Today’s data-driven organizations are turning to Databricks for a cloud-based, open, unified platform for data and AI. Yet many companies struggle to unlock the value of the data they have in Databricks. To capitalize on the promise of capturing a competitive edge through increased efficiency and insight, data scientists are turning to location to make sense of massive volumes of business data. Location provides a consistent and common thread to connect data across an organization. Using location, companies can organize and manage data in a way that moves them to contextualized knowledge, automation, and better decision-making at all levels. During this on-demand webinar, you'll learn how Precisely clients are leveraging our advanced location intelligence and enrichment solutions to: - Simplify the complexity of location data and transform it into valuable insights - Enrich data with thousands of attributes for better, more accurate analytics, AI, and ML models - Leverage the power of Databricks to integrate geospatial data into business processes for real-time answers - Create more meaningful and timely customer interactions by streamlining customer-facing and operational tasks

1. Unlock Data-driven
Insights in Databricks
Using Location Intelligence

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Recording and slides
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3. Source: Forbes Insights & KPMG

4. Data integrity is…

5. Connect today’s
infrastructure with
tomorrow’s technology
to unlock the potential of
all your enterprise data
Data
Integration
Understand your data and
ensure it is accurate,
consistent and complete
for confident
business decisions
Data
Quality
Analyze location data for
enhanced and
actionable business
insights that drive
superior outcomes
Location
Insights
Power enhanced decision
making with expertly
curated, up-to-date
business, location, and
consumer data
Data
Enrichment
The four elements of data integrity
D A T A I N T E G R I T Y
5

6. LEADER
Customer Comms
Management 2020
LEADER
Location Intelligence Platforms
Forrester Wave 2020
LEADER
Data Quality
Magic Quadrant 2020
CHALLENGER
Data Integration
Magic Quadrant 2020
Industry recognition
DATA INTEGRITY
DATA INTEGRITY
IN ACTION
Data
Integration
Data Quality Location
Intelligence
Data Enrichment Customer
Engagement
“Precisely now provides well-integrated
solutions for use cases needing a
combination of data integration
and data quality capabilities.”
“Precisely’s record for innovation in areas such as
data products and geodata enrichment are a key
strength…ideal for commercial enterprises servicing
a range of location intelligence use cases.”
“Precisely is the only
vendor to offer native
real-time personalized
and interactive video.”
6

7. Data is exploding!
7
Business Trends
• Digital Transformation
• Location Intelligence
• Data Science
• Artificial Intelligence
• Machine Learning
Technical Trends
• Data choke point
• 40 zettabytes in 2020
• 5G & IoT – surveillance
• Container technology
Demand for Analytics at Scale is Growing in All Industries

8. Leveraging location brings
together business data
• 53% of enterprises say that Location Intelligence is either critically
important or very important to achieving their goals*
• Product Managers need to consider how adding Location
Intelligence can improve the contextual accuracy of marketing,
sales, and customer service apps and platforms
• Marketers need to look at how they can capitalize on smartphones’
prolific amounts of location data for improving advertising, buying,
and service experiences for customers
• R&D, Operations, and Executive Management lead all other
departments in their adoption and use of Location Intelligence this
year
Use the common thread of location to connect data across
your organization
* Louis Columbus Senior Contributor February 16, 2020 Forbes
8

9. How does geospatial data inform business
decisions?
Real
Estate
What house is
best for me?
Insurance
What is the
risk at a given
location?
Telecom
Where do I
make network
investments?
Retail
What is the
optimized
product mix at
each store
location?
Healthcare
Do I have
enough care
for my
constituents?
Banking
Where is this
transaction
coming from?
9

10. Data prep slows data science
Forbes, Mar 23, 2016
“Cleaning Big Data: Most Time-Consuming, Least Enjoyable Data Science Task, Survey Says”
3%
60%
19%
9%
4%
5%
What data
scientists spend
the most time
doing
Building data sets
Cleaning and organizing data
Collecting datasets
Mining data for patterns
Refining algorithms
Other
Data preparation
accounts for about
80% of the work of
data scientists
10

