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

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

2. 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…
2

3. What is Location Intelligence?
• An awareness of How many businesses exist
relationships between location within a 5-state territory that
fit my target profile?
information and business operations
• The ability
to use the In what metro area should I
understanding of geographic focus my attention to find the
highest density of potential
relationships to predict how it impacts
clients?
a business
• The capability to react to how If I want to average 15 in-
location influences an organization by person sales calls per day and I
changing business processes in order need to conserve travel
to minimize risk and maximize expenses as much as possible,
opportunities what route should I take to
cover all 500 targets in my
territory? 3

4. Why Does Location Intelligence Matter?
Documented results using LI: “Known truths” about LI:
– Comcast added $12 million in new – Estimated 80% of business info
revenue through the identification contains location data.
of serviceable customers.
Imaging Notes – The human mind processes visual
patterns 60,000 times faster than
– Ford Motor Company increased tabular lists.
market penetration for
replacement parts by 20% through
a better understanding of market
potential. Location Intelligence delivers…
Greenhill Analysis • Better insight
• Faster decision-making
– BECU reduced costs required to
analyze market demographics by • Smarter business
more than 95%. (higher sales, lower costs)
Pitney Bowes Business Insight
4

5. Who Can Benefit from
Location Intelligence?
MOST Organizations!
• Do you…
 Market by geography?
 Plan by geography?
 Assign assets by geography?
 Track resources by geography?
 Manage services by geography?
5

6. Where can my business
benefit from Location Intelligence?
Sales & Marketing Customer Service Risk Management
• Market potential
• SLA requirements • Risk assessment
Planning • Campaign strategy
• Capital requirements • Business continuity
• Competitive analysis
• Territory definition
• Resource planning • Disaster preparedness
Design • Message refinement
• Contractor recruitment • Risk mitigation
• Quota development
• Call center resource • Employee training &
• Direct mail
management communications
Implementation • Prospect identification
• Service center site • Automated
• Route planning
identification underwriting
• Reporting & analysis • Reporting & analysis • Reporting & analysis
Operations &
• Strategy refinement • Field service dispatch • Disaster recovery
Maintenance • Territory rebalancing • Vendor assessment • Claims management
Other obvious areas: Distribution / supply chain, property management / facilities
and network operations 6

7. How is Location Intelligence Different
from Traditional BI and GIS?
Traditional Geographic Information
Location Intelligence
Systems (GIS)
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, geographic visualization
Reporting, visualization and analysis
and geographic analysis
Implementation of new tools Integration with existing tools
7

8. Location Intelligence
Begins with Location Data
INSIGHT!
Geo-referenced
corporate data
Statistical data
(demographics)
Points of interest
Access
Internet / Intranet
(stores, kiosks)
Geographic map
(roads, boundaries)
Tools
Contextual imagery Visualization
(aerial, satellite) and Analysis
Data
8

9. Technical Components
of a Location Intelligence Platform
Existing Spatial Display Traditional Display
Business Visualization Map Themes Heat Maps Reports Charts Graphs
Intelligence Symbology Layering Scatter Plots Etc.
Platform
(optional)
Spatial Analytics Traditional Analytics
Analytics Geo-Filtering Drive-Time Counts Averages
Linear Distance Area Ranges Totals Etc.
Spatial Database
Spatial Data Spatial Data
Extraction ETL Integration
Business Data Complementary Data
ERP CRM OLAP Demographics
Data Legacy Data Other Apps Business Statistics
Sources Spatial Data Sensor Data
Boundaries Roads GPS RFID
Imagery Points of Interest Environmental Systems

10. Company Backgrounder

11. Profile
• North American systems • Partners include…
integrator and custom software
developer – Google, PBBI, NAVTEQ, Oracle,
– Founded 1993 TeleAtlas, ESRI, Cognos,
– US offices: Denver & San Diego MicroStrategy, DigitalGlobe,
– Canada offices: Quebec & SRC, Safe Software, FME and
Montreal others…
– ISO 9001:2008 certified
• Practice areas
• Broad industry focus
– Enterprise geographic – Government, Public Safety,
information systems Telco, Energy, Banking &
– Web mapping Insurance, Retail, Distribution,
– Spatial data Manufacturing, Utilities,
– ETL/data hygiene others…
– Location intelligence
11

12. Our Offering
Technology Consulting
• Strategic Needs Assessment
• Location Intelligence Strategies
KOREM provides a full • Geospatial Infrastructure Design
suite of data, software, Services • Research & Development
and services for all your Solution Development & Integration
geospatial and Location • Data Management
• Spatial Infrastructure Deployment
Intelligence needs.
• Enterprise GIS Deployment
• Custom Application Development
Operations & Maintenance
• Hosting
• Training
• Support & Maintenance
KOREM
Software
GIS Data
Solutions
12

