enterprise location intelligence

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Bringing Location Intelligence to the Enterprise Brennon Martin, Sr. Account Manager, Enterprise Solutions www.linkedin.com/in/brennonmartin | 720.200.4488 x110

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A summary of the what, why, and how of Location Intelligence solutions for enterprises

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Page 1: Enterprise Location Intelligence

Bringing Location Intelligence

to the Enterprise

Brennon Martin, Sr. Account Manager, Enterprise Solutions

www.linkedin.com/in/brennonmartin | 720.200.4488 x110

Page 2: Enterprise Location Intelligence

Agenda

• Intro to Location Intelligence (7 slides)

– What is it?

– So what? Why does it matter?

– Who can benefit?

– Where does it apply?

– How is it different from things I’m already doing, like BI and GIS?

– What does it take?

• KOREM Backgrounder (6 slides)

• Digging Deeper into Location Intelligence (21 slides)

– For those who want LOTS more detail on spatial tools and data…

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Page 3: Enterprise Location Intelligence

What is Location Intelligence?

• An awareness of

relationships between location

information and business operations

• The ability to use the

understanding of geographic

relationships to predict how it impacts

a business

• The capability to react to how

location influences an organization by

changing business processes in order

to minimize risk and maximize

opportunities

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How many businesses exist within a 5-state territory that

fit my target profile?

In what metro area should I focus my attention to find the

highest density of potential clients?

If I want to average 15 in-person sales calls per day and I

need to conserve travel expenses as much as possible,

what route should I take to cover all 500 targets in my

territory?

Page 4: Enterprise Location Intelligence

Why Does Location Intelligence Matter?

Documented results using LI:

– Comcast added $12 million in new revenue through the identification of serviceable customers.

Imaging Notes

– Ford Motor Company increased market penetration for replacement parts by 20% through a better understanding of market potential.

Greenhill Analysis

– BECU reduced costs required to analyze market demographics by more than 95%.

Pitney Bowes Business Insight

“Known truths” about LI:

– Estimated 80% of business info contains location data.

– The human mind processes visual patterns 60,000 times faster than tabular lists.

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Location Intelligence delivers…• Better insight• Faster decision-making• Smarter business

(higher sales, lower costs)

Page 5: Enterprise Location Intelligence

Who Can Benefit fromLocation Intelligence?

MOST Organizations!

• Do you…

Market by geography?

Plan by geography?

Assign assets by geography?

Track resources by geography?

Manage services by geography?

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Page 6: Enterprise Location Intelligence

Where can my businessbenefit from Location Intelligence?

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Sales & Marketing Customer Service Risk Management

Planning• Market potential• Campaign strategy• Competitive analysis

• SLA requirements• Capital requirements

• Risk assessment• Business continuity

Design• Territory definition• Message refinement• Quota development

• Resource planning• Contractor recruitment

• Disaster preparedness• Risk mitigation

Implementation• Direct mail• Prospect identification• Route planning

• Call center resource management

• Service center site identification

• Employee training & communications

• Automated underwriting

Operations & Maintenance

• Reporting & analysis• Strategy refinement• Territory rebalancing

• Reporting & analysis• Field service dispatch• Vendor assessment

• Reporting & analysis• Disaster recovery• Claims management

Other obvious areas: Distribution / supply chain, property management / facilities and network operations

Page 7: Enterprise Location Intelligence

How is Location Intelligence Different from Traditional BI and GIS?

Traditional Geographic Information Systems (GIS)

Location Intelligence

Departmental deployment (in silos) Enterprise deployment

Expert users Business users

Tactical Strategic

Desktop / workstation implementation Network / browser implementation

Creating and managing maps Solving operational / analytical problems

Traditional Business Intelligence (BI)

Focus on who, when, and how Focus on who, when, how, and where

Primarily internal data Combination of internal and external data

Reporting, visualization and analysisReporting, geographic visualization

and geographic analysis

Implementation of new tools Integration with existing tools

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Page 8: Enterprise Location Intelligence

Location Intelligence Begins with Location Data

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Geo-referencedcorporate data

Statistical data(demographics)

Points of interest(stores, kiosks)

Geographic map(roads, boundaries)

Contextual imagery(aerial, satellite)

Data

ToolsVisualization and Analysis

AccessInternet / Intranet

INSIGHT!

