GIS GEOGRAPHIC INFORMATION SYSTEMS AND GEOMAPPING

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GIS GEOGRAPHIC INFORMATION SYSTEMS AND
GEOMAPPING

• Panel Discussion
• ICECON, 2007
• November 1-4, Pittsburg, Pa.

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Where Did GIS Come From?

• GIS is built upon knowledge from geography,
  cartography, computer science and mathematics.
• Geographic Information Science is a new
  interdisciplinary field built out of the use and
  theory of GIS.

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Spatial and non-spatial data
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Definition 1 A GIS is a toolbox

• "a powerful set of tools for storing and
  retrieving at will, transforming and displaying
  spatial data from the real world for a
  particular set of purposes"
• (Burrough, 1986, p. 6).
• "automated systems for the capture, storage,
  retrieval, analysis, and display of spatial
  data." (Clarke, 1995, p. 13).

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Definition 2 Duecker's 1979 definition has
survived the test of time.

• "A geographic information system is a special
  case of information systems where the database
  consists of observations on spatially distributed
  features, activities or events, which are
  definable in space as points, lines, or areas. A
  geographic information system manipulates data
  about these points, lines, and areas to retrieve
  data for ad hoc queries and analyses" (Duecker,
  1979, p 106).

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Duecker (ctd)

• A GIS is flexible enough to be used for ad hoc
  query and analysis.
• A GIS can do analysis, modeling and prediction.

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The Feature Model

• Duecker's definition uses the feature model of
  geographic space.
• The standard feature model divides a mapped
  landscape up into features, that can be points,
  lines, or areas.
• Using a GIS involves capturing the spatial
  distribution of features by measurement of the
  world or of maps.
• Almost all human activity and natural phenomena
  are spatially distributed, so can be studied
  using a GIS.
• A GIS uses map features to manage data.

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The Feature Model
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Definition 3 GIS is an approach to science

• Geographic Information Science is research both
  on and with GIS.
• "the generic issues that surround the use of GIS
  technology, impede its successful implementation,
  or emerge from an understanding of its potential
  capabilities."
• (Goodchild, 1992)

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Definition 4 GIS is a multi-million dollar
business.

• The growth of GIS has been a marketing
  phenomenon of amazing breadth and depth and will
  remain so for many years to come. Clearly, GIS
  will integrate its way into our everyday life to
  such an extent that it will soon be impossible to
  imagine how we functioned before

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A Brief History of GIS

• GISs origins lie in thematic cartography.
• Many planners used the method of map overlay
  using manual techniques.
• Manual map overlay as a method was first
  described comprehensively by Jacqueline Tyrwhitt
  in a 1950 planning textbook.
• HcHarg used blacked out transparent overlays for
  site selection in Design with Nature.

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Land Fragmentation

• Population Changes Urban Sprawl
• Re-Pioneering of Rural Areas
• Water
• Energy issues
• Demand for Ecosystem Services

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Use for Business to...

• Plan advertising and media schedules
• Analyze market penetration
• Check on the competition
• Use demographics to rank new locations
• And much more!

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Market-Based Business Problems

• Where are my customers?
  
• What is my market area?
• Do I have more than one store serving the same
  group of customers?
• What percentage of my customers account for X of
  a stores sales?
• Area of influence?

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Create Market Areas
Based on Number of Customer or Customer Sales
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Analyze Your Market Penetration
See How Well You Are Reaching Your Market Areas
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Visualize Customer Draw
See Where Your Customers Live and Which of Your
Stores They Shop
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Customer-Based Business Problems

• What is the profile of my existing customers?
• Where can I find more customers like my best
  customers?
• Where should I target direct mail to get the most
  ROI for my marketing dollars?
• Where is the best place for my new facility?

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Customer Prospecting
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To Find More Customers Like Your Best
Customers...
Start by Profiling Your Customer Base
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Then Identify Geographic Areas
Match the Profile of Your Best Customers
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Precision-Tune Target Marketing
and get a better ROI on your direct mail dollars
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Site-Based Business Problems

• Where are my stores?
• What is the surrounding demographic profile?
• Where are my customers?
• Where are my competitors?
• Which stores are the most successful?
• What are the dynamics/characteristics of these
  stores?

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Store Market Analysis
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Analyze Market Demographics
Is Your Site Near Your Ideal Customers?
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Analyze Store Performance and Visualize Customer
Draw
Poor Performing Stores Could Be a Result of
Cannibalization
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Analyze Site Demographics
Identify your demographic drivers to help you
find similar sites
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Analyze Your Competition
Find out how consumer spending, competition, and
distance affect the attractiveness of your new
location
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More Site-Based Business Problems

• Where are high potential areas?
• What are the characteristics/dynamics of
  potential sites?
• What impact would this site have on other
  existing sites, and vice versa?
• Can I consolidate sites without hurting customer
  service?

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Store Prospecting
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Compare Multiple New Sites
Viewing and Analyzing Demographics
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Analyze Existing Sites
and Identify the Competition in the Area
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Analyze Prospective Sites Using Drive Time
Modeling
How Close Are Your Customers to the Site?
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Other Business Tasks

• Marketing campaigns
• Where is my target market?...By product/service?
  
• What type of media would best reach these
  consumers?

• Expansion, Consolidation, and Mergers
• What effect would opening/closing a facility have
  on the market?
• Where are areas of significant cannibalization?

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Other Business Tasks

• Product planning
• Which products are doing well?
• Which products should do well given the
  surrounding demographics?
• Which products should be promoted based on
  lifestyles and demographics?
• Which products and how much should be stocked at
  each site?

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Multi-Disciplinary

• GIS allows for the efficient analysis.
• It increases our ability to solve problems.
• As well as, increases our understanding of the
  complexity of systems.

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Precision Ag - Corn
Ohio Nathan Watermeier
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Invasive Species Monitoring and Management

• Invasive Conifers Texas, New Mexico and Montana

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Threatened or Endangered Species
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http//twc.tamu.edu
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Urban Forest Inventories
Texas AM Campus Tree Inventory- location of
all trees on campus included in GIS- attributes
of each tree stored in database - species -
DBH - disease status - pruning schedules -
etc. used for the day-to-day management of the
Texas AM urban forest
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Drought and Irrigation Planning
UTAH Dr. Phil Rassmusen
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Urban Flood Damage Assessment and Mitigation
Economic analysis was used to compare estimated
property losses to flood control investments
Blue areas depict flooded areas.
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Farm Ranch Land
143.9 Million acres83.7 of the State
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Loss of Farm Ranch Land, 2000-2003
Metro Areas
Lost 1.44 Million acres in 3 Years
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1986
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2003
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Flood Modeling and Damage Assessment Using GIS
Structure Inventory
Perspective view of 500 yr Flood event
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Discussion Questions

• What is the take-away for a business student
  utilizing GIS?
• Where/why does GIS fit into the IS/MIS
  curriculum?
• Is it important to incoporate GIS in the IS
  standard?
• I what area of the 8 core competencies would GIS
  apply?
• What is the next step?

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Web Resources

• http//www.esri.com/

• http//www.esri.com/
• http//www.esri.com/industries/university/index.ht
  ml
• Resources
• http//www.tnris.state.tx.us/