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Unleash Location Intelligence with Geospatial Data

Services
Lofan Abrams, Senior Product Manager at SAP

Disclaimer
This presentation outlines our general product direction and should not be relied on in making a
purchase decision. This presentation is not subject to your license agreement or any other agreement
with SAP. SAP has no obligation to pursue any course of business outlined in this presentation or to
develop or release any functionality mentioned in this presentation. This presentation and SAP's
strategy and possible future developments are subject to change and may be changed by SAP at any
time for any reason without notice. This document is provided without a warranty of any kind, either
express or implied, including but not limited to, the implied warranties of merchantability, fitness for a
particular purpose, or non-infringement. SAP assumes no responsibility for errors or omissions in this
document, except if such damages were caused by SAP intentionally or grossly negligent.

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Agenda
Why is Location data important to us
Create Business Value throughout Location-Based data

Different types of Geocoding


Geographic Data Services solution overview

Why SAP Data Services for Geospatial enablement

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Why is Location data


important to us?

Location, Location, Location

100%
of all businesses operate in a
geographic context

80%
of all data contains some reference to
geography*

* Franklin, Carl and Paula Hane, An introduction to GIS: linking maps to databases, Database. 15 (2) April, 1992, 17-22
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What if you could improve the


value of business data by.
Enriching it with geographical context,
Visualizing its shape, and
Presenting it in real-time

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to improve business efficiency and decision-making


while reducing costs?

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Create Business Value


throughout Location-Based
data

Address vs. Location


An address is a text string formatted according
to a definition provided by a postal authority
intended to direct mail delivery.

A location describes a specific point in a dimensional


space, most frequently two dimensions on the surface of
the earth, but sometimes even three dimensions .

A set of standards for mailing or delivery

Precise location:
<latitude, longitude> pair
a specific point on the earths surface

Imprecise location, could mean:

the position of a propertys mailbox

front door of an office building

What about conceptual addresses?

postal box

military address

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Geographic Operational Use Cases


Finding the Nearest Location
Dispatch the closest service vehicle to the point of service
(i.e. taxicabs, roadside assistances, or utility installations/repairs, etc)
Maximize customer contact
(i.e. a sales representative visiting a client, and schedule more client visits within the same
area)

Finding the nearest location

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Geographic Operational Use Cases


Determining Service Eligibility and Provision
Check if service is available in/around a given location

Government assistance eligibility


(i.e. determine if a homeowner is eligible for government assistance aftermath of a disaster)
Differentiate service charges
(i.e. distinguish between covered wireless service areas and roaming charges)
Calculate service boundaries
(i.e. determine whether a location is close enough for internet service DSL/cable)

Service eligibility

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Geographic Operational Use Cases


Positioning of Non-Addressable Locations
Find geographic coordinates for non-addressable locations
(i.e. bridges, telephone poles, wireless towers, airport hangars, etc)

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Horizontal Geographic Analysis: Geographic Targeting


A need to select specific locations and methods for targeted
communications.
Direct Mail: Customized advertisements for newspaper delivery, targeted
radio or TV
Advertisement: Identify regions whose residents share desirable
demographics and placing billboard advertisements along key commuting
routes
Civic: Evaluate areas of voter sentiment to optimize concentration of
candidate canvassing

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Horizontal Geographic Analysis: Fraud Prevention


Identify suspicious customers, transactions, location, and
other risk factors.
Validate customer location and identification at inbound call centers to
prevent identity theft
Identify location discrepancies between a credit card transaction and
the holder of that credit card
Look for patterns. Numbers of rebate form submissions per household

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Horizontal Geographic Analysis: Site Location


Selecting a physical site for a facility - Location is the Key!

Retail Chains: focus on centrality and accessibility within a region whose


residents share certain demographic and behavioral attributes

Urban Development: consider the proximity to points of interests and the


surrounding environment such as shopping centers, schools, highways, etc

Wireless Telecommunications: need to place towers based on zoning,


usage permitting, and community restrictions for utility facilities.

