GIS in Business Tutorial

Copyright © 2004, University of Redlands, School of Business. All Rights Reserved

GIS in BusinessGIS in BusinessTutorialTutorial

School of Business Research Seminar Series, School of Business Research Seminar Series, Sept. 10, Sept. 10,

20042004

James PickJames Pick

Julian RayJulian Ray


OverviewOverview

• Sample Business ProblemsSample Business Problems• GIS and Information SystemsGIS and Information Systems• GIS Design, Spatial Data, Spatial Tools and GIS Design, Spatial Data, Spatial Tools and

Spatial ProcessesSpatial Processes• GIS in Direct Marketing and Business SitingGIS in Direct Marketing and Business Siting• GIS DemonstrationGIS Demonstration• GIS in Vertical MarketsGIS in Vertical Markets• Educational Resources and Research AgendasEducational Resources and Research Agendas• SummarySummary


Sample Business ProblemsSample Business Problems


Managing Public Transportation AssetsManaging Public Transportation Assets• Business Driver: Regulatory Business Driver: Regulatory

ComplianceCompliance

• State and Federal Govts. spend State and Federal Govts. spend $140-$140-150 billion150 billion per year in construction, per year in construction, improvement and rehabilitation of improvement and rehabilitation of nation’s transport assets.nation’s transport assets.

• Infrastructure includesInfrastructure includes– HighwaysHighways– BridgesBridges– Road Signs & Safety devicesRoad Signs & Safety devices

• GASB 34 (1999)GASB 34 (1999) – market driven – market driven approach to fiscal managementapproach to fiscal management

– Defines standards used for external Defines standards used for external fiscal reportingfiscal reporting

– Applies to all public agencies which Applies to all public agencies which claim to follow GAAPclaim to follow GAAP

• Asset ManagementAsset Management is one approach is one approach to GASB 34 complianceto GASB 34 compliance

• Key Questions:Key Questions:– What are our assets?What are our assets?– What is the value of our assets?What is the value of our assets?– What was the past condition and What was the past condition and

performance?performance?– What are the consequences of not What are the consequences of not

maintaining our assets?maintaining our assets?– What investment options can be What investment options can be

identified?identified?– How do we measure costs and How do we measure costs and

benefits?benefits?– How do we monitor impact of our How do we monitor impact of our

decisions?decisions?

• Spatial Issues:Spatial Issues:– Assets move and change over Assets move and change over

timetime– Costs and benefits of a Costs and benefits of a

transportation system can only be transportation system can only be understood in a spatial contextunderstood in a spatial context

– e.g. personal/economic/societal e.g. personal/economic/societal value of a shorter commutevalue of a shorter commute


National ALI: E-911 Call RoutingNational ALI: E-911 Call Routing• Business Driver: Regulatory complianceBusiness Driver: Regulatory compliance

• FCC (1997) requirement for enhanced 911 (E911) call handling.FCC (1997) requirement for enhanced 911 (E911) call handling.– Phase 1 – obtain telephone number of caller and location of cell-tower. (Completed June 2000)Phase 1 – obtain telephone number of caller and location of cell-tower. (Completed June 2000)– Phase 2 – deploy technology that facilitates Automatic Location Identification (ALI), either through Phase 2 – deploy technology that facilitates Automatic Location Identification (ALI), either through

global positioning services or positioning determinations made through cellular telephone global positioning services or positioning determinations made through cellular telephone networks. networks.

• RequirementRequirement– Locate wired and wireless E-911 calls within 100 ft and route call to correct Public Safety Locate wired and wireless E-911 calls within 100 ft and route call to correct Public Safety

Answering Point (PSAP)Answering Point (PSAP)– Majority of cellular providers Majority of cellular providers outsource solutionoutsource solution to Intrado (Lucent/SCC) who implement an to Intrado (Lucent/SCC) who implement an

Application Service Provider (ASP) solution available over the InternetApplication Service Provider (ASP) solution available over the Internet

• Issues: System Design & Engineering ProblemIssues: System Design & Engineering Problem– 60,000 PSAP geographical boundaries60,000 PSAP geographical boundaries– Up to 600 change per dayUp to 600 change per day– 315 million subscriber records315 million subscriber records– Over 500,000 transactions on ALI database per dayOver 500,000 transactions on ALI database per day– Peak load of 100 transactions per secondPeak load of 100 transactions per second– Maximum query time < 100 msMaximum query time < 100 ms– ““7 nines” uptime (99.99999% = < 59 unscheduled seconds downtime per year)7 nines” uptime (99.99999% = < 59 unscheduled seconds downtime per year)


E-Commerce/Office ProductsE-Commerce/Office Products• Business Drivers: Market Pressure & CompetitionBusiness Drivers: Market Pressure & Competition

– Commodity product – undifferentiated from perspective of the customerCommodity product – undifferentiated from perspective of the customer– Customer focus dictates need for online shoppingCustomer focus dictates need for online shopping– Competition dictates competitive delivery time/costCompetition dictates competitive delivery time/cost

• Solution:Solution:– E-Commerce web-siteE-Commerce web-site– Free next-day delivery for orders over $75Free next-day delivery for orders over $75

• Issues: MIS/Logistics/Operations ResearchIssues: MIS/Logistics/Operations Research– Company looses money on orders less than $150Company looses money on orders less than $150– How to connect logistics and e-commerce applications in real-timeHow to connect logistics and e-commerce applications in real-time– Requires dynamic route planning and fleet management algorithmsRequires dynamic route planning and fleet management algorithms– Including the Including the spatial contextspatial context provides provides additional efficienciesadditional efficiencies and a and a

framework for introduction of external factorsframework for introduction of external factors into solution space into solution space


Target MarketingTarget Marketing• Business DriverBusiness Driver: Reduce costs and increase effectiveness of marketing : Reduce costs and increase effectiveness of marketing

campaign.campaign.

