GIS Tools and Resources for Location-based Questions in Business

Ben Mearns Lead Geospatial Information Consultant IT Client Support & Services University of Delaware

Seminar Outline

• • • • • •

Why Location What is GIS Case Studies Software Business Analyst UD Resources Q & A

Why Location

• • • GIS enhances BI with geographic context and external data Roughly 80% of business data is location-based (2008) Pick Visualizable = Effectively communicate, make real time insights Source: Esri

Why Location

Benefit/Cost

• • GIS has lagged IT/BI adoption Adoption = Ecosystem = Value http://www.opengeospatial.org/domain/geobi

Why Location

Corporate Adoption

What is GIS

• GIS = Geographic Information Systems = the tools for working with location-based information

What is GIS

Modeling Location

• • • Implements (potentially) precise, explicit systems for location – Geocoding • 20 Orchard Road Newark, DE 19716 (implicit location)  (39.6807,-75.7559) Topology : Modeling relationships between locations – Points, lines, polygons – Networks, etc.

Geospatial data = points + topologies + grid + tables Point Line Polygon Grid (a.ka. Raster, Surface)

• Layers What is GIS

Visualization

Source: http://www.locationintel.com/

• What is GIS

Visualization

Symbolization

What is GIS

Visualization

• Interactive

• 3D What is GIS

Visualization

What is GIS

Analysis

• Main Spatial Tool Types – Overlay – Proximity – Table – Surface – Statistical – Selection

What is GIS

Enterprise Information

GIS Client or Server

Modified from: http://www.esri.com/library/whitepapers/pdfs/gis-and-business-intelligence.pdf

What is GIS

Enterprise Information

Source: Imaging Notes Summer, 2010

Case Studies

Case Study

Site Selection

• Wharton GIS Lab for Wawa 1. Customer Prospecting and Hot Spot Analysis 2. Select a Site with the Evaluate Site Tool 3. Create Trade Areas for the Site 4. Create a Report for the site 5. Use the Huff Model to forecast sales for the site Directions Magazine 7/2/2005

Case Study

Supply Chain

• • Walmart (WSJ 7/23/2010, Directions Magazine 7/29/2004) – Supply Chain, Upstream – Supply Chain, Downstream Home Depot (Directions Magazine, 5/19/2006) – Merchandise Mix – Store Modernization – Section Expansion (Garden Center, Home Builder)

Case Study

Finance & Risk Analysis

• •

Financial Mitigation and Governance

– Mortgage risk: what are the geographic trends? Fannie Mae (2008) – Reserve Size – Compliance (Basel III, CRA, HMDA)

Insurance

– Premiums – Risk diversification – SwissRe: Natural hazard risk modeling (Pick 2008) Reinsurance, Source: http://www.esri.com/industries/insurance/pdfs/busgeoinfo-managing-risk.pdf

Case Study

Marketing and Sales

“Half of all advertising is wasted, but no one knows which half that is” http://news.cnet.com/8301-17939_109-10098259-2.html

Business Analyst

• • Now free for teaching and class related student research Developed by Esri, part of ArcGIS

Business Analyst

Components

• • Data – 11,000 variables – Demographic (Current year, 5-year forecasts), consumer spending, business locations, market potential, crime, banking, major shopping centers, traffic counts, lifestyle segmentation Software – Business Analyst Online: market analysis, site evaluation – BA Desktop: Include in-house data – BA Server: Follow in-house data life cycle

Business Analyst Lifestyle Segments

Business Analyst BAO Demonstration

UD Resources

UD Resources

Learning

• Learning – Workshops – Virtual campus – Webinars – Classes

UD Resources

Community

• Community for support and collaboration – SMDC • Getting started/basic map making – Research Computing • • Troubleshooting Research support • Ongoing support – Collaboration – – UD GIS Email List Public Labs: Library SMDC, Pearson, Smith RC

UD Resources Software, Data, and Systems • • Software and Data – – Data acquistion Software selection – UD licensed software: ArcGIS, Business Analyst, ERDAS IMAGINE, ENVI, IDL, FME – UD licensed data: Esri, ICPSR, etc.

Systems – Cloud based – Virtual – Cluster

UD GIS We’re Open for Business Ben Mearns, [email protected]

www.udel.edu/gis

Special thanks: Paul Amos, Managing Director, Wharton GIS Lab