Transcript GISMO Lyon - EC GI & GIS Portal

Geo-Marketing
at your Fingertips with
Chris Verwoert, INTERGRAPH
Director Marketing Europe and Africa
June 2000 - Lyon, France
6th EC-GE and GIS Workshop
GISMO
Geo-Marketing (Business GIS) a GeoSpatial Application for the Enterprise
Enterprise Information Systems
Integrated
Business Solutions
Internet
Business
Operations
Integrated
Technical Solutions
Billing/
Taxing
Technical
Operations
Customer
Care
Engineering
Intranet
Marketing
Geo Spatial
Related Applications
Servers
Databases
GISMO
Typical Geo-Marketing Applications
 Customer profiling and mapping
 Site selection
 (Re-) Allocation of dealerships or franchise
areas
 Market analysis, penetration, market share …
 Target marketing, media planning
 Business access analysis, drive time, traffic
behavior
 Sales management, territory planning,
performance analysis
GISMO
Geo-Marketing Requirements
 Demographic data is the key
– Population data
– Accounts data
– Address data
 Geographic data
– Postal code - street segment data
– Road network data
 Geo-Marketing/GIS expertise and
analysis software
GISMO
What is GISMO?
ESPRIT project 27463
Geo-Marketing
Internet
Service for
sMe
using OpenGIS
GISMO
GISMO Partners
Technology Providers
 Intergraph: GIS solutions over the Internet (Prime
contractor - GeoMedia, member of Open GIS)
 Experian: Geo-Marketing solutions (Mosaic)
 LaserScan: spatial database technology (Gothic and
Gothic-GeoMedia dataserver, member of Open GIS)
Geo-Marketing Providers (including data)
 Experian: Geo-Marketing services and data in the UK
 Microm: Geo-Marketing services and data in Germany
IT System Expert: TU Vienna, expertise in system design
SME End User: Rheinland Versicherungen Germany
GISMO
Objectives GISMO
Let Small and Medium Enterprises (SME’s) benefit
from the modern Geo-Marketing systems
 Reduce the threshold to use Geo-Marketing systems
 Improve the SME’s competitiveness
 Lower the cost of using Geo-Marketing systems and
data (data is the biggest cost factor)
Achieve this by offering Geo-Marketing over the
Internet on a “pay-by-use” basis in all European
countries
GISMO
A central GISMO website
will give access to each
country system
http://gismo.intergraph.nl/Index.asp
GISMO
Targeted Results of GISMO
For The European Commission
 An affordable Geo-Marketing service for SME’s
offered through Internet
For Intergraph , Experian, Microm, and others
 An exploitable GISMO Internet service/solution in
partnership
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Internet services to SME’s
Extranet services to larger organizations
Geo-Marketing solutions pack for large organizations
In all European countries
GISMO
Levels of Solutions
Large organizations
with Geo-Marketing
department
GISMO SOLUTION PACK
10
Medium-sized
organizations with
limited Geo-Marketing
resources
SME’s with only
Sales/Marketing
Management
100
10000
GISMO EXTRANET
SOLUTION
GISMO INTERNET
SOLUTION
GISMO
GISMO Business Requirements
For SME’s
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Cannot afford full Geo-Marketing system/data
May use bureau service (telephone and mail)
Provide service on demand via the Internet
GISMO
Philosophy
How to serve SME’s
 Can assume little or no Geo-Marketing
knowledge
 No jargon - everything must be explained on
screen
 Structure site in terms of questions which the
user wishes to answer
 Functionality should support basic marketing
decisions
GISMO
Solution Composition
Geo-Marketing
Solution
Open GIS
Solution
Component
Object
Technology
World Wide
Web
Technology
GISMO
GISMO Business Model
Prospects from
across Europe
(world)
WEB info
Portal
Customers from
across Europe
(world)
Business to Business
Local
Providers
UK
2000
Germany
2000
12 Countries
2001
GISMO
The GISMO Portal
The information Web site
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What Geo-Marketing services are provided,
including sample results
What is Geo-Marketing
Present countries in which GISMO is offered, and
select function
Link prospect to local Geo-Marketing Service
Provider
GISMO
The Local Geo-Marketing Service
A direct business to business service
- Handles customer registration
- Makes proposal with pilot results - accept order
- Collects the required customer and Geo-Marketing
data
- Runs project and processes the required applications
- Produces reports and maps
- Notifies customer by e-mail that results can be
accessed, if they are not provided on-line
- Invoices the customer or E-Commerce action
GISMO
GISMO Architecture
Starting points
 Every SME from Europe (the world) must be able to
make use of the GISMO service
– Using a thin PC with Windows and a Web Browser
– Low threshold to enter the service
 Geo-Marketing service provider from every European
country must be able to hook up to the GISMO service
– Must be able to work with the current data
– Data in industry standard DBS formats and geographic
data in formats of systems from leading mapping/GIS
suppliers
– Low threshold for participating in the service
GISMO
A thin customisable
presentation layer
sits on top
GIS components
produce the maps
GIS
Engine
Flexible Architecture
Presentation
Micromarketing
analysis
components produce the reports
Micromarketing
Analysis Tools
Use standard micromarketing and
geographic data
Geographical
Data
Micromarketing
Data
GISMO
GISMO at work
User
PC with Web
Browser
Answers being provided
Internet / Intranet
Application
components
Information
Input and
Distribution
Information preparation
Business Logic
Data integration
Analysis and
Decision support
Live data connection
Data Servers
Data Sources
Geogr. &
Demogr.
