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February 26, 2010

Whitepaper - LocationIntelligence

The Yellowfin BI team have produced a new paper on "Location Intelligence", if you are not familiar with (LI). think of it as a mashup of traditional business intelligence with GIS.

Anonymous Download Link Here

http://yellowfin.bi/Document.i4?DocumentId=102780

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Extract

More than 70% of your organizational data has a location component - be it a customer address or a sales territory. This combined with the growing ability of businesses to quickly absorb large volumes of data, together with the increased availability of digital maps and spatially-enabled applications has created an unprecedented opportunity to incorporate geographic factors into decision making processes and analysis.

Location Intelligence is the capacity to organize and understand complex events through the use of geographic relationships inherent in all information. This is achieved by combining location-related data with other business data, organizations can gain critical insights, make better decisions and optimize important processes and applications. Location Intelligence offers organizations opportunities to streamline their business processes and customer relationships to improve performance and results.

OR if you missed it ...

Read our Previous whitepaper on Mobility BI.

http://yellowfin.com.au/Document.i4?DocumentId=99556

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Posted by Justin Hewitt at 8:30 PM | Comments (0)

February 9, 2010

Jet Interactive revolutionizes Marketing Analytics with Yellowfin

Justin Graham, CEO, Jet Interactive (Jet) uses Yellowfin to deliver his vision to reshape the Marketing Analytics industry by allowing call data to be analyzed as easily as web data. Justin sought a solution that would use maps to allow Jets customer’s to visualize their call data and regional demographic data in conjunction with standard tabular data.

Traditionally, customers conducting multi channel marketing campaigns were only able to analyze web data by using Google Analytics and there wasn’t a tool available to allow inbound call reporting.

Jet was already collecting valuable Call Data for their customers, so Justin set about finding a solution that would combine GIS and Business Intelligence and could be deployed as a SAAS platform to his customers.

He found exactly that with Yellowfin, an Australian, web-based business intelligence provider that offers native integrated Location Intelligence.

Since implementing Yellowfin into Call Tracker - Jet Interactive has revolutionized the Marketing Analytics industry by providing their customer’s the ability to query the “where” as well as the “what” and the “when” from the call data collected from every aspect of their marketing campaigns, providing an immediate competitive advantage. Cynthia Nilsen, Advertising Specialist, Australian Hearing, Customer of Jet Interactive said 'With 110 independent centres across Australia, the only way we could track the effectiveness of our marketing activities was via Jet Call Tracker.'

Jet customer’s now have access to the full suite of marketing reports that use Location Intelligence to visualize call analytics to optimize their advertising spend. Customers can log on securely to the hosted platform to access their data where and when they need it.

By combining Call Analytics with Location Intelligence, Jet’s customers can track the success of their traditional and online marketing campaigns as they happen, allowing them to make changes to ensure a successful return on investment and gain a significant competitive advantage realizing Justin’s vision.

Ends

About Yellowfin

Yellowfin is passionate about making Business Intelligence easy. Recently recognized among 25 rising companies that CIO’s must know about, Yellowfin is a leading web-based BI solution that can be easily integrated into any third-party application or delivered as a stand-alone enterprise platform. Yellowfin is an innovative and flexible solution for reporting and analytics, providing a full range of data access, presentation and information delivery capabilities. www.yellowfin.bi
Media Inquiries:

Catriona McGauchie
Marketing & Communications Manager, Yellowfin
Mobile: 61 (0)428 368 371 Email: catriona.mcgauchie@yellowfin.bi

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Posted by Justin Hewitt at 6:45 PM | Comments (0)

February 4, 2010

Jet uses Yellowfin for Location Intelligence and Business advantage

Yellowfin Business Intelligence an entirely new dimension in Location Intelligence has provide Jet Interactive with a significant competitive advantage. Australia’s leading inbound number provider has implemented Yellowfin’s integrated Business and Location Intelligence to its Call Tracker solution to extend the Marketing analytics available to their clients.

Traditionally, customers conducting multi-channel marketing campaigns have been able to analyse web data spatially in a limited way by using tools such as Google Analytics but they didn’t have a similar tool that would allow inbound call reporting.

