Business Intelligence and Location Intelligence – A Perfect Fit!Chris Clarke, Director, Business Development - EMD

Agenda

• The global environment for GIS

• A brief overview of Business Intelligence

• Location Intelligence

• How they fit

• Some examples

• Summary

Market Demands

1) Changing expectations around – Aesthetics, – User Interfaces – Interactivity

2) Imagery - moving to expected rather than nice to have

Market expectations / quality benchmarking

• Time is tight, Resources are tight

• Give me the features I need, when I need them

Usability / Fit for use

1) Increased pressure for global offeringsGlobal focus

Market TrendTheme

Market Demands continued

1) Adding new data types

2) Increased demand for mobile capabilities

Adaptability of offering

• Customers want to improve their existing processes.

• Partner/integrate with other vendors to provide complete solution (i.e. Business Intelligence).

• Security, privacy, IT architectures

Integration• Business

Process• IT • Application• Data

Market TrendTheme

Rising Awareness and Interface Innovation

• Increasing awareness of location services

• “Free” access to on-line tools and locators

– Google Earth

– Yahoo Maps

– MSN

– AOL

• Changing expectations

– Aesthetics

– Interface

– Cost!

• Users hit limits of functionality very quickly >>> look for more sophisticated Location Intelligence tools>>>want to use it in their daily jobs

Business Intelligence

“Business intelligence is the use of information that enables organisations to best decide, measure, manage and optimise performance to achieve efficiency and financial benefit.”

- Gartner, 2006

Business Intelligence

• Basics

– Gathering, storing, analyzing and providing access to data

• Supports mission critical, organisational decision making

• Includes analysis, reporting and querying

– An established AND growing market:

• 9.5% growth through 2010

• Utilised by many organisations already

• A large and important IT investment

Key Vendors

• Pure-Play– Business Objects (Crystal Enterprises)– Cognos– MicroStrategy– Hyperion (Brio)

• Composite Providers– Microsoft – SAP– SAS– Oracle (Siebel / PeopleSoft)

What is Location Intelligence ?

• Most organisations have a need or could benefit from utilising location in decision making.

Organisations that :-

– Market by geography

• Target marketing, merchandising

– Plan by geography

• Telecom build out, store trade area analysis

– Assign assets by geography

• Assigning services management, law enforcement resources, engineering resources

– Track resources by geography

• Analyze customers sales by sales territories

– Manage services by geography

• Customer Services, financial services, management services

What is Location Intelligence ?

• Location Intelligence is the ability to take organizational data and apply location to empower effective decision-making.

MapInfo Enables:

• Location Awareness

• Location Analysis

• Location Action

GIS

Traditional Markets• Departmental• Generic• Niche application• Individual skills

Traditional Vendor Offering• Functionality• Toolsets• Technical capabilities• Data creation, management and analysis

Location Intelligence

Expanded Markets• Enterprise• Market specific• Business process• Technology capabilities

MapInfo Offering• Integrated capabilities• Platform and data• Vertical market solutions• Location infrastructure

From GIS to Location Intelligence

From traditional GIS to Enterprise and Strategic Location Intelligence

Impact of Location Intelligence and Business Intelligence

• Many of us have implemented a Business Intelligence solution in our organizations

• In some cases thousands of users within our organizations have access to BI

– Accepted, IT standard for distributing reports and information

• There is now a convergence of Location Intelligence and Business Intelligence

– Powerful / easy way to go expand the use of location throughout the organization

– Powerful and ‘easy’ way to increase the capabilities of an existing business intelligence solution

Business Intelligence and Location Intelligence

Business Intelligence Location Intelligence

Measure

Align

Decide

Discover

Optimize

Innovate

Predict

Both benefit the other

LI Platform• Enterprise-wide• Integrated software/data• Technology Integration

Analytic Applications• Market specific data

• Business process-driven

• Sophisticated spatial modeling

BI Platforms

• Enterprise

• Integration

• Technology

Analytic Applications

• Process Driven

• Process or Industry specific

A natural convergence

Information

DW

• Data Integration • Aggregation• Data Warehousing• Data Marts

DM DM

Knowledge

• Cause and effect • Reporting• Analysis (Data Mining, OLAP)• Distribution

Competitive advantage, profit

• Right Decisions• Accurate information Management based on the numbers.

