Turning Analysis into Action: Five Easy Steps to Sharing ... · 3 History / Background: • The ability to process spatial information is innate in humans •...and the ability to

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Turn Analysis into Action:Turn Analysis into Action:Five Easy Steps to Sharing Your KnowledgeFive Easy Steps to Sharing Your Knowledge

Linda PetersLinda PetersJim HerriesJim Herries

GeoInfoGeoInfo SummitSummitApril 30, 2006April 30, 2006

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OverviewOverview

•• History / BackgroundHistory / Background•• Step 1: Know Your AudienceStep 1: Know Your Audience•• Step 2: Define Your MessageStep 2: Define Your Message•• Step 3: Create Your ContentStep 3: Create Your Content•• Step 4: Validate Your MessageStep 4: Validate Your Message•• Step 5: Share Your MessageStep 5: Share Your Message

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History / Background:History / Background:

•• The ability to process spatial information is The ability to process spatial information is innate in humansinnate in humans

•• ...and the ability to share spatial information is ...and the ability to share spatial information is evolving, quickly!evolving, quickly!

•• Quick history of maps and spatial data sharingQuick history of maps and spatial data sharing•• Today's new hires are starting from Google Today's new hires are starting from Google

Maps, MS Virtual Earth, Yahoo, MapQuest, Maps, MS Virtual Earth, Yahoo, MapQuest, etc.etc.

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Why map applications keep evolvingWhy map applications keep evolving

•• Because mapping technologies keep evolvingBecause mapping technologies keep evolving•• Because they are successfulBecause they are successful•• Because business keeps evolvingBecause business keeps evolving•• Because dependencies keep changingBecause dependencies keep changing

–– Operating systemsOperating systems–– DatabasesDatabases–– Development technologiesDevelopment technologies–– Development languagesDevelopment languages

•• Because careers depend on itBecause careers depend on it

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The MediumsThe Mediums

•• Hardcopy maps and reportsHardcopy maps and reports•• Digital maps and data sources on serversDigital maps and data sources on servers•• DesktopDesktop•• The WebThe Web•• Web Services and Service Oriented Web Services and Service Oriented

ArchitectureArchitecture•• Mobile/Handheld/WirelessMobile/Handheld/Wireless--Cellular/PDACellular/PDA

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HardcopyHardcopy

•• Maps, Atlases, Reports, Maps, Atlases, Reports, Data BooksData Books

•• TharThar be dragons be dragons –– more more honest than todayhonest than today’’s s maps?maps?

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HardcopyHardcopy

Data vs. softwareData vs. software•• Sharing hardcopy maps and reports is difficultSharing hardcopy maps and reports is difficult•• Quick test: what is the best location for our Quick test: what is the best location for our

next store to be built?next store to be built?

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Digital maps and data sources on serversDigital maps and data sources on servers

•• Move to digital data increased efficiency Move to digital data increased efficiency •• Made us aware of gaps in knowledge base Made us aware of gaps in knowledge base

(know what we know)(know what we know)•• Made us aware of gaps in understanding Made us aware of gaps in understanding

(know what we don(know what we don’’t know)t know)•• Made us aware of difficulties in dissemination Made us aware of difficulties in dissemination

(know who else doesn(know who else doesn’’t know!)t know!)

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DesktopDesktop

•• Gave us easier path to dissemination Gave us easier path to dissemination •• Gaps in knowledge still exist Gaps in knowledge still exist –– though access though access

to data and quality of data improvingto data and quality of data improving•• Gap in understanding getting smallerGap in understanding getting smaller

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The WebThe Web

•• Easy path to disseminateEasy path to disseminate•• Access to large volumes of data Access to large volumes of data –– still know still know

what we donwhat we don’’t knowt know…… though lots of new paths though lots of new paths to finding the answer.to finding the answer.

•• Problems with verification of accuracy of dataProblems with verification of accuracy of data

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Web Services and Web Services and Service Oriented ArchitectureService Oriented Architecture

•• Gives us the tools to more critically assess Gives us the tools to more critically assess what is being presented on the webwhat is being presented on the web

•• Gives us the tools to more effectively distribute Gives us the tools to more effectively distribute data in a secure mannerdata in a secure manner

•• Gives us the tools to distribute data to many Gives us the tools to distribute data to many devices devices -- truly moving to enterprise distribution truly moving to enterprise distribution of data.of data.

