00:01This session is about Business Analyst, and the purpose of this session is...
00:07...it’s the first of a series of sessions that we're giving on Business Analyst.
00:11So this session is merely just an overview as well as an update.
00:17So for those of you who don't know about Business Analyst...
00:22...we're going to tell you a little bit about it.
00:24For those of you that do know about Business Analyst...
00:26...we're going to give you an update of what we've been working on in the last year.
00:31So my name is James Killick; I'm the lead product manager for Business Analyst at Esri...
00:38...and I'm supported by a great team of people.
00:40And if you come to some of our other sessions, you'll meet with them.
00:46Let me start by asking you all a question.
00:49How many of you are Business Analyst users today?
00:54All right, that's just under half, I think.
00:56And how many of you are looking to use Business Analyst in the near future?
01:02Just a few of you.
01:06Well, we'll get started here, and I'm going to walking around, so I apologize.
01:10I'll probably trip over this cable at some point and embarrass myself, but oh well.
01:18Okay, so part one of my presentation is going to be a product overview.
01:21Part two of my presentation is going to be a product update.
01:24And we'll probably hold questions to the end if that's all right...
01:28...because we've got a fair amount of stuff to go through.
01:31Business Analyst is basically a GIS solution.
01:36It's a focused GIS solution for optimizing decisions about where to locate.
01:42And this can be a business, or it could be a hospital, or it could be any kind of facility.
01:48And it's also a focused solution for deciding where to market.
01:53In other words, where to market your products and services.
01:57It's used in a wide variety of industries.
02:03It's used in retail, obviously, to help retailers locate stores.
02:08It's used in commercial real estate on the sign side...
02:11...where you've got commercial real estate agents...
02:14...trying to promote their properties to the right kind of business.
02:18It's also used in economic development for economic development agencies.
02:22So if you think about a city, they're trying to increase their tax base.
02:27And it's used in financial services, particularly retail banking.
02:33It's not just used for site location; I do want to emphasize that.
02:37It's used for site location; it has many, many uses beyond site location.
02:41It's used for customer analytics.
02:44So if you want to look at your customer base and you want to profile your customer base...
02:48...and understand more about them and use that information, then...
02:52...to figure out where to market your products or where to market your services...
02:56...or how to tune your message, you can use it for that too.
02:59We've also seen use of it in other areas, too.
03:02There's a very interesting example with the U.S. Air Force, who is using it to find recruits.
03:09So they're doing market analysis, figuring out where should I hold a recruiting event...
03:14...where should I advertise?
03:16And based on the kind of people that stay with me the longest, what kind of areas...
03:21...do those people come from and where can I find more people like them?
03:29So if you are in real estate, typically you're faced...
03:35...with making location decisions, obviously.
03:39And you've got to make the right one.
03:41If you're building a restaurant, for example.
03:44Let's take an example.
03:45Macaroni Grill; if you're building a Macaroni Grill, you're looking at build costs...
03:50for that restaurant anywhere between four and eight million dollars.
03:54Plus, you're looking at the lease that you've got to sign up for, probably 10 or 15 years.
03:59And if you build that Macaroni Grill in the wrong location, you've cost a lot of money.
04:06Now, there's a great quote; I don't have it here, but there's a great quote...
04:09...from a guy who was running a whole series of restaurants at In-N-Out Burger.
04:13He said that if you look at your entire store network, 50 percent are going to be doing just fine...
04:21...25 percent are going to be minting money, and the other 25 percent you'll wish you never built.
04:28And so the goal here is, and the problem people are trying to solve...
04:33...is making sure that they don't make that mistake and build in the wrong location.
04:37They're also worried about the performance of their store network, which stores are performing well...
04:41...which ones should be performing better, and maybe they're looking at consolidation.
04:46We've had a lot of our users using that obviously in the last year or so for looking at consolidation...
04:52...because closing the wrong store is almost as bad as opening in the wrong location, right?
04:59Because if you break your lease, you have to lay off staff, and if you lay off one...
05:02...that could be doing better, then you could be in a problem.
05:06Okay, so that's site location.
05:09Typical problems in site location.
05:11In marketing, if you work in the marketing department, you're going to be worried...
05:15...about increasing the return on your marketing budget...
05:19...which is probably not growing at the moment; it's probably shrinking.
05:23So you want to make sure that you're not sending out gazillions of flyers...
05:28...and not getting a good response rate to those flyers.
05:32Or if you are sending out flyers, you want to make sure that those flyers...
05:35...the message in those flyers is tuned the right way for the audience that you're reaching.
05:40So that's marketing.
05:42And then, if you're in operations, typically it's sales operations.
05:47You're a sales manager or you're an operations manager.
05:50You may also be concerned about your territories.
05:52Now think about territories.
05:53They could be sales territories; they could be delivery or service territories.
05:58They could be management territories if you've got a franchise or something like that.
06:03And you want to maximize the efficiency of those territories.
06:06You want to make sure that everyone has, in the example of a sales force...
06:10...you want to make sure everyone has equal opportunity, right?
06:13No one salesperson is under burdened, no one salesperson is overburdened.
06:19You also don't want to waste a ton of time trying to create those sales territories and make them efficient.
06:26So you...you know, it could be a very, very laborious process if you're doing it manually...
06:32...as I'm sure many of you know.
06:35So Business Analyst is a product that is designed to provide value in each one of these areas.
06:44The premise is that in the software we provide maps, we provide some great analysis tools...
06:51...we provide models, we provide reporting capabilities.
06:55And that's supported, in addition to that, by a huge wealth of data...
07:01...very up-to-date data for 2010, as well as looking forward to 2015...
07:08...on the people, the places, and the businesses.
07:11Now today the product is focused primarily on the U.S. market.
07:15So that data is for the U.S. market.
07:17I'm going to talk a little bit later on about our international plans.
07:22But primarily it's for the U.S. market today.
07:26So what you do is, with the software and all of this wonderful data, is you combine that software...
07:31...and data with your data, your data about your customers, your data about your stores...
07:35...your point of sale data perhaps, and the idea is by combining information about your data...
07:41...and information about...that we have plus the analysis tools that we have...
07:45...you can make more informed decisions.
07:47So think about your data for a moment.
07:49Think about your own databases.
07:50If you've got a CRM, for example, and you've got a whole lot of customers in that CRM...
07:57...maybe you're in the retail trade.
07:58I'm going to stick with that for a moment.
08:02Let's say you’re a grocery store chain.
08:03You've got a loyalty card.
08:05You're looking at the transactions that are coming through your groceries based on that loyalty card.
08:10If you look at your own data and your own data in your own CRM system...
08:15...you're going to be able to tell when your customers buy, what time of day...
08:20...you're going to tell what products they buy, what product lines they buy...
08:24...you're going to be able to tell how frequently they buy that product, perhaps...
08:30...and what the patterns are there.
08:32But you're not going to be able to tell what are the characteristics of the people that buy it.
08:39You know where they live, because they filled out the form when they signed up for their loyalty card.
08:44But you don't know roughly what their education is, you don't know what their income level is...
08:49...you don't know whether or not they have kids.
08:51You may be able to surmise that a little bit from what they buy, but there's a lot of detail...
08:56...that you can't get from just looking at your own data.
08:59And I'm going to show you a little bit of how you can enhance that in a few minutes here.
09:04So there are four basic things that Business Analyst provides.
09:08And the first thing that it provides is lots and lots of data.
09:13We call it indicators; sometimes we call them variables.
09:17But if you look at this list down the right-hand side you'll get the idea.
09:20It's basically demographic data.
09:23So data about age, income, etc.; family size.
09:28It's data about households, income brackets, education, net worth.
09:34But it's also data about consumer spending habits...
09:37...how much do people spend on goods and services in a particular area?
09:41And when I'm talking about areas, its areas up at the state level, the county level...
09:47...and drilling down to the ZIP Code level all the way down to a census block group level.