11. Messy Location Data => Time + Risk + Inefficiency
• Location is Complex: Addresses, Lat/Long, Shapes,
Lines, Formats
• Data Scientists are not typically used to these data types
• Difficult to join different formats and data types with accuracy
• Lack of reliable, robust 3rd party data
• The availability and quality of data varies greatly country-to-country
• Time to evaluate data is onerous
• Rapid changes in properties, businesses and geo-characteristics
• Keeping a consistent, updated record is crucial for business decisions
• Computationally intense to join and enrich spatial data at scale
• Enriching and adding variables from spatial data is critical, but highly
time consuming
“For every
minute spent
in organizing,
an hour is
earned.”
-Benjamin Franklin
Inventor, Statesman, Insurer
11

12. Location Enabling Strategies for
Data Science
03.
Analyze
Apply data science at scale
to gain a competitive
advantage
02.
Enrich
Leverage trusted ID to join
massive amounts of your
own and 3rd party data
sources
01.
Organize
Assign a trusted ID that is
unique and persistent to
each address
12

13. Schools &
Neighborhood
Hazard
&
Risk Data
Population
Demographics
Property
Attributes
Amenities and
Competition
Parcels
&
Buildings
Build deep analytic datasets with speed and accuracy
PreciselyID
Concentration
of Risk
Policies in
Force
Historical
Claims
13
Connected
Devices/IOT
Video/
Aerial
Imagery
Weather
Events

14. 14
Precisely Big Data/ Cloud SDKs
Leverage cloud native solutions to create scalable location intelligence.
Component Features
Global Addressing &
Geocoding
• Address Validation
• Forward and Reverse geocoding
• Unique and Persistent Address Key (PreciselyID)
Spatial Processing
• Geohash ID Assignment
• Point and polygon
• Spatial join
• Distance to point, shape, line
Street Routing
• Isochrone/Isodistance
• Walk time/drivetime
• Point-to-Point calculations
14

15. Location-enabled Lakehouse
Competitor News & Social
Connected Devices
Data Aggregators
Weather
Sales and Policies
IoT Sensors
Geocoding and location
intelligence capabilities to
organize and enrich your data
Video & Images
All of your sources
Any structure
or frequency
Analytics capabilities for
any use case or persona
Low-cost, rapid experimentation with
new data and models.
High volume, fine-grained analysis at scale
served in the tightest of service windows.
Power real-time dashboarding directly,
or feed data to a data warehouse for
high-concurrency reporting.
Provide real-time data to downstream
applications or power applications via APIs..
PreciselyID
CONNECTED
DEVICES/IOT
VIDEO/
AERIAL IMAGERY
CONCENTRATION
OF RISK
WEATHER
EVENTS
HAZARD &
RISK DATA
AMENITIES &
COMPETITION
CUSTOMERS
NETWORK
OUTAGES
PROPERTY
ATTRIBUTES
SCHOOLS &
NEIGHBORHOODS
POPULATION
DEMOGRAPHICS
PARCELS &
BUILDINGS
15

16. Data enrichment
provides
business insight
• Drives operational
efficiencies
• Inserts location data into
automated workflows
• Begins with geocoded
addresses or positions
(latitude/longitude)
• Enriches input data with
spatial information
related to the location
• Typically leverages
machine learning or
other analytics to create
scores by location
16

17. in Databricks Notebooks
Geocoding
Configuration and Preferences
Geocoding
SDK
Global Address Points &
Streets Reference Files
Installation Notebook
Download Components
Configure Processing
Attach Libraries
Geocoding Notebook
Configure Geocoder
Register Functions
Process Files
Enrichment Notebook
Build Address Fabric
Flatten Geometries
Apply PreciselyIDs
Match PreciselyIDs
Analyze Attributes
Databricks Lakehouse
Databricks Notebooks
data.precisely.com
17

18. Q&A