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1. GeoWeb 2010
Going Real Time
“Know Your Customerʼs Location”
& Attract Her with Valuable Information
Thursday, July 29
Bill Smith, Principal
Claraview, a division of Teradata
38.946521 -77.340359
william.smith@teradata.com
GeoWeb 2010 Conference – Going Real Time
geoweb updates: subscribe Send

2. To really take advantage of the GeoWeb, we might
look back to the origins of Personal Computing &
the Web to understand the distinct design objectives
of the inventors.

3. Mother of All Demos
Augmenting Human Intellect
1968
Mouse Patent # 3,541,541 issued 11/17/70
for X-Y Position Indicator for A Display
System.
Douglas Engelbart's patent for the mouse
is only a representation of his pioneering
work in the design of modern interactive
computer environments.
3

4. really the origin of all those captivating ideas? Related Stories
Before you crucify me, yes, this article’s headline carries a bit of sensationalism, and depending on your 04/17 – Did Steve Jobs Steal The iPad? Genius...
40 years later
perception of Apple, you have answered that question for yourself already. I don’t want to change what you
already believe, but I would like to give you some food for thought. I will take you along a fascinating
journey that took me back four decades in time to the origins of personal computing. There is a side of the
Google Ads
Apple™ E-Reader: $42.13?
I-net technology offers information to
iPad I am sure you don’t know.
New touch screen E-Readers Save up to 85% off in our
A day or so before the iPad went on sale, I was researching material for my final iPad launch article over at auctions
ConceivablyTech.com and came across a slideshow that was mentioned by Business Insider that included QuiBids.com/Auctions
“augment our intellect”
some of the iPad’s predecessors. The first device was particularly interesting -- it was one of those sketchy
drawings we usually see in patent drawings. The similarity to the iPad and previous Webpads was amazing.
What struck me was how the article noted that the device called Dynabook dates back to 1968. Tom's Hardware on Facebook
Like
14,871 people like Tom's Hardware
Mohd Azuan David Syaiful Lukasz Joe
Did Steve Jobs Steal The iPad? Genius Inventor Alan Kay Reveals All
Drew Stephen Aman Niels Robert
Steve Job’s 2010 version
Facebook social plugin
laser printer, the computer mouse, and the Ethernet. It turned out the Dynabook is at least as signific
those technologies.
of Dynabook
Newsletters
Tom's Hard News (See an example)
Your Email Ok !
Dr. Alan Kay’s 1972
Like the author of the Business Insider article, I had never heard of the Dynabook. Google quickly revealed
the source of the article, a 1972 research paper published by a Xerox PARC scientist. I have been an IT
Ask your question about IT issues
Message title :
Dynabook
writer for the entire span of my 15-year career, so PARC was no secret to me and you perhaps know as well
that this famed research center was the origin of many technologies we take for granted today, such as the Ask your question :
“When the Mac first came out, Newsweek asked me what I [thought] of it. I
said: Well, it’s the first personal computer worth criticizing.
http://www.tomshardware.com/news/alan-kay-steve-jobs-ipad-iphone,10209.html Page 1 of 8
So at the end of the presentation, Steve came up to me and said: Is the
iPhone worth criticizing? And I said: Make the screen five inches by eight
inches, and you’ll rule the world.”
Alan Kay
4

5. Contents
• Introduction - Augmenting human intellect
• GPS in every pocket
• Augmenting human intellect with Location Based Services (LBS)
• Gaining competitive advantages with “Private” LBS
• Approach for building Private LBS
• Consumer pay back for augmenting their intellect
• Analysis of consumer information
• Closing thoughts - The ROI for providing all that intellectual augmentation
5

6. Importance of Knowing
What’s Near
• “Everything
is
related
to
everything
else,
but
near
things
are
more
related
than
distant
things.’’
(1st
Law
of
Geography,
Waldo
Tobler
1970)
• “The
power
of
loca/on
comes
not
from
loca/on
itself,
but
from
the
linkages
or
rela/onships
that
it
establishes
—
from
rela/ve
posi/ons
rather
than
absolute
ones.”
(Geospa/al
Analysis
-­‐
a
comprehensive
guide.
3rd
edi/on
©
2006-­‐2009
de
Smith,
Goodchild,
Longley
)
•
6

