Transcript Hodges, Barry Spatial.ppt

LOCATION INTELLIGENCE Any time, Any place, Any how
Matti Seikkula
Barry Hodges
Chief Information Officer, e-Spatial
Senior Solution Architect, Oracle
Agenda
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Introduction to geospatial
Integrated Oracle products
Geospatial Standards
Geospatial Data
Cleansing, Geocoding and Certifying Addresses
Raster and Globe Technologies
Location Intelligence
Demand Generation
“TV viewers' average age hits 50”
Source: http://www.variety.com/VR1117988273.html
What is Location Data?
• Think “anything connected to a physical location”
• Business data that contains or describes location
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Street / postal address (customers, stores, factories...)
Sales data (sales territory, customer registration…)
Assets (cell towers, fire hydrants, electric transformers...)
Geographic features (roads, rivers, parks...)
• Practically every database in the world contains
some form of business data that can be leveraged
using spatial technologies
• Location is a “universal key”
Location Data in your Application
Information Type
• Address
• Routes, Utility,
infrastructure, etc.
• Administrative areas
(post code, tax, county,
area code, real estate,
sales territories, mesh
blocks etc.)
Location-enabled Use
 Report & Map Location,
Proximity & Interaction
Relationships
 Develop Routes / Trace &
Manage Field Assets
 Summarise, Compare, Drill
Down Analytics, Track
Assets etc.
Key Technologies
Data
Manage commercial and
customer geospatial data
Geocode
Convert addresses
into coordinates
Analyze
Find Proximity,
Location, Containment
Display
Add Maps & Reports
to your Application
Oracle Locator
Included in Oracle Database ALL Editions
Support for all geometry types
• 2D data support
• All Spatial Operators
• Distance and validation functions
• Full Coordinate Systems support
• Utility & tuning packages
• Long Transactions
• Parallel spatial query & index
builds
• Table Partitioning
• Object Replication
Oracle Locator
Included in Oracle Database ALL Editions
Support for all geometry types
• 2D data support
• All Spatial Operators
• Distance and validation functions
• Full Coordinate Systems support
• Utility & tuning packages
• Long Transactions
• Parallel spatial query & index
builds
• Table Partitioning
• Object Replication
Oracle Spatial 11g
Priced option for Oracle
Database Enterprise Edition
• Includes all Locator features
• Additional Spatial Functions
- area/length calculation
- buffer, centroid, union, etc
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Linear Referencing Support
Spatial Aggregates
GeoRaster Data Type
Topology Data Model
Network Data Model
Geocoder Engine
Spatial Analytical Functions
3D Support
OGC Web Services
- Web Feature Server
- Web Catalog Server
Oracle Map Viewer
• Included in every Oracle Application
Server edition
• Integrated with
– Oracle JDeveloper
– Oracle Business Activity Monitoring
– Oracle WebCenter
– Oracle Business Intelligence Enterprise
Edition
• Standards-based J2EE and Java Server
Faces component
– XML/HTTP, Java/AJAX
– Runs in J2EE containers and Java IDEs
• Publish spatial data to the web
• Map and feature cache provides smooth
scroll (pan, zoom)
• Rich Java, XML, JavaScript APIs
provide client side interactivity
• Centrally managed map
definitions, symbology, and
styling rules
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Oracle partner since 1998
Specializing in geospatial niche
Spatial data modeling, analysis and mining
Spatial design, development and integration
Address (bulk) cleansing, geocoding and certification
Geospatial strategies and standards
• e-SAM address model product
• VueNZ hosted imagery service
Oracle Database – Are you aware?
• Do you use Oracle 8i or later?
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Spatial has been part of Oracle since 8.1.5 (almost 10 years)
There is a free version of Oracle geospatial called Locator
Locator is inside all instances of Oracle including XE
Every geospatial vendor product supports Oracle
– Some new 11g locator features:
– Function for buffering points, lines and polygons
– Functions for distance, area and length
– Support for SQL/MM ISO standard
– Partitioning spatial indices
• Oracle holds 80-90% or spatial database market:
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http://www.geoconnexion.com/uploads/consolidate_ukv6i2.pdf
Application Server – Are you aware?
