Map your way to deeper insights

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Map your way to deeper insights Target, forecast and plan by geographic region Highlights Apply your data to pre-installed map templates and customize to meet your needs.

1 Map your way to deeper insights Target, forecast and plan by geographic region Highlights Apply your data to pre-installed map templates and customize to meet your needs. Select from included map files or convert and use your own. Use maps and data from many public and private sources, including government agencies. What are customers buying and where are they buying it? Are delivery delays clustered in certain areas? Which neighborhoods, cities and states show high unemployment or crime rates? Where are your best students coming from? Now you can create map visualizations in IBM SPSS Statistics to help you conduct geographic spatial analysis of your data and reveal insights that would not be visible in charts or tables. Present compelling insights in a few simple steps In a few steps, you can generate a geographic or demographic analysis that enables you to add impact to your reports and presentations and provide critical information for decision making. IBM SPSS Statistics 20 offers seamlessly integrated capabilities that can transform your raw data into visual, easy-to-interpret output. Simply apply a map template to your data file using the intuitive menu options, specify the map key and map file you want to use, and the software builds the image for you. Data can be imported from any source that SPSS Statistics supports, including Microsoft Excel, dbase, SAS, Systat and Stata file types.

Choose from pre-installed templates to create the map type you need: Choropleth Maps Each region of the map is colored based on the value of the statistic on a variable.

Overlay Maps Merge two map files into a single visualization; one map serves as the reference map, and the second (the overlay map) is used to display data values.

2 Choose from pre-installed templates to create the map type you need: Choropleth Maps Each region of the map is colored based on the value of the statistic on a variable. Mini Charts Display a chart for each region at the region s label location. Overlay Maps Merge two map files into a single visualization; one map serves as the reference map, and the second (the overlay map) is used to display data values. Figure 2: This coordinate overlay map consists of a choropleth map visualization that shows mean total sale by state for the continental US. Each state s color is based on the value of the statistic on a variable (in this case, means). Points are overlaid onto the map; point size shows mean total sale of each order and point color identifies the sales person. Geographic coordinates are provided as columns in the data file. Map files for the United States, world regions and continents are included with SPSS Statistics to help you quickly create compelling visualizations that communicate your analytical results at a glance. Figure 1: This choropleth map visualization shows the population of different regions in Asia. Each region s color is based on the value of the statistic (in this case, sums) on a variable. IBM SPSS Statistics helps you create map visualizations that use important variables which would be difficult to evaluate in charts or tables. For example, if your customer data contains geographic coordinates (latitude and longitude), SPSS Statistics can create a coordinate overlay map that shows you exactly where your best customers are located. If your data file includes ZIP Code centroid coordinates, the software can place ZIP Code centroid labels on your map visualization. 2

3 Convert and modify existing map files You may already have map files that you wish to use in your analysis. The new integrated Map Conversion Utility within SPSS Statistics makes it easy to convert ESRI shapefiles the popular geospatial vector data format for geographic information systems (GIS) software into a compatible format (SMZ). This utility can also be used to customize your visualizations. For example: Modify the map visualization s level of detail to make it look crisper and render more quickly. Change feature labels to match expected data or reposition the labels in the map. Merge features to create larger regions. Move features such as putting mainland and outlying islands together. Delete individual elements such as lakes and small islands. Set the map projection to specify the way in which the three-dimensional earth is represented in two dimensions. Edit an existing map file. Figure 3: In addition to converting ESRI shapefiles, the Map Conversion Utility allows you to modify the map s level of detail, change feature labels, merge features and move features, among many other optional changes. You can also use the Map Conversion Utility to modify an existing SMZ file (including the pre-installed ones). Easily manage, import and export visualizations Manage all of your map templates and files on your desktop within SPSS Statistics. In addition, you can customize any project by importing additional map files. Geospatial data to support your mapping needs is available from many private and public sources, and free data may also be available from federal, state and local government web sites. IBM SPSS Statistics also enables you to export your visualizations as standard graphic files so that you can easily incorporate them into reports and presentations created in Microsoft Word, Excel and PowerPoint. 3

View property and tax or zoning boundaries. Figure 4: Overlay maps merge two map files into a single visualization.