7. A GPS is Every Pocket
• Dr.s Engelbart & Kay saw it all except
consumer GPS
• With increasing numbers of consumers
using GPS enabled mobile devices,
Retailers are finding the need to offer
Location-based services (LBS)
• Retailers are publishing coordinates for
stores just like they have postal address
& Web sites
• Consumers are using mobile devices to
find not only:
‣ where to go but
‣ what they want as well
7

8. Google Places
Google Local Business Center Becomes “Google Places”
• Began offering low cost
"geocoding" for businesses
~three years ago
• It enables Retailers to be found
with mobile devices on Google
Maps
• Google now has a database of
millions of business locations
• Google's "Near me now" & U-
Locate's "Where" both match
retailer’s coordinates to GPS-
enabled devices
There are some additional things being announced w
8

9. Augmenting Intellect with
LBS
• LBS is becoming more than location itself. It is becoming
“relative positions rather than absolute ones”. Answering not
just:
‣ Where am I, but also
‣ Where can I find what I want?
• Google’s database is limited to publicly available data like
addresses & general descriptive information about the
business
• Does not contain private retail information like
‣ "in-stock",
‣ sales,
9

10. Private vs Public Information
• Private information can be critical for attracting consumers to one
retailer rather than another & competitive advantage
• Private information can distinguish one retailer from another
• “Where” & “Near Me Now” are essentially Geospatial Yellow Pages
that use public information like addresses
• They find all retailers that are near but display all retailers, as well. No
distinctions
• It’s become a competitive necessity to be in “Where” and “Near Me
Now” but...
• Not a competitive advantage
10

11. Private Apps
• Retailers’ Database Management Systems can now store
coordinates for retail locations along with all of retailer’s Private
information
• They can provide locations that are “relative” to information
only a retailer knows and a consumer wants to know
• Private applications can provide location information, just like
Google’s & Ulocate’s, but also retailer’s Private information
• Private information (e.g. sales, in-stocks, etc.) are designed to
get mobile consumers into one retailer’s store rather than
another.
11

12. Geospatial Web Offers
Competitive Advantages
12

13. Approach for Delivering
Private Information
Find
Stores by
Geo Locate Closest
Stores Geocodes
Geocode
REST URL
http://cgi.ebay.com/ws/eBayISAPI.dll?VISuperSize&item=280514986092 7/21/10 2:06 PM
Stores XML
App
GPS or
Geo Locate
Page 1 of 1
Mobile iOS
Customer
Web Service
13

14. Approach for Delivering
Private Information
CRM Application Development POC for the Apple iPad using the Siebel REST API
The catalog functionality in the current version of the POC
is rendered through static HTML leveraging the Safari
webkit. The use of Webservices against the product catalog
and real time decisions engine for real time offers is
planned for subsequent iterations of this POC either directly
or via a middle tier server.
This capability when implemented will allow dynamic
targeting of products, up-sells, cross-sells and offers
matched to a customer’s attributes and buying profile, i.e.
the ability to quickly identify and offer products the
customer is most likely to purchase. Find
Stores by
Geo Locate Closest
Stores Geocodes
Geocode
REST URL
http://cgi.ebay.com/ws/eBayISAPI.dll?VISuperSize&item=280514986092 7/21/10 2:06 PM
The diagram below graphically shows the two integration scenarios. Scenario 1 shows the REST API calls returning XML
Stores
the XML response directly from the server for processing and rendering into the UI using Objective-C. In Scenario 2 Sales by store
the embedded Safari browser first retrieves html from the server which contains embedded JavaScript Ajax calls.
Item Catalog
These calls are then executed on page load. The resulting REST response XML is then formatted according to the
App In-stock
XSLT file and then rendered inline within the embedded Safari browser. REST URL Get
GPS or
in-Stock by
Geo Locate
Page 1 of 1
in-Stocks
Store
XML
Mobile
iOS
Customer
Store ID Street Address City State Zip code Location Product in-stock
Integer Char Char Char Char ST_Geometry Char Integer Inventory/
38327 8 Main St LA CA 2931 Point (40.773, -74.955) Chairs 300 Sales
39234 123 Cody St Mesa AZ 92440 Point (33.405, -111.80) Tables 150
Web Service
14