Warehouses: require easy access to freeways, interstates, other routes for


efficient products transporting.

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Vertical Geographic Analysis: Insurance


High quality geographic information is critical to the
insurance industry.

Policy premiums are determined by risks: often directly tied to location


(i.e. high risk area or natural hazard zone - flooding, tornados, hurricanes,
or wildfires).

Critical operational activities require location data (i.e. evaluating risks


exposure, managing risk inventory, catastrophe management, etc).

Usually no need for visualizing a point on a map, instead, use spatial


analytics that calculate whether a specific set of coordinates are contained
within a polygonal region. (i.e. does the location falls in an earthquake
hazard zone)

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Different types of Geocoding

Geocoding: Enabling a Geospatial Relationship


What is Geocoding?
A process of converting addresses into geographic coordinates (Latitude, Longitude), and
showing the exact point on map!

Non Spatial Data


800 Main St, La Crosse, WI, 54601

Spatial Data
43.81162, -91.24488

822 Main St, La Crosse, WI, 54601

43.81162, -91.24488

880 Main St, La Crosse, WI, 54601

43.81162, -91.24488

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Locality/Postcode Centroid
Centroid of Locality or Postcode area.

Calculated by the boundary of the area.

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Primary Range Interpolated


Interpolated from a Line-based reference data
1 Main St, Latitude_1/Longitude_1
191 Main St

101 Main St, Latitude_101/Longitude_101

100 Main St, Latitude_100/Longitude_100

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Latitude_191 = (Latitude_101 + Latitude_381)/2


Longitude_191 = (Longitude_101 + Longitude_381)/2

381 Main St, Latitude_381/Longitude_381

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Parcel
Accurate Latitude/Longitude value for a house number or a Point Of Interesting

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The concept of Cascade Geocoding


Cascade Geo assignments:
Find the best coordinate for an address, in the following sequence:

Geocoding
Optimization

Centroid

Interpolated
Rooftop
Next available

Further fallback

Standard

Parcel
Rooftop

Better

If available

Best

Interpolated Rooftop Get you CLOSER to the DOOR


Parcel Rooftop Get you to the RIGHT DOOR
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Geographic Data Services


create location intelligence

Geographic Data Services Overview


Service Name

Description

Geocoding

Identify geospatial coordinates

Reverse geocoding

Find closest address to given coordinates within a given radius

Address cleansing and


standardization

Uses data quality services such as parsing, standardization, matching, and third-party data for
enhancement to meet published standards for postal addressing

Geographic data enhancement

Append additional information (such as address corrections, demographic data imports, psychographic
data imports, and household list appends) to existing records

Proximity matching

Allows for a spatial search of objects within a defined radial range or via specific routes or corridors in
relation to either a specified point, or even in relation to named locations

Mapping

Enables positioning points on a map as well as editing, analyzing, and displaying value-added associated
information on a map

Distance

Methods for calculating the distance between two points

Routing

Methods to plan routes between two point

Remark1: functionality shows in green


SAP provides out-of-the box
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Remark2: functionality shows in blue


Requires integration with 3rd

party libraries
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SAP Data Services


Integrate, cleanse and enhance Trusted and Reliable Location data
Integrate: Extract, transform, load
Monitor:

Profile: Asses data quality based


on rule & measure defects

Analyze: Assess the nature &


cause of the data defects

Spatial Data

Business Data

SAP Data Services


Business
UI

Technical
UI

Unified Metadata

Associate

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Parse & Standardize: Normalize based on rules

Correct: Verify & scrub data

Data Quality
Data Cleanse

ETL
(Scheduling, Security, User Management)

3
Match

Profile

Geo-proximity matching: Search


within radial range or by nearest
location

Engineering Data

Cleanse:

Match & Consolidate: Identify


duplicate records & combine into a
single record

Unstructured Data

Geocoder

Address Cleanse

Enhance: Append additional information to data to


increase its value

Geocoding: Associate latitude/longitude with


addresses or zip codes

Reverse Geocoding: Find the closest address

Point of interest search: (e.g. hotels, restaurants)


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SAP Data Services


How does it work?
INPUT

Bob oldstead
175 Riviington Ave suite 2
Manhatten, new yourk
10002
Robert E. Oldstead
Manhatten, NY
10002
robo@tcabuilders.com
847 442-5555

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First Name: Robert
MiddleName: E
Last Name: Oldstead
AddressL1: 175 Rivington Ave
AddressL2: Suite 2
City: Manhattan
State: New York
Zip Code: 10002
Phone: (847) 442-5555
Email: robo@tcabuilders.com
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First Name: Bob


Last Name: Oldstead
AddressL1: 175 Rivington Ave
AddressL2: Suite 2
City: Manhattan
State: New York
Zip Code: 10002

PARSE

STANDARDIZE

CORRECT

MATCH

CONSOLIDATE

ENHANCE

First Name: Robert


MiddleName: E
Last Name: Oldstead
AddressL1: 175 Rivington Ave
AddressL2: Suite 2
City: Manhattan
State: New York
Zip Code: 10002-2517
Longitude: 40.7325525
Latitude: -74.004970
Phone: (847) 442-5555
Email: robo@tcabuilders.com
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Data Services Geocoder Transform - Reverse Geocoding


Reverse Geocoding is the opposite of Address Geocoding: finding an associated textual location such
as a street address, from geographic coordinates.
Input
43.81162, -91.24488

Output
800 Main St, La Crosse, WI, 54601, La Crosse Public Library, 0km
800-899 Main St, La Crosse, WI, 54601, 0.0009km
801 Main St, La Crosse, WI, 54601, 0.0032km

820 Main St, La Crosse, WI, 54601, 0.0314km

Can be configured to return Single or Multiple Records

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Data Services Geocoder Transform - POI Text Search


Textual search is finding any POIs with only partial address components. The search area is one or
more address components such as postcode and locality.
Sample1: Find KFC in New York, US

Sample2: Find all banks in Braden Ave, New York, US

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Data Services Geocoder Transform POI Spatial Search


Spatial search is find any POIs within a certain radius. The search area is a circle starting from a given
reference point up to a given radius.
Sample1:
Reference Point: 43.81162, -91.24488
Search all ATMs within 5 kilometers
Sample2:
Reference Point: 800 Main St, La Crosse, WI,
54601
Search all ATMs within 5 kilometers

Over 65 categories of POIs

Hotels
Gas stations
Restaurants
Airports
Bus stations
Business Facilities, etc.

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Data Services Match Transform - Geo-proximity matching


Enables geographical search of objects
around a location in a radial range

find the closest location

Or

Retail Location

Customer
Resident

Example: Find the store closest to the customer location


Cust
Name

Cust Address

Geo Code

Closest
Store #

Margaret 1429 W Elizabeth St.,


Roberts Fort Collins, CO 80522

(40.575874, 105.101652)

1544

Neil
Nevue

(40.74043, 111.935701)

4403

942 California Ave, Salt


Lake City, UT, 84115

Example: Find all stores in a radial range


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Geoproximity Matching Option Criteria Fields

Notes and Tips

In the Match Editor, select New Criteria..


From Available Criteria, expand the Geographic .
Select LATITUDE_LONGITUDE. This will make two
criteria field available for mapping.
Map the correct latitude and longitude fields. You
must map both the fields.
Input fields with valid data type are only available
for mapping.
Native data type (Double) of input field is honored.
Varchar is converted to Double data type.
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Geoproximity Matching Option Criteria Options


Notes and Tips

In the Compare data using list, choose Geo


Proximity to filter the bottom table to show only
applicable options.
Set the Distance unit to option of choice (MILES,
FEET, KILOMETERS, METERS)
Max Distance is the distance you want to consider
for range. This option can be dynamically set
for real-time jobs.
A distance equal to Max distance will receive a
score of Max distance score.
Any distance less than Max distance will receive a
proportional score between Max distance score
and 100. So 10 miles proximity will have higher
score than 40 miles.
Rest of the options are set as usual.
Make sure your No match score is set to less
than Max distance score. Otherwise even
records within the range will not be found as
duplicates.