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What is a Map?What is a Map?•• Simplified depiction of spaceSimplified depiction of space•• A map is a graphic representation or scale model of A map is a graphic representation or scale model of

spatial conceptsspatial concepts•• Subjective abstraction of realSubjective abstraction of real--world featuresworld features•• Communicates locational and descriptive informationCommunicates locational and descriptive information•• Portrays spatial relationshipsPortrays spatial relationships

=

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Spatial features are map features that can be Spatial features are map features that can be classified and generalized into three basic classified and generalized into three basic types:types:•• PointsPoints•• LinesLines•• PolygonsPolygons Points

Polygons (Areas)

Lines

Subjective abstraction of realSubjective abstraction of real--world featuresworld features

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Communicates Communicates locationallocational and descriptive and descriptive informationinformation

•• Show patterns or trends in data that you Show patterns or trends in data that you cancan’’t see from a database tablet see from a database table

•• Color code Color code information based information based on database table on database table attributes such as attributes such as income, income, households, households, spending potentialspending potential

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Because maps are abstract Because maps are abstract representations of the world, they are representations of the world, they are not neutral documents and must be not neutral documents and must be

carefully interpreted carefully interpreted

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A Geographic Information System (GIS) links A Geographic Information System (GIS) links spatial data with tabular dataspatial data with tabular data

Attributes

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Map Database

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GIS uses layers to show informationGIS uses layers to show information

Customers

ZIP Codes

Streets

Sales Regions

CountiesCarrier Routes

Present many layers on one map!

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Where are you in the Where are you in the ““circle of life?circle of life?””

•• Have or use a successful application?Have or use a successful application?•• Are people asking for more of it?Are people asking for more of it?•• Need to put more data in it?Need to put more data in it?

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Sharing across the workgroupSharing across the workgroup

•• Point solutions on the desktopPoint solutions on the desktop•• Network drivesNetwork drives•• Sneaker LANSneaker LAN•• Shared plotters and printersShared plotters and printers•• Quick test: what is the best location for our Quick test: what is the best location for our

next store to be built?next store to be built?

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Sharing with the enterprise, 1990sSharing with the enterprise, 1990s

•• Spatial enable dataSpatial enable data•• Set up a viewerSet up a viewer•• WaitWait•• Quick test: what is the best location for our Quick test: what is the best location for our

next store to be built?next store to be built?

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Sharing with the enterprise todaySharing with the enterprise today

•• Spatial enable dataSpatial enable data•• Set up analysis tools Set up analysis tools •• Feed analysis results into the data stackFeed analysis results into the data stack•• Set up a viewerSet up a viewer•• Set up alertsSet up alerts•• RepeatRepeat•• Quick test: what is the best location for our Quick test: what is the best location for our

next store to be built?next store to be built?

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Trends on the WebTrends on the Web

•• Static maps as graphicsStatic maps as graphics•• Static maps you can clickStatic maps you can click•• Dynamic maps in an HTML browserDynamic maps in an HTML browser•• Dynamic maps you can clickDynamic maps you can click•• Thick clientsThick clients•• Rich clientsRich clients•• DashboardsDashboards•• SOA and Web ServicesSOA and Web Services

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Step 1: Know Your AudienceStep 1: Know Your Audience

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ProsPros

•• Know who reads your maps and reportsKnow who reads your maps and reports•• Know what information they need to make an Know what information they need to make an

informed decisioninformed decision•• Know what is important to their role/departmentKnow what is important to their role/department•• Know what formats are preferredKnow what formats are preferred•• Know where your work can make an impactKnow where your work can make an impact

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ConsCons

•• Requires a connection to your audienceRequires a connection to your audience•• Requires time to find out what they wantRequires time to find out what they want•• We like our current visibilityWe like our current visibility

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Your ChallengeYour Challenge

•• Maps are Maps are subjective subjective abstractions of realabstractions of real--world world featuresfeatures

•• Maps communicates locational and descriptive Maps communicates locational and descriptive informationinformation

•• Maps portrays spatial relationshipsMaps portrays spatial relationships

=

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A Good Map is in the Eye of the BeholderA Good Map is in the Eye of the Beholder

•• Coworker / staff member trying to perform a Coworker / staff member trying to perform a functionfunction

•• DepartmentDepartment•• BoardroomBoardroom•• Enterprise accessEnterprise access•• External audienceExternal audience

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Step 2: Define Your MessageStep 2: Define Your Message

•• ProsPros–– Increases chances of message being receivedIncreases chances of message being received–– Increases chances of information being usedIncreases chances of information being used–– Critically assess your audienceCritically assess your audience’’s needss needs

