MSU Business GIS Presentation for GUS users.ppt

This is the MSU business presentation to learn about GIS platform

1. GIS in BusinessGIS in Business
PresentationPresentation
Retail Information Systems Class
October 29, 2003
Colleen M. Schelde
ESRI Inc.

2. Presentation AgendaPresentation Agenda

I. Background information on ESRI and ESRI BIS
II. Definition and examples of a Geographic Information
System (GIS)
III. Components of a GIS
IV. How Business benefits from GIS
V. Where and how can GIS fit in a Fortune 1000
Retailer?

3. Who is ESRI?Who is ESRI?
 Founded in 1969
 Corporate Headquarters in Redlands, CA
 World Leader in GIS
 300,000+ Client Locations Worldwide
 2,750 Full-Time employees
 11 US Regional and 20 International Offices
 1,200+ Business Partners
 Worldwide revenues exceeded $469 million in 2002
 Zero Debt and 20% Annual Growth
 34
th
Largest Software Company

4. Who is ESRI BIS?
• A Division of ESRI
• Acquired by ESRI in January 2002
• Provides specific marketing application products and services
including:
- Customer profiling and segmentation
- Custom target analysis
- Demographic data reports and maps
- Direct mail campaign implementation
- Media Planning
- Merchandise mix analysis
- Site evaluation and selection
- Target marketing

5. Definition of Geographic Information Systems Definition of Geographic Information Systems
(GIS)(GIS)
Formal Definition
A GIS is a collection of computer hardware, software, and
geographic data for capturing, storing, updating, manipulating,
and displaying all forms of geographically referenced data.
General Definition
A GIS is a computerized tool for solving geographic problems.

6. Spreadsheet
Geographic Analysis of Spreadsheet data
Example of an Analysis in a GISExample of an Analysis in a GIS

7. Store/Customer Locations (points)
Store Trade Areas (polygons)
Streets and Rivers (lines)
Land Features (lines)
Counties/Zip Codes/Census Tracts (polygons)
Demographic Data and Customer
Data (attribute data)
Components of a GISComponents of a GIS
(Points, Lines and Polygons)(Points, Lines and Polygons)
  
                       

8. Why Does Geography Matter to Business?Why Does Geography Matter to Business?
•Nearly 80 percent of Business data has some reference to
geography – i.e. address or ZIPCode
•Location, location, location…
Identifying the best market and the right location can mean the
difference between a winner or a poor performing location
•Prospecting for MORE CUSTOMERS similar to your best customer
profile means potential increase in profits
•Competitive market analysis
•Precise target marketing

9. Geography Matters to BusinessGeography Matters to Business
Identify your best customers
Target those customers
Locate the right site
=
Increased ROI

10. Site ProspectingSite Prospecting

11. Demographic ReportDemographic Report

12. Radius Ring AnalysisRadius Ring Analysis

13. Drive-time polygon analysisDrive-time polygon analysis

14. Desire Line AnalysisDesire Line Analysis

15. Customer ProfilingCustomer Profiling

16. Customer ProspectingCustomer Prospecting

17. Thematic Map AnalysisThematic Map Analysis

18. Population DensityPopulation Density

19. Cannibalization AnalysisCannibalization Analysis

20. Store Portfolio AnalysisStore Portfolio Analysis

21. Lease Renewal AnalysisLease Renewal Analysis

22. Special ProjectsSpecial Projects

23. Where and how can GIS fit in a Where and how can GIS fit in a
Fortune 1000 Retailer?Fortune 1000 Retailer?
Supply Chain
Operations
IT/IS
Department
Real Estate/
Store Development
Marketing/
Advertising
Merchandising Retail
Operations
Facilities
Management
• ArcLogistics
Route
• ArcGIS
• ArcPad
• RouteMAP
IMS
• ArcGIS
• ArcSDE
• ArcReader
• ArcGIS
Publisher
• ArcView
Business
Analyst
• ArcGIS
• ArcIMS
• ArcPad
• ESRI BIS Data
• ESRIBIS.com
• ArcView
Business
Analyst
• ArcGIS
• ArcIMS
• ArcPad
• ESRI BIS
Data
• ESRIBIS.com
• ArcView
Business
Analyst
• ArcGIS
• ArcIMS
• ArcPad
• ESRI BIS
Data
• ArcView
Business
Analyst
• ArcGIS
• ArcIMS
• ArcPad
• ESRI BIS
Data
• ArcGIS
• ArcIMS
• ArcSDE
• ArcPad

24. Supply Chain OperationsSupply Chain Operations
• Locate distribution
centers (DC)
• Deliver and route from DC to
store locations
• Reduce product cycle time
• Enable just-in-time
scheduling
• Minimize overtime
• Schedule and manage your
fleet
• Provide dispatcher summary
reports

25. IT/IS DepartmentIT/IS Department
• Web based store locator
• Manage spatial data
• Integrate with corporate
databases
• Spatially enable all
departments
• Facilitate spatial data
sharing and exchange
• Enterprise mapping and
analysis

26. Real Estate/Store DevelopmentReal Estate/Store Development
• Evaluate Sites
• Analyze your competition
• Profile Customers
• Manage Store Portfolio
• Define traffic patterns
• Evaluate market potential
• Analyze trade areas
• Forecast and model sales

27. Marketing/AdvertisingMarketing/Advertising
• Evaluate advertising
effectiveness
• Focus advertising campaigns
• Define targets
• Analyze markets
• Develop targeted promotions
and campaigns
• Understand customer
spending

28. MerchandisingMerchandising
• Rank store locations by
type and merchandise mix
• Analyze market
demographics
• Evaluate, cross sell and
up sell opportunities
•Analyze trade area
• Segment customers by
lifestyle and product
category
• Model store customer
databases

29. Retail OperationsRetail Operations
• District/Zone map changes
• Analyze markets
• Penetrate markets
• Profile customers
• Forecast market potential
• Score and predict consumer
buying behavior
• Integrate in-store, catalog,
and Internet market analyses

30. Facilities ManagementFacilities Management
• Map headquarters
• Map departmental areas/
zones
• Map and locate
- Restrooms
- Emergency Exits
- Fire extinguishers
- Conference rooms
- Public telephones
- Stairs
- Elevators
- Parking
- Printers
- Copiers