Why does Location Analytics give you a competitive advantage? WHITE PAPER

Transcription

1 Why does Location Analytics give you a competitive advantage? WHITE PAPER

2 Table of contents Executive Summary Page 3 The Power of the Map Page 3 Meshing Geographical Data Sources Page 4 Ensuring a High Return on Investment Page 4 Introduction Page 6 Business Scenario Page 6 The Start of Something New Page 7 Conclusion Page 11 Additional References Page 12 2

3 WHITE PAPER Why does Location Analytics give you a competitive advantage? Executive summary Location analytics extends your data past customer profiles and preferences to understanding trends and patterns on a global scale. Its ability to fill in an organization s analytical blind spot is making it a hot topic in big data. This white paper contains statistics on the usage of location analytics and its advantages. Strong contenders in the location analytics space are highlighted, including Esri, MicroStrategy, and GREBIT Solutions. A customer use case is presented at the end to highlight the strengths of location services and associated technologies and services within the insurance industry. In a recent survey i of executives familiar with location services, over 50% of respondents have or are planning to implement a solution in their business analytics platform. This is in line with IT s beliefs 80% believe that adding a Geographic Representation to business intelligence (BI) deployments will result in higher adoption rates among business users of BI tools. The Power of the Map Location analytics isn t limited to a specific industry or business function. Executives and management immediately realize its value better business insight and faster decision-making. For IT, location analytics is the missing link between data stored in different locations. Location analytics can provide a truly 360 view of business. Business is driven by results, and location analytics accelerate an executive and his team s ability to make decisions. This easy example helps you see the power of maps. Compare customer data from a retail chain using the table in Figure 1 and the map in Figure 2. Figure 1 3

4 Figure 2 Maps are much more intuitive, allowing you to develop actionable insights. You can identify little more than customers and their addresses from the table. But with the map, it s obvious that customers are (1) concentrated in specific areas and (2) live along the coast. Meshing Geographical Data Sources Location analytics allows you to solve the biggest data challenge organizations face combining data from different sources. Eighty percent of your organization s data has a location component. A location analytics solution is a quick win since it bridges the gap between data gathered from all your different departments and customer touch points. The alternative to location analytics is physically combining data and analyses, which wastes time and business cycles. These results are outdated and prone to human error. Insights that would have been made obvious by location analytics tools are entirely missed. Developing these insights allow you to capture new opportunities and help your organization grow. Ensuring a High Return on Investment Seventy-five percent of customers are confident that location analytics vendors can provide innovative technologies that can ensure a high return on investment i. Esri, MicroStrategy, and GREBIT are best-of-breed solutions for geospatial analysis, business intelligence, and integration services, respectively. This winning combination provides a uniquely powerful solution. Key factors in developing and executing a location analytics strategy: Obtain buy in from the key influencers in the company, without their leadership you will not be able to deliver the key technological benefits. Make sure you have knowledgeable staff that can help you realize this vision. If not, procure external assistance. Review which area of your business can quickly benefit from this technology and start there. Don t take this on as a large project, but instead deliver incremental value in an agile fashion for a quick win. From that point, momentum will increase and users will likely become your champions promoting the benefits of the solution. Don t create complex dashboards create the solution to a problem, don t be the problem! 4

5 WHITE PAPER If you build it, they will use it! MicroStrategy and Esri have come together to push the boundaries of location analytics. Esri Maps for MicroStrategy is intuitive and sophisticated. When a tool is easy to implement and use, it results in a higher adoption rate. With Esri Maps for MicroStrategy, you can be up and running in less than an hour. Existing dashboards can be map-enabled, allowing you to perform rich geo-analysis to solve any challenge. Esri Maps for MicroStrategy allows you to combine all your data to discover correlations based on comprehensive information. Statistics show that more than a third of companies that use location analytics have been able to combine all customer data. Of this, 74% of the data is unstructured i. Unstructured data is irregular and ambiguous, making it the most difficult type of data for traditional analytics tools to handle. Unstructured data comes from a wide range of sources and can include anything from demographic data to weather patterns. Esri Maps for MicroStrategy provides a holistic view of your business by allowing you to combine data stored anywhere. Esri Maps for MicroStrategy can help you draw different correlations and come to new conclusions. In business-to-consumer scenarios, this could mean identifying buying patterns by drawing correlations between an areas average income per family, number of children per household, highest education attained, or crime rates. This type of analysis helps you develop a deeper understanding of current and potential customers, so you are better able to tailor your products and offerings. Taking Esri Maps for MicroStrategy to the Next Level Esri Maps ArcGIS platform provides tools for creating and sharing maps with the rest of your organization. Your investment in location analytics can extend to your partners and customers with the addition of ArcGIS SM Online. Using ArcGIS Online in conjunction with MicroStrategy lets you create interactive maps containing rich analytics and share them with internal or external users for consumption or collaboration. For the first time, location analytics are available at a low cost to users of all levels. Another powerful feature of ArcGIS is story maps. Users can create or tell a story with intuitive, vibrant story maps. An intuitive interface and templates make it easy to get started with ArcGIS. Figure 3: Before and After Map 5

