ArcNorthNews FALL 2018 | 5
The first step is to create targeted spatial questions.
What do you need to know? Are you worried about
pending city development or changing demographics?
Spatial information is vital even to businesses not bound
to a building. A telecommunications business, for
instance, where infrastructure for its customers is already
in place, still needs to know about customer location.
Telecommunications businesses want customers to buy
family packages for multiple phones, TVs and computers,
so they need to know who is living where and who will live
in new developments. A number isn't enough. They must
ask questions like who buys which product, who can they
cross-sell to and where can they find similar customers in
their existing markets.
The second step is to explore the new data. Is it
fulsome enough to answer those questions? When data
is lifted off a spreadsheet, put onto a map and made
visual, often holes in the data are exposed, and essential
information for making suitable strategic changes is
missing. When you see that it's not complete or won't
deliver the deep analysis you need, you can adjust it.
With the release of Insights for ArcGIS in 2017,
Esri blended a range of GIS and business intelligence
capabilities into one simple analytics application. This
unique data analytics workbench allows you to explore
spatial and non-spatial data in one view, and answer
questions you didn't know to ask by providing a richer
understanding of your data.
Canadian banks discovered they needed a geographic
profile around their branches. To expand their business,
they needed to deepen their relationship with customers.
They wanted people to invest with them and take out
Insights for ArcGIS allows users to analyze datasets to produce actionable intelligence. The image above demonstrates an in-depth analysis of the
Canadian employment scenario and its visualization in different formats.