09:52So we have data at the census block group level.
09:54And for those of you that don't fully understand how much area a census block group covers...
09:59...it's roughly a couple of hundred households, maybe 250.
10:05So within an area of 250 households, we can tell you what the education is...
10:09...we can tell you what the net worth is, we can tell you what the family size is, etc., etc.
10:16Think about your own neighborhood, think about where you live, and it will probably...
10:21...give you an idea of the kind of...a few blocks around your house.
10:27So the best way to give you an idea about this is to actually show you a demo.
10:33So I'm going to quickly flip over here to our own online product which is called Business Analyst Online.
10:39And we'll just drill down a bit here into the data.
10:42So let's go to the color coded map feature and we'll drill down to San Diego...
10:48...and we'll come to the convention center here.
10:51And let's zoom out a bit, so the block group level.
10:58And let's look at some data.
11:00We're looking into the block group level.
11:04And we'll...first of all we'll do a search on income...very basic variable.
11:09And 2010 per capita income.
11:11So in a few seconds here I'll get back a color coded map that shows the income...
11:16...in this area down to the block group level.
11:18And you can see the higher income areas are in red and the lower income areas are in yellow.
11:23Now this is a pretty industrial area right here, a lot of restaurants.
11:26So perhaps that's what you might expect.
11:31Let's drill down into something else.
11:33Let's look at age.
11:35And in this case, we're going to look at a particular bracket of age.
11:37...I'm going to look for people who are age 0 to 4.
11:41In other words, where all the infants are.
11:44Concentrations of people who have young infants.
11:47And there you've got a completely different picture.
11:52So that's two basic demographic variables.
11:54Let's look at something different.
11:56Let's look at something like beer.
12:02So we'll see if we've got any data on beer.
12:04I'll pick the right option there.
12:07Okay, so drank imported beer/ale in the last six months.
12:13And in this case, I'm going to look at...instead of numbers or percentages...
12:16...I'm going to look at something called an index.
12:19And the way indexes work is, 100 is an actual average.
12:24If you've got an index of 200, it's double the national average.
12:27If you've got an index of 50, it's half the national average.
12:30Okay, so here you can see that actually in this area, most people are above...
12:36...the national average in terms of drinking imported beer.
12:40And we can make that stand out a little bit better if you like.
12:44Let's make the high ones here...bring that up to about 150 and we'll bring that up to about 125.
12:54So we'll change the scales a little bit here.
12:56And let's change the color schemes.
12:59And we'll switch this to red for the very high...whoops, there we go...red.
13:05We'll switch it to orange for the medium-high, and then we'll switch it to yellow for the fairly high.
13:13So you can see very quickly I've got a nice map there...
13:17...that's showing where the concentrations are of people who drink beer.
13:21Let's look at another variable.
13:22Let's look at Buicks.
13:26And again, we'll look at the index and see if the picture changes.
13:32And so that was beer, and there's Buicks.
13:36Little bit different.
13:37So immediately you're getting a different idea.
13:39Now we can drill into other variables too.
13:42We can look at kind of occupational habits and interests.
13:50So let's look at something like yoga.
13:53So, participated in yoga.
13:55And I didn't pick the index, so let's pick the index.
13:59Okay, so there you go again.
14:01So the people up in that northwestern district of downtown San Diego like to practice yoga.
14:07We can look at attitudinal data, too.
14:10So let's look at liberal.
14:15Considers self somewhat liberal, considers self very liberal.
14:18Again, we'll pick the index here, and perhaps as you might expect, that picture didn't change very much.
14:26People who practice yoga are liberals.
14:32Isn't that funny?
14:33So we'll switch gears here.
14:35We'll look at conservatives.
14:38And considers self very conservative.
14:41Whoops, I didn't pick the index; let's pick the index.
14:45Okay, so again, a completely different picture.
14:49So that's a very quick demo of the kind of data that you can reach in Business Analyst.
14:56And as you can gather, there's just a huge wealth of data.
15:00It's demographic data, spending data, attitudinal data, etc.
15:04And you can use all of that to analyze the market.
15:10The second thing we provide in Business Analyst is custom reports.
15:12So these reports are about a specific area.
15:15It could be a ZIP Code, it could be a county; it could be really any kind of region.
15:22And the typical regions people are interested in are a region around a location.
15:27So you might be looking at a one-mile ring around a location...
15:30...or a five-mile ring around a location if you're building a store.
15:33Or more importantly, perhaps it’s a drive time.
15:36So within a 10-minute drive of this location, what do the people look like?
15:40Because I've got a store, or I've got a concept...
15:42...or I've got a business that is going to draw people from about 10 minutes away.
15:46They're not going to drive more than 10 minutes, maybe, to get to a grocery store, for example.
15:51And you can do that in Business Analyst.
15:53And these reports are generated on the fly for that very specific area...
15:57...that you define when we aggregate all of that data very, very accurately for that specific area.
16:04And you can pick from any one of about 35 off-the-shelf reports that you can just pick from...
16:10...or you can build your own reports, choosing the variables that are important to you.
16:15So that demo that I gave you a few seconds ago, imagine picking variables...
16:19...that are of interest to you and putting that into a report.
16:21You can do that.
16:23And you can also use this to compare one location against another.
16:27So again, let's flip back to a demo and I'll just show you that very quickly.
16:34So we'll clear this off, there we go...and we've got this location here in the San Diego Convention Center.
16:48I'm actually going to drop a point...instead of geocoding an address, I'll just drop a point here.
16:54So we'll select this point here and we'll do drive times around this area.
16:59Let's do a 5-, 10-, and 15-minute drive time.
17:02So what we're doing now is we're going back to a Web server and doing 5-, 10-minute drive times.
17:10This product, by the way, is all online.
17:12You just simply get a subscription to the product and log in and start using it.
17:18So here's the 5-, 10-, and 15-minute drive times.
17:21Once I've got those, I can then get reports.
17:25And these are the off-the-shelf reports that we provide, big, long list.
17:30A very popular one is the demographic and income profile which is a basic report.
17:35And I'm going to run that now for that area that I just selected.
17:39So that very strangely shaped 5-minute drive time area...
17:42...and that very strangely shaped 10-minute drive time area and the 15-minute drive time area...
17:47...it's getting the information for that and it's now done.
17:52[Inaudible, from audience]
17:54The format...the question was, what formats can you bring the data down in?
17:57In this case, I requested a PDF format.
18:00You can also request back Excel format.
18:05And if you're doing programming against this, you can also use XML.
18:08So if you're building an application and you want to integrate this stuff in...
18:12...you can use it to your advantage there.
18:15So this is the standard report; you can see the 5-minute drive time area...
18:20...for that location, all the breakdowns in income and age, and race and ethnicity...
18:25...and then some nice graphs at the back end here.
18:28And then we move on to the 10-minute drive time, etc., etc.
18:34So that's...so that's the basic reports.
18:38And then also, in addition, you can do custom comparison reports where you can compare multiple locations.
18:44So I could compare this location to one up in Northern California, and I could look at housing, for example.
18:51Now here what we're doing is we're making a request back to a Web service...
18:55...getting the data back in XML format, to answer your question, and we're displaying that interactively on a graph.
19:01So I can now compare these two areas and I could look at the 10-minute drive time here.
19:06[Inaudible, from audience]
19:10Can you geocode an address?
19:13[Audience question] Well I mean, can you...on these reports, instead of having the...
19:16...instead of having 123 Oak Street, can you get the fully geocoded address in the report?
19:23Yes, you can.
19:24When you put an address in, that fully geocoded address comes back.
19:27[Audience response] Okay, great.
19:29Okay, so that's the reports.
19:31Let's flip back to the slides here, keep moving quickly.
19:36I would do that...okay.
19:44So we've demo'd the reports, let's move on.
19:47So the third thing we provide in Business Analyst is a set of powerful geographic analysis tools.