6 Figure 4: Comparison Maps Figure 5: Time Map Organizations that have used ArcGIS Online understand that it drives internal and external collaboration. It s intuitive and versatile. Some organizations have even made it a part of their marketing strategy. Visit the links below to learn more about how organizations are using ArcGIS. La Capitale, a Canadian insurance provider, was impressed by MicroStrategy and Esri s offerings. The following is a use case containing the solutions GREBIT developed in response to the business scenario they presented us. About La Capitale A subsidiary of La Capitale Civil Service Mutual, La Capitale General Insurance is experiencing impressive growth and as a result, is now one of the leading property and casualty insurers in Quebec. Renowned for its innovative products and excellent customer service, it also owns other insurance companies, including L Unique General Insurance in Quebec and Unica Insurance in Ontario. It employs over 1,000 individuals and generates some $743.5 million in written premiums. La Capitale Use Case : Introduction At the heart of the insurance industry is risk management. All risks, especially from natural disasters, are monitored closely. One way risk is monitored is through Risk Analysis by Area. To mitigate their own risk, companies insure a predetermined number of policies within a given area and product. In real estate, management determines a number of units they can insure in a development that is within their level of risk tolerance. Since fires spread more quickly in a condominium complex compared to a suburban housing development, management might set a lower risk tolerance. The same idea can be applied to houses in flood zones versus more inland areas. All of this data has to be managed and made available to management to monitor and determine risk tolerance. About GREBIT Solutions GREBIT has been at the forefront of Esri Location Analytics, having helped with product design, testing, training, and solution delivery. Since the inception of the Esri Maps For product suite, they have served as trusted advisors and key contributors to its success. GREBIT has a strong reputation for adopting a partner-based approach with its clients by developing a vested interest in their client s objectives. They are building on their years of experience in the software and services industry and reputation as a visionary in the location analytics space. Business Scenario : Testimonial from La Capitale Guy Bourassa, Director of Business Intelligence, said, "Esri Maps for MicroStrategy was truly a Location Analytics Solution we have to seriously consider implementing within our entire organization." Esri Location Analytics Organizations implement Location Analytics by adding the Esri Location Platform to their IT infrastructure. The Location Platform provides simple 6

7 WHITE PAPER to use, dynamic mapping capabilities to any business system, including business intelligence (BI), customer relationship management (CRM), enterprise resource planning (ERP), and everyday productivity tools, such as Microsoft Office. With Esri Location Analytics, organizations can analyze all their location data to gain greater insight, make better decisions, and, ultimately improve business outcomes. The Start of Something New La Capitale needed a Risk Analysis by Area dashboard accessible by everyone from executives at the office to brokers in field. The key criteria consisted of the ability to: Figure 6 Filter and select based on a map prompt. Analyze risk based on localization areas, pre-defined and ad-hoc. Click on an address and zoom in to a street view of the policy to confirm actual location. As you will see in the following solutions, GREBIT combines advanced MicroStrategy and Esri offerings to deliver La Capitale s key criteria. GREBIT went beyond personal computing to showing La Capitale the possibilities, Solution 1a: Concentration by City This dashboard contains a larger and smaller map (refer to Figure 6). They display the following information: The large map shows Risk Concentration by City. Color denotes risk level, with red indicating high-risk areas. Figure 7 The small map displays the number of policies in each area. The larger the cluster, the more number of policies. Solution 1b: Concentration by Region (i.e. Forward Sortation Area (FSA) or Dissemination Area) The city layer from Solution 1a turns into the FSA layer when you zoom into the map (refer to Figure 7). The map reads the same and you can interact with the map by filtering the visualizations to the right based on your selection of an FSA to the left. This functionality lets users drill into specific areas to develop a deeper understanding of a particular region. Solution 1c: Concentration by Address Zooming in again yields information on individual policies (refer to Figure 8). Here, individual policies appear based on their Total Insured Value. Figure 8 7

