Lessons Learned from 7 Years of GIS Development

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Lessons Learned from 7 Years of GIS Development

• Presented by
• Michael Kesselman, geoVue
• Denise Carleton, Dunkin Brands

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System Overview

• 1998 Site Analysis and Screening
• 1999 Market Optimization and Planning
• 2000 Customer Intercept Studies
• 2001 Sales Forecasting (Analog Model)
• 2002 Proximity Analysis
• 2003 Development Tracking
• 2004 Franchise Territory Management

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Lesson 1

• Development is a journey, not a destination

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Building for the Enterprise

• Lessons Learned
• Senior Management Vision
• Process not Solutions
• Business Rules Oxymoron
• Partners not Platforms
• Group ltgt Team
• Documentation Knowledgebase

• Goals
• Optimum store development
• Consistency
• Automation
• Challenges
• Process
• Brands
• Vendors
• Platforms

DEAL TRACKING (ROADS GDT) MOM
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Lesson 2

• Dont play favorites
• with your user base!

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Case Study iSITE

• User Groups
• 10 Market Planners
• 50 Field Managers
• 15 Franchise Managers
• Technical Skills
• MapInfo Experts
• Mapquest Proficient
• Goals
• Consistency
• Leverage

• Lessons Learned
• Co-opt Power users
• Ease in technophobes
• Paint a clear vision
• Less is More
• Automation is Key

EASE OF USE
FLEXIBILITY
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Lesson 3

• Be careful of what you ask for

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Customer Intercept Application

• Goals
• Primary Data Collection
• Establish a Process
• Automated Analytics
• Challenges
• Scope - Last 10
• Legal
• Changes

• Lessons Learned
• Trust in the best outcome
• Flexible process
• Communicate, communicate, communicate
• Check with Legal first!

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Lesson 4

• If you enter uncharted territories, dont be
  surprised if you get lost

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Case Study SDA Portal

• Goals
• Data Centralization
• Real-time updates
• Increase throughput
• Challenges
• Simultaneous access
• Synchronization with enterprise systems
• No best practices to leverage
• Ambitious timeline

• Lessons Learned
• Manage Project Risks
• Extend Testing Plan
• Review user cases early and often
• Dont trade for quality
• Allow time for approval

GOOD
CHEAP
FAST
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Lesson 5

• Models provide answers, experts make decisions

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Modeling Analytics

• Sales Forecast Everyone's Goal
• Distrust Everyone Reaction
• Assumptions Required
• Executive Input Essential
•  

Trade Area Rating Market Selection Site
Assessment Models
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Lesson 6

• The tools dont run themselves

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Training

• Tools and Processes
• Learning v. Training
• Leverage the best users as trainers
• Train Learn Learn to Train
• Reinforce training regularly
• Live Training v. Self-Paced Learning
• Build a Curriculum
• Location Intelligence v. Riding a Bike

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Lesson 7

• The cost of having perfect information may be high

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Data Quality

• Lessons learned
• The right thing not the easy thing
• Internal - bearer of news
• Licensed data partial solution
• Validation - assumed
•  

• Goals
• Complete coverage
• Timely updates
• Single source
• Challenges
• Internal data
• External data
• Licensed data
• Validation requirements

iSITE Trade Area Ratings Market Optimization
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