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.

01:04Okay.

01:05All right.

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.

11:50Okay?

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?

19:12Yes.

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.

19:43All right.

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.

26:16Okay?

26:17Pretty interesting.

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?

36:03Yes.

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?

36:47You didn't.

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.

37:24Right.

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]

38:43Yes.

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.

42:39Good job.

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.

43:49Apple 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?

48:21All right.

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.

50:27Nine 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.

53:55Yes.

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.

54:37Okay?

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...

54:48Yep.

54:49So I didn't show you that...

54:50[Audience question] ...to do your own analysis...

54:51Yep.

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]

55:24Yep.

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.

56:02Okay.

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?

1:00:10Who's vulnerable?

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.

1:13:12Yes?

1:13:13[Inaudible, from audience]

1:13:19A combination.

1:13:21A combination.

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.