8 Figure 9 Figure 10 Figure 11 Figure 12 Solution 2: Concentration by Address From the drop down menu in the upper right hand corner of the large map, you can understand how policy counts break down by Product Type (i.e. Condo, Home, X-Plex, Tenant, others). (refer to Figure 9) Solution 3: Concentration using Heat Maps Heat map visualizations show the number of policies in a given area. The darker purple shades indicate a higher concentration of policies (refer to Figure 10). Solution 4: Filter by Product Offerings and City Selecting specific product offerings and cities from the bottom right menu updates the map with your selections (refer to Figure 11). Solution 5: Filter by Company Analyze a specific company by selecting it from a list. The map zooms so you can understand the insurance policy in detail insurance description, number of policies, the total insured value, and more (refer to figure 12). Solution 6: Zoom into an Arial View To ensure consistency, you can see if the address and policy match. GREBIT s built-in customer plugin lets you click on any point within the map from Figure 13, bringing up its aerial view similar to in Figure 14 (refer to Figures on page 9). Solution 7a: Adding Data from Other Sources Data from external sources, such as weather or traffic data, allows you to anticipate and be better prepared for business scenarios. A lasso selector tool lets users highlight an area of interest (refer to Figure 15 on page 10). The visualizations to the right will filter based on your selections (refer to Figure 16 on page 10). From these maps, you can begin to understand how heavy flooding in downtown Toronto might mean for you. Solution 7b: Adding Data from Other Sources Weather patterns play a key role in the Insurance Claims division. This map lets you combine past and current weather patterns for more advanced and predictive analytics (refer to Figure 17). You can calculate exposure risk and anticipate potential insurance claims. 8

9 WHITE PAPER Figure 13 Figure 14 9

10 Figure 15 Figure 16 10

11 WHITE PAPER Solution 8: GREBIT s ipad solution provides Esri Maps using MicroStrategy Mobile Customers see the value of increasing mobility in their organizations. GREBIT deployed Esri s extensible Location Platform using MicroStrategy Mobile. MicroStrategy Mobile, the leader in mobile analytics, is quick to develop and easy to maintain. The combination of the two technologies ensured customers could immediately leverage Esri Maps on their ipad. The following series show how GREBIT was able to help customers increase business process efficiency. Solution 8a: Cluster by Insured Value Figure 17 Starting with a simple map, you can see where insured properties are clustered (refer to Figure 18). Selecting a location on the map updates the Top Organizations by Insured Value bar chart and Total Insured Value amount below. This workflow allows you to hone in on key areas and policies to identify your most important accounts. Solution 8b: Clusters by Type Building on Solution 8a, you can see insured properties broken down by the type of product. This allows you to see what type of product is popular in your accounts. The red on this map indicates a large presence in homeowners insurance (refer to Figure 19). On-the-fly demographics, such as household income data, are available in a pop-up window. This data can help sales and marketing identify growth opportunities and develop targeted marketing. Figure 18 Solution 8c: Cluster by Type and Combine Data from Other Sources Adding population density and bathymetry layers to the map from Solution 8b helps with drawing insightful correlations. You can see that your policies are concentrated in dense population areas and decide (refer to Figure 20 on page 12). From there, you can determine whether you have reached your maximum risk tolerance level in a particular area. Conclusion Esri Maps and MicroStrategy offer the best visual reporting solution for La Capitale s risk management analysis. Because Esri is available out-ofthe-box for MicroStrategy, and offers an easy pathway to upgrading to Esri Maps for MicroStrategy and Esri Maps ArcGIS platform, additional data sets such as weather, demographics, and other enrichment data can easily beintegrated, providing a much more granular view of a given geo. Figure 19 11

12 Figure 20 Additional References Esri Maps for MicroStrategy More case studies from GREBIT MicroStrategy Analytics Platform i Ventana Research Location Analytics Benchmark Research,

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