• Do you use Application Server 9iAS or later?
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Map Viewer has been a hidden feature for 6 years
It is J2EE (Java), free, commercial strength mapping engine
It complies with OGC (e-Government) standards e.g. WMS
It is included on all instances of the application server
It includes a rich Map Manager tool for configuring the maps
There are a lot of example code enabling applets, servlets
and web services to get you started
• Oracle MAPS - AJAX implementation of Map Viewer
– Google Maps type solution using map tiling services
• GE SmallWorld chooses Map Viewer:
http://www.geoinformatics.com/asp/default.asp?t=article&zoek1=oracle%20fusion&newsid=3612
They are Aware!
Standards Compliance
Open Geospatial Consortium (OGC) standards-based support
for Web services
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Web Mapping Service (client and server)
OpenLS (Mapping, Geocoding, Routing)
Catalogue Service (Registry)
Web Feature Service (WFS-T )
SOAP & XML interfaces for all web services
Simple Features for SQL (WKT/WKB)
Geography Markup Language (GML)
Support for OGC Web Services
Open Location Service
Geo-spatial data – definition
• 2D vector data (X and Y coordinates)
– Resolution is already good enough
– Issues with road network, GPS vs survey data
• 3D vector data (Z coordinate)
– Huge increase in data size
– Points are easy, polygons are huge made of
grid
• Time series (M coordinate)
– Increase in data size to 4th dimension
• Raster data (aerial and satellite imagery)
– 50cm pixels now, 10cm and even 4cm
– In future this reference data will grow
exponentially
Geospatial data and where to get it?
New Zealand Datasets
Supplier
Type
Cost
Access
NZ Fire Service
Suburbs, Towns, Cities
No
Request
Statistics NZ
Census Mesh Blocks
No
Web Site
GPS Street Maps
Roads, Supermarkets, Petrol Stations,
Speed Cameras, Schools
No
Web Site
LINZ
Cadastral data: Addresses, land parcels,
title, roads, legalities
No
Request
LINZ
Topographic data: Hydro, buildings,
contours, formed roads
Yes
Request
NZ Post
Postal Address File & GeoPAF
Yes
Request
e-Spatial
ESAM (Address Database)
Yes
Request
NZ Defense Force
KiwImage satellite imagery
Yes
Request
QV & e-Spatial
Hosted Imagery Service
Yes
Request
Importing Geospatial Data to Oracle
• External GIS vendor upload tools
– Mapinfo, ESRI, Intergraph ...
• Shape to SDO command
– shp2sdo.exe C96MB c96mb -g geoloc -d -x (-180,180) -y (-90,90) s 8307 -t 0.5 –vspatial
– sqlplus matti/passwd @c96mb.sql
– CHARACTERSET EL8ISO8859P7
BYTEORDER LITTLE
– sqlldr name/passwd control shapefile_name.ctl
• Loading WKT or WKB
– insert into C96MB (ID, GEOLOC)
values (1, SDO_UTIL.FROM_WKTGEOMETRY('MULTIPOLYGON (((3330000.0
5440000.0,3550000.0 5440000.0,3550000.0 5550000.0,3330000.0
5550000.0,3330000.0 5440000.0)))', 31467));
Analyze: Geospatial Data
Find all competitors within 2 kilometres of Northport Branch
SELECT c.holding_company, c.location
FROM competitor c,
bank b
WHERE b.site_id = 1604
AND SDO_WITHIN_DISTANCE(c.location,
b.location,
'distance=2 unit=km') = 'TRUE'
Map data © NAVTEQ
Key Technologies – e-SAM
Data
e-SAM data and other local
datasets
Geocode
Managed and
enabled by e-SAM
Analyze
Accessed via e-SAM
stored procedures
Local content – e-SAM
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Local address model within oracle database
Functionality enabled via stored procedures
NZ Post SendRight certified
Cleanse, geocode and certify customer addresses
Not a black-box solution, flexible, easily integrated
In-use postal and LINZ legal addresses included
Uses known places, emergency services accepted
localities and city/towns, NZ Post postcodes
e-SAM Diagram
Addressing Issues – Vanity Addresses
LEGAL vs POSTAL
CORNER OF ADDRESSES
I live at 40
Otaki Street
I’m
number
one!
