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Discover how actionable location information can improve your processes, performance and competitive advantage. Few business intelligence (BI) platforms offer advanced geospatial functionality, despite the fact that 80% of business data contains actionable location information. Spatial analysis integration with BI platforms is essential for enabling greater market insight and steering business strategies in the right direction. This session includes a brief demonstration of mapping data visualization and spatial analytics within the BI environment. In this webinar you will learn: • Challenges that hinder BI integration • How companies are successfully integrating spatial analysis with BI • New applications, capabilities and business benefits that will result from BI integration http://www.pitneybowes.com
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The Location Imperative: Integrating Spatial Analysis with Major BI Platforms
Brian St Jean
Will Wilbrink
September 23, 2014
2
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
3
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
4
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
5
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.
6
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
8
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.
9
Using Spectrum Spatial for BI
Insightful Analysis Report Definition
Data Cleansing and
Augmentation
10
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
11
Report Definition
Identification of:
• Metrics / Measurements / KPIs
• Geographic points and areas
• Base maps
Report Author Demonstration
13
Map Composition
Demographics
Flood Zone
Distance to Coast
Points of Interest
Catchment Area
Base Map
Thematic Layers
14
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
15
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
+
=
16
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
18
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
20
Excel
21
Cognos
22
Cognos
23
Microsoft Reporting Services
24
Microsoft Reporting Services
25
QlikView
26
QlikView
27
Business Objects
28
Oracle OBIEE
29
Hyperion
30
BIRT
31
Actuate
32
Google Spreadsheets (prototype)
Sample Use Cases by Industry
34
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:
35
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.
36
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.
37
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.
38
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.
39
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.
40
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