15. Geo Web Apps
Augment Retailer’s Intellect
15

16. Immediate Interactions is One
Value of Mobile Interactions
• If you know WHERE a customer is when she comes to your
Website, you can immediately decide how to interact with her.
• Customize Website content, language, currency, products and
promotions—making sure your site is relevant to each
customer based on customer’s location.
• Decide what ads to show them - “Dodger gear to —
Angelenos” - improving click-through rates maximize
information content based what is near.
• Customize content & promotions even more for return
customers for whom you have collected historical information
based on location and drive time analysis.
16

17. Valuable Data Provided by
Mobile Consumers is Another
• Geolocation technology instantly determines a Web
visitor’s real-world location—including Latitude and
Longitude
• No need to ask for further information or intrude with
cookies.
• Data Services from “Quova” & “Google Analytics”
gather data based on mobile device calls and locations
• Provide valuable data regarding location of
interactions
17

18. Mobile Analytics for Data
About Mobile Consumers
Roambi - Visualizer SAP Business Objects Explorer
MicroStrategy Mobile
Business Analyst Online (BAO) ArcGIS for iOS

19. You Can Also "Mine" the Data to
Enable More Strategic Decisions
Zipcodes
92024
92009
92009
Identify driving radius
Regions
5 mile radius
15 mile radius
*Deliver Zone
Store
Display Customers
Customer segments
All customers
Filter customers:
>= $50 basket
Profitability < 75
>= $50 basket 92024
Profitability >= 75
19

20. Powerful Feedback Loops
• Maps and customer data
provide powerful feedback 92009
• Location-based insights into :
> Customer name
> Mailing address Customer Last First Store
Profitability Promo Postal Address Location
> Market basket Loyalty ID Name Name Score Response
History
> Last shopped 38327 Lane Kate 0.75 0.83 233 Stage road
Carlsbad, CA
Point
(33.08,
92009 -117.23)
> Customer profile
38276 Hoyt James 0.83 0.80 23212 Hwy 101 Point
> Customer loyalty data Leucadia, CA
92021
(33.06
-117.29)
> Purchase history 73652 Reyes Marla 0.89
92024
0.95 257 Caliban ct
Encinitas, CA
Point
(33.05
> Promotion response rate 92024 -117.25)
39234 Shepard Hurley 0.78 0.54 PO Box 2393 Point
> Profitability scores La Costa, CA
92009
(33.08
-117.27)
The combination of geospatial and customer data delivers
actionable insight to drive better business decisions
20

21. Are Callers Closer to My
Competitor?
My Store
nce
Dista
Customer
Competitors
21

22. More "Relative" Location
Sitewise Page 2 Sitewise Page 3
Street, Alpharetta, GA 30022 Street, Alpharetta, GA 30022
Street, Alpharetta, GA 30022 Street, Alpharetta, GA 30022
Sitewise Report Sitewise Report
Snapshot: Persons Street, Alpharetta, GA 30022
0-10min
%
Total Population 87,951 %base
Population/square mile 1,964.6
Male 44,322 50%
Female 43,629 50%
Median Age 32.7
Single race 86,064 98%
White 68,953 78%
Black 8,032 9%
American Indian/Alaska Native 200 0%
Asian 4,698 5%
Hawaiian/Pacific Islander 21 0%
Some Other Race 4,161 5%
Two or More Races 1,886 2%
Persons living in households 87,491 99%
Persons 15 years or older by Marital Status 68,359 %base
Not presently married 27,319 40%
Now married 41,040 60%
Persons 3 years or older by school attendance 83,763 %base
In preprimary, elementary or high school 18,354 22%
In college (undergraduate, graduate or professional school) 4,225 5%
Not enrolled in school 61,185 73%
Public school 17,294 21%
Private school 5,284 6%
Persons 25 years and over by educational attainment 57,548 %base
Less than complete high school 4,308 7%
High school graduate (includes equivalency) 7,991 14%
Some college or college degree 45,249 79%
Population 16 yrs and over By Employment Status 67,274 %base
In Armed Forces 38 0%
Employed 49,922 74%
Unemployed 1,799 3%
Civilian participation rate 76.9%
Male civilian participation rate 86.0%
Source: 2000 US Census Bureau
22