13. Some of Our Customers
Canada USA
Public
Sector/Safety
Banking /
Insurance
Retail /
Distribution
Natural
Resources
Telecom
Healthcare
13

14. Technical Expertise
• Databases • Business intelligence platforms
– SQL Server 2008 Spatial – IBM Cognos
– Oracle Spatial – Oracle BIEE
– Post GIS – MicroStrategy
– IBM DB2 Spatial Extender – SAP Business Objects
• Application servers • Programming languages
– Apache and Tomcat – .NET (c#, VB.NET, ASP.NET, etc.)
– Oracle FMW – J2EE (Java, JSP, etc.)
– IBM WebSphere
– Microsoft IIS • Open source
– GIS applications / software
• Geospatial visualization platforms • GDAL
• MapGuide & MapServer
– Google Earth
• Open Layers
– Google Maps – Application servers
– PBBI Envinsa Online Services • Tomcat
– SRC Alteryx • Apache
– Safe FME – Operating Systems
• Linux
• Andriod
• Geospatial analysis platforms – Database management systems
– PBBI Envinsa • PostGres (including postGIS)
– ESRI ArcGIS • MySQL
14

15. LI Project Samples
Price Monitoring Supply Chain Management Asset Management
Sales Territory Management Sales Campaign Management Network Monitoring
15
BI Platform Integration

16. 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
16

17. Location Intelligence:
Digging Deeper

18. To recap – what comprises a
Location Intelligence Solution?
Anyway you look at it, the answer is the same..
Spatial Data + Spatial Tools + Access  Location Intelligence
18

19. More on Tools for
Geographic Visualization and Analysis

20. 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…
20

21. Bi-directional Integration
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.
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.
21

22. Spatial Filtering
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.
22

23. BI Data Enrichment
Demographic and other location data can be used to enrich and
add value to the core BI data in the Data Warehouse.
Where are prospective
retail parks or store
locations, and what other
information do we have on
them such as nearby
neighborhoods and their
demographics?
How will the weather
affect my business ?
Which customers are
likely to claim ?
What is our exposure?
23

24. Decision Support & Analysis
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.
Where do we have a
“travel time” issue?
Are my Service Centers
supporting the right
customers?
24

25. Overview of Spatial Tool Vendors
Spatial Visualization Platforms Spatial Analysis Platforms
Pretty Picture Painters Data Query Engines
– Google Maps – Google Maps
– Google Earth (very limited capabilities)
– PBBI Envinsa Online Services – PBBI Envinsa
– SRC Alteryx – ESRI ArcGIS
– Safe FME – Custom implementations
25

26. More on Spatial Data

27. 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
27

28. Corporate Data
• Sources • Preparation / Geocoding
– Customer database – Data hygiene
– Employee database • cleansing, formatting
– Supplier database – Data enhancement
– Distribution database • data append, geocoding
– Asset tracking – Conversion
• projections, formats
– Sales territories
– Manipulation
– Website analytics • aggregation, generalization
– Etc. – Structuring
• map creation, databases
28

29. Geocoding
• Customer data
Branch Zip City Id
7000 East Belleview Avenue, Ste 260 80111 Greenwood Village 1123123222
• Reference data
From To Address Type Pre-Directional Postal MSA Longitude Latitude
7000 7030 Belleview Ave E 80111 Denver-Aurora -109.103381 38.621554
• Methods
– Fuzzy logic
– Substitution
– Truncation
29

30. Available 3rd-Party Data Types
Geo-referenced Statistical and
General Map Data
Business Data
• Political and administrative • Consumer demographics
boundaries • Lifestyle and segmentation
• Postal points and boundaries • Consumer expenditure
• Roads and routing • Business demographics
• Aerial, satellite imagery and • Risk & environmental
remotely-sensed data hazards
• Elevation and terrain • Telecommunications &
• Points-of-interest media networks and other
industry-specific datasets
30

31. 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…
31

32. Map Data:
Postal Points & Boundaries
• 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

33. 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
33

34. 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
34

35. Map Data:
Elevation & Terrain
• Digital elevation models
• Digital terrain models
• Digital surface models
• Navigable 3D environments
• Contours
• Point clouds
35

36. 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®
36

37. 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
37

38. Statistical & Business Data:
Risk & Environmental Hazards
• Earthquakes
• Fire stations
• Hail storms
• Hurricanes
• Mass movement
(landslides)
• Lightning
• Wildfires
• Tornados
• Wind storms
38

39. 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…
39

40. Dynamic data
• External data
– Lighting strikes
– Meteorological alerts
– Snow accumulation
– Forest fires
– Real-time traffic & road
conditions
• Internal data
– Customer notifications
– Asset tracking
40

41. Questions?
Brennon Martin
Sr. Account Manager, Enterprise Solutions
www.linkedin.com/in/brennonmartin
Ph: 720.200.4488 x110
www.korem.com