case study: using oracle application express and...

© Logica 2009. All rights reserved

Case Study:

Using Oracle Application Express and Spatial Data to Deliver Your Newspaper Oracle Open World, San Francisco 2009

Bertram Hof,

principal BI consultant Logica, Netherlands

Oracle Open World, 12 Oct 2009

Agenda

• Introduction

• Traditional Information Delivery

• The geographical dimension

• Architectural considerations

• Publisher case description

• Some examples (demo)

• Summarize and Q & A

No. 2Use Paradise and Spatial Data to Deliver your Newspaper


Agenda

• Introduction








Oracle Open World, 12 Oct 2009 No. 4Use Paradise and Spatial Data to Deliver your Newspaper

Introduction, Logica and its BI & GEO practice

• Logica is a leading IT and business services company, employing 39,000 people across 36 countries.

– It provides business consulting, systems integration, and IT and business process outsourcing services

• On of our Solution Areas is Business intelligence– Its organized as a global practice

– We deliver customers BI solutions by using our Business Intelligence Framework (BI as a lifecycle / Book)

• One of our BI propositions is BI-maps– Consultancy and implementation of BI - GEO solutions

– Hosting of BI and/or GEO services


Introduction, Logica’s BI Framework


BI Strategy / Lifecycle review

Exploit and valuate

Program Plan /

BI Architecture

(Think big)

Project-based increments

(Act small)

“Logica can offer an end-to-end capability – from business consulting to implementation, maintenance and outsourcing. Logica’s BI and project management practice supports a broad

range of technologies, and is strong in SAP/Business Objects, Oracle/Hyperion and Microsoft.” – Gartner


Agenda

• Introduction









Traditional Delivery of Information, BI maturity model



Traditional Delivery of Information, some examples


From hardcopy detailed reports

To Dashboards and Personalized Portals


Agenda

• Introduction









The geographical dimension, how does the information transforms

Did we get what our mind wanted, or just where we asked for ?

Presenting information on a map increases the overall information value


Where are my top customers

1) Amsterdam

2) Paris

3) San Francicso


The geographical dimension, questions & analytic enrichment

• A lot of questions have geographical aspects

– Where are my most valuable costumers

– What is the reach of my products

– What is my market share and how did it develop over time

– How many complaints are there and do we have certain weak area’s

• Using maps gives you

– Visualizing through a map give me a better understanding of the information. Its more closely to what I mean.

– Through themes I’m able to show more information at the same time

– Using maps in the selection process you can filter and drill your business data based on location and area’s of interest



The geographical dimension, another way of looking at your data



Agenda

• Introduction









Architectural considirations


ERP

CRM

Other

Flat Files

DWH

ETL & Modeling


Architectural considirations


ERP

CRM

Other

Flat Files Spatial

Data Mining

DWH

ETL & Modeling


Architectural considerations, Mapviewer concepts

• Start with a Basemap

– Tile server, Ajax technology

– Pre-defined Themes and Symbols

• Geodata to facilitate FOI’s/POI’s

– Points, Lines, Area’s with ID’s

– Example: zipcode, streetname, region, building lay-out

• Business data– Geo referenced

• Dynamic theme layers

– Rendering selected business data to maps



Architectural considirations, Mapbuilder


• Load geodata

– shape, line, point data

• Create base-maps– Markers

– Linestyles

– Area-/colorstyles

• Create zoom details– Number of levels

– Theme ‘s scales


Agenda

• Introduction









Publisher case description


• Dutch Publisher

• Core business in regionally spread papers

• Converted from local publishers through over Holland

• Multiple lines of business

– Daily newspapers (by subscription)

– Weekly papers (every household)

– Online shops

– Printing and distribution

• Using multiple Datawarehouses– Daily Newspaper advertising

– Weekly Paper advertising

– Consumer Market, Campaign Management


Publisher case description, some use cases

• Reach of products

– Where are my newspapers delivered and what is there marketshare

• Monitor complaint development– Where are my delivery issues and how do the developed over

time

• Visualize supply chain

– How is my distribution organized and is it performing or can we optimize it.

• Simulate paperboy delivery

– Do papers being delivery efficiently or can we optimize

• Traveling salesperson support– Where are my customers and is my sales-force working

optimal.



Agenda

• Introduction









Summarize

• Using geo data gives you more insight into your data

– Visualize by themes, explodes your awareness

• Make use of existing data sources to create an overall view of your data– Use the data you know and put it in the context of your FOI/POI

• Be aware of your data quality when combining data

– Looking at wrong or poor quality data gives you no insight

• Use of business intelligence on all levels of the organization

– Operational, Tactical an Strategic level



Questions


Oracle Open World, 12 Oct 2009 No. 25October 29, 2009 Guidelines & Samples

Contact address: [email protected]

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