1. Philadelphia, May 2–4, 2005 www.locationintelligence.net Philadelphia, May 2–4, 2005 www.locationintelligence.net Lessons Learned from 7 Years of GIS Development Presented by: Michael Kesselman, geoVue Denise Carleton, Dunkin’ Brands

2. Philadelphia, May 2–4, 2005 www.locationintelligence.net System Overview 1998 – Site Analysis and Screening 1999 – Market Optimization and Planning 2000 – Customer Intercept Studies 2001 – Sales Forecasting (Analog Model) 2002 – Proximity Analysis 2003 – Development Tracking 2004 – Franchise Territory Management

3. Philadelphia, May 2–4, 2005 www.locationintelligence.net Lesson 1 Development is a journey, not a destination

4. Philadelphia, May 2–4, 2005 www.locationintelligence.net Building for the Enterprise Lessons Learned Senior Management = Vision Process not Solutions –Business Rules = Oxymoron Partners not Platforms Group <> Team Documentation = Knowledgebase Goals: Optimum store development Consistency Automation Challenges: Process Brands Vendors Platforms DEAL TRACKING (ROADS & GDT) MOM

5. Philadelphia, May 2–4, 2005 www.locationintelligence.net Lesson 2 Don’t play favorites with your user base!

6. Philadelphia, May 2–4, 2005 www.locationintelligence.net Case Study: iSITE User Groups 10 Market Planners 50 Field Managers 15 Franchise Managers Technical Skills MapInfo Experts Mapquest Proficient Goals Consistency Leverage Lessons Learned –Co-opt Power users –Ease in technophobes –Paint a clear vision –Less is More –Automation is Key MP FIELD EASE OF USE FLEXIBILITY

7. Philadelphia, May 2–4, 2005 www.locationintelligence.net Lesson 3 Be careful of what you ask for

8. Philadelphia, May 2–4, 2005 www.locationintelligence.net Customer Intercept Application Goals: –Primary Data Collection –Establish a Process –Automated Analytics Challenges: –Scope - Last 10% –Legal –Changes Lessons Learned –Trust in the best outcome –Flexible process –Communicate, communicate, communicate –Check with Legal first!

9. Philadelphia, May 2–4, 2005 www.locationintelligence.net Lesson 4 If you enter uncharted territories, don’t be surprised if you get lost

10. Philadelphia, May 2–4, 2005 www.locationintelligence.net Case Study: SDA Portal Goals Data Centralization Real-time updates Increase throughput Challenges Simultaneous access Synchronization with enterprise systems No best practices to leverage Ambitious timeline Lessons Learned Manage Project Risks Extend Testing Plan Review user cases early and often Don’t trade for quality Allow time for approval GOOD FAST CHEAP

11. Philadelphia, May 2–4, 2005 www.locationintelligence.net Lesson 5 Models provide answers, experts make decisions

12. Philadelphia, May 2–4, 2005 www.locationintelligence.net Modeling & Analytics Sales Forecast = Everyone's Goal Distrust = Everyone’ Reaction Assumptions Required Executive Input Essential Trade Area Rating; Market Selection & Site Assessment Models

13. Philadelphia, May 2–4, 2005 www.locationintelligence.net Lesson 6 The tools don’t run themselves

14. Philadelphia, May 2–4, 2005 www.locationintelligence.net Training Tools and Processes Learning v. Training Leverage the best users as trainers –Train – Learn – Learn to Train Reinforce training regularly Live Training v. Self-Paced Learning Build a Curriculum Location Intelligence v. Riding a Bike

15. Philadelphia, May 2–4, 2005 www.locationintelligence.net Lesson 7 The cost of having perfect information may be high

16. Philadelphia, May 2–4, 2005 www.locationintelligence.net Data Quality Lessons learned: –The right thing – not the easy thing –Internal - bearer of news –Licensed data = partial solution –Validation - assumed Goals: Complete coverage Timely updates Single source Challenges: Internal data External data Licensed data Validation requirements iSITE; Trade Area Ratings; Market Optimization

17. Philadelphia, May 2–4, 2005 www.locationintelligence.net