James Killick

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ArcGIS Business Analyst Server For the Commercial
Enterprise

• James Killick
• Dennis Kaplan

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• What is it? Who is it for?
  What Problems does it
  Solve?
• Use Case Scenarios Demos
• Whats In the Box How do I use It?
• Where to Go Next

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Tomorrow 8.30 11.30 This Room (27A) ?
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What is it? Who is it for? What Problems Does it
Solve?
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ArcGIS Business Analyst Server is ESRIs Platform
for Spatially Enabling a Commercial
Enterprise. Everything you need to get started.
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Your Data
ESRI Data
Business Analyst

• Customers
• POS Data
• Stores
• Competition

• Maps
• Analyses
• Models
• Reports

• Updated Demographics
• Consumer Spending
• Tapestry Segmentation
• Supply Demand

More Insightful Decisions
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Campaign Planning
Site Analysis
Territory Design
Market Customer Analysis
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Finance
Location Where should I locate (or exit)? Where
should I remodel how much? How suitable is this
location? Where is there a need for my products?
Performance Whats the performance of my
network? Which stores should be doing better? How
will this proposed location perform?
Real Estate
Trends How is the market predicted to
change? Whats the potential for growth? Where
will the opportunities be?
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Marketing
Customer Insight What kind of people are my best
customers? What else do they buy? What are their
lifestyles? What do they read / watch / listen
to? (How) Should I change my product mix?
Maximizing Marketing Budget Where are more people
like my best customers? How can I reach them? How
should I tune my message to them?
Sales
Efficiency Which regions should be performing
better? How can I get more out of my sales
team? How can I optimize my sales territories?
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Problem Information Dissemination
Sales
Execs
Analyst
Marketing
Finance
Real Estate
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Problem Overloaded Analysts
Would this be a good site for a new store?
Is this store performing as well as it should?
Would this be a good site for a new store?
Analyst
Can you run a report that shows our
market penetration?
Can you create a map showing all our Stores?
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Problem Inefficient Decisions
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Problem Inconsistent Decisions
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Problem Costly Wrong Decisions
Big Box Store to close 75 stores, downsize
headquarters staff
Grand Opening!
Opening in the Wrong Location
Closing the Wrong Location
Marketing to the Wrong People
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Business Analyst Server

• Centrally Managed Location Data
• ESRI Market Demographic Data
• Business Focused Tools APIs
• Reports Report Templates
• Workflow Templates

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Use Case Scenarios Demos
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1. Business Analyst Online
2. Site Screening Mashup
3. Economic Development App
4. Dynamic Demographic Analysis
5. Customer Profiling Prospecting
6. Data Enrichment in Excel
7. Merchandise Mix

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Whats in the Box How do I Use it?
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Whats in the Box?
ESRI Data
ArcGIS Server ArcEditor
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Includes ESRI Data

• 2009/2014 Demographics
• Tapestry Segmentation
• Consumer Expenditures
• Market Potential
• Supply Demand
• Businesses
• Specialty data
• Crime
• Banking
• Shopping Centers
• Traffic

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• 35 Years
• 30 Sources
• 14,500 Variables
• 12,000,000 Businesses
• 11 Levels Geography
• 2009 2014

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2009 / 2014 Demographics

• Population and Households
• Age by Sex by Race
• Race and Hispanic Origin
• Industry and Occupation
• Education
• Marital Status
• Household and Family Income
• Net Worth
• Disposable Income
• Housing by Occupancy
• Home Value

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ESRI Tapestry Segmentation The Fabric of
Americas Neighborhoods

• 65 Segments
• What kind of people live where

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2009 Update of Particular Value

• Captures unprecedented economic change
• Our sources and attention to trends required new
  models that surveys dont capture
• Our methodologies and trend analysis produce
  industry leading accuracy

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Business Analyst Server Tasks

• Trade Areas
• Customer Derived Areas
• Market Penetration
• Simple Rings
• Drive Time Polygons
• Grids
• Standard Geography Levels
• Measure Cannibalization
• Remove Overlap
• Reports
• Locator Report
• Customer Geographic Summary Report
• Distance Decay Report
• Market Ranking Report
• Benchmark Report

• Reports
• Age Report
• Age by Sex Report
• Comprehensive Report
• Comprehensive Trend Report
• Demographic and Income Profile Report
• Executive Summary
• General Report
• Household Report
• Market Profile Report
• Multi-Area Report
• Population Report
• Race Report
• Retail Expenditure Report
• Tapestry Segmentation Area Profile Report

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Business Analyst Server Tasks

• Segmentation Analyses
• Segmentation Reports
• Customer Tapestry Profile Report
• Core and Developmental Segments Report
• Understanding your Target Customers
• Customer Demographic Profile Report
• Segmentation Charts
• Profile Comparison Bar Chart
• Multi-Profile Bar Chart
• Game Plan Chart
• Segmentation Maps
• Game Plan Map
• Target Map
• Target Penetration Map

• Analyses
• Spatial Overlay (Data Append)
• Desire Lines
• Find Similar
• Customer Prospecting
• Segmentation Profiles
• Create Geographic Profile
• Create Profile by Table
• Create Profile with Address Data
• Segmentation Target Groups
• Target Group from List
• Target Group from Chart

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Key Value Methodology for Data Aggregation
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Includes Business Analyst Desktop

• Built on ArcGIS Desktop
• The power Business Analyst tool for Analysts
• Not advised for the casual web user
• Wizard driven interface
• Market Analysis
• Customer Analysis
• Site selection
• Territory design
• Access to 80 GP tools
• Use in model builder or in Python scripting
• Includes the Segmentation Module
• For Customer Profiling, Segmentation
  Detailed
  Analysis
• Segmentation data down to Block Group

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Includes Address Coder

• For customer analysis Data Enrichment
• Standalone desktop product
• Batch appends lat/long, demographic, Tapestry,
  etc. to your database
• 200,000 500,000 records per hour

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Building custom applications using Business
Analyst Server is not hard
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0.5
Days
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Business Analyst Server within an Enterprise
Mobile
Browser
Desktop
Clients
SOAP, REST XML/JSON
Business Analyst Server
CRM
ERP
BI
Application Servers
Data Servers
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Typical Configurations
Development
Staging
Production
Departmental Install
Development
Staging
Production
Small Install
Development
Staging
Production
Large Install
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Where to Go Next
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Business Analyst Resource Centerhttp//resources.
esri.com

• Documentation
• How-to Videos

• Code Samples Templates
• Community Pages

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Business Analyst Blogwww.esri.com/bablog

• Stay in touch with the team what were working
  on!

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?
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Tomorrow 8.30 11.30 This Room (27A) ?
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Come Talk to us at the ESRI Showcase!
Visit the Commercial Solutions Island
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Take the Business Analyst Map Challenge!

• Match the Variables to the Map
• Unemployment
• Never Married
• Family Size
• Seasonal Recreational Homes
• Diversity
• Population Growth

1. View the maps at the entrance to the ESRI
   Showcase
2. Come to the Commercial Solutions Island for the
   answers

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Q A
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Thank You!