• GoalsGoals: characterize customers and attempt to identify underserved : characterize customers and attempt to identify underserved neighborhoods for target marketing.neighborhoods for target marketing.

• Issues:Issues:– Where do existing customers live?Where do existing customers live?– What socio-economic and demographic characteristics of customers are What socio-economic and demographic characteristics of customers are

important?important?– Where are similar clusters which are under-servedWhere are similar clusters which are under-served

• Spatial Issues:Spatial Issues:– Data acquisitionData acquisition– Spatial analysis Spatial analysis – Predictive modelsPredictive models– ReportingReporting


Common ThemesCommon Themes• Focus is on Focus is on business problemsbusiness problems which need which need innovative solutionsinnovative solutions

• Problems can usually be solved using non-spatial methodsProblems can usually be solved using non-spatial methods

• Viewing problems through a Viewing problems through a spatial lensspatial lens provides additional provides additional insights into potential solutionsinsights into potential solutions

• GIS component is a small part of a larger solutionGIS component is a small part of a larger solution

• Most difficult part of the solution is usually not the GIS partMost difficult part of the solution is usually not the GIS part

• However, need to However, need to understand capabilities understand capabilities andand limitations of GIS limitations of GIS in order to conceptualize innovative solutions and effectively in order to conceptualize innovative solutions and effectively introduce spatially enabled applications into organizationsintroduce spatially enabled applications into organizations


Q&A - DiscussionQ&A - Discussion


GIS and Information SystemsGIS and Information Systems


A A Geographic Information SystemGeographic Information System is a toolkit for is a toolkit for creating creating spatially-enabled information systemsspatially-enabled information systems and for managing and analyzing business and for managing and analyzing business information of any kind according to information of any kind according to where it's where it's located.located.

• manage customers, manage customers,

• manage vehicle fleets,manage vehicle fleets,

• locate new businesses, locate new businesses,

• create & manage marketing create & manage marketing campaigns, campaigns,

• organize sales territories,organize sales territories,

• analyze retail spending patterns,analyze retail spending patterns,

• provide better services,provide better services,

• understand our competition,understand our competition,

• etc., etc., etc.etc., etc., etc.


Little “g” Big “IS”Little “g” Big “IS”GIS extends the study of information systems by GIS extends the study of information systems by

including spatial data, spatial processing and including spatial data, spatial processing and spatially mediated knowledgespatially mediated knowledge

Tuned for processing and

storing spatial data and creating

spatially-mediated reports

GIS Software and

Middleware

Extended to include storage and

management of spatial data

Additional training and management

skills

Additional maintenance, privacy and

security issues


Supporting Roles of GISSupporting Roles of GIS• Operations ManagementOperations Management

– Use of GIS and spatial middleware to optimize core internal processesUse of GIS and spatial middleware to optimize core internal processes– Enable coupling technologies (location-aware systems) eg GPS, RFID, AVL and networks (cellular, sat-comm, Enable coupling technologies (location-aware systems) eg GPS, RFID, AVL and networks (cellular, sat-comm,

WLAN)WLAN)– Enterprise Resource PlanningEnterprise Resource Planning– Supply Chain Management/VisibilitySupply Chain Management/Visibility

• Decision Support and Knowledge ManagementDecision Support and Knowledge Management– Spatial Decision Support SystemsSpatial Decision Support Systems– Knowledge base & historical reconstructionKnowledge base & historical reconstruction– Resource management and explorationResource management and exploration– Business IntelligenceBusiness Intelligence

• Business FunctionsBusiness Functions– Accounting: Asset Management, AuditingAccounting: Asset Management, Auditing– Marketing/Sales: product penetration, customer acquisition, target marketingMarketing/Sales: product penetration, customer acquisition, target marketing– Competitive Intelligence/AnalysisCompetitive Intelligence/Analysis

• Customer FacingCustomer Facing– CRMCRM– Customer self-service, knowledge acquisition and mobile-commerceCustomer self-service, knowledge acquisition and mobile-commerce

• StrategicStrategic– Spatial data as a corporate assetSpatial data as a corporate asset– Risk MitigationRisk Mitigation


Emerging Business DriversEmerging Business Drivers• Globally, moving towards a knowledge driven economy where information Globally, moving towards a knowledge driven economy where information

is a “raw material”. Businesses recognizing that is a “raw material”. Businesses recognizing that spatial data is valuable spatial data is valuable corporate assetcorporate asset..

