Geographic information systems now available in New York state

CNY Business Journal (1994-95), Nov 13, 1995 by Wilson, Fred

Geographic information systems (GIS) and desktop mapping combined is one of the most rapidly growing computer technologies in the world, according to Geographic Services Corporation in Norwich, Vt. This technology allows users to visualize complex information in a geographic context, and has proven a valuable decision-making tool in a variety of disciplines.

Recently the Liverpool Sheraton was host to the 11th annual meeting of the New York State (NYS) Geographic Information Systems Conference. Sponsors were the NYS Urban and Regional Information Systems Association, the American Society for Photogrammetry and Remote Sensing/Central New York Region, and the State University of New York College of Environmental Science and Forestry.

Twenty-four exhibitors conducted demonstrations and distributed promotional literature for their GIS-related products to nearly 400 representatives of planning, engineering & forestry, real-property, records-management and environmental organizations. Plenary sessions described New York's work with GIS in records management, library services, and the formation of a geographic data clearinghouse. Concurrent sessions and posters reported GIS applications in environmental studies, local government, public health, and decision support. The goal of the conference was to update participants on how to get, save, and share geographic data.

In the business sense, GIS is computer-based technology that permits the user to analyze and visualize, on a map, data such as the spread of competition, distribution routes, or potential customers. The map may be of streets, counties, ZIP codes, or any other geographic component of business data. A marketing manager can click any area of this map to bring up records of average income, age, or other demographic statistics associated with this area. Systems may use colors, fill patterns, line types, or symbols for geographic contrast.

How to Site a Store

This technology is illustrated with an example taken from MapInfo, a leading producer of software for the business-geographic industry. In the example, the vice president of a children's clothing business is asked to select an optimum site for a new retail outlet and distribution center. This location must be close to established mail-order customers and in an area of many homes with children age 10 and under. Specific floor space, parking area, and lease expense are requirements for the property.

MapInfo's Desktop Mapping Software is used to locate this site with Windows, Macintosh, Sun, and Hewlett Packard platforms. The first step is to access the customer data base or spreadsheet file and pick a format such as DBF, Microsoft, Excel, or Lotus 1-2-3. The next step is to attach the data to specific sites on the map by a process called "geocoding." It is now possible to view the geographic distribution of these customers and zoom in on any area to find their highest concentration. Then, to show location of the homes with children 10 and under, MapInfo applies data for age distribution (by ZIP code) to this area, using different colors to show various populations. This reveals the spatial distribution of children age 10 and under within the highest concentration area of established customers. From the database of real-estate and property listings (already attached to the map), the user makes queries to find the location that meets the requirements for floor space, parking area, and leasing.

In this example, the customer data of the children's clothing business combined with the MapInfo software, map, and real-estate data provided the required information. The prerequisite is that the data have a geographic component.

GIS has been employed extensively by Federal Express, according to ARC News, a publication provided at the conference by Environmental Systems Research Institute, Inc. (ESRI) Marketing Representative William "Skip" Heise. During 1990 Federal Express considered using GIS to study pickup and delivery systems. The goal was to find voids in its service, and the company geocoded its operation with ARC/INFO software, available from ESRI.

Using service and facility information combined with census data, Federal Express managers could see clearly on a map the location of customers, and relate that information to the needed level of service. The GIS allowed the managers to see their data in different ways, and to make adjustments in trade areas as needed. It also gave them new ideas for services.

ARC News also describes how a major food chain used GIS to decide whether or not to discontinue a breakfast program in Austin, Texas, where it was not selling well. Since this program sold well in Phoenix, Ariz., the management used GIS to examine the sales fluctuations and customer profiles in both areas and confidently concluded that the poor performance of the program in Austin was due to the characteristics of the people in Austin versus Phoenix and not the quality of the breakfast program. The management closed the program in Austin and continued it in Phoenix.