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Integeo Map Intelligence: Don’t Get Lost in Data
Without a Map
Agenda Why do location analysis?
Case studies
Steps to Location Intelligence
Demonstration
Wrap-up and Q&A
Attendee Panel
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Why do Location Analysis?Every dollar spent has a location
Where are our assets? Where are our sales? Where is our target
market? Where is our sales
force deployed?
The where can be just as important as the
what and who
80% of data has the location component, but businesses are unable to exploit it
Location Intelligence
Olap Analysis
EPM
GIS
CPM
Cust Analytics
BPM
BI
SCM
ERP
CRM
0 10 20 30 40 50 60
Business Week Research
% of companies using above technologies
Why do Location Analysis?Location information in decision-making:
Strategic Entry into a new region, outlet location, product direction, mergers & acquisitions
Tactical Acceptable risk levels when developing offers for certain customer segments
Operational
Approve / decline, authorize, fraud detection, customer service
Industry Use and Benefits of Location IntelligenceRetail Determine optimal site location, Maximize market share
Hotels & Property Site selection, target marketing, expansion planning
Finance Optimize every customer touchpoint, Optimally allocate branch & sales staff
Government Crime analysis, improve emergency responders, planning & dev’t of large-scale public works
Insurance Improve underwriting decisions, better risk management
Media Plan media publication and distribution according to subscriber demographics
Telecommunications
Analyze network coverage, market demand, competitor data, identify emerging trouble spots / downtimes, etc.
Transportation & Logistics
Analyze the maintenance of transport systems, route planning & optimisation, asset tracking
Why do Location Analysis?Business data becomes valuable when collected & analyzed in relation to other internal or external data, eg, match your sales / service distribution outlet revenue info with
• Demographics info like population density• Product mix vs customer needs / segments, eg affluency in a particular location• Competitive info, eg competitors network of outlets• Traffic patterns within the area, easy access• Service outlets, real-time deployment of service engineers
Combine multiple location-inherent data with geographic information for better detection of patterns and trends, and turn these into actionable insights
Why do Location Analysis?“The evolution of information technology has matured rapidly to support the use of "location intelligence" for making effective business decisions. When combined with embedded automated decision applications, location intelligence can lead to the execution of precise customer decision strategies and a new level of enterprise performance.”Ventana Research
2009
“Gartner recognises GIS as a major maturing technology with a value and benefits profilesimilar to that of BI, and expects interactive visualisation to become the common frontend to analytical applications over the next couple of. By linking location to corporate information, organisations can use location intelligence to make better decisions, enhance planning capabilities, and achieve real business benefits”
Gartner Summit 2008
“Companies are already sitting on a gold mine of location information that can be exploited right now. Location content can be leveraged to deliver key business value; whether it's lowering costs, managing risk or developing new revenue streams. And the reality is, location data is already sitting latent inside most organizations. All they need is the right expertise to unlock its potential and get better results.”
DMTI May 2009
“Location intelligence (LI) is poised to make its play in the enterprise. LI is finally making make inroads in corporate decision-making circles”
Ovum Oct 2008
“Many are now looking to capitalise on location data in their BI to better leverage the where in operational and strategic decision making. LI can make BI sizzle.”
Ovum May 2009
Location Visual very powerfulReadily interpreted by Executives
Summary - Why do Location Analysis
Expectation it will be provided in reporting tools
Google Maps/Google Earth commonplace
No Coding – Easy to do – tools like Excel
End Business user focus
Merge internal data with external data sources
Readily available Location Services – Weather Bureau
Location Based Analysis – Weather event impact
Google Maps backgroundWeb Service feed of cycloneWeb Service feed of business data locations from Excel
Map Intelligence Server brings together
• Name• Address• Total Spent• Items purchased
0123456
Case Study - Carrefour◦ Replaced previous time consuming and manual distribution
of Carrefour Club analysis with automated process delivered via web browser through integrated mapping into Business Objects
Business Benefits:
Stores now have an interactive mapping environment
Deeper analysis can be made using BI filters Maps always reflect the latest data Maps are delivered in seconds, not months
US Army Track progress of recruit induction Army competes for talent
◦ Only a small percentage are eligible◦ Only a small percentage proceed beyond basic training
Require tools to provide better intelligence in the market place
Interactive maps improved efficiency by 75% Provides new insights into marketing campaigns Recruitment officers now have on demand access
to maps in the field – with merged internal business data and external data over Google Maps
Demonstration
South Australian Lotteries
◦ Use MI Excel to do sales analysis of different lottery games
◦ Analysing sales outlet by postcode and locality,
◦ Integration Population and Income data from the census
◦ Merge with Sales Data and then put on map
◦ Used to identify areas of high market pentration
◦ Just as importantly areas of potential market demand not covered
Radio Rentals
◦ Use Map Intelligence with Cognos BI Environment
◦ Cognos used to analyse sales by postcode location and sales outlets performance.
