Spatial IntelligenceSpatial Intelligence

The Intersection of Data Warehousing The Intersection of Data Warehousing, Business Intelligence, Predictive Analytics, and

Geographic Information Systems

1© GeoAnalytics, Inc. 2008, all rights reserved© GeoAnalytics, Inc. 2008, all rights reserved

An Evolving Sensibility

IntelligenceIntelligence

UnderstandingUnderstanding

gg

UnderstandingUnderstanding

KnowledgeKnowledge

InformationInformation

2DataData

“Organizations must evolve from “Organizations must evolve from ‘What We Think’‘What We Think’ to to ‘What We Know’.”‘What We Know’.”

Gary Lovemann, CEO Harrah’s Entertainment

3

The Information Evolution ModelAd t d f Th I f ti R l ti D i t l Adapted from: The Information Revolution, Davis et. al, 2006

Enterprise Intelligence and Analytics to

Enterprise Information and Analytics

Innovation 55Enterprise Intelligence and Analytics to Create New Value

33Enterprise Infrastructure to Enable

Optimization 44Enterprise Information and Analytics to Create Efficiency

22Workgroup Data and Analysis – “Us

Integration 33p f st ct e

Knowledge Management

11Individual Data and Analysis – the

Consolidation 22g p y

Versus Them”

4

Operational 11y

“Information Maverick”

Key Concepts – Knowledge Management

‘K l d M t’ i i t t f tti • ‘Knowledge Management’ is a conscious strategy of getting the right knowledge to the right people at the right time

O’Dell Grayson If Only We Knew What We Know: The Transfer of Internal O Dell, Grayson, If Only We Knew What We Know: The Transfer of Internal Knowledge and Best Practice, 1998

• How an organization manages knowledge is a fairly good predictor of both best practice and organizational successpredictor of both best practice and organizational success

5

Key Concepts – Business Intelligence and Analytic IntelligenceAnalytic Intelligence

B i I t lli i th f i f ti th t bl • Business Intelligence is the use of information that enables organizations to best decide, measure, manage and optimize performance to achieve efficiency and financial p p ybenefit (Gartner Business Intelligence Summit 2007)

• Analytic (Predictive) Intelligence builds on previous experience metrics relevant variables and circumstances experience, metrics, relevant variables, and circumstances to model future outcomes

6

IDC’s Business Analytics Taxonomy, 2007

7

Technology/Solution Providers

• SAS Institute• SAS Institute

• Teradata

• SAP/Business Objects

• IBM/CognosIBM/Cognos

• Oracle/Hyperion

• Microsoft

• Information Builders

8

• Others…..

Business and Analytic Intelligence Platform

Location is Integral to Knowledge Management and IntelligenceManagement and Intelligence

O t d P f i h tl hi • Outcomes and Performance are inherently geographic whether localized, regional, or global

• Events rarely occur in a vacuum –

– They affect surrounding people, economic and natural i i i d i iecosystems, institutions, and communities

(Predicting where things will happen is powerful)

10

“Everything is related to everything else, but “Everything is related to everything else, but near things are more related than distant things” near things are more related than distant things”

Waldo Tobler

On understanding the science of location and geography

11

Key Concepts – Spatial Analytics

S ti l l ti d hi i th i f l ti • Spatial analytics and geographics is the science of location, adjacency, and direction between physical and cultural features on the landscapep

– Proximity analysis

Network analysis– Network analysis

– Buffer analysis

– Cluster analysis

– Gravity modeling

12

Synergy of Traditional and Spatial Analytics

Traditional Analytics Spatial Analytics

Fi i lFi i lFinancialFinancialAnalysisAnalysis

RegressionRegression Network Network AnalysisAnalysis

GeocodingGeocoding

DatabaseDatabaseOperations Operations Research Research

Spatial Spatial RegressionRegression

AnalysisAnalysis

Spatial Spatial D t bD t b

Spatial Spatial D t bD t b

CorrelationCorrelation

Market Market A l iA l i

ClusterClusterAnalysisAnalysis

BufferBufferA l iA l iDatabaseDatabaseDatabaseDatabaseAnalysisAnalysis

Predictive Predictive ModelingModeling

Auto Auto CorrelationCorrelation

AnalysisAnalysis

ScorecardingScorecarding Hotspot Hotspot AnalysisAnalysis

Key Concepts – Spatial Intelligence

Sp ti l I t lli i th f i f l ti l GIS B i • Spatial Intelligence is the fusion of analytical GIS, Business Intelligence and Predictive Intelligence

Builds on descriptive analytics– Builds on descriptive analytics

– Provides the context for inferential analytics

• Spatial Intelligence adds the geographic dimension to data Spatial Intelligence adds the geographic dimension to data management, analytics, and visualization

14

Spatial Intelligence in a Commercial OrganizationOrganization

S ti l i t lli d di ti l ti b i t l • Spatial intelligence and predictive analytics can be integral to corporate strategies for:

Growth– Growth

– Enhanced profitability in core business areas

– Delivering needed products and services to customers –conveniently and affordably

P idi i i d– Providing a competitive advantage

15

IDC’s Business Analytics Taxonomy, 2007An Evolving PerspectiveAn Evolving Perspective

Spatial Analytics and Visualization Data access, cleansing, enhancement, intelligent storage, analytics and presentation

16

Enterprise Spatial Intelligence PlatformMASTER DATA MANAGEMENTMASTER DATA MANAGEMENT

SOA / XML

BUSINESS AND BUSINESS AND VALUE ADDED VALUE ADDED

DATA SOURCESDATA SOURCES

TRADITIONAL AND TRADITIONAL AND SPATIAL ANALYTICSSPATIAL ANALYTICS

PRESENTATION PRESENTATION VISUALIZATIONVISUALIZATION

ETLNON-SPATIAL

SOURCE 1

SpatialSpatialNonNon--S i lS i l

DashboardsDashboardsRepositoryRepository

DataDataTRADITIONALTRADITIONAL

StatisticsStatisticsEconometricsEconometricsOperations Operations

Data:Access

SpatialSpatialInternalInternal

SOURCE 2ReportsReports

DimensionalDimensional

Operations Operations ResearchResearchForecastingForecasting

AssessmentCleanseQualityEnhancementTransformation

SpatialSpatialNonNon--SpatialSpatialInternalInternal

ReportsReports

Data / Application ServicesData / Application ServicesData Data

Data StoresData Stores SPATIALSPATIAL

AutocorrelationAutocorrelationInterpolationInterpolationH A lH A lTransformation

SOURCE 3

SpatialSpatialNonNon--

Data Data MartsMarts

DataData

Hotspot AnalysisHotspot AnalysisRegressionRegressionGravity ModelingGravity ModelingCluster AnalysisCluster Analysis

SPATIALSpatialSpatialExternalExternal OLAPOLAPMartsMarts

yy

MetadataMetadata

Orange County, FL EAS Output Architecture

Orange County, FL EAS Output Architecture

Data Flow Management (ETL)Non-spatial

Spatial

Orange County, FL EAS Output Architecture

Orange County, FL EAS Output Architecture

Orange County, FL Address System Architecture

Enhanced Information VisualizationFrom lists to tables to cubes to charts to mapsFrom lists to tables to cubes to charts to maps…

24

Synergy of Traditional and Spatial Analytics

Spatial Intelligence

Fi i lFi i l

DatabaseDatabase

FinancialFinancialAnalysisAnalysis

RegressionRegression Network Network AnalysisAnalysis

GeocodingGeocoding

Spatial Spatial DatabaseDatabase

Spatial Spatial DatabaseDatabase

Operations Operations Research Research

Spatial Spatial RegressionRegression

AnalysisAnalysis

DatabaseDatabaseDatabaseDatabaseCorrelationCorrelation

Market Market A l iA l i

ClusterClusterAnalysisAnalysis

BufferBufferA l iA l i

•• Business IntelligenceBusiness IntelligenceAnalysisAnalysis

Predictive Predictive ModelingModeling

Auto Auto CorrelationCorrelation

AnalysisAnalysis •• Predictive IntelligencePredictive Intelligence•• Risk AnalysisRisk Analysis•• Decision SupportDecision Support

ScorecardingScorecarding Hotspot Hotspot AnalysisAnalysis

•• Decision SupportDecision Support•• Performance ManagementPerformance Management

Spatial Intelligence in Mobile Asset Management

• OptimizationOptimization

– Distance vs. Time vs. Priority

– QualificationQ

– Cost

• Fleet Management

– Model and optimize maintenance

– Model and optimize life-cycle costs and benefitscosts and benefits

Spatial Intelligence in Retail

• Market forecasting and management

• Target store sales predictions

C titi it d li• Competition gravity modeling

• Sales territory modeling/resource prioritization

• Supply chain modeling and optimization

St l t d d t l t• Store layout and product placement

• Customer analytics (recruit, retain, value mgmt, etc.)

