location intelligence - the next evolution of business applications
DESCRIPTION
Discusses Location Intelligence as the Next Evolution of Business Applications. Shows Cognos v10 Map IntegrationTRANSCRIPT
Integeo Map Intelligence:
Location Intelligence: The Next Evolution of Business
Applications
Agenda Why do location analysis?
Case studies
Interoperability
Demonstration
Wrap-up and Q&A
Attendee Panel
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Why do Location Analysis?Every dollar spent has a location
Where are our assets? Where are our sales? Where is our target
market? Where is our sales
force deployed?
The where can be just as important as the
what and who
80% of data has the location component, but businesses are unable to exploit it
Location Intelligence
Olap Analysis
EPM
GIS
CPM
Cust Analytics
BPM
BI
SCM
ERP
CRM
0 10 20 30 40 50 60
Business Week Research
% of companies using above technologies
Why do Location Analysis?Location information in decision-making:Strategic Entry into a new region, outlet location, product
direction, mergers & acquisitions
Tactical Acceptable risk levels when developing offers for certain customer segments
Operational
Approve / decline, authorize, fraud detection, customer service
Industry Use and Benefits of Location IntelligenceRetail Determine optimal site location, Maximize market share
Hotels & Property Site selection, target marketing, expansion planning
Finance Optimize every customer touchpoint, Optimally allocate branch & sales staff
Government Crime analysis, improve emergency responders, planning & dev’t of large-scale public works
Insurance Improve underwriting decisions, better risk management
Media Plan media publication and distribution according to subscriber demographics
Telecommunications
Analyze network coverage, market demand, competitor data, identify emerging trouble spots / downtimes, etc.
Transportation & Logistics
Analyze the maintenance of transport systems, route planning & optimisation, asset tracking
Why do Location Analysis?Business data becomes valuable when collected & analyzed in relation to other internal or external data, eg, match your sales / service distribution outlet revenue info with
• Demographics info like population density• Product mix vs customer needs / segments, eg affluency in a particular location• Competitive info, eg competitors network of outlets• Traffic patterns within the area, easy access• Service outlets, real-time deployment of service engineers
Combine multiple location-inherent data with geographic information for better detection of patterns and trends, and turn these into actionable insights
Google Blog Spot
Why do Location Analysis?“The evolution of information technology has matured rapidly to support the use of "location intelligence" for making effective business decisions. When combined with embedded automated decision applications, location intelligence can lead to the execution of precise customer decision strategies and a new level of enterprise performance.”Ventana Research
2009
“Gartner recognises GIS as a major maturing technology with a value and benefits profilesimilar to that of BI, and expects interactive visualisation to become the common frontend to analytical applications over the next couple of. By linking location to corporate information, organisations can use location intelligence to make better decisions, enhance planning capabilities, and achieve real business benefits”
Gartner Summit 2008
“Companies are already sitting on a gold mine of location information that can be exploited right now. Location content can be leveraged to deliver key business value; whether it's lowering costs, managing risk or developing new revenue streams. And the reality is, location data is already sitting latent inside most organizations. All they need is the right expertise to unlock its potential and get better results.”
DMTI May 2009
“Location intelligence (LI) is poised to make its play in the enterprise. LI is finally making make inroads in corporate decision-making circles”
Ovum Oct 2008
“Many are now looking to capitalise on location data in their BI to better leverage the where in operational and strategic decision making. LI can make BI sizzle.”