◦ Previously presented in charts and tables comparing areas
◦ Now provided with additional interactive map to look at coverage issues
◦ High and low market penetration.
◦ Getting more value out of the same data and same reports
Tupperware
Marketing campaign drove location based analysis
Use Census data to identify target markets not currently covered by Tupperware agents
Also used to rationalise management of Agents by Distributors
Identify locations that might warrant placement of a new distributor location
Demonstration
Demonstration of mapping from Excel
Steps to Location Intelligence
Start with the basics
What location Info can enhance knowledge of products & services, and improve your encounters with your customers
Utilize multiple data sets, eg sales by territory, number of salesmen within the territory, the number of distribution trucks, etc.
Take advantage of already existing data in your data warehouse / BI
What sources of info must LI tap
Ventana Research
Steps to Location IntelligenceEnhance business data with demographics dimension, GIS and maps
External demographics info is also insightful◦ Eg in retail, you should look at the population demographics of the site targeted,
the network of roads / buses / trains from your customers leading to your outlet, etc
◦ In retail estate, you should look at the proximity of surrounding facilities, is there convenient transport, supermarkets, banks, schools
Integrate spatial information with business information◦ A single, synchronized view of your data, provides 360-degree view of information
Single View of Your Data
Steps to Location IntelligenceVisualize on a map
Easier to detect patterns and trends in a map than traditional row and column spreadsheets
◦ Drive the map from the business data / report (BI)
◦ Drive the BI from the map
Leverage on Location Intelligence tools to gather insights Color-coding
Hotspots / data concentration, surface attribute
Region control, distance calculator
Drive times, line layers
Calculations & display of spatial measures
Steps to Location Intelligence
Deliver LI to your business users desktops
LI has evolved from the once exclusive domain of GIS experts, to the business users
Integrate LI into the organization’s business processes – for improving customer service, for responding to customer’s requests faster, for developing targeted marketing campaigns, for assessing risk
How important are these location intelligence benefits
Ventana Research
Color-coded regions from the world, to country
To cities, associations calculated spatially in
real-time
To individual sales / service locations
Show linear features color-coded by eg
accident rate or other measures
Floor plan, desk or building locations color-coded by an attribute
Show measures within a kilometer radius
Measure Visualization by Color-coding
Patterns Analysis
Show highest concentrations
Concentrations by Contours
Show prominence
Route / Site Planning
Show me area of control for each distribution outlet. Every
point within each polygon is closest to the controlling point.
Show me the distance on the ground between points or along
a route.
Plot the route a courier van took or draw a line from the store to
its best customers.
Demographic Analysis
Use “as the crow flies” circles.Augment business data with demographic data, eg Sales vs.
population.
Show charts on regions
WMS Layers IntegrationsExport as a WMS Layer for import into another application
Show Google Streets Layer
Export to Google Earth to show Points of Interests and 3D view
Integeo Map Intelligence
Independent of business domain
Seamless, synchronized integration between BI, GIS
Merge business data with external geographic factors
Advanced visualizations
Interactive, dynamic web applications
No programming skills needed by developers
Vendor-neutral
How to get Started Quick, Easy and Cost-Effective Start at base level with Map Intelligence for Excel Then expand to include Location in BI capability Put in place Map Intelligence Server Incorporate key boundary data – States, County,
Zipcodes If you need more detail use a web service such as
Google Maps or Open Street Maps Only Geocode core data, use at more aggregated
level initially Use OGC Map Services where suitable such as
Weather feed
Q & A
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