19:53And the ones that are available in the online product I was just showing to you can do a number of things.
19:59If you're a professional analyst, if you're using SPSS, if you're using SAS...
20:05...if you're in there all day, everyday trying to build models, predict sales...
20:10...then you want to consider the desktop version of our product.
20:13The desktop version of our product gives a huge wealth of tools that you can use...
20:19...on an ad hoc basis for really drilling down and looking at stuff.
20:22And as you can see from these screens here, you can do things like see which customers...
20:26...are visiting each store, you can determine the catchment area of each store.
20:30So that yellow, red, and purple area that you see there at the bottom...
20:36...that's where maybe 20 percent of your customers are coming from, 40 percent, or 60 percent.
20:42You can look at market penetration.
20:44So that green map on the left-hand side there...if you're looking at your own data...
20:50...you can gather a lot of information as I mentioned, but you really can't tell...
20:53...how well you're penetrating the market because you don't know how many people live in that area.
20:58So, by combining your data with the data that we provide, you can start to create...
21:01...a color coded map like that green one there to show how well you're penetrating the market.
21:08You can do things like determine the actual drive times.
21:11A lot of people make guesses about drive times, about how far their customers are traveling.
21:15But if you have your customer data, you can suck that into Business Analyst...
21:19...and you can run a report that will draw that bell curve of what the typical drive times are...
21:24...that people are actually making to get to your store.
21:27And it may change from store to store, obviously.
21:30So you don't have to make guesses about that.
21:32And you can do things like understand cannibalization, because you have access...
21:36...to a whole lot of businesses, and all the businesses in the USA, and you can compare that...
21:41...to where your businesses are, or you can compare it to where your other businesses are...
21:46...and look at cannibalization.
21:48I'm not going to go into a lot of detail here.
21:50I'm just going to go into a little bit of detail...
21:52...but I'll show you the kind of thing that you can do on a very lightweight scale.
21:58So let's go back to Business Analyst.
21:59And we'll clear this off...and...
22:06...actually, let's put it back on again.
22:10Okay, so let's take this site and let's start to run a report.
22:17We'll get reports and we'll run a standard report.
22:20And this time, we're going to run something called a Tapestry report.
22:26A Tapestry Segmentation area profile...what a mouthful, huh?
22:31So Tapestry is the name that we give to a database...
22:35...which is a market segmentation database that we provide.
22:39So we divide the whole USA up into 65 different segments.
22:44And those segments have certain characteristics.
22:47And if I give you the name of one of those segments...
22:50...you'll probably understand what I'm talking about immediately.
22:53One of those segments is called Laptops and Lattes.
22:56So the kind of people that live in those segments drink lattes and have laptops, okay?
23:03Another one is Social Security Set.
23:05Another one is Up and Coming Families.
23:07So you can immediately, I think, start to gather what we're talking about here...
23:12...when we're talking about these segments.
23:13And Tapestry is the name that we give to our segmentation database.
23:17And there's lots of material behind this...
23:18...and we can tell you a lot of detail about each one of those segments.
23:22[Audience question] Can you collapse those tapestries? Because you named a couple of datasets, but sometimes you'll have...
23:31[Audience question] ...like the suburban...there was one called like, Soccer Moms or something like that...
23:36[Audience question] ...and another one was Lattes and Laptops or whatever, but you know...
23:41[Audience question] ...from that title, I don't know what that means.
23:43Okay. I'd love to talk to you about that more offline perhaps. And I'll show you how you could do that.
23:49All right, let's keep moving.
23:52So actually, I'm going to run this report for this location up in California.
23:57So let's move up there for a moment.
24:04And we're going to go up to Northern California.
24:09And we're going to...okay, so this is a location up in the Bay Area.
24:18It's on the East Bay of California.
24:21It's below...for those of you that know Northern California, it's just south of Walnut Creek.
24:27And I'm going to run a report for this area.
24:31And I'm going to run this tapestry segmentation area profile.
24:36And so what it's going to do is, it's going to look at this area...
24:39...and it's going to tell me how many people fall within each one of these 65 different segments that we have.
24:45And okay, so we're going to open it up here.
24:51And here we go, so 6... within the 5-minute drive time at this location, 67 percent of the people...
25:00...live within the Connoisseurs segment.
25:03And another 19 percent live in the Top Rung segment...
25:07...and finally another 14 percent live in Urban Chic.
25:10And there's no other segments represented in this area.
25:13So you can probably gather this is a pretty well-to-do area, fairly high income.
25:17And if you want to drill down into any one of these, you can just click on this link here...
25:22...and this will open up the PDF file that tells you all about each one of those segments.
25:26So I'm just going to drill down here, and we'll come down to Connoisseurs.
25:35And if we zoom in a bit...that's probably not readable yet.
25:42Let me try some more.
25:50Okay, so residents of Connoisseurs, neighborhoods are somewhat older, median age about 47 roughly...
25:59...70 percent married, net worth $771,000, so they're pretty well off.
26:07Let's look at some of their preferences.
26:10Their homes include the latest upgrades, not do-it-your-selfers; they hire contractors, use lawn care.
26:18So you can get this view, you can get this picture of your customers.
26:22Okay, so we know that a lot of these people in this area fall in the Connoisseurs area.
26:27So the question is, how do we find more areas like this?
26:31Maybe I've got, again, a grocery store here and it's an up-end, you know...
26:35...up-market grocery store and it's doing incredibly well.
26:38Where do I find other areas in the Bay Area that are like that?
26:42So what I'm going to do here is I'm going to switch off the site just to clear it...
26:48...I'm going to go back to creating a color-coded map, I'm going to look at Tapestry...
26:55...and I'm going to look for Connoisseurs.
26:59And so we're going to look at the number of people and the number of households...
27:04...with Connoisseurs and draw a color-coded map of that.
27:12[Audience question] Is that based on census data?
27:16No, it's not.
27:17It's based on the data that Esri builds.
27:19We have a team of people that build both the demographic data and the consumer spending data...
27:26...and the Tapestry Segmentation data.
27:28So this is a team of demographers, statisticians, and economists who've doing this for over 35 years, so...
27:36All right, so here we're starting to see the concentrations of areas where there are people like that.
27:41Let's change the color scheme again, and we'll make that stand out.
27:50And if we make that guy red...okay.
27:53So, perhaps not surprisingly, again, for those of you that know the Bay Area...
27:58...if you move down to the Los Gatos area, Cupertino, where Apple is headquartered...
28:03...you're going to find more Connoisseurs down there too.
28:05So that's a very, very, lightweight example of how you can use the powerful...
28:10...geographic analysis tools in Business Analyst to find more people like your best customers.
28:20The fourth thing that we provide in Business Analyst is an API.
28:23So everything I just showed you is accessible through an API so you can build your own applications.
28:29And you can integrate everything that I just showed you into your own applications...
28:33...mash it up into a Web application; you can build it into your enterprise...
28:38...workflows, or your business workflows at your office.
28:42And the simplest API is an online API.
28:45I'm going to get into this in a little bit more detail in a second, but there's an online API...
28:49...that's an on-premise API that you install in the server on your own premises.
28:54The online API is a little bit more lightweight, but it still does a lot of stuff.
28:58Everything that I just showed you in Business Analyst Online in those demos a few minutes ago...
29:03...is accessible through that online API.
29:06So you can get access to the reports and PDF and Excel and XML.
29:10You can get access to these trade area services, you can calculate rings of drive times...
29:15...or get at standard geographies like ZIP Codes.
29:18We give you application templates so you can get started very quickly...
29:22...and build your applications quickly.
29:24You don’t have to start from scratch.
29:26And we bundle in all of the great content that you get from ArcGIS Online.
29:30So those...if you were here yesterday for the plenary...
29:33...you know that beautiful Community Basemap, for example, is accessible in this too...
29:38...as well as geocoding services for geocoding your addresses and getting the locations of addresses.
