GIS GEOGRAPHIC INFORMATION

SYSTEMS AND

GEOMAPPING

Panel DiscussionICECON, 2007November 1-4, Pittsburg, Pa.

Where Did GIS Come From?

GIS is built upon knowledge from geography, cartography, computer science and mathematics.

Geographic Information Science is a new interdisciplinary field built out of the use and theory of GIS.

Spatial and non-spatial data

Crimes during 1995Date Location Type1/22 123 James St. Robbery1/24 22 Smith St. Burglary2/10 9 Elm St. #4A Assault2/13 12 Fifth Avenue Breaking

& Entering

Part No. Quant. Desc.1034161 5 Wheel spoke1051671 1 Ball bearing1047623 6 Wheel rim1021413 2 Tire1011210 3 Handlebars

Figure 1.1 Two databases. A database contains columns (att ributes) and rows (records). The bicycleparts list on the left is not spatial. The parts could be located anywhere. The list of crimes on the rightis spatial because one of the at tributes, the street address, locates the crimes on a map. This list couldbe used in a GIS.

Definition 1: A GIS is a toolbox

"a powerful set of tools for storing and retrieving at will, transforming and displaying spatial data from the real world for a particular set of purposes"

(Burrough, 1986, p. 6).

"automated systems for the capture, storage, retrieval, analysis, and display of spatial data." (Clarke, 1995, p. 13).

Definition 2: Duecker's 1979 definition has survived the

test of time. "A geographic information system is a special

case of information systems where the database consists of observations on spatially distributed features, activities or events, which are definable in space as points, lines, or areas. A geographic information system manipulates data about these points, lines, and areas to retrieve data for ad hoc queries and analyses" (Duecker, 1979, p 106).

Duecker (ctd)

A GIS is flexible enough to be used for ad hoc query and analysis.

A GIS can do analysis, modeling and prediction.

The Feature Model

Duecker's definition uses the feature model of geographic space.

The standard feature model divides a mapped landscape up into features, that can be points, lines, or areas.

Using a GIS involves capturing the spatial distribution of features by measurement of the world or of maps.

Almost all human activity and natural phenomena are spatially distributed, so can be studied using a GIS.

A GIS uses map features to manage data.

The Feature Model

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Figure 1.2 The Feature Model: Examples of a point feature (elevation bench mark), a line feature (riv-er) and an area feature (lake).

POINT LINE AREA

FE

AT

UR

ES

Definition 3: GIS is an approach to science

Geographic Information Science is research both on and with GIS.

"the generic issues that surround the use of GIS technology, impede its successful implementation, or emerge from an understanding of its potential capabilities."

(Goodchild, 1992)

Definition 4: GIS is a multi-million dollar business.

“The growth of GIS has been a marketing phenomenon of amazing breadth and depth and will remain so for many years to come. Clearly, GIS will integrate its way into our everyday life to such an extent that it will soon be impossible to imagine how we functioned before”

A Brief History of GIS

GIS’s origins lie in thematic cartography. Many planners used the method of map

overlay using manual techniques. Manual map overlay as a method was first

described comprehensively by Jacqueline Tyrwhitt in a 1950 planning textbook.

HcHarg used blacked out transparent overlays for site selection in Design with Nature.

Land Fragmentation

Population Changes & Urban SprawlRe-Pioneering of Rural AreasWaterEnergy issuesDemand for “Ecosystem Services”

Use for Business to...

• Plan advertising and media schedules

• Analyze market penetration

• Check on the competition

• Use demographics to rank new locations

• And much more!

Market-Based Business Problems

Where are my customers? What is my market area? Do I have more than one store serving the

same group of customers? What percentage of my customers account

for X% of a store’s sales? Area of influence?

Create Market Areas

Based on Number of Customer or Customer Sales

Analyze Your Market Penetration

See How Well You Are Reaching Your Market Areas

Visualize Customer Draw

See Where Your Customers Live and Which of Your Stores They Shop

Customer-Based Business Problems

What is the profile of my existing customers?

