OVERVIEW •  Geomarketing solution commercialized in SaaS model, used by

companies of all sizes and sectors •  Leader in Geomarketing solutions in Brazil. •  Supports Burger King expansion Process (Case Study)

CHALLENGES / OPPORTUNITIES •  Provide security, as clients data are stored and manipulated •  Ensure scalability and high availability •  Fast query response times for large datasets •  Provide mechanism for frequent data update •  Rich spatial features needed to address all different uses

SOLUTIONS •  Oracle Database 11c Enterprise Edition

•  Spatial&Graph with Network Data Model •  Oracle Fusion Middleware 11.1.1.7

•  MapViewer 11g •  Oracle Weblogic •  Apex

RESULTS •  Oracle technology allows Geofusion to deliver

geomarketing solution, in SaaS model, for over 300 clients at a feasible price.

•  The good user experience is supported by fast and stable architecture.

•  Advanced Features for spatial analysis (such as isochrones, clustering, heat maps) support a very complete solution used by companies of different sizes and sectors.

Geofusion

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May 2014 Oracle Spatial Summit

May 21, 2014 Walter E. Washington Convention Center

Washington, DC USA

Marta Duarte Teixeira SW Development Manager

Geomarketing in the Cloud A Case Study with Geofusion and Burger King

Program Agenda

• Geofusion Introduction • OnMaps Introduction •  Burger King Case • Oracle Benefits

MAIN  PRODUCT  COMPANY  FACTS  

Leader  in  Loca+on  Analy+cs  solu+ons  in  Brazil  

320% GROWTH

2011-2013

Investors

18  years  of  experience  

We help our clients make better decisions in business by adding Location Intelligence.

CLIENTS  

Expansion  strategy  

+250  clientes    +2500  users  

Brazilian  Franchise    Associa+on  

Partnership

OnMaps Main interface

Adding layers

Predefined  layers  

Create  new  ones  

Upload  new  data  

Reports

How  many  people  live  in  this  area?    

How  much  money  they  spend  in  each  product  category?  

How  many  people  spend  the  day  in  this  area,  between  residents  and  workers  (dayKme  populaKon)?    

How  much  money  do  they  make?    

Query tool

CiKes  with  a    •  populaKon  over  

50,000  people,  •  high  concentra+on  of  

the  target  public  (A,  B  )    

•  Compe+tors  have  stores  and  I  don´t.  

Over 250 sources of information

Points  of  Interest  A  large  database  of  over  400,000  frequently  updated    POI.  Collected  in  partnership  with  other  content  suppliers  and  using  automated  internet  searches  /  robots.  

Demographics  Detailed  database  of  demographic  informa+on,  updated  on  a  yearly  basis  using  our  projec+on  model.  

Macro  &  micro  OnMaps  brings  macro  (State,  municipali+es)  and  micro  (blocks,  census  tracks)  informa+on.  

Direct  MarkeKng  Partnership  Grupo  Abril  OnMaps  clients  can  purchase  mailings  according  to  their  target  public,  and  for  an  specific  area.  

ConsumpKon  PotenKal  Consump+on  Poten+al  for  over  100  categories  of  products,  per  social  class.  Partnership  with  iPC  Marke+ng.  

Shopping  Malls  Main  shopping  Malls  in  Brazil,  60,000  stores.  

Points of Interest

A  large  database  of  over  400,000  frequently  updated    POI.  Collected  in  partnership  with  other  content  suppliers  and  using  automated  internet  searches  /  robots.  

Consumption Potential +100 product categories, by social class

Direct Market 15mi individuals mapped (Abril Group)

OnMaps is used by large Industries such as

Prices  are  determined  by  the  predominant  social  class  in  the  surrounding  area  

OnMaps is used by large Industries such as

Millions of POS, updated in a daily basis.

And also used by small Franchisors as

Problem  All  stores  located  in  low-­‐income  areas  had  a  

bad  performance  

MarkeKng  Strategy  Since  the  company  founda+on  was  driven  to  

mid  and  low-­‐income  public.  

And also used by small Franchisors as

Results:    

-­‐  Expansion  strategy  redirected  to  hi  and  middle  classes  areas.  

And by big franchisors as

Largest  Brazilian  Franchisor,  over  3500  stores  

Leader  in  perfume  products  in  Brazil    

And by big franchisors as

CompeKKve  Analysis:  Prices  decreased  in  all  stores  located  near  a  specific  compe+tor  stores.  

Query:  All  O  Bo+cário  stores  located  within  500  m  from  the  compe+tor  stores  

Burger King Case Study OnMaps supporting Burger King’s Expansion Strategy

Burger King in Brazil

The  highest  growth  over  the  past  3  years  in  Brazil.  

