web Services (OGC)Geocoding RoutingDeployable Components Mapping Polygons Lines Points Location Tracking (Geofencing) Studio Address Geocoding Linear Referencing Raster 3D / LiDAR City modeling Utilities Transportation
  8. 8. Copyright © 2020, Oracle and/or its affiliates8 Spatial features of Oracle Database Topologies 3D / LiDAR Web Services (OGC)Geocoding RoutingDeployable Components Mapping Polygons Lines Points Location Tracking (Geofencing) Studio Address Geocoding Raster Transportation Utilities Rail Linear Referencing Networks
  9. 9. Copyright © 2020, Oracle and/or its affiliates9 Spatial features of Oracle Database Topologies 3D / LiDAR Web Services (OGC)Geocoding RoutingDeployable Components Mapping Polygons Lines Points Studio Raster Linear Referencing Location Tracking (Geofencing) Logistics Marketing Public Safety Networks Address Geocoding
  10. 10. Copyright © 2020, Oracle and/or its affiliates10 Native Spatial Type SQL> desc countries Name Null? Type -------- ----- ------------------ ID NUMBER ISO_A3 VARCHAR2(3) NAME VARCHAR2(26) GEOMETRY SDO_GEOMETRY SQL> SQL> SELECT geometry 2 FROM countries 3* WHERE name='Aruba’; GEOMETRY ----------------------------------------- SDO_GEOMETRY(2003, 8307, NULL, SDO_ELEM_INFO_ARRAY(1, 1003, 1), SDO_ORDINATE_ARRAY(-69.8760919, 12.42720123, - 69.879425, 12.45340118, -69.9150301, 12.49686106, -69.9238926, 12.51903025, - 69.935649, 12.5316393, -69.9961879, 12.57737295, ...
  11. 11. Copyright © 2020, Oracle and/or its affiliates11 Spatial query SQL> SELECT name 2 FROM countries 3 WHERE sdo_contains( 4 geometry, 5 SDO_GEOMETRY(2001,8307, 6 SDO_POINT_TYPE(-99.3, 23.1, NULL), NULL, NULL)) 7 = 'TRUE'; NAME -------------------------- Mexico
  12. 12. Copyright © 2020, Oracle and/or its affiliates12 Spatial SQL, PL/SQL API Copyright © 2019 Oracle and/or its affiliates. Oracle Confidential – Internal/Restricted/Highly Restricted • 100’s of spatial operators and functions • From basic to advanced • From general purpose to specialized
  13. 13. Geocoder Generates latitude/longitude (points) from address International addressing Formatted and unformatted addresses Tolerance parameters for fuzzy matching Address correction PL/SQL and XML (web service) API Record-level and batch processes Data providers: Here (Navteq), Tom Tom ...
  14. 14. Georaster A data type to store raster data • Aerial photographs, remote sensing imagery, gridded data • Geo Referencing information - Relates image pixels to a longitude/latitude on Earth’s surface Features • Storage and indexing of raster data • Generate resolution pyramid, blocking, mosaicking, compression, clipping • Raster algebra Precision farming use case: Predictive Analytical Model to • Increase the crop yield • Minimize water, fertilizer, human capital costs • Use all available sensor based data sources • GeoRaster provides all the storage models and analytics required for building such an application
  15. 15. Spatial Networks Network Data Model • A data model to store network structures in the database • Explicitly stores and maintains connectivity of the network • Attributes at link and node level Network Analysis • Tracing and routing - K- Shortest path, TSP, multi-vehicle multi-stop - Reachability, minimum spanning tree • Network-based searches - Within cost, nearest neighbor • User-defined constraints Supports very large networks • Network partitioning • Hierarchical networks • Contraction Hierarchy (precomputed routes, extremely fast)
  16. 16. Copyright © 2020, Oracle and/or its affiliates16 Development with Spatial Spatial features Java Python Node.js REST SQL, PL/SQL SDOAPI Web Services (OGC)Geocoding Routing StudioMappingDeployable Components cx_Oracle node-oracledb ORDS APIs JDBC
  17. 17. Copyright © 2020, Oracle and/or its affiliates17 Spatial support for JSON/GeoJSON • In-database JSON extended to support Spatial operations • SDO_GEOMETRY constructors extended to take JSON as input • Spatial index and queries extended to operate on JSON documents • SQL utility functions for conversion between SDO_GEOMETRY and JSON/GeoJSON SQL> SELECT json_value( 2 '{"type":"Point", "coordinates": 3 [-122.1, 22.1]}', '$’ 4 RETURNING sdo_geometry) 5 FROM dual; GEOMETRY ------------------------------------ MDSYS.SDO_GEOMETRY(2001, 4326, MDSYS.SDO_POINT_TYPE(-122.1, 22.1, NULL), NULL, NULL)