29:44So our online API is obviously hosted by Esri, or you can use it on premise.
29:49If you use our server product, you can use it for building desktop applications...
29:54...Web applications, mobile applications, take your pick.
29:59And I'll give you one quick example of that, and that is the city of Miami.
30:06And what I'm going to do is, I'm just going to reload this.
30:10So what the city of Miami has done, is they have worked with a provider of listings...
30:17...for available properties that are available for sale or for lease; commercial properties, in this case.
30:24And what they're trying to do is, they're trying to increase their tax base.
30:27And so what they did was they used the Business Analyst API, the online version of it in this case...
30:35...mashed that up, if you like, with property listings.
30:39So now you can go to this public-facing Web site.
30:42It's at Miami-sites.com.
30:45You can check it out for yourself.
30:47And you can now go onto the site and get information about properties.
30:50So we'll click here to get started, we'll find a location, we'll search for available properties.
30:57I could search for building size, for sale/for lease, land size, blah, blah, blah, location criteria.
31:05I'm not going to specify anything here.
31:07I'm just going to hit Search to give you an idea.
31:09Okay, so here's 293 results that they came back with.
31:13In this case, I'll pick the first one.
31:16I'll show details of that.
31:19Let's clear that so we can see it a bit more.
31:21Okay, so there's that particular property in question.
31:24And now what I can do is, I can click Step 3.
31:28I can select Reports.
31:29So I'm going to do Drive Times again.
31:31So I'll draw the area.
31:33So now we're using the API, the Business Analyst API to go back and generate those drive times.
31:38There we go.
31:40And if you look towards the right here, you'll see a report type.
31:44Select, and guess what?
31:46This list of reports is very similar to the list that I just showed you in Business Analyst Online.
31:52It's exactly the same list in this case, but now they've...now the've integrated that into this custom application.
32:01So I could run...
32:02[Inaudible, from audience]
32:05Thank you very much, that's a great question.
32:07So the question was, What programming language do you use for the APIs?
32:10The answer is, we have a REST API and we have a SOAP API.
32:15Those are both server side.
32:17And for the online version of the API, the one that we host, we have a native Flex...
32:23...and Silverlight API, and in release 10 of our server product, again, I'll talk about this...
32:29...in a little bit more detail, but we will also have a Flex and Silverlight.
32:35Okay, so that's an example of what you can do with the APIs.
32:39And so it gives you a pretty quick overview of what we can do.
32:47So the four things Business Analyst does, access to a huge amount of up-to-date information.
32:52Not census information...
32:54...not just demographics, consumer spending, Tapestry Segmentation; you saw all that.
33:01Number two, the reports, number three, those powerful geographic analysis tools...
33:05...and number four the API.
33:07Now, Business Analyst isn't a special product that we created on the side.
33:12It's just a focused implementation of ArcGIS.
33:15And if you look, you'll probably see the slide a lot during the next few days.
33:20This is kind of an architecture diagram of ArcGIS 10.
33:24So on the right-hand side you have cloud services, you maybe have enterprise deployments...
33:30...or you have local data.
33:32And that is being accessed through Web applications...
33:37...through mobile applications, or through desktop applications.
33:41And you use all of that to visualize data, to manage data, to create data...
33:45...to collaborate with data, etc., etc.
33:50So that's the standard, official, if you like, architecture diagram for ArcGIS.
33:57For Business Analyst, nothing changed.
34:00It's the same pattern, right?
34:06No different at all.
34:07I'm going to get into details about exactly the individual products that come into Business Analyst...
34:15...the individual offerings in Business Analyst in a little bit.
34:18But basically, I don't have a point here.
34:21But if you look up at the Web there, that application I was just showing you...
34:24...that's Business Analyst Online, okay?
34:29The desktop product that I mentioned is for professional analysts...
34:32...that's Business Analyst Desktop.
34:36On the cloud side, that's the Business Analyst Online API.
34:41And if you've got an enterprise deployment and you want to deploy on your premises...
34:45...that's Business Analyst Server, okay?
34:49So it's a very, very similar picture.
34:52So there you go.
34:53We've got Business Analyst Online, really designed for business professionals...
34:58...we've got the desktop product, which is designed for professional analysts...
35:02...and then we've got the API, which is designed for custom apps and enterprise deployments.
35:11Okay, so before I jump into the next part of the demo...
35:17...or the presentation, any questions so far?
35:21Question at the back.
35:22[Inaudible, from audience]
35:31Okay, so the question was, Are the reports customizable?
35:36They're customizable in the sense that if you're developing an application, for example...
35:40...you can pick the variables that you want to go into those reports.
35:43And that's true both in the online and the desktop implementations.
35:47In the desktop you can be loading your own data in, like your own sales data...
35:52...and you can create a combined report that has both your own data and our data in it.
35:57So that is possible, yes.
35:58Question at the front.
36:00[Audience question] In one of your examples you showed us a Buick?
36:05[Audience question] What's the source of that data, the drinking of the ale or whatever?
36:09The source of that data, the raw source of that data...
36:12...comes from a company called MRI, Market Research International.
36:16And then we profile that.
36:17Now, Market Research International, for those of you that don't know...
36:20...is a company that does surveys of the population on a continuous basis...
36:25...and they make sure it's all statistically significant and all this stuff.
36:28And if it's not, they throw out the data.
36:30[Audience question] When you get Business Analyst Online, does that come with it? All the variables available?
36:35Yeah, there are two levels for Business Analyst Online, two levels of subscription.
36:38There's a basic subscription and there's a premium subscription.
36:43The data I was showing there was in the premium subscription.
36:45Yes, sir, did you have a question?
36:48[Inaudible, from audience]
36:56Yes, if you're in the education market and you want to use this for teaching purposes...
37:03...not only do we provide Business Analyst for teaching...
37:06...but we also provide it at a very attractive price for the education market.
37:11So come talk to me afterwards and I can explain about that.
37:16All right, lots more questions.
37:18I've got time for three more.
37:20So, you sir.
37:21[Audience question] So you can tell me with Tapestry data about the people who are buying Starbucks.
37:25[Audience question] Well is the data just as confident in the parts of the dataset that tell us about the Dunkin' Donut coffee drinks?
37:32I don't know that I can go that deep into Dunkin' Donuts versus Starbucks.
37:36I can tell who's buying coffee, I can tell you who's buying premium coffee...
37:41...but I can't get down to a superfinite level.
37:45So, for example, going back to the Buicks.
37:48I can find out who's buying Buicks, I can find out who's buying Toyotas...
37:51...but I can't find out who's buying Volvos.
37:54And the reason I can't give you that data is, we just don't have that data available...
37:58...from the partner that we work with.
38:00There isn't enough survey data, they haven't done a survey for that.
38:04[Audience response] If I had that data, I'd like to be able to supplement what I get from Tapestry...
38:07[Audience response] ...and that's what I'd like Business Analyst to help me do.
38:10You could do that, yeah.
38:12There was one question back here.
38:14[Inaudible, from audience]
38:19Okay, so the question was, What is the coverage of our data?
38:21The answer to that is, it's the USA Today, and it's going to be changing very shortly.
38:27And I'll get into that a little bit later.
38:28I've got time for one more question, then I'm going to move on.
38:31[Inaudible, from audience]
38:44So the data that we build, the demographic data, is actually sourced from about 35 different sources.
38:52It's everything from Bureau of Labor Statistics data, it's credit card transaction processing data...
38:58...that comes from the companies that process credit card transactions.
39:02It's obviously data from the census, too, it's supplemented by that.
39:07There's data like the survey data from MRI, there is business data from Infogroup as they are now called.
39:16I'm trying to think of some of the other sources.
39:19There are specialty companies in the market that track things like housing starts...
39:25...and they keep very detailed information on that.
39:27So we use that information as one of our sources to build our data.
39:30So those are some examples.
39:32Okay, I'm going to stop the questions for now and then we'll come back to more questions later...
