business intelligence and the lic
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Business Intelligence and the LIC
Ashish Singh, Engineering Manager
Agenda
• What is the LIC?
• What is Business Intelligence?
• The LIC in action
• Brief intro to architecture
What is the LIC?
The LIC stands for:
Location Intelligence Component
The LIC is a product that is an add-on to
a business intelligence system to
provide users with the ability to
visualize and query data with a
geographical or spatial perspective
Currently, Pitney Bowes MapInfo delivers
these solutions on the MicroStrategy®
and Business Objects® platforms for
business intelligence
Services engagements have also been
delivered on the Cognos® platform
What does the LIC do?
Taking standard Grid reports
And translating the
information into
maps within the
Business
Intelligence
environment
What does the LIC do?
Taking a map of customer locationsSelect customers within 5 miles of a “path”
And obtain the resulting grid
All occurs within the Business Intelligence environment
All occurs within the Business Intelligence environment
In this case - Dashboards
What is Business Intelligence?
Business intelligence is the use of information that enables organizations to best decide, measure, manage and optimize performance to achieve efficiency and financial benefit.
- Gartner, 2006
• Business Intelligence is pervasive within organizations
• It is the accepted, IT standard for distributing reports and information
• BI market…..approximately $50 billion per year with a growth rate in
the low teens….In addition, surveys continually rank BI as a top priority
in corporate IT budgets.
Information week March 2007
Information
DW
• Data Integration
• Aggregation
• Data Warehousing
• Data Marts
DM DM
Knowledge
• Cause and effect
• Reporting
• Analysis
(Data Mining,OLAP)
• Distribution
Competitive
advantage,
profit
•Better
Decisions
•Accurate
Management
based on the
numbers.
User experience
Data
• Structured
• Un-structured
WWW.COM
What is Business Intelligence?
Forms of BI -- How is it delivered?
• Scorecards & Dashboards
Highly visual, informative and summarized views of an organizations performance. May include „alerts‟ to highlight areas of concern.
• Ad-Hoc-Reporting Query + Analysis (inc. OLAP)
The ability to dynamically ask questions of an organizations data and interactively analyze and investigate the results. Designed for the analyst who requires more than standard reports.
• Standard Reporting / Enterprise Reporting
Deliver detailed operational information in a fixed format typically published to many users across an organization. Eg. Daily Sales Orders report ?
• Predictive + Statistical Analysis
Full investigative query against the data warehouse down to the transaction level, allowing power users and professional analysts to perform extensive predictive and statistical analyses
• Alerts & Proactive Notification
Information delivery to very large user populations both internal and external to the enterprise based on schedules, business exceptions or demand.
BI is increasingly used at Senior Management and Board levels to assist translate strategy into operational and process improvements
Executive Management
Scorecards, trends, exceptions,
strategy maps, What if analysis ?
Front Line
Employees
Reports, actions,
and tasks
Continual
process
Operations ManagementDashboards, ad-hoc & guided
analysis, collaboration
Types of Business Intelligence Users
Example of Business Intelligence Output
• Dashboard summarises performance, highlights concern areas
• CLICK into Scorecard to track performance according to goals
• CLICK into specific goal to see „trend‟
• CLICK into report to try to uncover the cause / see evidence and try to answer question….
• What to do next ?
Example of Business Intelligence Output - workflow
What was missing ?
• LOCATION INFORMATION / LOCATION INTELLIGENCE
• Most Organizations :-
– Measure performance by geography
• Sales performance, Cost Performance, People Performance, Customer breakdowns,
– Market by geography
• Target marketing, merchandising
– Plan by geography
• Telecom build out, store trade area analysis
– Assign assets by geography
• Assigning services management, law enforcement resources, engineering resources
– Track resources by geography
• Analyze customers and support needs by sales territories
– Manage services by geography
• Customer Services, financial services, management services
What was missing ?
Location Intelligence can and
should be an integral part of the
dashboard visualization
solutions that are being
delivered within an
organization.