23. 0'*+#,-(*H%
%
3?2*%W##:6-%J1(+?%,1G%0#,G1(-*%+?-%*+#(-*%>-*+%>';%='26+%2"%+?-%<+61"+1%1(-1%+#%
Even More About
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'G%1"F%2"+#%X#(+?%I'6+#"%)#'"+;H%%>-*+%>';%?1*%"#+T%?#$-8-(T%0?1*-F%+?-%,#(-%
"Relative" Location
(-0-"+%,2:(1+2#"*%-1*+%1"F%$-*+H%%%
%
!"#$%&'('#)*+(,-./*&#0%&'/.1#2-+'#3/.4#5%'.#5(1#".*6%'##
7.,-&.-#2%.6*+*,/.-&#76%-8#
%
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% 23

24. 0#"*',-(*%1"F%+?1+%2*%+?-%1F1G+1+2#"%#4%+?-%R>2:%>#NS%4#(,1+%+#%1%6#01+2#"P1$1(-%
0#"*',-(M%%%
%
ROI on Intellectual
>-*+%>';H%62J-%!PL1(+H%W16PL1(+%1"F%3#;*%5%X*%=-4#(-%2+%=-01,-%1%,1*+-(%#4%+?-%>2:%
>#N%(-+1262":M%%X"62J-%F#$"%+#$"%Y-G1(+,-"+%7+#(-*%>2:%>#N%*+#(-*%1(-%6#01+-F%2"%
Augmentation
+?-%*'='(=*%$2+?%6#+*%#4%*O'1(-%4##+1:-%1"F%1%*G-02162Q-F%1**#(+,-"+%#4%,-(0?1"F2*-%
Z-M:M%3#;*H%K6-0+(#"20*H%>1*20%2+-,*H%-+0M[M%%%
%
U#=#F;%:#-*%+#%*+#(-*%1";%,#(-%+#%
• It’s become very expensive for
0#66-0+%2"4#(,1+2#"M%3?-;%0#66-0+%
2"4#(,1+2#"%#"%+?-%W-=%=-4#(-%+?-;%:#%
Big Box retailers to follow
+#%+?-%*+#(-M%%
population growth beyond the
suburbs 9"%+?-%
-.#%/+#$012"%30#%#34&156% 6#01+2#"%
7&23%)8%930$%30#%#30:"/% 1$1(-%
• 100k+ sq. ft. stores are expensive
)&4%&1/"4#$01/+1;%)8% $#(6F%2"%
to;");40:3'%01/%:,02"%30#% stock
build, maintain and $?20?%$-%
*""1%$401#8)47"/% 166%628-%
• Analyzing calls of mobile *?#GG-(*%
+44"<)20*,'=%
>)",%?)$5+1%
consumers can allow retailers, -NG-0+%+#%
like Best Buy, to create '*-%+?-2(%
,#=26-%F-820-*%+#%42"F%"#+%#"6;%+?-%
alternatives to expanding big
06#*-*+%*+#(-%='+%+?-%06#*-*+%*+#(-%R2"P
boxes while continuing to...
*+#0JS%$2+?%+?-%2+-,%+?-;%$1"+M%%
%
• Service increasingly mobile
7'(8-;*%0#"F'0+-F%=;%U2-6*-"%]"62"-%
retailers
1"F%W-=%^2*2=6-%*?#$%+?1+%*-1(0?%
-":2"-*%1(-%+?-%42(*+%G610-%0#"*',-(*%
+'("%$?-"%6##J2":%4#(%6#016%G(#F'0+*%#(%*-(820-*M%W?-"%+?-;%:#%+#%+?-%*+#(-%

25. GeoWeb 2010
Going Real Time
“Know Your Customerʼs Location”
& Augment Her Intellect
Bill Smith
38.946521 -77.340359
GeoWeb 2010 Conference – Going Real Time
william.smith@teradata.com
geoweb updates: subscribe Send