• Increased demand to spatially-enable business applications & Increased demand to spatially-enable business applications & increase increase efficienciesefficiencies– CRM, ERP, Business Intelligence, Supply Chain Management, E-Commerce, CRM, ERP, Business Intelligence, Supply Chain Management, E-Commerce,

Marketing Marketing – Spatial Decision Support SystemsSpatial Decision Support Systems

• New business opportunitiesNew business opportunities– Location Based Services, Spatial Information Systems, Location Based Services, Spatial Information Systems,

M-Commerce/U-CommerceM-Commerce/U-Commerce– Real-time decision support – Field Service, Field Sales, Supply Chain visibility Real-time decision support – Field Service, Field Sales, Supply Chain visibility

• Spatial Information industry changing: Spatial Information industry changing: broad adoption of spatial data broad adoption of spatial data management capabilitiesmanagement capabilities across enterprise data management systems across enterprise data management systems– Oracle: 80-90% enterprise spatial data market (IDC, 2002)Oracle: 80-90% enterprise spatial data market (IDC, 2002)


Enterprise Business applications are Enterprise Business applications are increasingly using spatial servicesincreasingly using spatial services

TraditionalData

CRMERPElectronicCommerce

Marketing

SpatialAnalysis

MappingLocation

BasedServices

Spatial Data

SpatialData

Mining

SpatialServices

Data StorageSystems

BusinessApplications

BusinessIntelligence

Logistics

C O M M O N A P I


SAP Business Explorer InterfaceSAP Business Explorer Interface

Business IntelligenceBusiness Intelligence


Value of GIS IndustryValue of GIS IndustryGIS Revenues: $1.75 billion GIS Revenues: $1.75 billion in 2003 growing at 8%in 2003 growing at 8%(Daratech, 2003)(Daratech, 2003)

Does not include spatial databases or spatially-Does not include spatial databases or spatially-enabled applications.enabled applications.

Location Based ServicesLocation Based Services• Will reach 748 million users worldwide by 2006Will reach 748 million users worldwide by 2006• Western European Market: $6.6 billion by 2006Western European Market: $6.6 billion by 2006 (Global: $9.75 billion) (Global: $9.75 billion)• 38% of vehicles will use navigation systems and services38% of vehicles will use navigation systems and services• 44% of Cell Phone users will use LBS44% of Cell Phone users will use LBS(Ovum, 2002)(Ovum, 2002)

Total Worldwide Expenditure on GIS and Related Activities in 2000 - $15-20 billion (Longley et al., 2001)


Sold to AOL for $1.1 billion!!!




GIS Design, Spatial Data, Spatial GIS Design, Spatial Data, Spatial Tools and Spatial ProcessesTools and Spatial Processes


Design Elements of a GISDesign Elements of a GIS

Attribute TablesMap Layers

Figure 1.19. Design Elements of a GIS

Attribute Input Data

Boundary File Input Data

Analysis and Modeling

Output

(Source: Greene and Pick, 2005)


Example of Processing with Simple GISExample of Processing with Simple GIS

PopulationNumber of City Employees

Gross City RevenueTotal Tax Revenues

Highway WidthHighway Speed LimitVehicle Traffic Daily

Gas Stations on Highway

Attribute Tables Map Layers

Highway Transportation Network

City Limits

Analysis of Intensity of Highways compared to populationdensity.

Spatial Modeling of Transportation grid inside and outsideof the city limits and its effect on gas taxes

Figure 1.20 Example of Processing with a Simple GIS

(Source: Greene and Pick, 2005)


Relationship of Spatial and Relationship of Spatial and Attribute Data in a GIS LayerAttribute Data in a GIS Layer

Adapted from West, 2000.


Relationship of Spatial and Attribute Relationship of Spatial and Attribute Data in Multiple GIS LayersData in Multiple GIS Layers

Adapted from West, 2000.


Map Overlay ExampleMap Overlay Example

Input - census blocks Overlay - store trade areas Result of union

(Source: Greene and Stager, 2005)


A traditional view of the business A traditional view of the business data provides little helpful data provides little helpful informationinformation

0

20

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100

120

140

160

180

01701 01702 01719 01720 01721 01746 01748 01752 01760 01770 01778

Zip Code

Count By Zip Code

0

20

40

60

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120

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160

180

01701 01702 01719 01720 01721 01746 01748 01752 01760 01770 01778

Zip Code

Count By Zip Code


0

5

10

15

20

25

30

1 2 3 4 5 6 7 8 9

Distance (Miles)

% of Customers By Distance

0

5

10

15

20

25

30

1 2 3 4 5 6 7 8 9

Distance (Miles)

% of Customers By Distance

Sometimes the greatest Sometimes the greatest value comes from simply value comes from simply looking at your data from looking at your data from a different perspective!a different perspective!

•Over 50% of customers live within 2 miles

•Over 80% of customers live within 4 miles


GIS in Direct Marketing and GIS in Direct Marketing and Business SitingBusiness Siting


GIS and Direct Marketing GIS and Direct Marketing CampaignsCampaigns

• Direct marketing includes telemarketing, Direct marketing includes telemarketing, direct mail, catalog marketing, and the direct mail, catalog marketing, and the internet. Direct mail consists of sending internet. Direct mail consists of sending mail advertisements to a list of prospects. mail advertisements to a list of prospects.

• Direct mailing lists are tested in local Direct mailing lists are tested in local areas, and improved, before being applied areas, and improved, before being applied for a national campaignfor a national campaign

(Source: Viswanathan, 2005)


GIS and Direct Marketing GIS and Direct Marketing Campaigns Campaigns (cont).(cont).