Business Intelligence for Better Business Understanding

User experience

Data

• Structured

• Un-structured

WWW.COM

Data

• Structured

• Un-structured

WWW.COM

Information

DW

• Data Integration • Aggregation• Data Warehousing• Data Marts

DM DM

Knowledge

• Cause and effect • Reporting• Analysis (Data Mining,OLAP)• Distribution

Location Intelligence for Better Business Understanding

LocationIntelligence

GISDemo-Graphics

•VisualisingPerformance•Analysing based on Location•BI with FACTS integrated with Location Intelligence

EnrichedData

Competitive advantage, profit

• Even clearer understanding•Better Decisions•Accurate information Management•More effective Planning•Better resource utilisation

ImprovedPerformance

Enhanced User

Analysis

The Goal

• That it will be a corporate standard to integrate location with business intelligence

– Visualisation

• Every BI user would like to visualise data geographically

– Analysis

• Sophisticated users of BI from organizations with a geographic imperative would like to be able to query BI data geographically

Mapinfo’s Location Intelligence Component

• Brings Location Intelligence to the mainstream Business Intelligence user

• Enables more users to visualise critical data geographically

• Enables more users to query critical data using location

• Enable users to access location from within the solutions that are already corporate standards for business intelligence

– No new user interface

• Makes optimum use of existing investmentin Business Intelligence and MapInfo

Allows users to combine and integrate their Business Intelligence data with a mapping environment that brings “Location Intelligence” into the Business Intelligence process to further improve the analysis and decision making capabilities

More than just Visualisation

• Geographic Visualisation– A map allows users to see spatial patterns, trends and view

relative performance that are often impossible to see using only reports, charts and graphs.

• Bi-Directional Interaction– The LIC allows higher level analysis by providing the ability

to pass data from a report to a map and from the map to back to the report.

• Spatial Filtering– Geographic filtering enables users to incorporate a spatial

dimension to analyzing and modifying a report to show spatial relationships and clustering trends.

• Enrich BI data – Demographic, location data can be used to enrich and add

value to the core BI data in the Data Warehouse.

A map allows users to see spatial patterns, trends and view relative performance that are often impossible to see using only reports, charts and graphs

Geographic Visualisation

Where are my customers in relation

to my outlets?

(store location not part of BI data)

Where am I selling well ?Where am I losing customers ?

Where are we at risk ?

How are we performing ?

BI Directional Integration

The LIC allows higher level analysis by providing the ability to pass data from a report to a map and/or from the map back to the report.

Drill into a ‘region’ to identify which

customers

Drill is performed by BI Layer

Spatial Filtering

Incorporate a spatial dimension to analyzing and modifying a report to show spatial relationships and clustering trends. Filters can be applied at BI or LI level.

Use map tools to select customers for mailshot. Pass the selection to BI for filtering. Only the

selected ‘customers’ are displayed in the

‘report’

Enrich BI Data

Demographic, location data can be used to enrich and add value to the core BI data in the Data Warehouse.

How will the weather effect my

business ? Which customers are

likely to claim ? What is our exposure?

Where are prospective Retail

Parks or store locations and

what information do we have on

them ?

Role of Location: Law Enforcement

• New York Police Department and Department of Justice

– Large enforcement agencies collect volumes of data every day

– Those data need to be rapidly distributed and analyzed to be effective

– BI solutions make that process more streamlined and more effective

– The ability to visualize the data geographically and query it geographically add tremendous value to the ability to access and understand the information

Role of Location: Community Health

• Cancer Care of Ontario, Canadian Institute of Health, Center for Medicaid Services

– Healthcare agencies have responsibility to analyze and disseminate utilization data and epidemiological data to internal and public constituents

– Large volumes of data need to be processed and disseminated quickly – BI solution is ideal for that

– Data are naturally geographic in nature

– Ability to see the data on a map and query it geographically adds tremendous value

Successful & Growing Partnership

http://www.loanperformance.com/http://www.cms.hhs.gov/

The Future

“Traditionally business intelligence was just for executives and senior analysts, but many enterprises are extending their BI platform capabilities throughout the organisation to operational workers, managers and, increasingly, customers and business partners.”

- Gartner, 2007

Summary

- There is a great deal of convergence between Business Intelligence and Location Intelligence

- Business Intelligence can help location permeate into the enterprise

- A good way to add value to Business Intelligence quickly and easily

- Helps push Location Intelligence up the value chain of enterprise applications

We invite you to Be Location Intelligent.