4 Healthcare Pinpoint areas of high accident or illness rates. Identify differences in care in different regions of the country. Government See average household income by census block or population density by county. Identify high-crime areas and deploy law enforcement personnel where needed. View property and tax or zoning boundaries. Figure 4: Overlay maps merge two map files into a single visualization. One map serves as the reference map, and the second (overlay map) is used to display data values. These visualizations are examples of: point (showing location of schools), line (showing location of roads), and polygon (showing location of parks) overlay maps. Gain deeper insights for decision-making Map visualizations can help you visually discover insights within your data so that you can make better decisions. Professionals in a variety of disciplines use map visualizations in their applications, including: Direct marketers Find out what customers buy and where they shop. Locate your most profitable customers. See which customers and prospects in certain regions are most likely to respond to specific offers. Human resources/administrative View the average salary of your employees by region. Target employee recruitment efforts in specific areas. See where employees are distributed across your organization. Figure 5: This mini-chart map visualization uses bars of counts to show the distribution of housing units by sale price in different regions. The charts are placed at each region s label location (which can be changed in the Map Conversion Utility). 4

5 Financial analysts View regional trends that impact a specific industry or company. Profile customers and their financial behaviors. Gain a visual understanding of land or home appraisals. Business analysts Display charts of sales trends by region. Assess the likely risk to insurance portfolios from a predicted event such as a hurricane or wildfire. Use buying trend information to locate hot spots for new business locations. Academic Concentrate recruiting and alumni efforts geographically. Find areas that produce better-than-average GPAs and graduation records. Figure 6: This mini-charts map visualization uses pies of counts to show distribution of housing types in different regions. The charts are placed at each region s label location. 5

6 Features Choropleth Maps Mini Charts Overlay Maps Coordinate Overlay Maps (Requires geographic coordinates) Map file formats Choropleth of counts Number of data rows for each region Choropleth of values Mode of a categorical variable Choropleth of means Mean of a numeric variable Choropleth of medians Median of a numeric variable Choropleth of sums Sum of a numeric variable Bars on a map Bar of counts on a map Pies of counts on a map Pies on a map Line chart on a map Polygon overlay map Line overlay map Points overlay map Arrows on a map Coordinates on a choropleth of values Coordinates on a choropleth of means Coordinates on a choropleth of medians Coordinates on a choropleth of sums Coordinates on a map Coordinates on a choropleth of counts SPSS Statistics file: SMZ ESRI shapefile: SHP (with its DBF) Note: The Map Conversion Utility in SPSS Statistics must be used to convert an ESRI shapefile (a SHP file with its DBF file) into an SMZ file for use in SPSS Statistics. Maps included (in SMZ format) Import maps Export maps US World regions Continents ESRI shapefiles, which could be used to support your mapping needs, are available from many private and public sources. Check with local government web sites if you seek free data. Export map visualizations as standard graphic files (.bmp,.emf,.eps,.jpg,.png,.tif) for flexible reporting and presentation purposes. Map Conversion Utility Supports point, polyline or polygon (shape types 1, 3, and 5) 6

7 About IBM IBM software delivers actionable insights decision-makers need to achieve better business performance. IBM offers a comprehensive, unified portfolio of business intelligence, predictive and advanced analytics, financial performance and strategy management, governance, risk and compliance and analytic applications. With IBM software, companies can spot trends, patterns and anomalies, compare what if scenarios, predict potential threats and opportunities, identify and manage key business risks and plan, budget and forecast resources. With these deep analytic capabilities our customers around the world can better understand, anticipate and shape business outcomes. For more information For further information or to reach a representative please visit ibm.com/analytics. Request a call To request a call or to ask a question, go to ibm.com/business-analytics/contactus. An IBM representative will respond to your inquiry within two business days. 7

8 Copyright IBM Corporation 2011 IBM Corporation Software Group Route 100 Somers, NY U.S.A. US Government Users Restricted Rights Use, duplication of disclosure restricted by GSA ADP Schedule Contract with IBM Corp. Produced in the United States of America August 2011 All Rights Reserved IBM, the IBM logo, ibm.com and SPSS are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the web at Copyright and trademark information at ibm.com/legal/copytrade.shtml. Microsoft, Windows, Windows NT, and the Windows logo are trademarks of Microsoft Corporation in the United States, other countries, or both. Other company, product or service names may be trademarks or service marks of others. Please Recycle YTD03135-USEN-01

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