• GIS can provide better focus to mailing GIS can provide better focus to mailing lists. The market testing can be helped by lists. The market testing can be helped by a GIS, which would identify “the most likely a GIS, which would identify “the most likely prospects, early adopters, the most loyal prospects, early adopters, the most loyal customers, and the geographic areas customers, and the geographic areas within which neighborhood effects are within which neighborhood effects are likely.”likely.”

• A response rate of 5-10 percent is a good A response rate of 5-10 percent is a good one for a direct marketing campaign.one for a direct marketing campaign.

(Source: Viswanathan, 2005)


Example of Direct Marketing for Example of Direct Marketing for Credit Union of TexasCredit Union of Texas

Cr e dit Union of Texas had only a Cr e dit Union of Texas had only a

1- 2 per cent r es ponse r at e, when it m a iled t o 14 5, 000 m e m be r s.1- 2 per cent r es ponse r at e, when it m a iled t o 14 5, 000 m e m be r s.

G I S co m bin ed wit h de m og r aph ic dat a inc r eas ed t he r e spon se r at e t o 8- 9 pe r cen t . G I S co m bin ed wit h de m og r aph ic dat a inc r eas ed t he r e spon se r at e t o 8- 9 pe r cen t .

This was don e by f ir st nar r owin g t he m a iling lis t t o 10, 0 00 a nd c oncen t r at ing o n t h at list . This was don e by f ir st nar r owin g t he m a iling lis t t o 10, 0 00 a nd c oncen t r at ing o n t h at list .

The nar r owin g wa s bas ed o n t h e sm all ar eas ( bloc k gr o ups) of high m ar k et p enet r at ion . The nar r owin g wa s bas ed o n t h e sm all ar eas ( bloc k gr o ups) of high m ar k et p enet r at ion .

A m ap is sh own of t h e dif f er e nt lev els o f m ar ke t pen et r a t ion.A m ap is sh own of t h e dif f er e nt lev els o f m ar ke t pen et r a t ion.

(Source: Viiswanathan, 2005)


Level of Market Penetration from Direct Level of Market Penetration from Direct Marketing Campaign by Credit Union of TexasMarketing Campaign by Credit Union of Texas

(Source: ESRI, 2002)


Example – Workforce for Industrial Siting Example – Workforce for Industrial Siting - Using the Location Quotient (LQ)- Using the Location Quotient (LQ)

LQ = (Eij/Ej)/(Ei/Et) * 100.

Where Eij = Employment in sub-area j in sector i;

Ej = Total employment in sub-area j;

Ei = County employment in sector i;

Et = Total County employment.

A location quotient greater than 100 indicates specialization in the category, and less than 100 indicates that the ZIP Code is not specialized in that category.

(Source: Greene and Stager, 2005)


Location QuotientLocation QuotientExampleExample

ZIP Code A has 350 workers in the bottling industry out of a total labor force of 1,000, while in the county containing ZIP Code A, there are 50,000 workers in the bottling industry and a one million labor force total. The location quotient is calculated as follows:

LQ = (EZIP/LFZIP) / (ECOUNTY/LFCOUNTY) * 100 =

(350/1,000) / (50,000/1,000,000) * 100 = 700

Zip Code A is then said to be specialized in the bottling industry because the location quotient is greater than 100.

In the Los Angeles County GIS, the sub-areas are zip codes while the larger area is Los Angeles County.


Location Quotients for Manufacturing and Professional Employment, Los Angeles, 2000

(Source:Greene and Stager, 2005)


Comparison of Professional Employment Comparison of Professional Employment to the corridor of Wilshire Blvd.to the corridor of Wilshire Blvd.

( Source: Greene and Pick, 2005).

Location Quotient of Professional Employment for same area


LQs for Nine Employment Sectors, LALQs for Nine Employment Sectors, LA

(Source:Greene and Stager, 2005)


GIS DemoGIS Demo• Using ArcGIS9 software from ESRI Inc., the demo adds in four boundary Using ArcGIS9 software from ESRI Inc., the demo adds in four boundary

layers (with associated tables), computes LQs for manufacturing and layers (with associated tables), computes LQs for manufacturing and professional services for ZIP codes in LA, displays the results, and adds on professional services for ZIP codes in LA, displays the results, and adds on finished map appearance.finished map appearance.

Employment table for LA CountyEmployment table for LA County

NAICS NAICS CodeCode

Descrip-Descrip-tiontion

EmployEmploy-ment-ment

Ratio of Sector to Ratio of Sector to County employmentCounty employment

3131 Manufac-Manufac-turingturing

622,302622,302 0.2800.280

5454 Professional Professional servicesservices

346,290346,290 0.1560.156

Calc (([CAT31]/[ZIP_Total])/(0.280))*100




GIS In Vertical MarketsGIS In Vertical Markets


Vertical MarketsVertical Markets

• So far, discussed GIS as a horizontally aligned So far, discussed GIS as a horizontally aligned technology addressing issues faced by many technology addressing issues faced by many types of organizations across broad spectrum of types of organizations across broad spectrum of industriesindustries– Over 80% of all business data has spatial Over 80% of all business data has spatial

componentscomponents– Proliferation of GIS technologies has reduced real Proliferation of GIS technologies has reduced real

costs of implementationcosts of implementation– Major vendors focus on spatial toolboxes rather than Major vendors focus on spatial toolboxes rather than

product differentiation or market segmentationproduct differentiation or market segmentation• Next, examine some traditional GIS applications Next, examine some traditional GIS applications

in businessesin businesses


• how big a house how big a house they want, they want,

• how many rooms, how many rooms, • what kind of what kind of

neighborhoodneighborhood• which school districtwhich school district• proximity to which proximity to which

servicesservices

Potential home buyers Potential home buyers can identifycan identify::