39:35...because I want to give you an update of what we've been working on in the last year.
39:38So, moving on...
39:41So our focus in the last year has been really on four things.
39:45Making things even easier, making things faster, making things more powerful...
39:49...and making things available everywhere.
39:52And the first one of those that I'd like to focus on is everywhere. There we go.
40:00And to make things available everywhere, one of the things that we've been doing...
40:04...is making Business Analyst available on the iPhone.
40:07How many of you were at the Plenary Session yesterday?
40:10You may have seen the demo at this yesterday.
40:12So I'm going to give basically that same demo, but it's going to be a little bit more ad hoc.
40:17So let's see if we can give you a demo here.
40:21The iPhone application that we built allows you to do three things.
40:26It allows you to get the facts on a location, compare one location against another...
40:31...and see if a location meets your needs for a good location.
40:35And we'll switch gears here, and there we go, all right.
40:43So let me get this set up here...all right.
40:53Okay, so you'll see the Esri ArcGIS application there...
40:59...and then you'll see the BAO application, and let's fire it up.
41:03So what it's going to do is, while it's loading, is it's getting our current location using the GPS...
41:09...and then it's going to draw a one-mile ring around that location and give me a little pop-up here.
41:14So here we are, roughly, at the convention center.
41:18And if I just tap this blue button here...
41:22...I immediately get the facts on that one-mile ring around my location.
41:26So I can see what kind of neighborhood I'm in, that's the tapestry segment, Social Security Set.
41:31I can get some basic details about that neighborhood type.
41:38I can see they read books, go to NASCAR events, etc.
41:42The population within one mile of this location is 26,000.
41:47The average age is 41, the income is 55,000, 29 percent are college educated...
41:54...very high unemployment rates around here.
41:57Household size is pretty small, not a lot of families.
42:02Only 17 percent of people own their home, and then you can see some basic facts about spending...
42:08...on retail, on restaurants, on fun, and hobbies.
42:12So those are the facts about this current location.
42:14I can look at that in a different way if I just flip the phone sideways.
42:17What it's going to do is get me the facts of this current location in blue...
42:22...versus the county in purple, the State of California in yellow, and the USA with that beach ball there.
42:30If I can't see it properly, I can just tap on that and get the details there.
42:35So I can look at it that way.
42:38And I just switched my phone off.
42:42[Audience question] What is this app called?
42:43It's called BAO.
42:45Or Business Analyst Online for short.
42:48Once I've got the details, I can tap this little Share button here...
42:52...and I can simply share it via e-mail.
42:55So maybe I want to send that to myself to remind me to look it up in more detail later on...
43:00...in Business Analyst Online on the Web, or maybe I want to send it to one of my friends.
43:05So basically what we've done is we've dumped all of that information...
43:08...into an e-mail so you can send it to somebody.
43:13And so that's the details.
43:15And I can type in any location here.
43:18I can also compare one location against the other.
43:21By default, it compares it to the rest of the USA...
43:24...but I can compare it to any address, an address I type in, or in my contacts.
43:29It could be any one I like.
43:30And so I'm going to change this.
43:32You can see the differences here between where we are in the USA.
43:37I'm actually going to change this to another location.
43:40Let's look at one infinite loop in Cupertino, California.
43:46Anyone know what that address is?
43:48[Audience response] Apple headquarters.
43:51So between here and Apple headquarters, one mile around Apple headquarters...
43:56...the income is a third of what it is around Apple's headquarters.
44:03It's half as educated here, college-educated here as it is around Apple headquarters.
44:08The unemployment rate is 9 percent higher.
44:10It's double the unemployment rate.
44:12So I think you can see from this application, you can quickly get an idea...
44:16...of how you could use it when you're out and about checking out a location.
44:20It can be your current location...
44:21...it can be an address you type in to the phone, or it could be one of your contacts.
44:27The third thing it can do is tell you whether an autolocation is a good location.
44:33So you'll notice, you can kind of see that pin is orange and the circle around it is orange.
44:38There's a reason for that, and that's because if we go back to the facts...
44:43...you'll see this thing here that, it says, Matches some Smart Map specifications.
44:49Well, what's that?
44:50Well, we've got this thing in here called Smart Map.
44:52And what it allows you to do is pick three variables.
44:55In this case, population, income, and age, and you can set the criteria...
44:59...for what makes a good location for those three variables.
45:03So in this case, I've set criteria of population as at least 25,000...
45:08...the income as at least $50,000, and the age I'm looking for is between 50 and 55.
45:14And so if you go back, you'll see that I'm getting green for population...
45:20...a green dot there for population, a red dot for the age...
45:23...because I'm not in range, and green dot for the income.
45:27And because not all three of those are in range, I'm getting orange.
45:31If all three were in range, I'd get green dots or a green dot on the map/green circle on the map.
45:37If none were in range, I'd get red.
45:39So let's change this, let's go back here, and we'll change this to, oh, I don't know, 25 to 55.
45:48And now you can see they're all green, and indeed, if I go back to the map...
45:53...that's now a green pin with a green circle as opposed to an orange pin with an orange circle.
45:58So imagine how you can use this.
45:59If you're out and about, you're checking out a location, perhaps you're in the real estate business.
46:04You can whip out your iPhone, fire up the app and see whether or not this particular location...
46:08...is even worth looking at some more.
46:10It's a very high-level site screening application that you can use when you're in the field.
46:15Question in the back? Fred?
46:16[Inaudible, from audience]
46:19Not yet, no.
46:23I can talk to you about that later.
46:25We're still working on a road map.
46:26I'll talk about that.
46:28Okay, there's one last little feature that we put into the app which is kind of fun.
46:32You've always got to put some feature in your iPhone app.
46:35And we've got a little feature that we call the Shake feature.
46:38And the way it works is, if you shake the phone, it randomly picks one of your contacts...
46:45...from your contact manager so you can snoop on your neighbors and your buddies...
46:50...and find out what kind of area they live in.
46:54So here we go, here's a guy who lives in Virginia, near Chantilly, Virginia...
46:59...and I can find out all about the kind of neighborhood he lives in.
47:03So that's the Shake feature.
47:07[Inaudible, from audience]
47:09Not yet, no.
47:10We're releasing on the iPhone first, we are looking at Droid very carefully...
47:14...as the next platform, and we are working with a business partner...
47:18...who is interested in building it for the RIM BlackBerry.
47:22Now there's one more feature that isn't in the initial app yet but will be coming soon...
47:26...and that's the Reports feature.
47:29And what you'll be able to do with the Reports feature is, when you get to this page...
47:33...instead of getting a "sorry, back later" message, you'll be able to log in using your credentials...
47:39...for your subscription to BAO, and you'll be able to access all of those reports...
47:44...that I just showed you on the Web, you'll be able to access on the iPhone.
47:48And, in addition to that, you'll be able to change your one-mile area to whatever area size you want...
47:54...a 5-mile area or a 10-minute drive time.
47:57So if you're a BAO subscriber, now we're going to give you extra value...
48:00[Audience response] Yeah.
48:02...because you can now access everything that you do on the Web or at your desktop...
48:06...in the field when you're on the go.
48:08So that's coming soon.
48:10The initial application that we're releasing will not have that.
48:16So what do you think?
48:17Do you like that?
48:19Pretty cool, huh?
48:24So, the question is, When is this going to be available?
48:26And the answer is, within the next week, we hope.
48:28It's currently with Apple for review, and we're expecting an answer within the next few days.
48:33And when it is available, we'll obviously let you know if you're interested.
48:39And maybe your second question is how much is it going to cost?
48:42And the answer to that question is, it's free.
48:45So you will be able to download this from the App Store within the next few days.
48:49Use it to your heart's content, and then a little bit later on in our second release...
48:54...you'll be able to log in using your BAO credentials...
48:57...and access everything you access on the Web.
49:00[Inaudible, from audience]
49:03Yeah, Droid is next on our...Android is next on our list.