  18. 18. Copyright © 2020, Oracle and/or its affiliates18 Spatial with Oracle REST Data Services (ORDS) • Java JEE mid tier application (also supported “Standalone” mode) • For input, maps/binds URI to SQL and PL/SQL • For output, transforms results to JSON and other formats • Ships with Oracle Database and SQL Developer Oracle REST Data ServicesHTTP(S) client Oracle Database SQL/PLSQLMap & BindURI JSON Transform to JSON SQL Result Set REST-enables the Oracle database
  19. 19. Copyright © 2020, Oracle and/or its affiliates19 Spatial with Oracle REST Data Services (ORDS) Supports spatial out-of-the-box
  20. 20. Copyright © 2020, Oracle and/or its affiliates20 Spatial with Oracle REST Data Services (ORDS) GeoJSON can be returned
  21. 21. Copyright © 2020, Oracle and/or its affiliates | Confidential: Internal/Restricted/Highly Restricted21 Insert spatial AND techcast days slide here
  22. 22. ENABLING MARKETING ANALYTICS WITH ORACLE SPATIAL Nick Salem - Distinguished Engineer
  23. 23. SPEAKER BIO – NICK SALEM § 20 Oracle Certified Professional / Expert / Specialist credentials (DBA, RAC, Data Guard, Performance Tuning, Spatial, Security, Data Warehouse, SQL & Advanced PL/SQL Development) § 20+ years experience developing enterprise geospatial analytical applications § Recipient of the 2011 Oracle Spatial Excellence Award in Innovation § Technical Chair of Oracle Spatial & Graph SIG since 2012 Copyright © 2020 Neustar, Inc. All Rights Reserved
  24. 24. AGENDA § Neustar – Quick Intro § Geospatial Analytics with ElementOne § Query Spatial Data and Site Impact Analysis § Heat Maps, Drive Times and Aerial Maps § Consolidation and Aggregation § Trade Area Construction § Spatial Vector Acceleration Copyright © 2020 Neustar, Inc. All Rights Reserved
  25. 25. ABOUT NEUSTAR Copyright © 2020 Neustar, Inc. All Rights Reserved For over 20 years, Neustar’s unique capabilities have made it a leader in the field of responsible identity resolution.
  26. 26. Copyright © 2020 Neustar, Inc. All Rights Reserved 2626 Neustar provides intelligent identity- based solutions to help our clients drive greater efficiency and effectiveness Know & Understand My Customers Attract New Consumers Improve My Performance Future-proof My Business
  27. 27. Copyright © 2020 Neustar, Inc. All Rights Reserved Onboarding & Offboarding Activation & Measurement Privacy & Compliance Enrichment & Segmentation Resolution & Deduplication Consolidation & Normalization WHAT MAKES NEUSTAR UNIQUE? X X X X X X X X X X X X X X X
  28. 28. Copyright © 2020 Neustar, Inc. All Rights Reserved §All of the top ten U.S. banks §All of the ten largest card issuers §All of the top four U.S. wireless carriers §Eight of the top ten insurance carriers §Eight of the top ten auto finance providers §Four of the top five cable TV providers §Seven of the top 15 utility providers X X X X X X X X X X X X X X X RESPONSIBLE IDENTITY POWERING:
  29. 29. 30 IDENTITY IS A FULL TIME JOB 75M Consumers change their phone carriers 45M Consumers change their phone numbers 60M People relocate 2.1M People legally change their name Every Year… 0% 20% 40% 60% 80% 100% 0 1 2 3 4 5 6 7 8 9 10 NUMBEROFACCURATE IDENTITIES YEAR Rapid Data Degradation: 60% out of date in two years 15% Invalid CRM Data Per Month Copyright © 2020 Neustar, Inc. All Rights Reserved
  30. 30. Copyright © 2020 Neustar, Inc. All Rights Reserved Our Identity Resolution Platform, delivers actionable identity intelligence corroborated through 50 billion daily transactions across customer interactions, verifications and digital interactions. 3B+ Devices 596M US Email Addresses 250M People 16K Attributes 11B Daily Updates 50B Daily Inquiries Responsible identity resolution is the backbone of all our solutions across Security, Risk, Communications & Marketing X X X X X X X X X X X X X X X