27

Intelligence in Gaming

Integrated Gaming Repository & Analytic Platform

ENGINESENGINES

Recruitment & Relationship Re Engagement Churn Identification &Customer Lifetime ValueRecruitment &Acquisition Engine

RelationshipCementing Engine

Re-EngagementEngine

Churn Identification &Minimization Engine

Customer Lifetime ValueOptimization Engine

CONTENT AND INTELLIGENCECONTENT AND INTELLIGENCECONTENT AND INTELLIGENCECONTENT AND INTELLIGENCE

28

OperationalDashboard

Web ServiceData Feeds

Spatial Intelligence in Gaming

29

Data InputsConsumersConsumers

SpatiallySpatially--enabled GAMECenterenabled GAMECenter

Business Services (Portal) CustomerCustomerDataData

TransactionTransactionDataData

P

B i I t lli /R tiB i I t lli /R tiA

Casino Casino ExecExec

C

ATMATM

Analytical ModelingAnalytical Modeling

Business Intelligence/ReportingBusiness Intelligence/Reporting

Solution ModulesSolution Modules

AnalystAnalyst

Casino Casino AnalystAnalyst C

DiscoveryDiscovery

Browse & QueryBrowse & QueryAnalysisAnalysis

NCOANCOADataData

DemographicDemographicDataData

D M

SP

CustomerCustomerDatabaseDatabase

Casino Casino ITIT

C

Other DataOther DataProvidersProviders

Data ManagementCasino ClientCasino Client

SystemSystem

DatabaseDatabase

StagingStaging

PublicationPublication

Data MartData Mart

Data MartData Mart

Data MartData Mart

Data MartData Mart

Data Data ManagerManager

M

Data Data ManagerManager

M

CustomerCustomerDataData

GamingGamingDataDataExtract, Transform, Load,Extract, Transform, Load,

And Georeference DataAnd Georeference Data

P

MarketingMarketingD bD b

MarketingMarketingAnalystAnalyst

SP

Custom Data Custom Data MartsMarts

External PublicationExternal Publication

Gaming CustomerGaming Customer Casino ClientCasino ClientService ProvidersService Providers

DatabaseDatabase

Spatial Intelligence in Disease Detection

31

Strategic Alignment and ExecutionAdapted From: The Strategy Focused Organization Kaplan and Adapted From: The Strategy Focused Organization, Kaplan and Norton, 2001

MissionMission Business CaseWhy we existWhy we exist Business Case

Core ValuesCore ValuesWhat we believe inWhat we believe in Principles

VisionVisionVisionVisionWhat we want to beWhat we want to be Objective

StrategyStrategyOur game planOur game plan Mechanisms

Gauging ResultsGauging ResultsImplementation and focusImplementation and focus Measures of Success (KPI’s)

TacticsTacticsWhat we need to doWhat we need to do Tasks

Strategic OutcomesStrategic Outcomes

PersonalPersonal ObjectivesObjectivesWhat I need to doWhat I need to do Individual Objectives and Actions

Delighted Customers

Effecti e Processes

32

Strategic OutcomesStrategic Outcomes Effective Processes

Motivated Workforce

Spatial Intelligence – Performance Management and KPI’s

Key Indicators

Roadside Maintenance Customer SatisfactionRoadside Debris Pick-Up Customer SatisfactionSurface Maintenance Customer SatisfactionRoadside Signage Customer SatisfactionResponsiveness Customer Satisfaction

Surface Maintenance

Roadside Maintenance

Roadside Signage

Customer Satisfaction Project Completion: Dist. 58

Cost per Mile

Customer Satisfaction by District Cost by District

Customer Satisfaction by Parish Spend by House District

Integration Points for Spatial and DW-BI-PA Platforms

Visualization Map Servers/ServicesINTRANET INTERNET

• General purpose viewer• Vertical templates• Portlets (for dashboards) ESRI

ArcGIS

ESRI ArcIMS

Google KML

OGC WMS

AnalyticsProximity Analysis

NetworkAnalysisS ti l St ti ti

ArcGIS KML

Spatial Analysis Services

Cluster Analysis

Analysis

Buffer Analysis

Analysis• Spatial Statistics• Geoprocessing

ESRI ArcGIS Server

Oracle Spatial Func

Master Data Management

DW DW DatasetsDatasets

Spatial Spatial DatasetsDatasets

• Spatial Data Access• Web Data Services

Spatial Data Services

ESRI ESRI GDBArcSDEDatasetsDatasets DatasetsDatasets

Oracle Spatial DB

ArcDataServices

Enterprise Spatial Intelligence – Organizational ConsiderationsConsiderations

Governance, Governance, Partnerships & Partnerships & CollaborationCollaboration

Process, Project & Process, Project & Operational Operational

ManagementManagementgg

Vi i St t &Vi i St t &Vision, Strategy, & Vision, Strategy, & Performance Performance ManagementManagement

Technology & Data Technology & Data SS Sustainability &Sustainability &

35

Systems Systems ManagementManagement

Sustainability & Sustainability & Change ManagementChange Management

Management and Control

• Management Models

– Centralized versus decentralized– Centralized versus decentralized

• Support Service Delivery Options

– Business Unit (e.g. Market Planning, Logistics)

– Service department (IT/GIS)

– Executive office (CFO, CEO)

• Considerations

– Budget autonomy and power

– Visibility

36

y

– Impartiality

Contact Information

GEOANALYTICS, INC.

P t Th P id tPeter Thum – President

pgthum@geoanalytics.com

GEOANALYTICS COMGEOANALYTICS.COM

37