49:07[Inaudible, from audience]
49:11Later this year, probably.
49:15Later this year for Android, probably.
49:19I'm being...I'm not giving you a very definitive answer on purpose.
49:28We're releasing on the iPhone first.
49:30The application will work on an iPad just fine.
49:33It'll work just fine.
49:36It'll work on an iPod touch just fine.
49:40We're looking at doing a universal app next.
49:43What a universal app is, is an app that's designed for both the iPhone and the iPad.
49:48So we're not just doubling the pixels in the iPad.
49:50We make it look even look even prettier on the iPad.
49:53And then we're looking at a Droid following on shortly from that.
49:58[Audience response] And BlackBerry after that.
49:59Yeah. With the BlackBerry, we're working with a partner on that, so we don't have specific time frames on that yet.
50:08Okay, so that was an update on where we're going to make BAO available everywhere...
50:14...and it's going to be available on the iPhone.
50:16I want to talk about Business Analyst on the Web next...
50:19...and I want to talk about the new feature in Business Analyst on the Web.
50:21How am I doing on time?
50:23When does this end?
50:24It's 10 o'clock, right?
50:25Or is it...?
50:26[Audience response] Nine forty-five.
50:28All right, so I've got less time than I thought.
50:30So we're going to move quickly here.
50:32Step it up a pace.
50:33For Business Analyst Desktop, I want to talk to you and just set it up with a scenario.
50:37Imagine you are a hamburger chain like this one.
50:40Hardy's on the East Coast.
50:42Sister chain of Carl's Jr.
50:45If you talk to these guys and you go to one of the retail trade shows...
50:49...they'll give you a brochure like this.
50:51This is one of their brochures.
50:53And it gives you the requirements for what makes a good Hardy's location.
50:56And it will give you information about property size, number of parking spaces...
51:00...utility requirements, blah, blah, blah, blah.
51:03If you want to set up a Hardy's restaurant, this is what they require.
51:06But in addition to that, they have this.
51:10Preferred demographics within two miles, in this case.
51:14The population of 25,000, ages 18 to 49, family size 3.3.
51:21You can read all that yourself.
51:23So the question is, How on earth do I zero in on that area quickly?
51:27How do I find that?
51:28You showed me in the color-coded map, so I can do that individually.
51:31But can I do that combinatorially?
51:33Can I do it in one go?
51:35And the answer is yes, you can now, with a brand new feature...
51:39...that we put into Business Analyst Online that we call Smart Map Search.
51:42And the best way to show you this is to give you yes, another demo.
51:46So bear with me here.
51:50So let's come back to Business Analyst Online, we'll switch those layers off for a bit...
51:57...and we're going to go into Research Market and click on this new feature, Smart Map Search.
52:03And the way Smart Map Search works is, you basically select your criteria...
52:08...you choose your geography type, and then you refine things as needed.
52:11And in this case, let's go back to the slide, and we'll go back to this guy.
52:19So you can see that.
52:20So all of these requirements.
52:23I'm going to pick just three of them.
52:24I'm going to pick family size, income, and I'm going to pick age.
52:30Okay, so remember those numbers.
52:33So median age, income, and family size.
52:39Now, I can pick not just from these variables, the full list of variables, so I could do that later.
52:46But what I'm doing now is, I'm just picking those three variables by way of example.
52:50And for this particular map that I'm looking at of the Bay Area...
52:53...it's showing me what the distribution is for this particular map, okay?
52:58At this case, I'm at the census tract level.
53:03And I can quickly put in numbers.
53:05So let's put 18 to 49, which is one of their requirements.
53:09I'm going to put in 25,000.
53:14And family size was somewhere around 3.3, I think it was.
53:20Okay, so there we go.
53:22So now all I have to do is click Show Results On Map.
53:25And it's retrieving the data, here we go, so now I've just lit up the map...
53:30...literally lit up the map with all of those, in this case, census tracts that meet that criteria.
53:35And as I zoom in, zoom in tight here to San Francisco, I'm going to find those areas that meet the criteria.
53:44And I'm still at the census tract level.
53:46And if I zoom in tighter still I'm going to get it down to the block root level.
53:51[Inaudible, from audience]
53:53Yes, it will be.
53:56In the new version of Desktop, we're going to put this into the Desktop version too.
53:59[Inaudible, from audience]
54:03It's a little different.
54:06They are similar.
54:07The Find Similar Analysis in Desktop gives you a ranking, this does not give you a ranking.
54:14We're looking at doing ranking on this as a future enhancement...
54:17...but right now, even with what we've got today, we think this is pretty powerful...
54:22...because it allows you to zoom in in those areas that are important.
54:25[Inaudible, from audience]
54:30Not in Business Analyst Online right now.
54:32In the Desktop version, yes I think you will be able to, yes.
54:36[Audience question] All right.
54:38So come to the Commercial Island, come talk to the team down at the Commercial Island downstairs...
54:42...and we can tell you more about that.
54:44[Audience question] You could dump that out into an Excel database or an Excel spreadsheet, or...
54:49So I didn't show you that...
54:50[Audience question] ...to do your own analysis...
54:52So here, you see all those blue areas lit up on the map, those happen to be the block groups.
54:57You see the list of block groups there.
54:59And I can simply click that button and export it to Excel.
55:03[Inaudible, from audience]
55:05Yes. You could export that list to... In this case, I'm using the online product.
55:10You could export that list and then you could open...
55:14...you could highlight those block groups on the map in Desktop if you wanted to.
55:20[Inaudible, from audience]
55:28It doesn't do it within circles right now, it just does it within standard within standard geographies.
55:32So it'll do block groups, ZIP Code, tract, county, state...
55:38[Inaudible, from audience]
55:42Yeah, we're looking at that.
55:43There's some performance things that we want to look at first before we do that.
55:47[Audience question] And if you zoomed out, you would see this?
55:50Yes. Yes, you would.
55:52Okay, I apologize, I'm going to have to move things along, because I've got like 15 minutes left.
56:05So that's a brand-new feature, it's available in the online product today.
56:09It will available in Desktop as of the 10 version.
56:14For BA Desktop, I want to talk a little bit about what we've been focused on.
56:17Number one on our list for Desktop has been performance.
56:20And if you're a heavy-duty user of Desktop, if you're a professional analyst...
56:25...you're going to run...and you've got a large number of locations, you're going to run some big jobs, okay?
56:31So these are some typical times of running some very large analysis jobs in Desktop.
56:37So the first example, 2,600 locations, do a five-mile ring around each one of those locations.
56:44And for that five-mile ring, I want to aggregate the information from 20 demographic variables.
56:50And I want to do that 2,600 times.
56:53Second example, very similar, 6,600 locations.
56:56Third example bigger still, 14,000 locations.
57:01Those are the times it will take you to process those jobs on the Desktop product today in 9.3.1.
57:11I'd like to tell you we've made a few improvements for 10.
57:15That 70-minute time has shrunk to one minute...
57:18...and the jobs that took four or five hours now take five or six minutes.
57:24So this is huge, right?
57:26This is a 60-times, not 60 percent, but a 60-times performance improvement over what we had in 9.3.1.
57:34So think about this, what used to take you an hour will now take you a minute.
57:40And it will enable you to do some things that you've just never thought about doing in the past...
57:44...because you knew it would take too long.
57:47So I encourage you to come down to the Exhibit Hall, come to the Product Island.
57:52You can see this demo.
57:54Or, if you come to one of our more detailed technical sessions you learn more about it there.
58:01Number two on our list for Desktop is access to the latest data online.
58:04We talked about making Business Analyst available everywhere.
58:08We talked about putting it on the phone.
58:10You can now access the same online reports that I showed you in the Web application...
58:16...in your desktop using this brand-new capability in Desktop.
58:20There are two ways to access this.
58:22There is something called an add-in that you can download today.
58:26You don't have to wait for 10.
58:28There's an add-in you can download today.
