Location analytics is not just about visualizing Key Performance Indicators (KPIs) or linking charts to maps. In fact, business analytics that focuses on people, processes and places can deliver almost 3x the ROI of IT-focused investments, according to Ventana Research. Wendy's has extracted real business value from many areas of improvement, including: creating new ways for managers and analysts to work, delivering new information products, empowering people in their roles, and delivering new business insights.

1. Beyond
KPIs:
The
People
&
Process
Drivers
In
Loca9on
Analy9cs
Webinar
Sponsored
by
#LocAnaly*cs

2. Welcome
Webinar
A6endees
#LocAnaly*cs

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#LocAnalytics
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5. Panelists
John Crouse
Director Real Estate Services
Wendy’s
Simon Thompson
Director Commercial Solutions
Esri
MODERATOR
#LocAnaly*cs
Debbie Hauss
Editor-in-Chief
Retail TouchPoints

6. Beyond KPIs, the People and Process
Drivers in Location Analytics
John Crouse, Director, Real Estate Services, The Wendy’s Company
Simon Thompson, Director, Commercial Solutions, Esri

7. Vision
Anyone, Anywhere, Anytime,
Any Way, Any Device

8. Apply Geographic Understanding
Analyze
Design
Evaluate
Prepare
Decide
Predict
Plan
Act
Manage
Measure
Spatial Insight Changes How We Think and Act

9. Revenue
Forecast
Simulation/
Evaluation
Comparative
Performance
Demographic
Data
Consumer
Behavior
Predictive
Model
Neighborhood
Customer
&
Mkt
Potential
Profile
Segmentation
Social
Media
Interactions
Customer
Preferences
Site
&
Market
Quality
(KPIs)
Performance
and
Sales
Data
Competitor
Data
Transform Data to Action and Knowledge

10. Predictive
Quantitative
Qualative
Comparative
Descriptive
Transform Data to Action and Knowledge

11. Action
Knowledge
Context
Decision
Gain Insight then Act On It
Know By Trying
Leverage Understanding
Democratize Decision Making
Turn Data into Outcomes

12. Baseline
Compare
Quantify
Prioritize
Action
Find Measures and Metrics
Identify Patterns and Trends
Rank and Categorize
Target with Specific Action

13. Tacit
Heuristic
Guess
Context
Knowledge
Use Your Head and Gut
Apply Experience or Intuition
Intelligently Guess and Test
Correlation and Perspective

14. Facts
Reasoning
Solutions
Explanation
Context
Evidence and Proof
Logical Interpretation
Answers to Needs
Rational Justification

15. Self-Serve
Democratize
Respond
Evaluation
Decision
Empower and Enable
Engage Everyone
Dynamic and Real-time
Test for Success

16. “To raise new questions,
new possibilities, to
regard old problems from
a new angle requires a
creative imagination”
Albert Einstein
Imagination

17. About Wendy’s
- Founded
- Based
in 1969 by Dave Thomas
in Dublin, Ohio
- Ranked
#4 in total sales in QSR (#2 in Burger
category)*
- Ranked
#7 in total restaurants in QSR (#3 in Burger
category)*
*Source: QSR Magazine, 2012 QSR Top 50 Report

18. Business Needs
Consistent, repeatable process for spatial analysis:
- Visualization of spatial information
- Generation of strategic reports
- Objective process for real estate evaluation
- Better understanding of Wendy’s consumer behavior
- Insights into evolving Wendy’s brand transformation

19. Internal Clients/Partners
Real Estate Development
Finance
Marketing
Strategic Planning
International
Engineering
Human Resources
Government Relations
IT

20. Sales Forecasting
Models
Regression
Analog
Data
Wendy’s Site Characteristics
Esri Demographics
InfoUSA Business Data
Competitor Data (Restaurant Trends)

21. Urbanicity
Differentiation of areas
based on density and
concentrations of population
and employment
Data
U.S. Block Groups
U.S. Urban Boundaries
Esri Demographics
InfoUSA Business Data

22. Minneapolis-St. Paul, MN
Los Angeles, CA
Chicago, IL

23. Product Performance, by Urbanicity

24. Customer Data
Data Visualization
Trade Areas
Sales Allocation
Day Part
Demand Potential
Customer Analysis
Trade Area Development
Brand Changes

31. Customer Data – Wendy’s Syndicated Profile

32. Market Demand
Potential

33. Other/Future Uses
Models/Analytics
More Customer Data
Trade Area Model
Disaggregate Sales Forecasting
Impact Analysis/Models
Engineering (Kitchen Model)
Methodology
Retail Positioning
Competitor Positioning
Strategy
Market Optimization
Image Activation
Consumer Product Analysis

34. Methodology - Retail Positioning
Retail Epicenter
Retail Fringe
Retail Transition
Retail Core

35. Methodology - Competitive Positioning
Best
Position
Worst
Position

37. Strategy- Image Activation

38. Strategy- Product Mix

39. Other/Future Uses
Canada
Additional Internal Reporting
Automation
Content Sharing

40. Benefits to Wendy’s
Objective Viewpoint
Better Informed Decisions
Repeatability
Consistency
Efficiency

42. Q
&
A
//
Panelists
John Crouse
Director Real Estate Services
Wendy’s
Simon Thompson
Director Commercial Solutions
Esri
MODERATOR
#LocAnaly*cs
Debbie Hauss
Editor-in-Chief
Retail TouchPoints

43. Thanks
for
a6ending!
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FOR
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Where,
Why,
What:
Big
Data’s
Role
In
Predic9ve
And
Loca9on
Analy9cs
Tomorrow
at
1
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#LocAnaly*cs