The Location Imperative: Integrating Spatial Analysis with Major BI Platforms

Brian St Jean

Will Wilbrink

September 23, 2014

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The location imperative

80% of business data has a location component

• Static

– Addresses of customers, stores,

all assets

• Dynamic

– Transactions

– Demographic and behavioral analysis

– Real-time presence sensitivity

Answers fundamental BI questions

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And yet … it is under utilized

“ In virtually all BI implementations today,

location information isn't ignored, but it is

pretty much used exclusively as a descriptive

attribute or very coarse-grained and often

static dimension.”

Andreas Bitterer, Gartner, 2012.11.23

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The tide is turning

Geospatial analysis in BI will double

by 2016 (The Data Warehouse Institute, December 2013)

Vendors are stepping up

• BI platforms adding geoanalysis/LI

• GIS tools offering platform-specific

solutions

• Consumer mapping and SaaS

• Commercial-grade, standards-

based solutions

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Location Improves Business Intelligence

Virtually every organization:

• Measures performance (sales, cost, people) and analyzes customer and prospect targets by geography.

• Markets by geography.

– Target market identification, customer segmentation, merchandising planning

• Plans by geography

– Network build-out, store trade area analysis, market penetration analysis.

• Assigns assets by geography

– Services management, law enforcement resources, engineering resources, territory assignments.

• Tracks resources by geography

– Analyzes customers and support needs by sales territories, asset management, and utilization.

• Manages services by geography

– Customer service, financial services, field repair services.

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What is Missing?

Geographic visualization

• A map allows users to see spatial patterns and trends and view relative performance data that are often

impossible to see using only reports, charts and graphs.

Bi-directional interaction

• Spectrum Spatial for BI offers deeper 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.

BI data enrichment

• Location intelligence based on demographic data can be used to enrich and add value to the core BI

data in the Data Warehouse.

Columnar data often isn’t as meaningful or intuitive as when it is represented visually

Spectrum Spatial for BI

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Product Description

Spectrum Spatial for BI is an application

interface between eight different BI

systems, plus Microsoft Excel, and

Spectrum Spatial.

The result is a visual, geographic

representation within a BI report using an

interactive mapping interface and tools to

manipulate the data and map.

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Using Spectrum Spatial for BI

Insightful Analysis Report Definition

Data Cleansing and

Augmentation

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Understand Proximity

Determine Aggregation

Visualize

Continually Monitor

3. Analyze

2. Enrich Spatial Analytics of in-house

& 3rd party data

1. Validate/Geocode Street City Prov PostCode Longitude Latitude

330 Front St West Toronto Ontario M5V 3B7 -79.39118 43.643502

Business Process Management

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Report Definition

Identification of:

• Metrics / Measurements / KPIs

• Geographic points and areas

• Base maps

Report Author Demonstration

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Map Composition

Demographics

Flood Zone

Distance to Coast

Points of Interest

Catchment Area

Base Map

Thematic Layers

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Point Layer

Each row in the

spreadsheet is

displayed as a

different point on

the map

Each point has

• A Position

• A Colour or

Symbol

• A Label

These are based

on data columns in

the spreadsheet

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Area Group Layer

A map layer

consists of the

lines that make up

the area outline

and tabular

attributes

for each polygon

such as Name,

Area,

centre point etc.

Map Intelligence

allows us to ‘Join’

the layer attribute

data with data from

a spreadsheet to

colour regions

based on name, or

id etc.

2000

+

=

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Area Group Layer (cont)

Each row in the

spreadsheet is

associated with a

separate polygon

and the polygon is

then coloured based

on applying a

function such as

Count, Sum, Min or

Max to the values of

a fact column (e.g.

Value of grants

column) for each

row associated with

the polygon.

Report Author Demonstration

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Business Users

Map Enabling a business intelligence solution is often of interest to companies who have: • Invested in one or more Business Intelligence solution.

• A relatively large and geographically dispersed base of

customers (or citizens) and assets, and/or a large and distributed field sales/service force.

• “Customer-facing” services including sales forces, maintenance groups, emergency services (EMT, Fire, Police), call centers, delivery, etc.

• The desire to more effectively utilize location intelligence to improve their business decisions and help improve the ROI for their BI solution(s).