7th  largest  fasVood  chain  in  Brazil  

BRAZIL   #  Restaurants  

2011   2012   2013   2014   Ranking  Cresc  SUBWAY   560   767   1050   1400   1   150%  

MCDONALD'S   618   663   730   807   2   31%  

BOB'S   407   442   485   523   3   29%  

GIRAFFAS   338   370   407   396   4   17%  

HABIB'S   279   304   331   338   5   21%  

SPOLETO   233   252   276   319   6   37%  

BURGER  KING   101   140   224   318   7   215%  

PIZZA  HUT   76   64   70   75   8   -­‐1%  

KFC   11   17   19   21   9   91%  

2.216   3.019   3.592   4.197   189%  

3 ranking positions in 3 years!

Burger King in São Paulo The State is the focus of growth

São  Paulo  #  Restaurants  

Ranking   2011   2012   2013   2014   Ranking  SUBWAY   2   168   229   321   413   1  MCDONALD'S   1   287   307   332   370   2  HABIB'S   3   157   163   181   181   3  BURGER  KING   7   41   60   100   166   4  GIRAFFAS   4   111   119   126   117   5  SPOLETO   5   90   101   107   117   5  BOB'S   6   78   87   96   100   6  PIZZA  HUT   8   27   26   31   39   7  KFC   9   1   4   6   8   8  

882   1.096   1.300   1.511  

4th  largest  fasVood  chain  

Searching for new markets Analyzing customers distribution

Searching for new markets Potential Market Analysis

Household  Income     Workers  density  

Ea+ng  out  consump+on  potencial     Compe+tors  Presence  

Sales Forecasting Dimensioning the future investment

Predic+ve  Model  for  Sales  Forecas+ng    

Business  Informa+on  -­‐  Sales  transac+ons  -­‐  Seats,  parking  lot  spaces  -­‐  Store  size,  etc.  

$$ OnMaps  Informa+on  -­‐  Consump+on  Poten+al  -­‐  Household  numbers  -­‐  Workers  number    -­‐  Etc  

“OnMaps    has  supported  Burger  King's  expansion  strategy,  helping  us  to  evaluate  sites  for  opening  new  restaurants.    We  can  quickly  and  easily  analyze  relevant  informa+on  from  the  surroundings  of  our  restaurants  and  use  it  to  evaluate  the  demand  of  new  prospec+ng  points.  OnMaps  market  informa+on  is  an  essen+al  input  for  the  predic+ve  model  which  forecasts  sales  of  new  restaurants,    giving  us  more  asser+veness  for  new  investments.  We  are  con+nuously  improving  the  process  and  the  next  steps  is  to  use  isochrones,  instead  of  radius,  to  calculate  influence  areas.  With  more  realisKc  influence  areas,  we  will  be  able  to  do  a  befer  esKmate  of  the  number  of  potenKal  consumers  for  our  restaurants,  which  will  help  us  to  fine  tune  the  predicKve  model“  

Patrícia Romancini, Market Intelligence Manager at Burger King

Isochrones Better precision for forecasting sales

Oracle Spatial & Graph

Isochrones  and    ProporKonal  Sum  

Oracle  Spa+al  and  Graph:  

•  NetworkAnalyst.withinReachingCostPolygon  e  NetworkAnalyst.withinCostPolygon  for  genera+ng  the  stores’  influence  areas.  

•  SDO_AREA,  SDO_INSIDE,  SDO_INTERSECTION,  SDO_ANYINTERACT  for  calculaKng  proporKons  of  each  census  tract.    

20%  

Advanced  tools  Analyze  a  specific  area,  compare  areas,  combine  market  data  and  customer  data,  search  for  spa+al  characteris+c,  etc.  

Market  InformaKon  Large  amount  of  validated  and  frequently  updated  informa+on  

Customer  Data  Client  can  upload  their  data:  their  stores,  points-­‐of-­‐sale,  customers,  prospects,  compe++on,  etc.  

Service  and  Support  Highly  qualified  and  trained  team,  with  a  focus  on  loca+on  analy+cs  and  geomarke+ng  

SaaS  PlaVorm  -­‐  Cost  effec+ve  across  small  and  large  business  

Geofusion Goal

OnMaps & Oracle Spatial and Graph Why Geofusion chose Oracle?

Benefits  of  Oracle  SpaKal  &  Graph  and  Mapviewer    

•  Fast  response  +mes  for  querying  large  datasets  (Oracle  Database)  

•  Fast  response  +mes  for  map  requests  (MapViewer)  •  High  availability  (Mapviewer,  Oracle  DB  and  Weblogic)  •  Security    •  Flexibility  for  customized  reports  (APEX)    •  Support  frequent  data  updates    •  Advanced  Features  for  spa+al  analysis  (such  as  isochrones,  

clustering,  heat  maps)    

SupporKng  Geofusion’s  offer  

OnMaps Architecture

•  800  layers/min      •  400ms  per  layer  

+  3000  users  

+  1.500  layers  

Q&A