•• ConsCons–– We've always done it this wayWe've always done it this way–– Good enough for my department, good enough for Good enough for my department, good enough for

the boardroomthe boardroom–– It's too technical to change It's too technical to change ---- make it easier for memake it easier for me

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Banking, Retail & Commercial BusinessBanking, Retail & Commercial Business

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Satellite ImagerySatellite Imagery

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3D Models 3D Models

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““What IfWhat If”” Visual Simulation Visual Simulation

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Target people around a locationTarget people around a location

You can use GIS to create an area around a You can use GIS to create an area around a specific location or number of locations to target specific location or number of locations to target your audience based onyour audience based on……

••Distance or time; as the crow flies or along a road Distance or time; as the crow flies or along a road network.network.••Current customer/business baseCurrent customer/business base••Proximity to InfrastructureProximity to Infrastructure

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Target people around a locationTarget people around a location

•• Concentric CircleConcentric Circle……

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Target people around a locationTarget people around a location

•• Drive timeDrive time……

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Target people within the current trade area Target people within the current trade area of an existing siteof an existing site

•• 40, 60, 80% of current customers40, 60, 80% of current customers……

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Step 3: Create Your ContentStep 3: Create Your Content

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ProsPros

•• What's Your Point?What's Your Point?•• Don't Bury the LeadDon't Bury the Lead•• Reusable parts (templates, color patterns, Reusable parts (templates, color patterns,

symbol sets)symbol sets)•• Stand out Stand out ---- innovate, provide competitive innovate, provide competitive

advantageadvantage

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ConsCons

•• Maps can alienate if done poorlyMaps can alienate if done poorly•• Limited time to do quality workLimited time to do quality work•• Technology changes rapidlyTechnology changes rapidly

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Unintended AlienationUnintended Alienation

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Unintended AlienationUnintended Alienation

•• Proximity to infrastructureProximity to infrastructure……

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ExamplesExamples

•• Business Analyst OnlineBusiness Analyst Online•• Westerville, Ohio Economic Development siteWesterville, Ohio Economic Development site•• Question: Which ZIP Codes are most Question: Which ZIP Codes are most

attractive?attractive?•• Question: Which site is the most attractive?Question: Which site is the most attractive?

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Introduction to Business Analyst OnlineIntroduction to Business Analyst Online

•• The practical component of this session uses The practical component of this session uses ESRIESRI’’ss Business Analyst Online (BAO) to Business Analyst Online (BAO) to gather and report demographic information.gather and report demographic information.

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Key Key FeaturesFeatures

•• Step 1: Step 1: Identify Identify your your area of area of interestinterest

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Key Key FeaturesFeatures

•• Step 2: View Step 2: View your reports your reports and mapsand maps

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Creating a global accountCreating a global account……Navigate to this web siteNavigate to this web site……http://http://www.esri.com/trybaowww.esri.com/trybao

Click on the Click on the Create an ESRI AccountCreate an ESRI Account linklink……

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Fill out the formFill out the form……

Click on Click on ““create my ESRI Global Accountcreate my ESRI Global Account”…”…

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You will be directed to this pageYou will be directed to this page……

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Go to your email account and click on the link Go to your email account and click on the link to validate your accountto validate your account……

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Enter your passwordEnter your password……

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Enter the activation code in the textbox and Enter the activation code in the textbox and click the click the ““GoGo”” buttonbutton……

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You will be directed to this pageYou will be directed to this page……

Click Click ““ContinueContinue”…”…

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Site a store Site a store

•• ScenarioScenario……–– A furniture rental company A furniture rental company ““RentownRentown”” is looking to is looking to

open a location in the downtown part of the city. open a location in the downtown part of the city. They have narrowed their search to two zip codes They have narrowed their search to two zip codes 20037 & 20024.20037 & 20024.

•• Your goalYour goal……–– Offer insight and guidance to help make their Offer insight and guidance to help make their

decision as well as suggest a target audience that decision as well as suggest a target audience that they should consider appropriate for the location.they should consider appropriate for the location.