Ovum May 2009
Location Visual very powerfulReadily interpreted by Executives
Summary - Why do Location Analysis
Expectation it will be provided in reporting and business tools such as ERP and CRM’s
Google Maps/Google Earth commonplace
No Coding – Easy to do – tools like Excel
End Business user focus
Merge internal data with external data sources
Readily available Location Services – Weather Bureau
• Name• Address• Total Spent• Items purchased
0123456
Case Study - Carrefour◦ Replaced previous time consuming and manual distribution
of Carrefour Club analysis with automated process delivered via web browser through integrated mapping into Business Objects
Business Benefits:
Stores now have an interactive mapping environment
Deeper analysis can be made using BI filters Maps always reflect the latest data Maps are delivered in seconds, not months
US Army Track progress of recruit induction Army competes for talent
◦ Only a small percentage are eligible◦ Only a small percentage proceed beyond basic training
Require tools to provide better intelligence in the market place
Interactive maps improved efficiency by 75% Provides new insights into marketing campaigns Recruitment officers now have on demand access
to maps in the field – with merged internal business data and external data over Google Maps
Tupperware
Marketing campaign drove location based analysis
Use Census data to identify target markets not currently covered by Tupperware agents
Also used to rationalise management of Agents by Distributors
Identify locations that might warrant placement of a new distributor location
Location - Interoperability CRM’s Asset Management Document Management BI tools GIS servers Spatial web services Spatial interfaces
Use OGC standards MI Restful API MI Client Integration
Kit to link your applications to Map Intelligence
Map Intelligence WMS export Many Different GIS servers Do they support WMS import Map Intelligence supports export of BI
spatial layers as interactive WMS Allows opportunity to link BI with other GIS
servers Example – DEEWR using specific BI tool and
specific GIS platform Integrate BI into an existing GIS interface
OGC Requests
Integration Platform
Google Maps
GIS Server
Shape Files StreetPro
WMS
Integration Strategy
BI Server
Business Data
Reference Data
BI Dashboar
d
BI data
Other UI
WMS
Google Earth
KML
Architecture
COGNOSOracle
Hyperion
BusinessObjects
BIRTMicro
Strategy
QlikviewLocatio
n In
tellig
en
ce
Bu
sin
ess In
tellig
en
ce
an
d Tra
nsactio
nal
Pla
tform
s GIS
Serv
er
Geoserver
MapInfo
ESRIExcel
Business Data GIS Base MapsReference Data Reference Data
OracleOBIEE
MS RS
CIK
Viewers
ESRI FlexViewer
Open Layers Custom Viewer
Google Earth
Google Maps Street View
Export as a WMS Layer for import into another application
Client Custom GIS Application
Location Based Analysis – Weather event impact
Google Maps backgroundWeb Service feed of cycloneWeb Service feed of business data locations from Excel
Map Intelligence Server brings together
Spatial Analytics Features
Color-coded regions from the world, to country
To cities, associations calculated spatially in
real-time
To individual sales / service locations
Show linear features color-coded by eg
accident rate or other measures
Floor plan, desk or building locations color-coded by an attribute
Show measures within a kilometer radius
Measure Visualization by Color-coding
Patterns Analysis
Show highest concentrations
Concentrations by Contours
Show prominence
Route / Site Planning
Show me area of control for each distribution outlet. Every
point within each polygon is closest to the controlling point.
Show me the distance on the ground between points or along
a route.
Plot the route a courier van took or draw a line from the store to
its best customers.
Demographic Analysis
Use “as the crow flies” circles.Augment business data with demographic data, eg Sales vs.
population.
Show charts on regions
Google Charts
WMS Layers IntegrationsExport as a WMS Layer for import into another application
Show Google Streets Layer
Export to Google Earth to show Points of Interests and 3D view
Demonstration
Demonstration of mapping from Cognos 10
Output as Web Map Service
Cognos data over a number of spatial interfaces
Excel and Business Intelligence Integration
Integeo Map Intelligence
Independent of business domain
Seamless, synchronized integration between BI, GIS
Merge business data with external geographic factors
Advanced visualizations
Interactive, dynamic web applications
No programming skills needed by developers
Vendor-neutral
How to get Started Quick, Easy and Cost-Effective Start at base level with Map Intelligence for Excel Then expand to include Location in BI capability Put in place Map Intelligence Server Incorporate key boundary data – States, County,
Zipcodes If you need more detail use a web service such as
Google Maps or Open Street Maps Only Geocode core data, use at more aggregated
level initially Use OGC Map Services where suitable such as
Weather feed
Q & A
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