Retail/Site Selection/MarketingRetail/Site Selection/MarketingSite SelectionSite Selection•Find best locations for new storesFind best locations for new stores•Identify inefficient storesIdentify inefficient stores•Trade AreasTrade Areas•Market PenetrationMarket Penetration•Market ShareMarket Share

Target MarketingTarget Marketing•Understand customer demographicsUnderstand customer demographics•Identify untapped enclaves of future Identify untapped enclaves of future customers customers•Direct MailingsDirect Mailings



Utilities & TelecommunicationsUtilities & Telecommunications• Service Level Agreement (SLA) Service Level Agreement (SLA)

ManagementManagement

• Customer Relationship Customer Relationship ManagementManagement

• Field ServiceField Service

Spatial Decision Support SystemsSpatial Decision Support Systems• DSL QueriesDSL Queries• Call-Before-You-DigCall-Before-You-Dig• Outtage AnalysisOuttage Analysis• Meter-Reading optimizationMeter-Reading optimization


New Directions: Web ServicesNew Directions: Web Services

“SPECIAL REPORT: Microsoft & AT&T Wireless join forces in providing Location-based Services”




GIS in Business Research GIS in Business Research AreasAreas


MIS issues & GISMIS issues & GIS• ManagementManagement

– Staffing & CostStaffing & Cost– Demonstrating BenefitsDemonstrating Benefits– Best practicesBest practices– ROIsROIs

• Security & PrivacySecurity & Privacy

• Data QualityData Quality

• Database Management Database Management – Managing spatial data requires different DBA skillsManaging spatial data requires different DBA skills

• Transaction Management & Data ConcurrencyTransaction Management & Data Concurrency

• Enterprise Application Integration & B2B Data SharingEnterprise Application Integration & B2B Data Sharing– Middleware interoperability is not Middleware interoperability is not yetyet standardized standardized


Research on GIS and Information Research on GIS and Information SystemsSystems

• GIS has lagged other business/IT areas for academic research GIS has lagged other business/IT areas for academic research because it only took off in industry in the 1990s and because because it only took off in industry in the 1990s and because much is proprietary.much is proprietary.

• Academic publication is slight, for instance Esperanza Huerta et Academic publication is slight, for instance Esperanza Huerta et al. (2005) demonstrated that GIS/DSS research consisted on al. (2005) demonstrated that GIS/DSS research consisted on only nine peer-reviewed studies in leading conferences and only nine peer-reviewed studies in leading conferences and journals from 1990 to 2002.journals from 1990 to 2002.

• Academic interest is picking up.Academic interest is picking up.– AMCIS meeting tracks (5 years incl. 2004)AMCIS meeting tracks (5 years incl. 2004)– Several research centers (Wharton-Real Estate, University of Several research centers (Wharton-Real Estate, University of

Pennsylvania; Univ. College London)Pennsylvania; Univ. College London)– Books (Reeve and Petch, Books (Reeve and Petch, GIS, Organisations and PeopleGIS, Organisations and People, ,

1999; Grimshaw, 1999; Grimshaw, Bringing GISs into BusinessBringing GISs into Business, 2000; Pick , 2000; Pick ed., ed., GIS in BusinessGIS in Business, 2005), 2005)


GIS and VisualizationGIS and Visualization• This research area is diverse drawing on This research area is diverse drawing on

psychology, educational media, computer science, psychology, educational media, computer science, geography, earth sciences and visualization.geography, earth sciences and visualization.

ExamplesExamples::• One study examined the user’s process of taking One study examined the user’s process of taking

map contents and applying them to “explore, analyze, map contents and applying them to “explore, analyze, and visualize spatial datasets to understand patterns and visualize spatial datasets to understand patterns better” (Crampton, 2001).better” (Crampton, 2001).

• Another experimental study analyzed gender Another experimental study analyzed gender differences in spatial ability (Montello et al., 1999). differences in spatial ability (Montello et al., 1999). – Women subjects were better on static object-location Women subjects were better on static object-location

memory tasks, while males were better in new acquisition of memory tasks, while males were better in new acquisition of spatial knowledge from places recently visited. spatial knowledge from places recently visited.

– No gender differences existed on map-derived knowledge.No gender differences existed on map-derived knowledge.


Areas of Technical GIS-IS Areas of Technical GIS-IS ResearchResearch

– Spatial modelingSpatial modeling– Database Design and systems modelingDatabase Design and systems modeling– Use of Intelligent Agents and Innovative Use of Intelligent Agents and Innovative

SystemsSystems– Middleware & Transaction Processing modelsMiddleware & Transaction Processing models– Business Intelligence & Spatial Data MiningBusiness Intelligence & Spatial Data Mining


GIS and OrganizationsGIS and Organizations• This line got started by investigators in the This line got started by investigators in the

public sector, such as planners and urban public sector, such as planners and urban geographers. geographers. – Books are largely drawn from these Books are largely drawn from these

disciplines (Campbell and Masser, 1995; disciplines (Campbell and Masser, 1995; Reeve and Petch, 1999; Craig et al., Reeve and Petch, 1999; Craig et al., 2002).2002).