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Click on the Click on the ““Start a new ProjectStart a new Project”” buttonbutton……

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Give this project a nameGive this project a name……

Choose the Choose the ““Select standardSelect standard…”…” and click and click ““nextnext””

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Click on the Click on the ““CreateCreate”” linklink……

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Enter Enter ““2002420024”” in the search box, then click on in the search box, then click on the the ““searchsearch”” buttonbutton……

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Select the checkbox under the Zip codes Select the checkbox under the Zip codes area, then click on the area, then click on the ““Add CheckedAdd Checked””

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Create a second area by clicking on the Create a second area by clicking on the ““createcreate”” linklink……

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Repeat the previous steps to add the zip code Repeat the previous steps to add the zip code 20037. Your screen should look like this20037. Your screen should look like this……

Click Click ““Choose ReportsChoose Reports”…”…

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Select the following reports…

•Tapestry Segmentation Area Profile•Market Profile•House and Home Expenditures•Household Budget Expenditures•Retail Market Potential•Retail Marketplace Profile•Standard Map

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ResultsResultsZip CodeZip Code 2002420024 2003720037

Group QuartersGroup Quarters 268268 30493049

Per Capita IncomePer Capita Income $27,836$27,836 $43,837$43,837

Median AgeMedian Age 41.341.3 27.527.5

Average RentAverage Rent $622$622 $971$971

Population by AgePopulation by Age Look at differencesLook at differences Look at differencesLook at differences

No Vehicles AvailableNo Vehicles Available 39.6%39.6% 53.3%53.3%

Housing Units by Housing Units by StructureStructure

AttachedAttached 20+20+

Furniture/Major Furniture/Major AppliancesAppliances

Below AverageBelow Average Above AverageAbove Average

Rental of FurnitureRental of Furniture Look at IndexLook at Index Look at IndexLook at Index

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So which would you chooseSo which would you choose……

•• 20024 vs. 20037?20024 vs. 20037?

•• 20024 is dominantly Metro Renters with 20024 is dominantly Metro Renters with Seniors.Seniors.

•• 20037 is dominantly Metro Renters with 20037 is dominantly Metro Renters with students.students.

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Examine market potential for a Brownfield / Examine market potential for a Brownfield / Economic GardeningEconomic Gardening

•• ScenarioScenario……–– Your town has a number of Your town has a number of ““brownfieldsbrownfields”” and you and you

have been asked to suggest a retail use for the have been asked to suggest a retail use for the land. land.

•• Your goalYour goal……–– Identify the top three company classification/types Identify the top three company classification/types

that would be successful for this market.that would be successful for this market.

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Click on the Click on the ““Start a new ProjectStart a new Project”” buttonbutton……

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Give this project a nameGive this project a name……

Choose the Choose the ““Address or IntersectionAddress or Intersection…”…” and click and click ““nextnext””

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Type the following in the dialogType the following in the dialog……Stuart & EurekaStuart & EurekaRedlands, CARedlands, CA

9237392373

Click Click ““GoGo”…”…

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Notice the changesNotice the changes……

Updated Updated AddressAddress

Zoom In Zoom In -- OutOut

Click here to Click here to see Imagerysee Imagery

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You can change the location of the point to the You can change the location of the point to the middle of the Brownfield and resize the mapmiddle of the Brownfield and resize the map……

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Select the Select the ““Drive timesDrive times”” Study AreaStudy Area……

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Use 5 minutes and deUse 5 minutes and de--select the other ringsselect the other rings……

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Since we are only interested in one field, we Since we are only interested in one field, we can go straight to the reportscan go straight to the reports……

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Select the following reportsSelect the following reports……

• Tapestry Segmentation Area Profile• Retail Goods and Services

Expenditures• House and Home Expenditures• Household Budget Expenditures• Retail Market Potential• Retail Marketplace Profile• Standard Site Map

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ResultsResults

Top 3 business SectorsTop 3 business Sectors Top 3 Tapestry typesTop 3 Tapestry types

Lawn & Garden SuppliesLawn & Garden Supplies Old & NewcomersOld & Newcomers

Drinking PlacesDrinking Places Young & RestlessYoung & Restless

Gas StationsGas Stations PleasantPleasant--VilleVille

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Example: Economic DevelopmentExample: Economic Development

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Example: Economic DevelopmentExample: Economic Development

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Rich clientsRich clients

•• Exploration vs. analysisExploration vs. analysis•• Passive viewing vs. active data creationPassive viewing vs. active data creation•• Contributing to knowledge/awareness vs. Contributing to knowledge/awareness vs.

contributing to actionable data/informationcontributing to actionable data/information

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ExamplesExamples

•• Online ViewersOnline Viewers–– ArcGISArcGIS Explorer demoExplorer demo–– ArcWebArcWeb Explorer demoExplorer demo

•• Interactive MapsInteractive Maps–– Interactive Thematic Map SampleInteractive Thematic Map Sample–– Preview of BAO Thematic MapsPreview of BAO Thematic Maps

•• Question: Which ZIP Codes are most Question: Which ZIP Codes are most attractive?attractive?

