Business Intelligence and Location Intelligence A Perfect Fit

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

• The global environment for GIS
• A brief overview of Business Intelligence
• Location Intelligence
• How they fit
• Some examples
• Summary

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Market Demands
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Market Demands continued
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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
  gtgtgt look for more sophisticated Location
  Intelligence toolsgtgtgtwant to use it in their
  daily jobs

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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

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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

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Key Vendors

• Pure-Play
• Business Objects (Crystal Enterprises)
• Cognos
• MicroStrategy
• Hyperion (Brio)
• Composite Providers
• Microsoft
• SAP
• SAS
• Oracle (Siebel / PeopleSoft)

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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

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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

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From GIS to Location Intelligence
Location Intelligence Expanded Markets
Enterprise Market specific Business process
Technology capabilities MapInfo Offering
Integrated capabilities Platform and data
Vertical market solutions Location
infrastructure
From traditional GIS to Enterprise and Strategic
Location Intelligence
GIS Traditional Markets Departmental
Generic Niche application Individual
skills Traditional Vendor Offering
Functionality Toolsets Technical
capabilities Data creation, management
and analysis
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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

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Business Intelligence and Location Intelligence
A natural convergence
Business Intelligence
Location Intelligence

• 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

Measure Align Decide Discover Optimize Innovate Pr
edict
Both benefit the other
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Business Intelligence for Better Business
Understanding
Competitive advantage, profit
Knowledge
Information
Data

• Data Integration
• Aggregation
• Data Warehousing
• Data Marts

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

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

• Structured

DW
DM
DM
WWW.COM

• Un-structured

User experience
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Location Intelligence for Better Business
Understanding
LocationIntelligence
Competitive advantage, profit
Information
Data
Knowledge

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

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

• Data Integration
• Aggregation
• Data
• Warehousing
• Data Marts

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

• Structured

DW
DM
DM
WWW.COM

• Un-structured

GIS
Demo-Graphics
Enhanced User Analysis
EnrichedData
Improved Performance
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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

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Mapinfos Location Intelligence Component
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

• 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

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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.

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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
Where am I selling well ? Where am I losing
customers ? Where are we at risk ? How are we
performing ?
Where are my customers in relation to my outlets?
(store location not part of BI data)
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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
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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
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Enrich BI Data
Demographic, location data can be used to enrich
and add value to the core BI data in the Data
Warehouse.
Where are prospective Retail Parks or store
locations and what information do we have on them
?
How will the weather effect my business ? Which
customers are likely to claim ? What is our
exposure?
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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

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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

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• Successful Growing Partnership

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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

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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

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• We invite you to Be Location Intelligent.