• They want to enable their business community and executives to better understand their business data through the use of location

Report Usage Demonstration

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Excel

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Cognos

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Cognos

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Microsoft Reporting Services

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Microsoft Reporting Services

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QlikView

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QlikView

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Business Objects

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Oracle OBIEE

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Hyperion

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BIRT

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Actuate

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Google Spreadsheets (prototype)

Sample Use Cases by Industry

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Public Sector Problem: Analyze and Distribute Assets or Services

Solution: • Identify underserved pockets of citizens and redeploy resources.

• Help agencies/departments to better manage assets.

• Provide analysts who support emergency responders (e.g., police, fire and

emergency services) with proper insight into reported incidents to efficiently

allocate scarce resources.

• Improve outcomes with more efficient planning and analysis.

Results:

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Financial Services Problem: Market Analysis and Customer Segmentation

Solution: Spectrum Spatial for BI provides the ability to pull together, analyze, and present

business, spatial and value-added data (e.g., demographics) so that business analysts

can rapidly understand their key customer segments, market profile, and ideal

customers. By incorporating spatial information, marketers can increase return on their

marketing investment by ensuring that they identify and cross-sell to profitable customer

segments. The same information is also increasingly used to quantify a financial

institutions risk, particularly around mortgage default rates.

Results: Financial institutions will reduce costs while realizing higher ROI and profits by injecting location intelligence

into their processes to identify profitable customer segments.

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Telecommunications Problem: Market Analysis and Segmentation

Solution: Spectrum Spatial for BI provides the ability to pull together, analyze, and present

business, spatial and value-added data (such as demographics) so that marketing

analysts can rapidly understand their key customer segments, market profile and ideal

customers. Spectrum Spatial for BI enables business users to access powerful spatial

information within one of the most frequently utilized business applications, their BI

system. By incorporating spatial information, marketers can increase return on their

marketing investment by ensuring that they identify and market to profitable customer

segments.

Results: Communication service providers will reduce costs while realizing higher ROI and

profits by injecting location intelligence into their processes to identify profitable

customer segments.

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Healthcare Problem: Disease Tracking and Resource Deployment

Solution: Government agencies and healthcare organizations need to identify

and react to the outbreak of diseases. Providing access to reported

incidents, spatial information, and demographic information enables

more effective analysis and the proper deployment of resources.

Results: Rapidly respond to the outbreak of disease or infections, institute

new policies or procedures to reduce or minimize further outbreak,

and launch new services or facilities to cope with existing incidents.

Accurately report to the community and stakeholders on outbreak

events.

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Insurance Problem: Risk Avoidance/Analysis

Solution: Spectrum Spatial for BI provides the ability to pull together, analyze, and

present business, spatial and value-added data so that business analysts can

rapidly understand current risk exposure. Spectrum Spatial for BI enables

business users to access powerful spatial information within one of the most

frequent utilized business applications, their BI system.

Results: Insurance carriers and re-insurers can assess the risk within their portfolio

using different “what if” scenarios—enabling more rapid and effective

decision-making and risk mitigation strategies.

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Retail Problem: Market Segmentation and Penetration Analysis, Trade Area Analysis

Solution: Spectrum Spatial for BI provides the ability to pull together, analyze, and present

business, spatial, and value-added data (such as demographics) so that marketing

analysts can rapidly understand their key customer segments, market profile and ideal

customers. Spectrum Spatial for BI enables business users to access powerful spatial

information within one of the most frequently utilized business applications, their BI

system. By incorporating spatial information, marketers can increase return on their

investment by ensuring that they identify and market to profitable customer segments.

Results: Retailers injecting location intelligence into their business processes, such as direct

marketing, will reduce costs while realizing higher ROI and profits.

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Summary Challenges that hinder BI integration

How companies are

successfully

integrating spatial

analysis with BI

New capabilities and

business benefits

that will result from

BI integration

More Information • Web Site:

– http://www.pitneybowes.com/us/location-intelligence-software/enterprise-location-intelligence/spectrum-spatial-for-business-intelligence.html

• Twitter:

– @PitneyBowes

• Linked-in:

– https://www.linkedin.com/company/pitney-bowes-software