GISMO
Geo-Marketing Services offered
Learn more about your customers and prospects
 Customer profiling, mapping
– Customer lifestyle
– Customer spread over the area
Find the best places for your local business
 Site selection
– Site analysis
– Fit with customer profile
Realise and exploit your market potential
 Area ranking
– Market size analysis
– Sales management
GISMO
Customer Profiling, Mapping
Tell me about my customers
 Clients can upload their own customer data
into the system
 Produce a geo-demographic profile (e.g., by
MOSAIC)
 Create a report comparing their customers with
potential customers
 Search for areas of good potential
GISMO
Comprehensive on-line help
will be available to explain
terminology, techniques and
processes
GISMO
A client will be able to upload
his own customer data over
the web or by post
Customer Analysis - Profile Report
GISMO
Report on lifestyle groups
About 15-20 depending on
the country
GISMO
Customer Analysis - Profiling
MOSAIC Customer Profile
300
250
200
Index
150
100
50
0
L 1 High Income Families
L 2 Suburban Semis
L 3 Blue Collar Owners
L 4 Low Rise Council
L 5 Council Flats
L 6 Victorian Low Status
L 7 Town Houses & Flats
L 8 Stylish Singles
L 9 Independent Elders
L10 Mortgaged Families
L11 Country Dwellers
L12 Institutional Areas
GISMO
Customer Analysis - Mapping
GISMO
Site Selection
Find the best places for your local business
 Define an area of interest (e.g., circle around a
site)
 View a map of the area
 Produce a profile of the area, showing
demographic statistics, media information or
sites of interest
 Search for sites within the area with good
potential
GISMO
Specify Location for Local Site Selection
1. Draw target
catchment
area on map
or
2. Add store
location and
define radius
e.g., 5 miles
GISMO
South Yorkshire
Standard zone profile report
and map of zone extent
Derbyshire
Lincolnshire
Nottinghamshire
Output
1. Prospect/zone profile
2. Names and addresses of target customers
3. Thematically coded map of potential customers
GISMO
Area Selection, (Inter)National Level
Find good places for ...
 Search for areas with specific features or good
potential
 Produce a colour-coded map showing the areas
 Profile the best area
In 2000
 UK and Germany
In 2001
 12 other countries
GISMO
Select a target zone from
a standard set or create
your own
GISMO
Define a zone by
• Circle around a point
• Travel time around a point
• Aggregation of standard areas
• Select an area on a map
GISMO
A map confirms the area of
the newly created zone
Area Reporting on a National Level
GISMO
GISMO Customer Output
Reports, Business Graphs and
Maps
HTML pages with hotspots
Option: download PDF
(Adobe Acrobat) for printing
GISMO
Do you get what you want !!
The user will be shown a
“shadow report” to confirm
what data is to be provided
at what cost
GISMO
GISMO
To get the full report after
they confirm payment
GISMO
Client Data Management
Encourage return to the site by good client
data management
 Store a client’s own data - customer profiles,
custom-defined areas and own site locations
 Retain reports for a fixed period of time
GISMO
The user can easily retrieve
data which they created in a
previous session
GISMO
Multi-Country
2000
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The UK
Germany
Other countries under
discussion
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Poland
Czech Republic
Italy
Portugal
2001
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Netherlands
Belgium
France
Spain
Sweden
Finland
Denmark
Greece
Ireland
All the same GISMO but:
Do not assume common Geographic /Demographic data
I hope you are convinced
is Geo-Marketing
at your Fingertips
For more information
[email protected]