From Conceptto Completion

Johan Herrlin

Recap of Plenary demos

• Retail Site Analysis & Customer Analytics– Site Analysis & Customer Analytics

• Automotive– Territory Analytics

• TransportationTransportation– Fleet Management

• Insurance• Insurance– Claims Management

Why These Demos?Why These Demos?

•• Based primarily on customer needsBased primarily on customer needs•• Show technology trends and upcoming innovationsShow technology trends and upcoming innovations•• Show technology trends and upcoming innovationsShow technology trends and upcoming innovations•• Create scenarios that are relevant to many verticalsCreate scenarios that are relevant to many verticals•• Provide vision for the use of GIS in businessProvide vision for the use of GIS in business•• Provide vision for the use of GIS in businessProvide vision for the use of GIS in business

Concept Goals

• Share stories about businesses using the Geographic AdvantageAdvantage

• Demonstrate the use of enterprise technology in specific business areasp

• Stimulate ideas about potential solutions• Provide a preview for upcoming technology and p p g gy

industry trends

Site Selection and Customer Analytics

• Basic situationWorsening economic climate– Worsening economic climate

– Moving away from aggressive acquisition– Moving towards maximizing existing assets

• Challenges– Mall traffic down– Possible anchor problem– Not attracting the correct clients

Components of the SolutionComponents of the Solution

•• ArcGIS Business Analyst DesktopArcGIS Business Analyst Desktop•• ESRI Data componentsESRI Data components•• ESRI Data componentsESRI Data components

–– Tapestry SegmentationTapestry Segmentation–– Retail MarketplaceRetail Marketplacepp–– Consumer ExpenditureConsumer Expenditure–– MRIMRI

Level of EffortLevel of Effort

•• ArcGIS Business Analyst DesktopArcGIS Business Analyst DesktopData preparation (3Data preparation (3--4 days)4 days)–– Data preparation (3Data preparation (3--4 days)4 days)

•• BA ServerBA Server–– Set up service (minutes)Set up service (minutes)p ( )p ( )–– Custom workflow (1Custom workflow (1--2 days)2 days)

Segmentation Data Segmentation Data –– Tapestry (ESRI)Tapestry (ESRI)

•• ESRI creates our own ESRI creates our own lifestyle segmentationlifestyle segmentationlifestyle segmentation lifestyle segmentation datadata

•• Better describes groups Better describes groups of people than pure of people than pure

Urban Melting Pot

p p pp p pdemographicsdemographics

•• Classifies entire US Classifies entire US population into 65 population into 65 p pp psegments based on segments based on socioeconomic and socioeconomic and demographic demographic compositioncomposition

High Rise Renters

compositioncomposition•• Explains lifestyle and Explains lifestyle and

lifelife--stages in addition to stages in addition to demographicsdemographics

Retirement Communitiesdemographicsdemographics Communities

Demographics vs TapestryDemographics vs Tapestry

•• Tapestry is created from many Tapestry is created from many different data sourcesdifferent data sources

Cluster A l idifferent data sourcesdifferent data sources

–– DemographicsDemographics–– BusinessesBusinesses Geography

Analysis

–– Market potentialMarket potential–– Consumer expenditureConsumer expenditure

etcetcZIP+4

BlockGroups

Tracts

ZIPCodes

ConsumerData

–– etc.etc.•• You can model your customers with You can model your customers with

demographics, but Tapestry does demographics, but Tapestry does

IncomeEducation

HH

Ethnicity

Lifestylethis modeling for youthis modeling for you•• Allows users to create a base and Allows users to create a base and

then compare their customers to then compare their customers to

HH Composition

Housing

Urbanization

LifestyleSegmentation

that basethat base Mobility

Demographics

Segmentation ProfilesSegmentation Profiles

•• Profiles can be created from customers, geography, Profiles can be created from customers, geography, market potentialmarket potentialmarket potentialmarket potential

•• Base profileBase profile–– Profile to compare your customers toProfile to compare your customers top yp y–– Example: a clothes retailer might want to compare its customers Example: a clothes retailer might want to compare its customers

to consumers who typically spend money on apparelto consumers who typically spend money on apparel

C t filC t fil•• Customer profileCustomer profile–– Profiles built entirely from customer locationsProfiles built entirely from customer locations–– Geocodes with appended Tapestry codesGeocodes with appended Tapestry codesGeocodes with appended Tapestry codesGeocodes with appended Tapestry codes