• The IS literature has few organizational The IS literature has few organizational studies of GIS.studies of GIS.

• Methods have included case studies, Methods have included case studies, grounded theory, actor-network theory, and grounded theory, actor-network theory, and adoption-diffusion theory and models.adoption-diffusion theory and models.


An actor-network approach to study of An actor-network approach to study of GIS adoption in IndiaGIS adoption in India

• An IS longitudinal study examined adoption obstacles An IS longitudinal study examined adoption obstacles for GIS applied to wastelands by Indian district for GIS applied to wastelands by Indian district governments (Walsham and Sahay, 1999).governments (Walsham and Sahay, 1999).– Actor-network theory utilized.Actor-network theory utilized.– Over three years, the researchers changed from Over three years, the researchers changed from

impartial observers to actively involved field impartial observers to actively involved field investigators.investigators.

– The concept of actors forming a network over The concept of actors forming a network over several years was powerfully applied to GIS in a several years was powerfully applied to GIS in a struggle for acceptance in India.struggle for acceptance in India.


GIS in Marketing ResearchGIS in Marketing ResearchBasics. Marketing facilitates exchange of goods and services. Space Basics. Marketing facilitates exchange of goods and services. Space

is important in many aspects of that exchange. is important in many aspects of that exchange.

Potential areas of researchPotential areas of research• Use of GIS helps marketers Use of GIS helps marketers

– trace the adoptions and diffusion of products, trace the adoptions and diffusion of products, – estimate pricing based on micro-areas, estimate pricing based on micro-areas, – promote and sell by zones and regions, and fine-tune promote and sell by zones and regions, and fine-tune

advertising and direct marketing. advertising and direct marketing. • In distribution of products, GIS enhances efficiency of physical In distribution of products, GIS enhances efficiency of physical

flows of materials, as well as information and cash flows, by flows of materials, as well as information and cash flows, by recognizing location. recognizing location.

• GIS assists marketing strategies through spatially-enhanced GIS assists marketing strategies through spatially-enhanced market segmentation, customer relationship marketing, and market segmentation, customer relationship marketing, and competitive analysis.competitive analysis.

• These are all areas for potential research that combines marketing and spatial analysis theories and applications.


Other Research AreasOther Research Areas• Effects of leadership and sponsorship on successful Effects of leadership and sponsorship on successful

adoptionadoption– Best practices and critical success factorsBest practices and critical success factors– BenefitsBenefits– RisksRisks

• Accounting/FinanceAccounting/Finance– Value of Intellectual PropertyValue of Intellectual Property– Accounting IntangiblesAccounting Intangibles

• Security, privacy, and ethical issuesSecurity, privacy, and ethical issues– Locational information on persons can violate privacyLocational information on persons can violate privacy– Increasing risks when interfacing with coupling technologiesIncreasing risks when interfacing with coupling technologies


Q&A – DiscussionQ&A – Discussionon GIS Researchon GIS Research


Educational ResourcesEducational Resources


ESRI Software Available for UseESRI Software Available for Use

• Non-SpecificNon-Specific– ArcGIS DesktopArcGIS Desktop: Windows GUI, basic data management, spatial tools, : Windows GUI, basic data management, spatial tools,

customizable. Easy to use.customizable. Easy to use.– ArcInfoArcInfo: Command Line Interface, Very powerful & extensible, low-level : Command Line Interface, Very powerful & extensible, low-level

functionality. Difficult to learn and use.functionality. Difficult to learn and use.

• Business SpecificBusiness Specific– BusinessMAPBusinessMAP: Windows GUI, pre-packaged data and functions, targeted for sales : Windows GUI, pre-packaged data and functions, targeted for sales

and marketingand marketing– Business AnalystBusiness Analyst: More powerful, uses ArcGIS Desktop, lots of data, sales, : More powerful, uses ArcGIS Desktop, lots of data, sales,

marketing, supply chain, business intelligence.marketing, supply chain, business intelligence.– ArcLogistics RouteArcLogistics Route: Supply chain and logistic operations, pre-packages data, : Supply chain and logistic operations, pre-packages data,

Windows GUI. Easy to learn and use.Windows GUI. Easy to learn and use.– Verticals: several industry specific systems are available (Utilities, Land Verticals: several industry specific systems are available (Utilities, Land

Management, Pipe Line, Environmental etc.). Usually build on top of ArcGIS Management, Pipe Line, Environmental etc.). Usually build on top of ArcGIS Desktop.Desktop.