Addressing Issues – Adjacent Localities
NEIGHBOURING CITY
VANITY SUBURB
I’m an
Aucklander!
I live in
Khandallah
Addressing Issues – Rural Delights
RURAL DELIVERY
TOWN vs MAIL TOWN
But my
RD is 4?
I Live in
Otorohanga
Addressing Issues – Urban Delights
COMPOSITE SITES
Where do
I live?
SUBURB MIX-UPS
I live in
Beckenham
Addressing Issues – Aliases, aliases …
RENUMBERING ROADS
DISCONNECTED ROADS
Addressing Issues – Aliases, aliases …
TOURISM ROAD NAMES
LOCAL STATE HIGHWAYS
Addressing Issues – Aliases, aliases …
KNOWN LOCALITIES
And this was just the tip
of the iceberg!
Demonstration – e-SAM
• SendRight certifier too
Key Technologies – Map Viewer
Data
Manage commercial and
customer geospatial data
Geocode
Convert addresses
into coordinates
Analyze
Find Proximity,
Location, Containment
Display
Add Maps & Reports
to your Application
Map Viewer – Layer Control
Customer data (transactions)
• Via addressing and business lists
Generic mapping layers
• 100+ layers? Vector and raster
Demographics and cluster data
• Census and mosaics
• Sales territories & data
Build the complete picture
• Layer order is relevant
Map Viewer – Layer & Style Management
Location Intelligence – Sales territories
Marketing areas defined
Targeted marketing by local
knowledge
Tying to demographics
Location Intelligence - Buffering
Location Intelligence – Risk Factors
Location Intelligence - Portals
Location Intelligence – Site Analysis
• Examine sitelocations, (competitor) locations, demographic characteristics
• Identify areas worthy of expansion / determine market share
Location Intelligence - Segmentation
• Identify (post code) areas with high mortgage costs to target advertising
campaign on refinancing offerings
Location Intelligence – Targeted Marketing
• Find customers within several kms of a new branch / ATM location – targeted
mailing on banking options
• Identify customer
base and market
area that provide
greatest revenue
Location Intelligence – Targeted Marketing
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Good
customers
(based on
annual
sales)
 Customer
complaints
included
Location Intelligence - Transactions
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Showing transactions as a
point layer
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Displaying deprivation index
using Census data
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Result: there seems to be a
correlation between
transactions and socioeconomic
Location Intelligence – Hot Spotting
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When you have a lot of
transactions occurring
on same locations
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Just showing a point
does not reflect this as
all transaction points on
top of each other
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Hot spotting shows a
colour-coded (hot-tocold) layer underneath
transaction points
Location Intelligence – High density
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With good
high density
mapping you
do not
necessarily
even need to
show the
transactions
Location Intelligence – Customer Penetration
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Where are our
competitors – distance
bands around the
retail outlet and
competitors shown
 How wealthy is the
neighbourhood average income per
household from
Census data.
 Where do 50% and
80% of our customers
come from?
Location Intelligence – Unemployment
Location Intelligence – Value of 3D
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Sometimes 2
dimensions
does not
really show
the
demographics
that well
Demonstration – VueNZ and Globe Technology
For more information
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Matti Seikkula, Chief Information Officer
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Andrew Lee, Business Development Manager
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Email [email protected]
Mobile 027 566 5000
Shane Turk, Data Manager
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Email [email protected]
Mobile 027 566 5625
Email [email protected]
Mobile 027 535 5756
e-Spatial Limited
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Level 1, Petherick Tower
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38 Waring Taylor Street, Wellington 6011
Phone 04 499 3546, Fax 04 499 3547
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www.e-spatial.co.nz