Geographic Information Services (GIS) Advanced Mapping and Data Mining Brian Webster Consulting Wirelessmapping.com

What is GIS? Geographic Information Systems Visual presentation of data Uses maps to “SEE” your data and any trends Complex analysis of data Creates answers and business intelligence Properly used, it gives a competitive advantage

What can GIS do for me? Objectively displays data Shows trends or clusters (or lack of) Compares new and old data Studies proprietary data against public information like census statistics Gives you more information to make business decisions

What will it tell me? Sales by location and amount Where your customers come from Who your best customers are Why some locations perform better If advertising is being targeted in the areas your customers are located

What will it tell me (continued) If you have overlapping service areas The average distance your customers travel to buy The most profitable customers and if you target advertising to them

This type of information can be gathered quickly and cost effectively. GIS should be called a “Business Intel System”

Show me more!

Simple plot of customer addresses These images illustrate the concept of mapping your customer addresses to look at any trends. This data is easily overlaid on a street map. Each dot is an address record.

Customer Mapping Tools Mapping data can help you assign workloads or territories Territories can be assigned by density or physical area Existing databases can have this information added without manual input

Example Territory Map In conjunction with this type of map a corresponding spreadsheet or database can be created that would assign any address to the proper territory, eliminating manual data entry to existing systems.

Targeted Marketing With commercial mailing lists you can use selected records based on your needs. If you open a new store you can market to the addresses in the list that pertain to that location only Helps maximize your advertising dollars Examine the circulation or coverage area of your media outlets to chose the most effective advertiser for your needs

Example Newspaper Circulation Areas

Radio Station Coverage Areas

GIS and Wireless Internet Systems

Uses GIS can display detailed road information with specific transmitter coverage area For multi transmitter networks GIS can create maps showing the best serving site Address data can be compared to the coverage area to identify who can be served The best tower to serve the customer and the expected signal level is recorded The number of potential customers in each tower service area can be calculated to plan for proper network loading

Network Coverage Map This map shows the coverage area and signal levels for a 15 site network

Best Serving Site Map This map shows the service area of each tower in the network.

What other things can GIS do?

Identify exactly who is served by name and address Pre-Qualify customers for service by street address while they are on the phone! Eliminate truck rolls to check for service availability Tabulate total served households and population count As new sites are added, data can be easily re-examined

Map of Served Addresses The same 15 site network map with business data overlaid. A corresponding spreadsheet shows which tower serves which address. Site and network capacity is planned using this information.

Residential Served Addresses This is the same system with residential data displayed. A spreadsheet is created to show which homes are served and by which tower. This data is used with business data to determine overall network capacity needs.

Demographic Studies The yellow areas represent the census blocks covered by a 4 site wireless network.

Household Density Each census block is shaded by number of households, the darker the color the more units in the area. This total network serves 34,753 households with a population of 97,660.

Examine tower databases for new transmitter locations Intelligently investigate new sites for financial viability before construction Identify key demographic elements of your served markets Compare your coverage area to your advertising distribution areas Other Uses

GIS and Due Diligence

Business Acquisitions GIS is a valuable tool for investigating the value of a company for purchase or acquisition GIS shows business data trends that may not be obvious GIS allows business decisions to be made based hard facts rather than intuition GIS allows you to uncover a “diamond in the rough” or to expose an overvalued entity

Uncover market information about the company that may have gone unnoticed Do this quickly and cost effectively Use as tool to determine the best purchase price Determine how to best integrate the new company with your existing operations Identify and eliminate overlapping services or territories

GIS can speed the due diligence process considerably

The bottom line is GIS can be applied to make actionable financial decisions

Contact Information Wirelessmapping.com Brian Webster Consulting 214 Eggleston Hill Road Cooperstown, NY (360) Voice (208) Fax