• DeveloperDeveloper– ArcIMSArcIMS: ArcInfo web server interface.: ArcInfo web server interface.– ArcGIS EngineArcGIS Engine: spatial processing middleware (COM): spatial processing middleware (COM)– MapObjectsMapObjects: spatial middleware (Com and Java), mostly mapping: spatial middleware (Com and Java), mostly mapping


Spatial Data Available for UseSpatial Data Available for Use• Pre-PackagedPre-Packaged

– GIS vendors usually include a lot of spatial data and have additional data for saleGIS vendors usually include a lot of spatial data and have additional data for sale– Geography Network (www.geographynetwork.com)Geography Network (www.geographynetwork.com)– 33rdrd party Data Providers: GDT, NavTech, TeleAtlas party Data Providers: GDT, NavTech, TeleAtlas

• GovernmentalGovernmental– Census (Infrastructure, Population Data)Census (Infrastructure, Population Data)– Digital Terrain Models (3-D Maps)Digital Terrain Models (3-D Maps)– Transportation systemsTransportation systems– Land UseLand Use– PlanningPlanning

• Business IntelligenceBusiness Intelligence– Most business gazetteers are available (Dunn & Bradstreet, Vicinity etc.)Most business gazetteers are available (Dunn & Bradstreet, Vicinity etc.)

US has most data commercially or publicly available followed by Europe, South US has most data commercially or publicly available followed by Europe, South America, South East Asia and increasingly Africa.America, South East Asia and increasingly Africa.


Useful Websites for GIS for IS Academics

(AMCIS Tutorial Session, New York City, James Pick, August 8, 2004)

(note: acknowledgement to Dr. Brian Hilton, CGU, for providing some site references)

Name URL

GENERAL

About GIS http://www.gis.com/site/index.html

Geography Network http://www.geographynetwork.com/

ORGANIZATIONS

Am. Society for Photogrammetry and Remote Sensing http://www.asprs.org/

Geospatial Information and Technology Assn (GITA) https://www.gita.org/about_gita/about_gita2.html

ISO-GIS (standards) http://www.isotc211.org/

Nat’l Center for Geographic Information and Analysis http://www.ncgia.ucsb.edu

Open GIS Consortium (OCGIS) http://www.isotc211.org/

University Consortium for Geog. Information Science http://www.ucgis.org/

U.S. Federal Geographic Data Committee http://www.fgdc.gov/

GIS SOFTWARE COMPANIES

ESRI Inc. http://www.esri.com

Intergraph http://www.intergraph.com

MapInfo http://www.mapinfo.com

SPATIAL DATA SOURCES OR PORTALS

CGRER Maps and References http://www.cgrer.uiowa.edu/servers/servers_references.html

SEDAC-CIESIN Data Cartogram Service http://sedac.ciesin.org/

Stephan Pollard’s Guide to Free U.S. Geospatial Data http://www.cast.uark.edu/local/hunt/index.html

U.S. Census Bureau – TIGER – Geography Products http://www.census.gov/geo/www/tiger/

JOURNALS – ONLINE (note some may charge)

CaGIS Journal Abstracts http://www.acsm.net/cagis/cagisjr.html

Intl. Journal of Geographic Information Science http://www.tandf.co.uk/journals/titles/13658816.asp

Transactions in GIS http://www.ingenta.com/journals/browse/bpl/tgis

URISA Journal http://www.urisa.org/journal/onlinejournal.htm

NEWS MAGAZINES/NEWS PORTALS

Directions Magazine http://www.directionmag.com

Geoplace.com (includes GeoWorld and links to firms) http://www.geoplace.com/default.asp

Geospatial Solutions http://www.geospatial-online.com/geospatialsolutions/

GISCafe.com http://www.giscafe.com/

GEOSPATIAL WEB SERVICES

Mapquest http://www.mapquest.com

REALTOR.com http://www.realtor.com

TUFTE HOMEPAGE

Edward Tufte – books, courses, artwork http://www.edwardtufte.com/tufte/


Some books to get startedSome books to get started

Boyles, David (2002) Boyles, David (2002) GIS Means BusinessGIS Means Business, Volume 2, Redlands, , Volume 2, Redlands, California, ESRI Press. California, ESRI Press.

Clarke, Keith (2003) Clarke, Keith (2003) Getting Started with Geographic Information Getting Started with Geographic Information SystemsSystems, Upper Saddle River, New Jersey, Prentice Hall., Upper Saddle River, New Jersey, Prentice Hall.

Craig, W.J., T.M. Harris, and D. Weiner (eds.) (2001) Craig, W.J., T.M. Harris, and D. Weiner (eds.) (2001) Community Community Participation and Geographic Information SystemsParticipation and Geographic Information Systems, London, Taylor , London, Taylor and Francis.and Francis.

Grimshaw, David (2000) Grimshaw, David (2000) Bringing Geographical Information Systems Bringing Geographical Information Systems Into BusinessInto Business., 2nd Edition, New York, John Wiley and Sons. ., 2nd Edition, New York, John Wiley and Sons.

Jankowski, P. and T. Nyerges (2001) Jankowski, P. and T. Nyerges (2001) Geographic Information Systems Geographic Information Systems for Group Decision Makingfor Group Decision Making, London, Taylor and Francis., London, Taylor and Francis.


books (cont.)books (cont.)Longley, Paul.A., Michael.F. Goodchild, David.J. Maguire, and D.W. Rhind Longley, Paul.A., Michael.F. Goodchild, David.J. Maguire, and D.W. Rhind

(eds.) (2000) (eds.) (2000) Geographical Information SystemsGeographical Information Systems, Two volumes, New , Two volumes, New York, John Wiley and Sons Inc.York, John Wiley and Sons Inc.

