1 Agenda 1. What are Business Intelligence and Mapping? 2. How Can They Improve Your Business? 3. How to Get Started Give Your Business a Strategic Advantage Using Business Intelligence and Electronic Mapping James B. Pick and Monica Perry University of Redlands, Redlands, CA, USA Monday, October 20, 2008 Scibelli Enterprise Center Springfield Technical Community College Springfield, MA Sponsored by Massachusetts Small Business Development Center Network and U.S. Small Business Administration

2 What are Business Intelligence and Mapping? October 20, 2008 James Pick Supported by U.S. SBA Grant No. SBAHQ

3 What are Business Intelligence and GIS? ============================ Business Intelligence Collecting, Analyzing and Interpreting Information to Improve Decision Making for Competitive Advantage GIS A GIS consists of the following elements: Data-base of attributes Location information Some way to link the two So a GIS uses Tools, Algorithms, and Models to manipulate Location Data and Attributes Sources: Clarke, 2003; Gray, 2006; Pick, 2008.

4 Web-based application Example – ordering pizza on-line (Source: Pick, 2008)

Cumulative Sales by Customer Location, Central Region, ABC Blinds

6 Customer Map Example Addresses of business clients, converted to points.

7 How quickly can you Spot Geographic Patterns in the Table? SOURCE: Demographic (Race/Ethnic) Data by Location in the USA (2003)

8 How quickly can you Spot Geographic Patterns on the Map? Racial and Ethnic concentrations in U.S. (2003)

9 Business Data … 9

10 … to Business Maps 10

… to GIS Web Service 11 A GIS web service is a mapping application that is served on the Web. A user can access it through his or her web browser. Google Maps Google Maps and Google Earth are examples. GIS web services is a trend in GIS. “Pop,” “Soda,” “Coke” and other naming in the United States, (Source: )

12 Often the greatest value comes from simply looking at your data from a different perspective! Over 50% of customers live within 2 miles Over 80% of customers live within 4 miles

13 GIS Capabilities GIS Enhances what is normally in tables and Adds Many Valuable New Insights. –For instance, displaying a small business’ 500 customers in a table makes it difficult, if not impossible, to determine their locational patterns. –GIS can show the locations and analyze their relationships and trends.

Advantages of Business Intelligence and Mapping Understanding the geographic patterns of business factors for ZIP codes, sales regions, counties, states. Seeing trends in geographic change over time. Comparing company and competitor locations. Responding more quickly to fast moving business situations involving location. Improve decision making that involves space and location. This is most decisions. 14

How to get started After you finish the workshop you can expand your knowledge and training in GIS through: Taking workshops and courses available in Massachusetts and New England Taking virtual campus courses Following up with local and ESRI contacts Attending the ESRI 2009 Business GIS Summit in Denver, May 4-6, 2009 Learning GIS through books and magazines Indicating interest from the Massachusetts SBDC Network and SBA for additional workshops. They will be included in the panel discussion at the end. 15