Page 9: Enterprise Location Intelligence

ExistingBusinessIntelligence Platform(optional)

Technical Componentsof a Location Intelligence Platform

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Spatial Database

DataSources

Business DataERP CRM OLAP

Legacy Data Other Apps

Spatial DataBoundaries Roads

Imagery Points of Interest

Complementary DataDemographics

Business Statistics

Sensor DataGPS RFID

Environmental Systems

VisualizationSpatial Display

Map Themes Heat MapsSymbology Layering

Traditional DisplayReports Charts Graphs

Scatter Plots Etc.

AnalyticsSpatial Analytics

Geo-Filtering Drive-TimeLinear Distance Area

Traditional AnalyticsCounts Averages

Ranges Totals Etc.

Spatial DataExtraction

SpatialETL

DataIntegration

Page 10: Enterprise Location Intelligence

Company Backgrounder

Page 11: Enterprise Location Intelligence

Profile

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• North American systems integrator and custom software developer– Founded 1993– US offices: Denver & San Diego– Canada offices: Quebec &

Montreal– ISO 9001:2008 certified

• Practice areas– Enterprise geographic

information systems– Web mapping– Spatial data– ETL/data hygiene– Location intelligence

• Partners include…

– Google, PBBI, NAVTEQ, Oracle, TeleAtlas, ESRI, Cognos, MicroStrategy, DigitalGlobe, SRC, Safe Software, FME and others…

• Broad industry focus

– Government, Public Safety, Telco, Energy, Banking & Insurance, Retail, Distribution, Manufacturing, Utilities, others…

Page 12: Enterprise Location Intelligence

Our Offering

Technology Consulting• Strategic Needs Assessment• Location Intelligence Strategies• Geospatial Infrastructure Design• Research & DevelopmentSolution Development & Integration• Data Management• Spatial Infrastructure Deployment• Enterprise GIS Deployment• Custom Application DevelopmentOperations & Maintenance• Hosting• Training• Support & Maintenance

KOREM provides a full suite of data, software, and services for all your geospatial and Location

Intelligence needs.

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KOREM

Services

GIS DataSoftware Solutions

Page 13: Enterprise Location Intelligence

Some of Our Customers

Public Sector/Safety

Telecom

Retail / Distribution

Natural Resources

Banking / Insurance

Healthcare

Canada USA

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Page 14: Enterprise Location Intelligence

Technical Expertise

• Databases

– SQL Server 2008 Spatial

– Oracle Spatial

– Post GIS

– IBM DB2 Spatial Extender

• Application servers

– Apache and Tomcat

– Oracle FMW

– IBM WebSphere

– Microsoft IIS

• Geospatial visualization platforms

– Google Earth

– Google Maps

– PBBI Envinsa Online Services

– SRC Alteryx

– Safe FME

• Geospatial analysis platforms

– PBBI Envinsa

– ESRI ArcGIS

• Business intelligence platforms– IBM Cognos

– Oracle BIEE

– MicroStrategy

– SAP Business Objects

• Programming languages– .NET (c#, VB.NET, ASP.NET, etc.)

– J2EE (Java, JSP, etc.)

• Open source– GIS applications / software

• GDAL

• MapGuide & MapServer

• Open Layers

– Application servers• Tomcat

• Apache

– Operating Systems• Linux

• Andriod

– Database management systems• PostGres (including postGIS)

• MySQL

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Page 15: Enterprise Location Intelligence

LI Project Samples

Price Monitoring Supply Chain Management

Sales Territory Management

Asset Management

Sales Campaign Management Network Monitoring

BI Platform Integration15

Page 16: Enterprise Location Intelligence

Why KOREM?

