The Location Intelligent Enterprise

The Location Intelligent Enterprise April 29th 2008

Louella Fernandes, Principal Analyst, Quocirca Ltd

The location intelligent enterprise • Trends • The value of location • Applying location to business intelligence • Industry landscape • Recommendations

© 2008 Quocirca Ltd

Location relevance in the news…

• Credit crunch and American subprime market • The food crisis • Mayor of London /US elections

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What is a location intelligent enterprise?

An organisation that exploits location information to enable advanced business insight

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Map history

The Mappa Mundi circa 1300

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Ptolemaic map circa 1500

A picture paints a thousand words… UK Sub Prime Exposure

Rank

Constituency

No. households at risk

Sub prime penetration

Party

1

Sheffield, Brightside Birmingham, Ladywood Nottingham North Liverpool, Walton Birmingham, Sparkbrook and Small Heath Manchester, Blackley Birmingham, Hodge Hill Bootle Tyne Bridge Belfast West

22,957

72.16

Lab

30,870

69.26

Lab

26,738

65.56

Lab

23,155

64.60

Lab

23,394

64.47

Lab

24,089

63.47

Lab

18,451

63.31

Lab

19,552 23,079 18,360

63.15 62.04 59.43

Lab Lab SF

2 3 4 5

6 7

Source: The Spectator using data from Experian and the Electoral Commission © 2008 Quocirca Ltd

8 9 10

Consumer trends • Location is ubiquitous

- Online mapping: Google maps, Yahoo maps - Mobile devices: location based services, in-car navigation, personal GPS - Increased expectations for localised online experience Stimulating corporate awareness

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Use of Web 2.0 by industry Professional services

21

Utility High tech & telco Retail supply chain

Financial services Other large enterprise

29

21 9

38

23

12

27

41

27

7

18

29

Industrial

9

25

Travel and transport

4

11

43

33

43 19

47

36

50

3 35.5

61 10%

20% Heavily

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42

21 14

0%

4

41

9.5

Public sector

46

30%

40%

Moderately

50% Sparingly

60%

70%

80%

90%

100%

Not at all

250 organisations in US, UK and Germany Organisations with 1,000 or more employees

Business trends

• Information explosion: businesses struggling to gain insight from enterprise data mountains

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Business trends

• Data growth and diversity

• Demand for real time insight

• Legal compliance

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Business trends • Value from operational systems

• Customer acquisition and retention

• Transition to SOA

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Driving the need for advanced business insight

Strategic Tactical Operational

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Addressed by business intelligence (BI) • Business intelligence (BI) focuses on the collection, integration, analysis, and presentation of business information. • An established and growing market • No 1 technology priority for CIOs

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A myriad of technologies

Performance Management Data Quality

Ad hoc analysis

Master Data Management

Portals

Analytics Data Visualisation

Dashboards

Data Warehousing

Statistical Analysis

Query & reporting © 2008 Quocirca Ltd

Scorecards

ETL

OLAP

Business Activity Monitoring (BAM)

Data Mining

Topics • Trends • The value of location • Applying location to business intelligence • Industry landscape • Recommendations

© 2008 Quocirca Ltd

A common component of enterprise data

ERP

Supply Chain

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Operations

80% of enterprise data has a geographic dimension

CRM

Location is vital to business • Location is an essential part of most strategic business decisions

Planning

Promotion

Pricing

Placement Business strategy

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The location intelligence evolution Location intelligence

GIS • Traditional markets • Departmental • Expert user

• Enterprise application integration • Advanced visualisation • Predictive analytics • Web services • More users

Topics • Trends • The value of location • Applying location to business intelligence • Industry landscape • Recommendations

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Convergence of technologies

Location Intelligence

Business Intelligence

Where?

Who?, What? When?

Location Intelligent Enterprise

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Benefits of enhancing BI with location

• Leverage existing BI investment

• Enrich enterprise data

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Benefits of enhancing BI with location

• Advanced visualisation

• Predictive analytics

© 2008 Quocirca Ltd

Topics • Trends • The value of location • Applying location to business intelligence • Industry landscape • Recommendations

© 2008 Quocirca Ltd

Industry landscape Consumer on-line mapping Personal productivity Internet location intelligence Business Intelligence Database and enterprise apps Enterprise location intelligence 1985

1995

2000

2005

2010

Industry landscape Geospatial data

• NAVTEQ acquired by Nokia for $8.1 billion • Tele Atlas were acquired by TomTom for $2.5 billion

1985

1995

2000

2005

2010

Industry directions

• • • •

“Google effect” on the enterprise Enterprise mashups/ BI dashboards Local online advertising Location based services

© 2008 Quocirca Ltd

Topics • Trends • The value of location • Applying location to business intelligence • Industry landscape • Recommendations

© 2008 Quocirca Ltd

Recommendations • Executive sponsorship • Identify location intelligence sweet spots • Recognise location data in enterprise data management strategy • Promote success

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A final thought

I keep six honest serving-men (They taught me all I knew); Their names are What and Why and When And How and Where and Who.

Rudyard Kipling, The Elephant's Child (1902)

© 2008 Quocirca Ltd

Thank you Copies of this presentation will be available on request

Louella Fernandes, Principal Analyst, Quocirca Ltd [email protected]

Backup slide

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HOW SUB-PRIME LENDING AFFECTED ONE CITY THE SUB-PRIME CRISIS IN CLEVELAND

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The food crisis

© 2008 Quocirca Ltd