•• We can now compare these two profiles to find the We can now compare these two profiles to find the most profitable customersmost profitable customers

Typical Segmentation Analysis WorkflowTypical Segmentation Analysis Workflow

•• Geocode customers and append Tapestry segmentGeocode customers and append Tapestry segment•• Create base profile to compare toCreate base profile to compare to•• Create base profile to compare toCreate base profile to compare to•• Evaluate which segments are most likely to be your Evaluate which segments are most likely to be your

customerscustomers Index (average is 100)Index (average is 100)customerscustomers

Number/percent ofNumber/percent of

Index (average is 100)Index (average is 100)

In this case, “Sophisticated In this case, “Sophisticated Squires” are almost 7 times Squires” are almost 7 times

lik l t f t thlik l t f t thTapestry Segment Tapestry Segment NameName

Number/percent ofNumber/percent of

Customers in Customers in SegmentSegment

more likely to frequent the more likely to frequent the store than the average store than the average

consumerconsumer

Typical Segmentation Analysis WorkflowTypical Segmentation Analysis Workflow

•• Create groups of Tapestry segments that frequent your Create groups of Tapestry segments that frequent your storestorestorestore

•• Use these groups as “targets”Use these groups as “targets”–– Find other geographic areas that have a high penetration of Find other geographic areas that have a high penetration of g g p g pg g p g p

these “targets”these “targets”

Workflow Workflow –– using BA Desktopusing BA Desktop

•• Geocode stores/customersGeocode stores/customers•• Generate Tapestry segmentsGenerate Tapestry segments•• Generate Tapestry segmentsGenerate Tapestry segments•• Use spatial analyst to create heat mapUse spatial analyst to create heat map

–– Shows concentration of customersShows concentration of customersShows concentration of customersShows concentration of customers

•• Use various trade area toolsUse various trade area tools–– RingsRings–– Drive timesDrive times–– Customer derivedCustomer derived

P bli h j i BA SP bli h j i BA S•• Publish project using BA ServerPublish project using BA Server

Workflow Workflow –– using BA Serverusing BA Server

•• Create custom workflow templatesCreate custom workflow templates•• Connect to existing projectConnect to existing project•• Connect to existing projectConnect to existing project•• Run multiple reports using workflow templatesRun multiple reports using workflow templates

–– Consumer expenditureConsumer expenditureConsumer expenditureConsumer expenditure–– Syndicated Survey DataSyndicated Survey Data–– Read/watch/listenRead/watch/listen–– Surplus/leakage (retail marketplace)Surplus/leakage (retail marketplace)

Site Analysis Scenario ArchitectureSite Analysis Scenario ArchitectureManaging Complexity ……..Managing Complexity ……..

AuthorAuthor ServeServeAuthorAuthor

ArcGISArcGISDesktopDesktopB iB i

UseUse

Leasing Agent PortalLeasing Agent PortalBusiness Business AnalystAnalyst

ESRIESRI

ArcGISArcGISB i A l t SB i A l t S

ESRIESRIDataData

. . . And Making It . . . And Making It All AccessibleAll Accessible

Business Analyst ServerBusiness Analyst Server

Territory Analytics

• Basic situationACME motor manufacturing– ACME motor manufacturing

– Mature dealer network– Some markets are under performing

• Challenges– Territories not reflective of market

f– No insight into consequences of changes to territories– No ability to share findings/methods with broader organization– Align dealership size with market potentialg p p

Components of the SolutionComponents of the Solution

•• ArcGIS Server 9.3ArcGIS Server 9.3Java ADFJava ADF–– Java ADFJava ADF

–– REST/JavaScript APIREST/JavaScript API

•• ArcGIS OnlineArcGIS Online•• Google Charts APIGoogle Charts API•• BA DesktopBA Desktop

–– Territory solverTerritory solver

Level of EffortLevel of Effort

•• ArcGIS Server 9.3ArcGIS Server 9.3Java ADF (1 week)Java ADF (1 week)–– Java ADF (1 week)Java ADF (1 week)

–– REST/JavaScript API (hours)REST/JavaScript API (hours)

•• ArcGIS OnlineArcGIS Online•• Google Charts API (minutes)Google Charts API (minutes)•• BA DesktopBA Desktop

–– Data preparationData preparation(2 days)(2 days)