Justin Graham, Jet’s CEO, had a vision to reshape the inbound call provision market by allowing customer’s call data to be analyzed as easily as their web data and with a far greater emphasis on the spatial component. He sought a solution that would use GIS to allow customer’s to visualize their call data and regional statistical and demographic data in conjunction with standard tabular data.

The inability of marketing professionals to access timely and accurate data to track the effectiveness / ROI of their marketing campaigns had long been a major problem that required a GIS solution. The challenge was to find a solution that would be a combination of GIS and Business Intelligence and could be deployed as a SAAS platform and that offered the ease of use required by his target market.

Justin’s users are not GIS experts – they are business users typically from the marketing department that want to view their data spatially and have the ability to manipulate the spatial component of their reports via the web. Having a desktop application was not an option – delivery had to be via the web.

As part of what Jet does it collects tens of thousands of call data records (CDR) for their customers per day, and these provide a reference where the call came from – the originating exchange. Graham knew that by taking this exchange data and overlaying the Australian Bureau of Statistics data, his customers could also look into the demographic profile of callers. Jet used a mapping service to geocode all the 6000 exchanges across Australia to provide both centroid point data as well as polygons for each telephone exchange. This was stored as WKB geometry reference data in their call tracking data warehouse. The MySQL data warehouse contains call summary data for each telephone number used across all of the customers marketing campaigns.

Yellowfin’s approach to Location Intelligence is to tackle it from a Business Intelligence perspective rather than the more traditional GIS one. This means that the Yellowfin treats spatial data as another, albeit complex data type that needs to be available for both tablature as well as visualization based reporting. Yellowfin has developed optimization techniques such as intelligent caching and multi-layering to overcome the performance issues that non-GIS tools often have when rendering large multipolygons. This innovation means that not only are the queries not slowed down by grouping on geometry, but the geometry data need only ever be brought back from the database once. The result - reports that are incredibly fast to run – something, which web users simply expect.

By using Yellowfin the difficult issues with combining disparate datasets, spatial and non-spatial, into easy to use reports were solved. Yellowfin’s unique ability to not only query traditional BI data but also render spatial data such a point and polygons has enabled Jet to merge their call data seemlessly with census data and provide their customers with an unparalleled level of data visualisation and understanding of their callers demographic profile.

Graham says “Yellowfin’s integrated Location Intelligence allowed the call data to be analyzed as easily as web site traffic”, explaining that he sought a solution that would use maps to allow his customer’s to visualize their call data and regional demographic data in conjunction with standard tabular data. “Many providers offer their clients basic inbound statistics, but this misses the rich insight that can be gained when including spatial data into the analysis,” says Graham. “The benefit that we got with a product like Yellowfin was that it all came out of the box – fully integrated. This allowed us to rapidly develop a highly interactive portal for our customers who are not GIS experts but business people who simply need to visualize their data spatially”.

Integrated Location Intelligence has allowed Jet to create a more sophisticated call analytics tool than what Google Analytics offers because of the geographic and demographic data used. Customers can see a range of integrated data for very small geographic areas, increasing the level of complexity of analysis that can be conducted.

Life for marketing professionals has changed dramatically. They can now generate accurate and timely reports that calculate the customer conversion rate, where the call originated from, as well as showing the demographics of that location. From here they can ask how does this fit with our products positioning and branding? Will this call have a higher conversion rate than other locations? What’s the population density and does this impact the propensity to call? Without call tracker’s spatial analysis they could not answer these types of questions.

Since using Yellowfin for its Call Tracker solution, Jet’s customers have the ability to query the “where” as well as the “what” and the “when” from the call data collected, providing them with a distinct competitive advantage and a tangible way to track and measure the ROI of any marketing campaign and channel.

By combining Call Analytics with Location Intelligence, customers are able to track the success of their traditional and online advertising campaigns as they happen, allowing them to optimize their advertising spend by region and population segmentation.

www.yellowfinbi.com

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Posted by Justin Hewitt at 11:30 AM | Comments (0)