• Complete solution provider– Strategic consulting to solution delivery, training and maintenance

• Focus on business needs– Technology and platform neutral

• Renowned expertise and GIS skills– 16 years of experience with large and medium enterprises as well as

national and local governments

• Single point of contact for your data, software and services needs– Award-winning software and data reseller

– ISO 9001:2008 certified project management processes

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Page 17: Enterprise Location Intelligence

Location Intelligence:Digging Deeper

Page 18: Enterprise Location Intelligence

To recap – what comprises aLocation Intelligence Solution?

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Anyway you look at it, the answer is the same..

Spatial Data + Spatial Tools + Access Location Intelligence

Page 19: Enterprise Location Intelligence

More on Tools forGeographic Visualization and Analysis

Page 20: Enterprise Location Intelligence

Key Features of Tools for Location Intelligence

Geographic visualization is important and allows users to see trends and

patterns that are difficult or impossible to see on reports and charts, but a

robust toolset also delivers…

• Bi-directional interaction– Use the map as an analytical tool by passing data from the map to the report and vice versa.

• Spatial filtering– Use geographic analytic techniques to gain greater insight into the data.

• Business intelligence data enrichment– Combine company data with external data to perform more complex analyses.

• Decision support and analysis– Gain greater insight into opportunities to improve operational performance.

Let’s look at some examples…

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Page 21: Enterprise Location Intelligence

The solution allows deeper analysis by providing the ability to pass data from a report to a map and/or from the map back to the report.

Bi-directional Integration

Drill into a ‘region’ to identify which customers meet the defined criteria.

Changing the map view changes the report data shown so that the map and report are always in synch.

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Page 22: Enterprise Location Intelligence

Incorporate a spatial dimension to analyzing and modifying a report to show spatial relationships and clustering trends. Filters can be applied at multiple levels

Use map tools such as “Find all within X distance” to select customers. Pass the selection

to BI for further filtering by revenue. Only the customers

that pass both filters are displayed in the report.

Spatial Filtering

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Page 23: Enterprise Location Intelligence

Demographic and other location data can be used to enrich and add value to the core BI data in the Data Warehouse.

How will the weather affect my business ? Which customers are

likely to claim ? What is our exposure?

BI Data Enrichment

Where are prospective retail parks or store

locations, and what other information do we have on

them such as nearby neighborhoods and their

demographics?

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Page 24: Enterprise Location Intelligence

Are my Service Centers supporting the right customers?

Decision Support & Analysis

Where do we have a “travel time” issue?

A well-implemented geospatial business intelligence solution should significantly reduce the time between posing a location-related business question and finding the answer in the data.

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Page 25: Enterprise Location Intelligence

Overview of Spatial Tool Vendors

Spatial Visualization PlatformsPretty Picture Painters

– Google Maps

– Google Earth

– PBBI Envinsa Online Services

– SRC Alteryx

– Safe FME

Spatial Analysis PlatformsData Query Engines

– Google Maps (very limited capabilities)

– PBBI Envinsa

– ESRI ArcGIS

– Custom implementations

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Page 26: Enterprise Location Intelligence

More on Spatial Data

Page 27: Enterprise Location Intelligence

Data types

• Static data

– Corporate business data• Typically requires processing and preparation

– Third-party data• General map data

• Statistical & business data

• Dynamic data

– GPS & RFID sensors

– Environmental sensors

– Corporate systems

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Page 28: Enterprise Location Intelligence

Corporate Data

• Sources– Customer database

– Employee database

– Supplier database

– Distribution database

– Asset tracking

– Sales territories

– Website analytics

– Etc.