WorkflowWorkflow

•• Use JavaScript API to create Use JavaScript API to create mashupmashupArcGIS ServerArcGIS Server–– ArcGIS ServerArcGIS Server

–– ArcGIS OnlineArcGIS Online–– Google Charts APIGoogle Charts API

•• BA DesktopBA Desktop–– Visualize territories using a number of methodsVisualize territories using a number of methods

D i tiD i ti•• Drive timesDrive times•• Spider diagramsSpider diagrams

–– Balance territories based on capacity of dealership and market Balance territories based on capacity of dealership and market potentialpotential

WorkflowWorkflow

•• ArcGIS ServerArcGIS ServerCustomized using Java APICustomized using Java API–– Customized using Java APICustomized using Java API

–– Customized editor taskCustomized editor task–– Table updates synchronized with territory assignmentsTable updates synchronized with territory assignments

Automotive Scenario ArchitectureAutomotive Scenario ArchitectureManaging Complexity ……..Managing Complexity ……..

AuthorAuthor

Java Script API DashboardJava Script API Dashboard

ServeServeAuthorAuthor

ArcGISArcGISDesktopDesktopB iB i

Territory Territory SolverSolver ACME Territory ManagerACME Territory Manager

UseUse

Business Business AnalystAnalyst

SolverSolver ACME Territory ManagerACME Territory Manager

Dealership DemographicsDealership Demographics

ArcGIS OnlineArcGIS Online

Business Business Analyst Online Analyst Online

ServicesServicesArcGISArcGIS

R.L. PolkR.L. Polk

. . . And Making It . . . And Making It All AccessibleAll Accessible

Charts APICharts APIArcGISArcGISServerServer

Fleet Management

• Basic situationTrucking company in Chicago region– Trucking company in Chicago region

– Deliver building supplies– 80 vehicles

• Challenges– Increasing cost of fuel– High driver turn over– Communications

Components of the SolutionComponents of the Solution

•• ArcLogisticsArcLogistics•• ArcLogisticsArcLogistics NavigatorNavigator•• ArcLogisticsArcLogistics NavigatorNavigator•• ArcGIS ServerArcGIS Server•• ArcGIS OnlineArcGIS Online•• ArcGIS OnlineArcGIS Online

Components of the SolutionComponents of the Solution

•• ArcLogisticsArcLogisticsData preparation (2Data preparation (2--3 days)3 days)–– Data preparation (2Data preparation (2--3 days)3 days)

•• ArcLogisticsArcLogistics NavigatorNavigator•• ArcGIS ServerArcGIS ServerArcGIS ServerArcGIS Server

–– MashupMashup (1 day)(1 day)–– Live feed simulation (4 days)Live feed simulation (4 days)

•• ArcGIS OnlineArcGIS Online

Workflow Workflow –– ArcLogisticsArcLogistics

•• Enter vehicle informationEnter vehicle informationCostsCosts–– CostsCosts

–– WeightWeight–– Other constraintsOther constraints

•• Load stopsLoad stops•• Assign stops to vehiclesAssign stops to vehicles

Workflow Workflow –– ArcLogisticsArcLogistics NavigatorNavigator

•• Load stopsLoad stops•• Customized API usingCustomized API using StreetMapStreetMap MobileMobile•• Customized API using Customized API using StreetMapStreetMap MobileMobile

Workflow Workflow –– Dispatch PortalDispatch Portal

•• ArcGIS ServerArcGIS ServerSimulated live feedsSimulated live feeds–– Simulated live feedsSimulated live feeds

–– ArcGIS Online dataArcGIS Online data–– View weather dataView weather data–– GeofencingGeofencing capabilitiescapabilities

Fleet Management Scenario ArchitectureFleet Management Scenario ArchitectureManaging Complexity ……..Managing Complexity ……..