But… it is more than simple
Visualization
Data
• Structured
• Un-structured
WWW.COM
Information
DW
• Data Integration
• Aggregation
• Data Warehousing
• Data Marts
DM DM
Knowledge
• Cause and effect
• Reporting
• Analysis
(Data Mining,OLAP)
• Distribution
Location Intelligence for better business understanding
Location
Intelligence
GISDemo
Graphics
• Visualising
Performance
•Analysing
based on
Location
•BI with
FACTS
integrated with
Location
Intelligence
Enriched
Data
Enhanced
User
Analysis
Competetive
advantage,
profit
• Clearer
understanding
•Better
Decisions
•Accurate
Management
•More
effective
Planning
•Better
resource
utilisation
Improved
Performance
What was missing ?
• Geographic Visualization
– A map allows users to see spatial patterns, trends and view relative performance that are often impossible to see using only reports, charts and graphs.
• Bi-Directional Interaction
– The LIC allows higher level analysis by providing the ability to pass data from a report to a map and from the map to back to the report.
• Spatial Filtering
– Geographic filtering enables users to incorporate a spatial dimension to analyzing and modifying a report to show spatial relationships and clustering trends.
• Enrich BI data
– Demographic, location data can be used to enrich and add value to the core BI data in the Data Warehouse.
How is this sold?
• Currently sold directly through
MapInfo
• MapInfo has dedicated a business
development sales overlay focused
completely on selling the LIC
• MapInfo Professional Services are
required for installation,
configuration and customization
• Most accounts today require post
installation support from MapInfo
services and engineering
Ensuring a successful deployment
• Services require specific knowledge of
the LIC, not MapXtreme or Envinsa
• Services require knowledge of the BI
environment
– Use cases of BI users
– Data Models specific to BI vendor
– Report/dashboard creation
– Hierarchy building
Success to date?
• Business is growing: 13 new customers
over the past year
• Total New revenue is approximately
$2.3M (includes software, data and
services)
• Vertically, success is coming from the
public sector and retail, with one
Large customer in insurance
• Geographically, most sales have come
through the Americas, although 2
recent sales closed in EMEA and APAC
has recently been enabled to deliver
The Location Intelligence Component (LIC)
What is the LIC?
Business Intelligence systems allow users to view information on
company performance
MapInfo adds access to mapping in the BI environment so that
users can view information through a map.
The Location Intelligence Component (LIC)
A toolbar is added so that users can interact with the map.
Standard features such as pan, zoom, layer control and
info tool are available.
A drill-down capability is available that allows users to drill
down into the defined geographical hierarchy obtaining
more granular information. Drilling in the map produces a
corresponding change in the report…the bi-directional
querying capability.
The Location Intelligence Component (LIC)
A user can drill down to the record level and from there, use a
variety of tools to filter results. MapInfo adds a spatial filtering
ability.Here‟s an example of a radial selectionOnce the spatial query is submitted, both the map and report
reflect the change.
The Location Intelligence Component (LIC)
With the combination of the filtering capabilities of the BI system
and the MapInfo spatial queries, users have powerful tools for
insight into their business.
“Who are our customers within 1 mile of 34th Street in NYC that
spent at least $3000 ?”
Our Targeted List
The Location Intelligence Component (LIC)
The LIC is currently available for
MicroStrategy as release 1.0
Business Objects as release 0.9 – (version 1.0 due out within 6
months)
And as a service engagement for other vendors, most notably
integrations with Cognos.
The Location Intelligence Component (LIC)
The LIC is delivered on CD and is ALWAYS sold with
Quick Start Services
1 Year of Maintenance and Support
Customization is available to enhance the capabilities within
one‟s BI environment.
Look what MapInfo did for Guy Carpenter…
Here we see accumulated policy risk within 1,2,5 miles of
selected “targets” from within Guy Carpenter‟s MicroStrategy
environment.
Architecture
Additional Map
Layers
Report
Layer
Base
Map
(Utilizes custom Data
Provider to perform
Data Binding)
(Must have
corresponding
Named Resource file)
TAB fileData from BI
Report (Geometry only)
Controlled by named
layers in mapping
engineData from report
put into a memory
array
Map Content and Bind Layer
Concepts
Internal Binding (lat/long values in report)
Concepts (cont.)
External Binding (geography in external TAB file)
Services Provided
• ANT based install
– No GUI installation currently
– Manually configure .bat in user environment
• Manual configuration
– 2 XML files to configure for using the LIC
– No GUI configuration tool
• Data bindings/data models
• Creation of Custom Geographical Layers
• Creation of geographical hierarchies
Thank You
Ashish_singh@pb.
com
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