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 Pick (2008) • Visualizable = Effectively communicate, make realtime 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) What is GIS Visualization • Layers Source: http://www.locationintel.com/ What is GIS Visualization • Symbolization What is GIS Visualization • Interactive What is GIS Visualization • 3D 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: Reinsurance, Natural hazard risk modeling 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, mearns@udel.edu www.udel.edu/gis Special thanks: Paul Amos, Managing Director, Wharton GIS Lab