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Why SAP Data Services for


Geospatial support?

SAP Data Services Data Quality Management


Key Value Propositions
Industry Leading Data Quality Capabilities
Parse, standardize, & validate party (contact) and non-party data (product & material)
Data de-duplication and relationship identification
Powerful Geocoding capabilities

World-Class Address Cleansing solution

Over 30+ years Address Cleanse experience


Partner with 35+ countrys Postal Authorities for their postal address reference data
Partner with NAVTEQ and TomTom for geo reference data
Support 240 countries and 35+ to most precise address details
Certified with ALL available International Postal Authority (United States, Canada, France,
Australia, and New Zealand)

Easy to use and comprehensive solutions


Reusable logic for Batch and Real-Time (Interactive, Point-of-Entry) jobs
One-stop for end-to-end information governance and management

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SAP Data Services


Enable accurate geographic searches of locations

Rapidly process large volumes of data in


both batch & transactional modes

Use address cleansing for precise results

Deliver reports that provide more insight


when accurate location data is available

vs.

Example: Incorrect street name

Record

Original

Correct and complete street name

Customer Address

Record

Wriezener bhf 1,
10243, Berlin, DE

Am Wriezener Bahnhof 1,
Friedrichshain ,
Corrected 10243 Berlin, DE

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Customer Address

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Spatial and Visualization Solutions


From SAP and partners
Spatially-enabled
Examples
SAP Enterprise Asset
Management

Applications & Analytics


SAP Real Estate
Lifecycle
Management

SAP Transportation
Management

SAP Work
Manager

SAP Lumira

SAP BusinessObjects
Integration for Esri GIS

SAP Visual
Business

SAP Visual
Enterprise (3D)

SAP Mobile
Platform

Real-time Data Management

SAP HANA
Information Management

SAP Data Services


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SAP BusinessObjects BI
(Visual SDK)

Map Content & Services

Geo.e
framework

(e.g. Nokia HERE, Tom Tom, Esri)

Esri ArcGIS for Server

Geographic enablement of applications, mobile, BI

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SAP Data Services


Integrate, cleanse, and enable geoSpatial
What is SAP Data Services?

A foundation to move, improve, and govern data from a


variety of data targets and sources

ESRI Shapefile and DS


integration is planned

Planned key capabilities for Spatial enablement

ETL & ELT: Extract, load, transform data from a variety of


data sources
Support Loading for Oracle Spatial Data Type
SDO_GEOMETRY
(https://wiki.wdf.sap.corp/wiki/display/ngdb/1.1.+First+Steps)
Planned: ESRI Shapefile Import (SHP, DBF, SHX)
Geocoding: Associate geographic coordinates (latitude &
longitude) with addresses and zip codes
Partnerships: Nokia HERE, TomTom, and more

Oracle
Support Loading for
Oracle Spatial

Esri ArcGIS
for Server

SAP HANA

SDO_GEOMETRY
(Convert to WKT)

Import ESRI Shapefile

Load

Cleanse

Enhance (geocode)

SAP Data Services

Transaction Data

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Engineering Data

.shp

.dbf

.shx

Analytical Data

Value

Access relevant data regardless of data type or source


A unify tool to support both spatial and non-spatial data
loading
High performance ETL capability for importing large volume
of spatial data

Spatial Data

Geocontent

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Examples: Reading/Loading Spatial data with Data Services