AuthorAuthor

Dispatcher ManagementDispatcher Management

ServeServeAuthorAuthor

ArcLogisticsArcLogistics NavigatorNavigator

UseUse

ArcLogisticsArcLogistics

ArcLogisticsArcLogistics NavigatorNavigator

ArcGIS ServerArcGIS Server

. . . And Making It . . . And Making It All AccessibleAll Accessible

ArcGIS ServerArcGIS Server

Claims Management

• Basic situationTwo large storms have passed through Texas– Two large storms have passed through Texas

– 1000 property claims have been received– Company is contracting with independent adjustors – Tasked with improving response capabilities

• Challenges– Poor customer retention– Increased adjustor expenses– Poor visibility into open claims and potential lossy p p– Estimated shortfall of 84,000 adjustors by the year 2014

Components of the SolutionComponents of the Solution

•• ArcGIS Server 9.3ArcGIS Server 9.3MashupMashup using JavaScript & REST APIsusing JavaScript & REST APIs–– MashupMashup using JavaScript & REST APIsusing JavaScript & REST APIs

–– ArcGIS MobileArcGIS Mobile

•• ArcGIS OnlineArcGIS Online•• ArcGIS DesktopArcGIS Desktop•• SmartphoneSmartphone

Level of EffortLevel of Effort

•• ArcGIS Server 9.3ArcGIS Server 9.3MashupMashup (minutes) & model(minutes) & model–– MashupMashup (minutes) & model(minutes) & model

–– ArcGIS Mobile (custom code C# 1ArcGIS Mobile (custom code C# 1--2 days)2 days)–– SQL Server data model (hours)SQL Server data model (hours)

•• ArcGIS OnlineArcGIS Online•• ArcGIS DesktopArcGIS Desktop

–– Data compilation (1 day)Data compilation (1 day)–– Model (hour)Model (hour)

•• SmartphoneSmartphone•• SmartphoneSmartphone–– Install SDK (minutes)Install SDK (minutes)

WorkflowWorkflow

•• MashupMashup (using ArcGIS Server)(using ArcGIS Server)View existing claimsView existing claims–– View existing claimsView existing claims

–– Create estimated loss surfaceCreate estimated loss surface–– Assign claims to adjusters using allocation modelAssign claims to adjusters using allocation model–– Viewed resultsViewed results

•• MobileMobileCC–– Consume points via mobile deviceConsume points via mobile device

–– Update points in mobile deviceUpdate points in mobile device–– View updates in View updates in mashupmashupe updatese updates as upas up

Allocation Problem Allocation Problem –– Traditional MethodTraditional Method

•• Most common methods are somewhat arbitraryMost common methods are somewhat arbitrary•• Usually use standard levels of geographyUsually use standard levels of geography•• Usually use standard levels of geographyUsually use standard levels of geography

Zip Zip CodesCodes

•• Uneven distributionUneven distribution•• Drive time not accounted forDrive time not accounted for

StopsStops

Drive time not accounted forDrive time not accounted for•• Visual clusters onlyVisual clusters only

Study AreaStudy Area

Allocation Problem Allocation Problem –– CoCo--location Methodlocation Method

•• Statistical methodStatistical method•• Unbiased view of clusteringUnbiased view of clustering•• Unbiased view of clusteringUnbiased view of clustering

•• Even distributionEven distribution•• Drive time accounted forDrive time accounted for•• Statistically driven clustersStatistically driven clusters

How does the clustering work?How does the clustering work?Create clusters that…Create clusters that…Minimize within cluster distanceMinimize within cluster distanceMaximize between cluster distanceMaximize between cluster distanceMaximize between cluster distanceMaximize between cluster distance

Study AreaStudy Area

Claims Scenario ArchitectureClaims Scenario ArchitectureManaging Complexity ……..Managing Complexity ……..

AuthorAuthor ServeServe

Claims Management PortalClaims Management Portal

AuthorAuthor

AllocationAllocationModelModel

UseUseArcGISArcGISServerServer

ArcGISArcGISDesktopDesktop

ModelModel

Mobile Claims CollectionMobile Claims CollectionMobile Claims CollectionMobile Claims Collection

ArcGIS OnlineArcGIS OnlineArcGIS OnlineArcGIS Online

ArcGISArcGIS

. . . And Making It . . . And Making It All AccessibleAll Accessible

ArcGISArcGISServerServer

CaveatsCaveats

•• These applications were created for demonstration These applications were created for demonstration purposespurposespurposespurposes

•• GIS technology can be quickly implementedGIS technology can be quickly implemented•• Most of the effort lies in other areasMost of the effort lies in other areasMost of the effort lies in other areasMost of the effort lies in other areas

–– Integration with other enterprise systemsIntegration with other enterprise systems–– Set up of development, staging, and production environmentsSet up of development, staging, and production environments–– Workflow definition and “customer” needsWorkflow definition and “customer” needs

Thank you…Thank you…