•• Question: Which site is the most attractive?Question: Which site is the most attractive?

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Step 4: Validate Your MessageStep 4: Validate Your Message

•• ProsPros–– Find mistakes before your customers doFind mistakes before your customers do–– Improve your data quality internallyImprove your data quality internally–– Verify your algorithms and equationsVerify your algorithms and equations–– Be prepared to answer difficult questionsBe prepared to answer difficult questions

•• ConsCons–– Takes timeTakes time–– Seems unnecessarySeems unnecessary–– May require a changeMay require a change

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ExamplesExamples

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Step 5: Share Your MessageStep 5: Share Your Message

•• ProsPros–– Answering the original questions with relevant, applicable Answering the original questions with relevant, applicable

informationinformation–– Improves processes, communication and awarenessImproves processes, communication and awareness–– Improves ROI stories (yours and othersImproves ROI stories (yours and others’’))–– Many options availableMany options available

•• Printed Maps and ReportsPrinted Maps and Reports•• Online Maps and ReportsOnline Maps and Reports•• Interactive Maps and ReportsInteractive Maps and Reports•• Dashboards and AlertsDashboards and Alerts

•• ConsCons–– Can expose data and process deficienciesCan expose data and process deficiencies–– Controlling access to shared informationControlling access to shared information–– Feedback loops arenFeedback loops aren’’t always welcomet always welcome–– Managing nonManaging non--expertsexperts

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Sharing across the workgroup, 1980s Sharing across the workgroup, 1980s –– 1990s1990s

•• Point solutions on the desktopPoint solutions on the desktop•• Network drivesNetwork drives•• Sneaker LANSneaker LAN•• Shared plotters and printersShared plotters and printers•• Quick test: what is the best location for our Quick test: what is the best location for our

next store to be built?next store to be built?

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Sharing with the enterprise, 1990sSharing with the enterprise, 1990s

•• Spatially enable dataSpatially enable data•• Set up a viewerSet up a viewer•• WaitWait•• Quick test: what is the best location for our Quick test: what is the best location for our

next store to be built?next store to be built?

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Sharing with the enterprise todaySharing with the enterprise today

•• Spatially enable data at an enterprise levelSpatially enable data at an enterprise level•• Set up analysis toolsSet up analysis tools•• Collaborate across the Internet (Collaborate across the Internet (WebexWebex, ,

Breeze, etc)Breeze, etc)•• Feed analysis results into the data stackFeed analysis results into the data stack•• Set up an interactive viewerSet up an interactive viewer•• Set up alerts, tracking and dashboardsSet up alerts, tracking and dashboards•• RepeatRepeat•• Quick test: what is the best location for our Quick test: what is the best location for our

next store to be built?next store to be built?

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Trends on the WebTrends on the Web

•• Static maps as graphicsStatic maps as graphics•• Static maps you can clickStatic maps you can click•• Dynamic maps in an HTML browserDynamic maps in an HTML browser•• Dynamic maps you can clickDynamic maps you can click•• Thick clientsThick clients•• Rich clientsRich clients•• DashboardsDashboards•• SOA and Web ServicesSOA and Web Services

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Sharing from the Desktop to the WebSharing from the Desktop to the Web

•• Think Think ““TurboTaxTurboTax””for your functionsfor your functions

•• WizardWizard--driven driven interviews for interviews for businessbusiness

•• ““PublishPublish”” functionfunction

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Private Label sharingPrivate Label sharing

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ChallengesChallenges

•• Your bossYour boss•• That other departmentThat other department•• Your IT departmentYour IT department•• Your CFOYour CFO•• Your competitionYour competition•• Your imaginationYour imagination

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So.....Share!So.....Share!

•• Your Free BAO SubscriptionYour Free BAO Subscription–– www.esri.com/trybaowww.esri.com/trybao–– Use this activation code:Use this activation code:

99E9E73699E9E736--47844784--12381238--DFFDDFFD--280634A9B4CE280634A9B4CE

•• Our contact informationOur contact information–– Linda Peters, Linda Peters, [email protected]@esri.com–– Jim Herries, Jim Herries, [email protected]@esri.com