  31. 31. CROSSING THE DIVIDE: ElementOne Omnichannel Intelligence e1X sits at the center of Neustar’s Marketing Intelligence Platform Copyright © 2020 Neustar, Inc. All Rights Reserved
  32. 32. HIGH LEVEL USE CASES: 1.Foot Traffic – by location and daypart 2.Segments/ Groups / Audiences – daypart demos, behaviors, etc. 3.Customer Profiling & Competitive Conquesting – e.g. QSR, Bank, Retail 4.Location Planning & Sponsorships – Stadiums, Real Estate 5.Closed Loop Analysis – Digital Out of HomeAdvertising 6.Location Data – as a conversion event (MTA) Neustar can deliver mobile location intelligence for any geographic areas with sufficient traffic density. OVERVIEW Copyright © 2020 Neustar, Inc. All Rights Reserved
  33. 33. CLIENT ADVISORY BOARD MEMBERS PROVIDE ITERATIVE FEEDBACK 35 3 of the Largest U.S. Banks 4 of the Largest Media and Entertainment Companies 2 Large Direct To Consumer Brands 4 Large National Retail Brands Major Automotive Manufacturer 2 Large Insurance Providers Major Travel and Leisure Brand Major Healthcare Provider 2 Global Consumer Package Goods Global Advertiser Global QSR Copyright © 2020 Neustar, Inc. All Rights Reserved
  34. 34. WHY USE IT § Strategic Market Planning § Messaging and Creative Development § Media Buying § Competitive Analysis § Site Optimization / Store Expansion § Marketing Resource Deployment § Improved Customer Acquisition / Cross- Sell / Retention Copyright © 2020 Neustar, Inc. All Rights Reserved
  35. 35. HIGH AVAILABILITY SECURITY ● 3 node RAC + 4 DG ● DB Flashback + Snapshot Standby ● RMAN (local + remote backups) ● Online redefinition + comprehensive monitoring ● TDE, VPD, role-based function privilege control ● Auditing, login trigger TECHNOLOGY STACK ● Oracle Database 12R2 Enterprise Edition ● Spatial w GeoRaster, Network Data Model & Map Visualization ● Partitioning ● Advanced Security Option ● Real Application Clusters ● Upgrade to Oracle Database 19c Enterprise Edition in process ● Oracle Fusion Middleware 12cR2 ● Oracle Cloud Control 13cR2 PERFORMANCE APPLICATION DEVELOPMENT ● Spatial Vector Acceleration ● Result set cache, optimizer stats/histograms ● Partitioning for efficient management + access ● Database resource management for hybrid processes ● 430k lines of PL/SQL and java stored procedures ● DB object types & collections, pipeline tables, anydata / xmltype / json ● Oracle Text for biz matching & contextual search TECHNICAL REQUIREMENTS GEOSPATIAL FOOTPRINT ● 6.3T database size ● 5+ billion geometries (from simple to highly detailed) ● cartographics, wireless territories, congressional districts, etc ● ~1 billion mobile phone traffic regions ● US road network (71M nodes and 87M links) ● 57M US rooftops Copyright © 2020 Neustar, Inc. All Rights Reserved
  36. 36. QUERYING SPATIAL DATA § Location Enabled Everywhere – Lat/lon and address geocoding – Linked geographies § Spatial Operators – Gather data for spatial extent – Indexed for high performance § Determine Topological Relationships § New Oracle Spatial Studio tool – for quick and easy drag and drop spatial visualizations and analytics Copyright © 2020 Neustar, Inc. All Rights Reserved
  37. 37. SITE IMPACT ANALYSIS § Analyze current site placement – Customer reach – Presence of Competition – Demand Potential § Site Trade Area Overlap and Cannibalization Impact – Non-overlapping radii § Site Network Optimization Copyright © 2020 Neustar, Inc. All Rights Reserved
  38. 38. HEAT MAP THEMES § Identify areas with greater concentrations of households with specific behavior § Equal vs varying sized geo extents – Geographies – Tessellations (Hex/Square) § Dynamic regions – Triangulated Irregular Networks – Represent highs and lows of topological terrain Copyright © 2020 Neustar, Inc. All Rights Reserved
  39. 39. NETWORK DATA MODEL § Measuring Commute Time and Accessibility § Large Road Network Datasets – US Highways, Freeways, Ramps, Major Roads & Local Roads – Load on Demand for Scalability § Linear Calculations with LRS – Traffic speeds & roadblocks – Road direction Copyright © 2020 Neustar, Inc. All Rights Reserved