58:30And with that add-in, you can just access the online reports.
58:35If you're a Business Analyst Desktop user today, we give that to you free.
58:40If you're not a Business Analyst Desktop user, but you're a Business Analyst Online user...
58:45...we give that to you for free.
58:48If you're none of the above, for the price of a BAO subscription...
58:52...you can start using this on your desktop.
58:55So, what does that mean?
58:56It's not just limited to Business Analyst Desktop.
59:00If you're an ArcView user or an ArcEditor user, you can download this add-in...
59:04...and for the price of a subscription you can get access to the Business Analyst Online reports.
59:09There's another advantage if you're a Desktop user, particularly Business Analyst Desktop user.
59:14And that is, now you don't have to wait for us to press CDs.
59:18So our 2010 data has been out for some time now...
59:22...and it's been available in our online product for some time.
59:25But guess what?
59:26If you're a Desktop user, you're still waiting, right?
59:28Because we haven't sent out those 10 CDs.
59:31So there's typically a two-month gap between when we release it online...
59:35...and when it's available to you in the Desktop.
59:37No longer the case.
59:39You can access this stuff immediately online, okay?
59:43So check out the Business Analyst Online add-in for Desktop.
59:47You can use it again in Business Analyst Desktop, you can use it in ArcMap.
59:52It's a great way to access the work that we do.
59:55And if you're an ArcMap user, think about it.
59:58Maybe you're in public safety and you want to analyze this area where there's been a fire.
1:00:03You know, what kind of people live there?
1:00:05What are the characteristics of that area?
1:00:07How many old people?
1:00:09How many young people?
1:00:11Who's not vulnerable?
1:00:12You can do all that very, very quickly now using that add-in.
1:00:16So those Business Analyst Online reports mentioned can go into Desktop or ArcGIS Desktop.
1:00:23And there's the add-in tool...
1:00:26...and you'll see demos of that while you're here I'm sure over the next few days.
1:00:30The third thing is a brand-new customizable user interface in Business Analyst Desktop.
1:00:35We streamlined it a great deal.
1:00:37We think you'll love it.
1:00:39It's a huge improvement over the usability of Business Analyst.
1:00:45So we streamlined it a lot.
1:00:46It's not going to be a wrenching change like it was going from Microsoft Office 2003 to 2007.
1:00:53We're not going to do the ribbon on you.
1:00:55But it is going to be significant improvement.
1:00:58So take a look at that.
1:01:01The third thing is, we borrowed from what we've done in the online product...
1:01:05...and we put that into a desktop product.
1:01:07So now we've given you a brand new tool for color-coded maps in the Desktop product...
1:01:11...that makes super easy to do the kind of color coded maps that I just showed you online.
1:01:16So that's, you know, as simple as search select map.
1:01:23The online, or the API, as I mentioned, this is the architecture diagram for Business Analyst 10.
1:01:31The two APIs here, so we've got the cloud and the enterprise there on the right-hand side.
1:01:38And so there's the Business Analyst Online API for the cloud, and the Business Analyst Server...
1:01:43...for on-premise or enterprise deployments.
1:01:47The difference between these two APIs is there's a little bit less in the online API...
1:01:51...in terms of what it can do.
1:01:54But it's hosted by Esri.
1:01:56The on-premise API, BA Server, does significantly more.
1:02:02The best way to describe it is through what you can do.
1:02:05So the online API is really good for site analytics and basic market analysis...
1:02:10...whereas the on-premise installation gives you more access to tools...
1:02:14...for doing things like customer analytics and territory design.
1:02:18So there's much more power in that server application.
1:02:21Typically, we see the Server application being deployed at large enterprises.
1:02:27You know, national retailers use the server product on-premise.
1:02:32[Inaudible, from audience]
1:02:34Customer analytics is things like taking your own customer database...
1:02:38...ingesting that into the application, profiling it, etc.
1:02:44So I showed you the Miami Sites application, this is another one...
1:02:48...this is Greater New Orleans, it's doing a very similar thing.
1:02:53And...what have I got next?
1:02:55Okay, so that Miami Sites, or this Greater New Orleans example...
1:03:00...is a great example of how you use the online API.
1:03:03The Server API is used, like I said, by large national retailers and large enterprise clients typically.
1:03:15There are separate sessions during the course of the week...
1:03:18...and I'll get to that in a second about where you can learn more about those.
1:03:23I wanted to just describe a little bit about how everything is architectured.
1:03:28I mentioned BA is not a separate product, it's built on top of ArcGIS.
1:03:33The Server product is the basis for everything that we do.
1:03:38So we use our Server product, Business Analyst Server...
1:03:42...and we put instances of that up in the cloud that we host...
1:03:47...and that's how we make this Business Analyst Online accessible to you...
1:03:51...Business Analyst Online API accessible to you.
1:03:54And we use that Business Analyst Online API to build the Web application that you saw.
1:03:59We use the Business Analyst API to build the iPhone application that you saw.
1:04:04So that kind of gives you a flavor of where the big Server product fits in.
1:04:12Okay, so just in summary, what have we done?
1:04:17We've made the performance 60 times faster for demographic analysis in Server.
1:04:23So those same performance improvements that you saw in Desktop are available in Server.
1:04:27There's new native Flex and Silverlight...APIs coming for Server as well as...
1:04:33...application templates to make it easier for you to build applications quickly.
1:04:40So in summary, Business Analyst is available on the iPhone now.
1:04:44We've got great performance increases.
1:04:46You can map almost anything with the great color-coded map tools.
1:04:51We've got the brand-new Smart Map Search that is available both online and the new Business Analyst Desktop 10.
1:04:58You've got online access to data so you don't have to wait for us to press DVDs anymore...
1:05:02...and you can get immediate access to that latest and greatest data.
1:05:06And now, in our APIs you have native APIs for developing rich Internet applications...
1:05:11...in Flex or in Silverlight, as well a load of application templates to get you started.
1:05:18So here's the architecture diagram.
1:05:21We've got a new dot on it now, which is the Business Analyst iPhone app that is available for free.
1:05:28The online application, which is designed for business professionals, the Desktop application...
1:05:32...which is for professional analysts...
1:05:35...and then the API which is for custom applications or enterprise deployments.
1:05:40Oh, sorry, there were two parts, and that is a third one.
1:05:43I just wanted to touch on the third half of presentation, which is about futures.
1:05:50We are going to continue to focus on performance.
1:05:52You saw that performance increase in the demographic analysis.
1:05:56We're also looking at other key areas of our product...
1:05:58...to ramp up performance significantly in other areas.
1:06:01We want to make it possible so that your generation reports in a second, not in 30 seconds, but in a second.
1:06:10So we want to make that very quick.
1:06:11Number two, international...there was a question at the back of audience about international.
1:06:16I know international is very important to a lot of you.
1:06:18We have a lot of customers that are multinational clients and they need data not just in the U.S....
1:06:24...they need data in North America, they need data in Europe, they need data in China...
1:06:29...they need data in Asia Pacific, etc., etc.
1:06:33I can tell you that we have a program underway to acquire data for all of the developed countries.
1:06:40Now, slightly different from what we're doing in the U.S....
1:06:43...we're not going to build our own data outside of the U.S.
1:06:47We don't have a team to do that.
1:06:48So we're working with partners, international partners who are data providers...
1:06:52...for things like demographic data in Europe and South America and China and you name it.
1:06:58[Inaudible, from audience]
1:07:09I'm sorry, you'll have to speak up.
1:07:11[Inaudible, from audience]
1:07:17We're interested in data...so the question was, Are we interested in data for developing countries...
1:07:22...as well as developed countries?
1:07:23And the answer is yes, we are.
1:07:24We're interested in...you know, China in particular is a great example.
1:07:30Now, there's not so much interest from our client base in places like, you know...
1:07:35...central Africa, for example right now.
1:07:39Although we do have interest in places like northern Africa.
