gis tools and resources for location-based questions in business
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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. - PowerPoint PPT PresentationTRANSCRIPT
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GIS Tools and Resources for Location-based Questions in Business
Ben MearnsLead Geospatial Information Consultant
IT Client Support & ServicesUniversity of Delaware
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Seminar Outline
• Why Location• What is GIS• Case Studies• Software Business Analyst• UD Resources• Q & A
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Why Location• GIS enhances BI with
geographic context and external data
• Roughly 80% of business data is location-based Pick (2008)
• Visualizable = Effectively communicate, make real-time insights
Source: Esri
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Why Location Benefit/Cost• GIS has lagged IT/BI adoption• Adoption = Ecosystem = Value
http://www.opengeospatial.org/domain/geobi
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Why Location Corporate Adoption
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What is GIS
• GIS = Geographic Information Systems = the tools for working with location-based information
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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 + tablesGrid (a.ka. Raster, Surface)LinePoint Polygon
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What is GIS Visualization• Layers
Source: http://www.locationintel.com/
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What is GIS Visualization• Symbolization
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What is GIS Visualization• Interactive
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What is GIS Visualization• 3D
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What is GIS Analysis• Main Spatial Tool Types– Overlay– Proximity– Table– Surface– Statistical– Selection
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Modified from: http://www.esri.com/library/whitepapers/pdfs/gis-and-business-intelligence.pdf
GIS Client or Server
What is GIS Enterprise Information
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Source: Imaging Notes Summer, 2010
What is GIS Enterprise Information
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Case Studies
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Case Study Site Selection
• Wharton GIS Lab for Wawa1. Customer Prospecting and Hot
Spot Analysis2. Select a Site with the Evaluate
Site Tool3. Create Trade Areas for the Site4. Create a Report for the site5. Use the Huff Model to
forecast sales for the site
Directions Magazine 7/2/2005
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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)
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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: Reinsurance,
Natural hazard risk modeling (Pick 2008)
Source: http://www.esri.com/industries/insurance/pdfs/busgeoinfo-managing-risk.pdf
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Case Study Marketing and Sales
http://news.cnet.com/8301-17939_109-10098259-2.html
“Half of all advertising is wasted, but no one knows which half that is”
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Business Analyst
• Now free for teaching and class related student research
• Developed by Esri, part of ArcGIS
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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
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Business Analyst Lifestyle Segments
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Business Analyst BAO Demonstration
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UD Resources
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UD Resources Learning
• Learning– Workshops– Virtual campus– Webinars– Classes
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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
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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
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Ben Mearns, [email protected]/gis
UD GIS We’re Open for Business
Special thanks: Paul Amos, Managing Director, Wharton GIS Lab