• Preparation / Geocoding– Data hygiene

• cleansing, formatting

– Data enhancement• data append, geocoding

– Conversion• projections, formats

– Manipulation• aggregation, generalization

– Structuring• map creation, databases

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Page 29: Enterprise Location Intelligence

Geocoding

• Customer data

• Reference data

• Methods

– Fuzzy logic

– Substitution

– Truncation

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Branch Zip City Id

7000 East Belleview Avenue, Ste 260 80111 Greenwood Village 1123123222

From To Address Type Pre-Directional Postal MSA Longitude Latitude

7000 7030 Belleview Ave E 80111 Denver-Aurora -109.103381 38.621554

Page 30: Enterprise Location Intelligence

Available 3rd-Party Data Types

General Map Data

• Political and administrative boundaries

• Postal points and boundaries

• Roads and routing

• Aerial, satellite imagery and remotely-sensed data

• Elevation and terrain

• Points-of-interest

Geo-referenced Statistical and Business Data• Consumer demographics

• Lifestyle and segmentation

• Consumer expenditure

• Business demographics

• Risk & environmental hazards

• Telecommunications & media networks and other industry-specific datasets

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Page 31: Enterprise Location Intelligence

Map Data:Political & Administrative Boundaries

• Countries• States• Counties• Municipalities• Places• Minor civil divisions• Core based statistical areas• Designated market areas• Census blocks, block groups

and tracts• Neighborhoods• Parcels• And more…

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Page 32: Enterprise Location Intelligence

• 3 digit ZIP Codes– boundaries

• 5 digit ZIP Codes– boundaries

– points

• ZIP Plus 4– points only

• Carrier routes– boundaries

• 3 digit Forward Sortation Area Postal Codes– boundaries

– points

• 6 digit Postal Codes – points

Map Data:Postal Points & Boundaries

Page 33: Enterprise Location Intelligence

Map Data:Roads & Routing

• Highways and major roads– US, Canada, World

• Complete road network– US, Canada, Europe, Mexico

• Railways– US, Canada, Mexico

• Traffic patterns

• Oil & gas pipelines

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Page 34: Enterprise Location Intelligence

Map Data:Aerial & Satellite Imagery

• Low, medium, and high resolution

• Color, monochromatic, and multi-spectral

• Archival, “on-demand” & event-based

• Multi-temporal / historical

• Web service or off-line file

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Page 35: Enterprise Location Intelligence

Map Data:Elevation & Terrain

• Digital elevation models

• Digital terrain models

• Digital surface models

• Navigable 3D environments

• Contours

• Point clouds

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Page 36: Enterprise Location Intelligence

Statistical & Business Data:Consumer Demographics

• Household statistics– Age, gender, income,

etc.– Income– Home values– Employment– Automobile ownership– Music and media preferences– Pets– 1000s of variables!

• Direct marketing responsiveness• Neighborhood-level

segmentation• High growth markets• WeathScore®• GreenScore®• eConsumerScore®

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Page 37: Enterprise Location Intelligence

Statistical & Business Data:Business Demographics

• Business Name, – Address, City, ZIP Code,

County, State, MSA Code

• SIC Codes

• # Employees

• Sales Volumes

• E-mail lists

• Direct dial phone numbers

• Credit scores

• Major malls and shopping centers

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Page 38: Enterprise Location Intelligence

Statistical & Business Data:Risk & Environmental Hazards

• Earthquakes

• Fire stations

• Hail storms

• Hurricanes

• Mass movement (landslides)

• Lightning

• Wildfires

• Tornados

• Wind storms

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Page 39: Enterprise Location Intelligence

Statistical & Business Data:Telecommunications & Media Networks

• Central Offices • LEC Wire Centers • Rate Centers• LATA assignments • Calling areas• Area codes• NPAs / NXXs• Wireless coverages• Cable TV franchises• Fiber networks• Designated market areas• Terrain data for network

planning• More…

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Page 40: Enterprise Location Intelligence

Dynamic data

• External data

– Lighting strikes

– Meteorological alerts

– Snow accumulation

– Forest fires

– Real-time traffic & road conditions

• Internal data

– Customer notifications

– Asset tracking

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Page 41: Enterprise Location Intelligence

Brennon MartinSr. Account Manager, Enterprise Solutions

www.linkedin.com/in/brennonmartinPh: 720.200.4488 x110

www.korem.com

Questions?