Reading Spatial Data from Oracle


SELECT "COLA_MARKETS"."MKT_ID" , "COLA_MARKETS"."NAME" ,
TO_CLOB(SDO_UTIL.TO_WKTGEOMETRY( "COLA_MARKETS"."SHAPE" )) FROM
DUMMY"."COLA_MARKETS" "COLA_MARKETS"

Reading Spatial Data from HANA

SELECT "COLA_MARKETS"."MKT_ID" , "COLA_MARKETS"."NAME" ,


TO_CLOB( "COLA_MARKETS"."SHAPE" .ST_AsText()) FROM
DUMMY"."COLA_MARKETS" "COLA_MARKETS

Loading Spatial Data to HANA

INSERT INTO "BALAJI"."COLA_MARKETS" ("MKT_ID", "NAME", "SHAPE") VALUES (?, ?, new


ST_GEOMETRY(ST_FromText(?)))

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Architecture of Data Quality embedded in SAP HANA Platform

SAP Business Suite Powered By SAP HANA

Other Applications
Powered By SAP HANA

Native Data Quality in HANA


SAP HANA PLATFORM
Index Server
Script Server (AFL)

Data Quality

XS Engine
Statistics Server

Name Server

Application Function Library SDK


Embeds core DQ features which we want accessible to applications via Stored Procedure Calls.

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Customer Problems and Use Case Scenarios

SAP Data Services Geocoding

Customer Quotes
Business Analytics
(Company
Hierarchy)

I want to enrich the data warehouse with


geospatial data to provide valuable
insights and deeper analysis

Value Proposition
Data Services provides correct, complete, and timely information to all SAP
business analytics solutions:
SAP Sybase IQ, SAP BusinessObjects BI, NetWeaver Business Warehouse
(BW), and Hana.
support 3rd party platforms such as Netezza and Teradata

Operational
Systems (Market
Segmentation)

Data Migration
(Complete Contact
Info.)

Master Data
Management
(Identity
Resolution)

I need additional geographic information


about customers and prospects locations
for more effective marketing campaigns

It takes too long to match large volumes of


geo data against external content,
especially when managing delta updates
and adding other DQ steps into the mix

We dont trust the address/location data in


our master system, and often dont have
enough information to determine for
duplicate checks or best record creation

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Data Services provides easy ways to load, extract, analyze, and cleanse
information within SAPs Business Suite (ERP, CRM, SCM, etc).
validate business information (i.e. address or phone) is accurate and provide
missing attributes
Data Services is THE data integration platform for SAP and its partners use for
data migration to SAP and other applications.
validate business information (i.e. contact ) is accurate and complete during
migration process
assist in duplicate and identity resolution during the M&A process
Data Services provides native integrations with SAP NetWeaver MDM and MDG
for data loading, extraction and cleansing of master data.
use 3rd party content to create a complete and accurate master data
look up additional data (i.e. business partner) in an identity resolution process

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Further Information
SAP Public Web
scn.sap.com
www.sap.com
http://wiki.sdn.sap.com/wiki/display/EIM/Geocoder+Transform
http://wiki.scn.sap.com/wiki/display/EIM/Geocoder+Labs
https://wiki.wdf.sap.corp/wiki/display/ngdb/1.1.+First+Steps
http://help.sap.com/saphelp_em70/helpdata/en/5d/6cb73a93611372e10000000a11402f/frameset.htm

www.sap.com/campaign/na/usa/Gartner_Data_Quality/index.html

SAP Education and Certification Opportunities


www.sap.com/education

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Resources: Enterprise Information Management with SAP


Understand the big picture of SAPs enterprise
information management offerings
Explore step-by-step instructions for working
with SAP Data Services
Learn how to perform the most important tasks
in SAP Information Steward, SAP NetWeaver
Information Lifecycle Management, SAP
Master Data Governance, and SAP Extended
Content Management
All royalties donated to Doctors Without
Borders
Enter 6Y8DF3 as your discount code when ordering
at SAP PRESS
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Feedback
Contact Information: lofan.abrams@sap.com

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