1:07:43So we're looking at that.
1:07:44So if you have content, or if you have information for those areas, we'd love to hear from you.
1:07:51If you don't and you have requirements, we'd love to hear from you too.
1:07:55Number three on our list for futures is more guided analytics.
1:07:58You saw that with Smart Map Search.
1:07:59We want that to be just the beginning, so we're looking at ways to guide you...
1:08:03...to the answers you need more efficiently, more quickly, and we're going to continue to focus on that.
1:08:09And we want to provide even more cloud services and I'll drill down into this just a little bit.
1:08:15ArcGIS Server right now, you can rent instances of ArcGIS Server in the cloud up in the Amazon cloud.
1:08:21We're looking at doing the same thing with Business Analyst Server...
1:08:24...so you have your own private instances of Business Analyst Server.
1:08:27We're going to wait until the 10 release...
1:08:29...of Business Analyst Server comes out before we start doing that.
1:08:33So that'll be...realistically, it'll be the end of this year...
1:08:37...beginning of next year before that becomes available.
1:08:42We're looking at something we call...
1:08:45...we're looking at something we call high-performance data and [unintelligible] API.
1:08:48So what we want to be able to do here is we want to provide the Web service for you...
1:08:52...so you can send up to that Web service your 60 million customer records...
1:08:58...and you can append to those customer records data like age, income, family size...
1:09:05...spending on variable x, y, z; spending on variable a, b, c.
1:09:10And people want to do this because they want to take their own CRM data...
1:09:12...they want to enrich it with all that wonderful data we have...
1:09:17...and then they want to bring it back into their own BI tool, your favorite BI tool of choice...
1:09:24...and then they want to use that BI tool to slice and dice this data in whole, new, different ways.
1:09:30And so we want to provide a very high-performance API, Web service API that can do that for you.
1:09:36We have...the BAO API will do that today, it just won't do it, you know, 6 million records at a time.
1:09:43It's designed for interactive Web applications, not for vast batch jobs.
1:09:46So we want to create something that will process huge, huge numbers of records.
1:09:52And then the final thing here is tighter integration with ArcGIS Online.
1:09:55You saw some of the wonderful stuff that the ArcGIS Online team is doing with sharing and groups...
1:10:01...and publishing and just pushing stuff up into the cloud.
1:10:05We want to be able to make BA take advantage of all of that infrastructure.
1:10:09So if somebody does publish a map to ArcGIS Online and Business Analyst Online...
1:10:13...you can just access that easily.
1:10:15Or if you create something in Business Analyst Online, we want to give you a conduit...
1:10:19...to publish that back to ArcGIS Online so other users can take advantage of the work that you do.
1:10:25So that's a great example of that.
1:10:31This is a really important point.
1:10:34We don't want to create products that are driven from the inside out.
1:10:37We want to create products that are driven from the outside in.
1:10:39In other words, it's driven by you.
1:10:42So we love to talk to you.
1:10:44We love to have casual conversations.
1:10:46We also love to have detailed conversations with you.
1:10:50So we've done that with a number of you over the last year.
1:10:53We've sat on the phone with you for an hour or more and we've really tried to understand...
1:10:58...what problems you're trying to solve, what your challenges are, what your pain points are.
1:11:03If you want to be involved with that, if you want to influence what we're doing...
1:11:06...or if you really want to drive what we're doing, come talk to us.
1:11:09We'd love to talk to you.
1:11:11There's also the Ideas Web site.
1:11:13Ideas.esri.com, so you can post requests there and vote on them up or down.
1:11:19So use that too.
1:11:20But again, don’t hesitate to contact us.
1:11:25Most of the team is here this week, so come to the Commercial Island in the Exhibit Hall.
1:11:29You can find us all there.
1:11:30Or you can come to one of our more detailed sessions.
1:11:33This is an overview of what's available and up front...
1:11:36...I have some printouts here which gives you a lot more detail.
1:11:40But later today we have a session on how you can use Business Analyst for target marketing.
1:11:45We have one for how you can use it for site selection, and one for how you can use it for territory design.
1:11:50We have a session tomorrow on Census 2010.
1:11:54For those of you that don't know, with the new census...
1:11:57...there's a lot of changes going on in the Census Bureau right now.
1:12:00This is a talk specifically about census data, not our data, and it's a talk about...
1:12:06...how those changes that the Census Bureau is making are going to affect you as a data user.
1:12:11So if you want to learn all about that, come to that session because with the advent...
1:12:16...of something called the American Consumer Survey, there's...
1:12:20...there's going to be some huge changes in the next year when they release that data.
1:12:26There's a session, a sister session to that one tomorrow also that's going drill down...
1:12:30...into much more detail about our own data.
1:12:32So come to that, if you like, to learn more about that.
1:12:36And then we've got a session on how to use BA for economic development.
1:12:40If you're a coder or if you've got colleagues here who are coders, and you want to learn how...
1:12:46...you can integrate Business Analyst into your own business processes or your own applications...
1:12:51...we've got a session on Thursday...two sessions on Thursday morning, a part one and a part two.
1:12:55That's not a repeat.
1:12:57That is a high-level and then a deep dive into the APIs.
1:13:01So put your coding hats on and come to that session if you want to learn more about that.
1:13:08And it's all in this room, I believe...27A, so...
1:13:11[Audience question] I have a question.
1:13:13[Inaudible, from audience]
1:13:22[Inaudible, from audience]
1:13:23Yep. Finally, last but not least, just a couple of points.
1:13:29If you have to leave today, or you don't get a chance to talk to us, here's our e-mail.
1:13:35Just e-mail us and we'd be happy to answer your questions.
1:13:37Sir, in back?
1:13:38[Inaudible, from audience]
1:13:46Okay, great question, I'm glad you asked.
1:13:48I forgot to put a slide in about that.
1:13:49So ArcGIS 10 is out, right?
1:13:54Don't...please don't install ArcGIS 10 if you're a BA Desktop user until BA Desktop 10 comes out...
1:14:00...because you're going to run into all sorts of problems and challenges if you try to do that.
1:14:04The Desktop 10 product, Business Analyst Desktop is due to go to manufacturing...
1:14:10...at the end of this month, July 31st.
1:14:13That means that's when we start pressing DVDs.
1:14:16So the DVDs start shipping about three weeks later, okay?
1:14:20So you're looking at sometime in August for Business Analyst Desktop 10.
1:14:23For our Server product, Business Analyst Server 10, that's running about a month later.
1:14:29So you're looking at the end of August before we start pressing DVDs on that.
1:14:33And in fact, I'm lying because we're not going to press DVDs at all.
1:14:38We're actually going to make Business Analyst Desktop and the Server product instead of on DVDs...
1:14:44...we're going to give you a flash drive.
1:14:46So no more DVD swapping, right?
1:14:48You just stick that flash drive in, press install...
1:14:52...and come back a little while later and everything will be there for you. Sir?
1:14:57[Inaudible, from audience]
1:15:02Yeah, Business Analyst for education, we don't have a specific product for the education market...
1:15:07...but we do make the product available very cheaply for teaching purposes.
1:15:13So if you work in education and you want to use it for your teaching program...
1:15:17...for your curriculum, come talk to us.
1:15:20Or, come talk to the Esri education team and they can give you more details.
1:15:25[Inaudible, from audience]
1:15:29Yeah, downstairs, yeah.
1:15:30Thank you. Please fill out your surveys. Thank you.
Esri Business Analyst Suite: Overview and Update
Esri Business Analyst provides a solution for optimizing decisions about where to locate or where to market. Used by both commercial and government organizations for site selection, target marketing, economic development and recruiting campaigns, Business Analyst combines comprehensive, updated demographic data with GIS analytics. This workshop provides both an overview of the product as well as an update on the latest features.
- Recorded: Jul 1st, 2010
- Runtime: 1:15:34
- Views: 117174
- Published: Aug 25th, 2010
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