Where can I find more customers like my best customers?

Where should I target direct mail to get the most ROI for my marketing dollars?

Where is the best place for my new facility?

Customer Prospecting

To Find More Customers Like Your Best Customers...

Start by Profiling Your Customer Base

Then Identify Geographic Areas

Block Groups in Blue Indicate Areas that Match the Profile of Your Best Customers

Match the Profile of Your Best Customers

Precision-Tune Target Marketing

and get a better ROI on your direct mail dollarsand get a better ROI on your direct mail dollars

Site-Based Business Problems

• Where are my stores? • What is the surrounding demographic

profile? • Where are my customers? • Where are my competitors?• Which stores are the most

successful? • What are the

dynamics/characteristics of these stores?

Store Market Analysis

0-2

2-4 4-6

Analyze Market Demographics

Is Your Site Near Your Ideal Customers?

Analyze Store Performance and Visualize Customer Draw

Poor Performing Stores Could Be a Result of Cannibalization

Analyze Site Demographics

Identify your demographic drivers to help you find similar sites

Analyze Your Competition

Find out how consumer spending, competition, and distance affect the attractiveness of your new location

More Site-Based Business Problems

Where are high potential areas? What are the characteristics/dynamics of

potential sites? What impact would this site have on other

existing sites, and vice versa? Can I consolidate sites without hurting

customer service?

Store Prospecting

Compare Multiple New Sites

Evaluate sites based on proximity to preferred demographic areas

Viewing and Analyzing Demographics

Analyze Existing Sites

and Identify the Competition in the Area

Analyze Prospective Sites Using Drive Time Modeling

How Close Are Your Customers to the Site?

Other Business Tasks

Marketing campaigns – Where is my target market?...By

product/service? – What type of media would best reach these

consumers?

Expansion, Consolidation, and Mergers – What effect would opening/closing a facility

have on the market? – Where are areas of significant

cannibalization?

Product planning – Which products are doing well? – Which products should do well given the

surrounding demographics? – Which products should be promoted based

on lifestyles and demographics? – Which products and how much should be

stocked at each site?

Other Business Tasks

Multi-Disciplinary

•GIS allows for the efficient analysis.

•It increases our ability to solve problems. •As well as, increases our understanding of the complexity of systems.

Precision Ag - Corn

Ohio – Nathan Watermeier

Invasive Species Monitoring and Management

Invasive Conifers – Texas, New Mexico and Montana

Threatened or Endangered Species

http://twc.tamu.edu

Urban Forest Inventories

Texas A&M Campus Tree Inventory

- location of all trees on campus included in GIS- attributes of each tree stored in database:

- species- DBH- disease status- pruning schedules- etc.

used for the day-to-day management of the Texas A&M urban forest

Drought and Irrigation Planning

UTAH – Dr. Phil Rassmusen

Urban Flood Damage Assessment and Mitigation

Blue areas depict flooded areas.

Economic analysis was used to compare estimated property losses to

flood control investments

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1 0 %

2 0 %

3 0 %

4 0 %

5 0 %

6 0 %

7 0 %

8 0 %

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1 0 0 %

Farm & Ranch Land

143.9 Million acres83.7% of the State

Loss of Farm & Ranch Land, 2000-2003Metro Areas

Lost 1.44 Million acres in 3 Years

1986

2003

Flood Modeling and Damage Assessment Using GIS

Structure Inventory

Perspective view of 500 yrFlood event

Discussion Questions

What is the take-away for a business student utilizing GIS?

Where/why does GIS fit into the IS/MIS curriculum?

Is it important to incoporate GIS in the IS standard?

I what area of the 8 core competencies would GIS apply?

What is the next step?

Web Resources

http://www.esri.com/ http://www.esri.com/ http://www.esri.com/industries/university/in

dex.html Resources http://www.tnris.state.tx.us/