Pick, James B. (ed.) (2005) Pick, James B. (ed.) (2005) Geographic Information Systems in BusinessGeographic Information Systems in Business, , Hershey, Pennsylvania, Idea Group Publishing, Hershey, Pennsylvania, Idea Group Publishing, (available 8/15/04 and (available 8/15/04 and can be ordered from www.idea-group.com or www.amazon.com)can be ordered from www.idea-group.com or www.amazon.com)

Reeve, D.E. and J.R. Petch (2002) Reeve, D.E. and J.R. Petch (2002) GIS, Organisations and People: A GIS, Organisations and People: A Socio-Technical ApproachSocio-Technical Approach, London: Taylor and Francis., London: Taylor and Francis.

Thrall, Grant (2002) Thrall, Grant (2002) Business Geography and New Real Estate AnalysisBusiness Geography and New Real Estate Analysis. . New York: Oxford University Press.New York: Oxford University Press.

Tomlinson, Ralph (2003) Tomlinson, Ralph (2003) Thinking About GIS: Geographic Information Thinking About GIS: Geographic Information System Planning For ManagersSystem Planning For Managers, Redlands, California, ESRI Press., Redlands, California, ESRI Press.


SummarySummary


Why is Business GIS still Nascent? Why is Business GIS still Nascent?

• Focus is on Focus is on business problemsbusiness problems which need which need innovative solutionsinnovative solutions– Need a Need a business focusbusiness focus to understand constraints imposed by organizations in to understand constraints imposed by organizations in

order to create successful outcomes. Typical (non-business) reaction is to throw order to create successful outcomes. Typical (non-business) reaction is to throw technology at a problem and hope it works.technology at a problem and hope it works.

• Problems can usually be solved using non-spatial methodsProblems can usually be solved using non-spatial methods– Increasing business pressures warrant Increasing business pressures warrant innovative solutionsinnovative solutions and increased and increased

efficiencies which can be gained by efficiencies which can be gained by including additional dimensionsincluding additional dimensions in the in the problem space.problem space.

– Some problems are Some problems are inherently spatialinherently spatial and a spatial solution is most efficient. and a spatial solution is most efficient.

• Viewing problems through a Viewing problems through a spatial lensspatial lens provides additional insights into provides additional insights into potential solutionspotential solutions– A spatial lens can initiate new dialog, workflows and processes which have been A spatial lens can initiate new dialog, workflows and processes which have been

shown to be effective in gaining competitive advantage.shown to be effective in gaining competitive advantage.

– Requires high-level commitment and leadership to overcome inertia in less-agile Requires high-level commitment and leadership to overcome inertia in less-agile organizations.organizations.


Why is Business GIS still Nascent? Why is Business GIS still Nascent?

• GIS component is a small part of a larger solution. Most difficult part of the GIS component is a small part of a larger solution. Most difficult part of the solution is usually not the GIS partsolution is usually not the GIS part– Need to be able to Need to be able to integrate GISintegrate GIS data and components with new and legacy data and components with new and legacy

systems in a cost-effective and efficient manner.systems in a cost-effective and efficient manner.

– Requires GIS industry to understand the business context and create appropriate Requires GIS industry to understand the business context and create appropriate tools. Integration only a recent focus of GIS industrytools. Integration only a recent focus of GIS industry

• However, need to However, need to understand capabilities, costs understand capabilities, costs andand limitations of GIS limitations of GIS in order to conceptualize innovative solutions and effectively introduce in order to conceptualize innovative solutions and effectively introduce spatially enabled applications into organizationsspatially enabled applications into organizations– Not a silver bullet but a tool which has Not a silver bullet but a tool which has shown to be effectiveshown to be effective if used judiciously if used judiciously


Workforce IssuesWorkforce Issues• The industry remains focused on four-year and advanced degrees. The industry remains focused on four-year and advanced degrees.

However, to meet industry growth requirements, and requirements within However, to meet industry growth requirements, and requirements within the applications and geospatial users arenas in particular, the applications and geospatial users arenas in particular, employers need employers need to examine alternatives to the traditional pipelineto examine alternatives to the traditional pipeline. These alternatives . These alternatives include training provided by technical and community colleges. The fastest include training provided by technical and community colleges. The fastest emerging occupations within the geospatial technology industry require emerging occupations within the geospatial technology industry require technical skills; however the industry does not have enough training models technical skills; however the industry does not have enough training models or curricula to develop the necessary pipeline of skilled workers. or curricula to develop the necessary pipeline of skilled workers.

• The industry needs to define the occupational characteristics outside of the The industry needs to define the occupational characteristics outside of the four-year and advanced degree levels for individuals interested in entering four-year and advanced degree levels for individuals interested in entering the field, especially within the applications arena. Those interested in the field, especially within the applications arena. Those interested in entering the field must also recognize that entering the field must also recognize that employers seek employees employers seek employees who possess soft skills as well as technical skillswho possess soft skills as well as technical skills..

• The public is The public is not aware of the necessary skill sets and competenciesnot aware of the necessary skill sets and competencies needed to prepare for the diverse career opportunities available within the needed to prepare for the diverse career opportunities available within the geospatial technology industry. geospatial technology industry.

Source: Department of Labor, Sept 2004


Q&AQ&A – Summary Discussion– Summary Discussion

Documents

GIS in Business Tutorial