  40. 40. MAP PROJECTIONS & TOPOLOGY § Geodetic Calculations § Coordinate System Transformation § Aerial and Terrain Map Overlays – seamless base map switching § Topological Alignment – geography hierarchical rollups – shape coordinate generalization Copyright © 2020 Neustar, Inc. All Rights Reserved
  41. 41. CONSOLIDATION AND AGGREGATION § Consolidate and organize large datasets into manageable chunks – Assign to varying sized tiles based on rank score § Construct custom territories and trade areas – Component sub geographies § Construct buffered convex polygons for point sets Copyright © 2020 Neustar, Inc. All Rights Reserved
  42. 42. TRADE AREA CREATION § Shape creation and editing toolkit – Combine, XOR, intersection, difference – Buffering and smoothing – Bearing and coordinate placement § Compound complex polygons – Islands and inner rings § Polygon cleansing and rectifying § GeoJSON for data transfer Copyright © 2020 Neustar, Inc. All Rights Reserved
  43. 43. SPATIAL VECTOR ACCELERATION § 300x faster SDO_AGGR_UNION § 8x faster SDO_TOUCH § 6x faster SDO_WITHIN_DISTANCE § 6.5x faster SDO_JOIN § 10x faster SDO_CS.TRANSFORM § 3x faster SDO_GEOM.RELATE § 2.6 faster SDO_GEOM.DISTANCE Copyright © 2020 Neustar, Inc. All Rights Reserved
  44. 44. Getting Started Workshops and HoLs • Microservices with Oracle Converged Database • Converged Database (Spatial lab) • Cloud Test Drive (Oracle Application Express with Spatial) LiveSQL tutorial (write spatial queries on 19c in 5 mins!): bit.ly/LiveSQLSpatial APEX Sample Geolocation showcase app: https://apex.oracle.com/en/solutions/apps/ 46 Copyright © 2020, Oracle and/or its affiliates |
  45. 45. Resources - Oracle Database – Spatial Features Spatial Features Homepage: oracle.com/goto/spatial Developers Guide: https://docs.oracle.com/en/database/oracle/oracle-database/19/spatl • Map Visualization: bit.ly/OracleMapViz • YouTube Channel: youtube.com/c/OracleSpatialandGraph • Blog: blogs.oracle.com/oraclespatial • LiveSQL tutorial (write spatial queries on 19c in 5 mins!): bit.ly/LiveSQLSpatial • Forum: bit.ly/OracleSpatialHelp • Oracle Spatial and Graph User Group: linkedin.com/groups/1848520/ • Twitter: @SpatialHannes @JeanIhm @oraspatialsig
  46. 46. 48 https://asktom.oracle.com/pls/apex/asktom.search?oh=7761 AskTOM Office Hours: Spatial & Maps § New landing page above § Recordings of past sessions (Spatial Studio, 19c highlights, Spatial platform technical overview) available § Subscribe for updates on upcoming session topics & dates § Submit feedback, questions, topic requests
  47. 47. The Spatial & Graph User Community Part of Analytics and Data User Community • Vibrant community of tech enthusiasts – customers, partners, students • Sharing knowledge online, and at conferences and events. • Global – Americas, Europe, Africa, Asia Join us LinkedIn Oracle Spatial and Graph group linkedin.com/groups/1848520/ @oraspatialsig oraclespatialsig@gmail.com
  48. 48. 50 Copyright © 2020, Oracle and/or its affiliates | Confidential: Internal/Restricted/Highly Restricted [Date] Coming up at 1pm ET… Modern Application Development: A Discussion About The Path To Cloud Computing with Gerald Venzl & Todd Sharp & Heli Helskyaho & Holger Friedrich Breaktime! Please complete the feedback form for the previous session Join us on the Database@Home slack channel for more conversations and to answer your questions on the database and labs https://bit.ly/dbhome-slack

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The converged Oracle Database lets you store, manage, and query location information. Built-in SQL, REST, Java, and JavaScript APIs with JSON let you analyze addresses, GPS coordinates, coverage areas, territories and other geographic information. The first half of the session will describe the rich set of spatial analysis and spatial application development features of the database. The second half will be a case study of how these features are used in a Marketing Analytics platform that helps identify prospective customers and provide a compelling customer experience.

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