PROJECT

GEOGRAPHIC INFORMATION SYSTEM

(Information Systems Management)

Submitted by,

Rahul Kumar Singh

(Roll no. 57)

Introduction:
Geographic information systems (GIS) or geospatial information systems is a set
of tools that captures, stores, analyzes, manages, and presents data that are linked to
location(s). In the simplest terms, GIS is the merging of cartography, statistical analysis,
and database technology. GIS systems are used in cartography, remote sensing, land
surveying, public utility management, natural resource management, precision
agriculture, photogrammetry, geography, urban planning, emergency
management, navigation, aerial video, and localized search engines.

As GIS can be thought of as a system, it digitally creates and "manipulates" spatial

areas that may be jurisdictional, purpose or application oriented for which a specific GIS
is developed. Hence, a GIS developed for an application, jurisdiction, enterprise, or
purpose may not be necessarily interoperable or compatible with a GIS that has been
developed for some other application, jurisdiction, enterprise, or purpose. What goes
beyond a GIS is a spatial data infrastructure (SDI), a concept that has no such
restrictive boundaries.

Therefore, in a general sense, the term describes any information system that

integrates, stores, edits, analyzes, shares, and displays geographic information for
informing decision making. GIS applications are tools that allow users to create
interactive queries (user-created searches), analyze spatial information, edit data,
maps, and present the results of all these operations. Geographic information science is
the science underlying the geographic concepts, applications and systems. GIS can be
studied in degree and certificate programs at many universities.

Applications –

GIS technology can be used for: earth surface based scientific investigations; resource

management, reference, and projections of a geospatial nature—both manmade and
natural; asset management and location planning; archaeology; environmental
impact study; infrastructure assessment and development; urban planning; cartography,
for a thematic and/or time based purpose; criminology; GIS
data development geographic history; marketing; logistics; population and demographic
studies; prospectivity mapping; location attributes applied statistical analysis; warfare
assessments; and other purposes. Examples of use are: GIS may allow emergency
planners to easily calculate emergency response times and the movement of response
resources (for logistics) in the case of a natural disaster; GIS might be used to
find wetlands that need protection strategies regarding pollution; or GIS can be used by
a company to site a new business location to take advantage of GIS data identified
trends to respond to a previously under-served market. Most city and transportation
systems planning offices have GIS sections.
GIS developments
GeaBios - tiny WMS/WFS client (Flash/DHTML)

Many disciplines can benefit from GIS technology. An active GIS market has resulted in
lower costs and continual improvements in the hardware and software components of
GIS. These developments will, in turn, result in a much wider use of the technology
throughout science, government, business, and industry, with applications including real
estate, public health, crime mapping, national defense, sustainable
development, natural resources, landscape architecture, archaeology, regional and
community planning, transportation and logistics. GIS is also diverging into location-
based services (LBS). LBS allows GPS enabled mobile devices to display their location
in relation to fixed assets (nearest restaurant, gas station, fire hydrant), mobile assets
(friends, children, police car) or to relay their position back to a central server for display
or other processing. These services continue to develop with the increased integration
of GPS functionality with increasingly powerful mobile electronics (cell phones, PDAs,
laptops).

OGC standards

The Open Geospatial Consortium (OGC) is an international industry consortium of 384

companies, government agencies, universities and individuals participating in a
consensus process to develop publicly available geoprocessing specifications. Open
interfaces and protocols defined by OpenGIS Specifications support interoperable
solutions that "geo-enable" the Web, wireless and location-based services, and
mainstream IT, and empower technology developers to make complex spatial
information and services accessible and useful with all kinds of applications. Open
Geospatial Consortium (OGC) protocols include Web Map Service (WMS) and Web
Feature Service (WFS).

GIS products are broken down by the OGC into two categories, based on how
completely and accurately the software follows the OGC specifications.
OGC standards help GIS tools communicate.

Compliant Products are software products that comply to OGC's OpenGIS

Specifications. When a product has been tested and certified as compliant through the
OGC Testing Program, the product is automatically registered as "compliant" on this
site.

Implementing Products are software products that implement OpenGIS Specifications

but have not yet passed a compliance test. Compliance tests are not available for all
specifications. Developers can register their products as implementing draft or approved
specifications, though OGC reserves the right to review and verify each entry.

Web mapping

In recent years there has been an explosion of mapping applications on the web such
as Google Maps and Bing Maps. These websites give the public access to huge
amounts of geographic data.

Some of them, like Google Maps and OpenLayers, expose an API that enable users to
create custom applications. These toolkits commonly offer street maps, aerial/satellite
imagery, geocoding, searches, and routing functionality.

Other applications for publishing geographic information on the web include GeoBase

(Telogis GIS software),Smallworld's SIAS or GSS, MapInfo's MapXtreme or
PlanAcess or Stratus Connect, Cadcorp's GeognoSIS,Intergraph's GeoMedia WebMap
(TM), ESRI's ArcIMS, ArcGIS Server, Autodesk's Mapguide, SeaTrails'
AtlasAlive,ObjectFX's Web Mapping Tools, ERDAS APOLLO Suite, Google Earth, and
the open source MapServer or GeoServer.

In recent years web mapping services have begun to adopt features more common in
GIS. Services such as Google Maps and Bing Maps allow users to access and annotate
maps and share the maps with others.

Global change, climate history program and prediction of its impact

Maps have traditionally been used to explore the Earth and to exploit its resources. GIS
technology, as an expansion of cartographic science, has enhanced the efficiency and
analytic power of traditional mapping. Now, as the scientific community recognizes the
environmental consequences of anthropogenic activities influencing climate change,
GIS technology is becoming an essential tool to understand the impacts of this change
over time. GIS enables the combination of various sources of data with existing maps
and up-to-date information from earth observation satellites along with the outputs of
climate change models. This can help in understanding the effects of climate change on
complex natural systems. One of the classic examples of this is the study of Arctic Ice
Melting.

The outputs from a GIS in the form of maps combined with satellite imagery allow
researchers to view their subjects in ways that literally never have been seen before.
The images are also invaluable for conveying the effects of climate change to non-
scientists.

Prediction of the impact of climate change inherently involves many uncertainties

stemming from data and models. GIS incorporated with uncertainty theory has been
used to model the coastal impact of climate change, including inundation due to sea-
level rise and storm erosion.

Adding the dimension of time

The condition of the Earth's surface, atmosphere, and subsurface can be examined by
feeding satellite data into a GIS. GIS technology gives researchers the ability to
examine the variations in Earth processes over days, months, and years.

As an example, the changes in vegetation vigor through a growing season can be

animated to determine when drought was most extensive in a particular region. The
resulting graphic, known as a normalized vegetation index, represents a rough measure
of plant health. Working with two variables over time would then allow researchers to
detect regional differences in the lag between a decline in rainfall and its effect on
vegetation.

GIS technology and the availability of digital data on regional and global scales enable
such analyses. The satellite sensor output used to generate a vegetation graphic is
produced for example by the Advanced Very High Resolution Radiometer (AVHRR).
This sensor system detects the amounts of energy reflected from the Earth's surface
across various bands of the spectrum for surface areas of about 1 square kilometer.
The satellite sensor produces images of a particular location on the Earth twice a day.
AVHRR and more recently the Moderate-Resolution Imaging
Spectroradiometer (MODIS) are only two of many sensor systems used for Earth
surface analysis. More sensors will follow, generating ever greater amounts of data.

GIS and related technology will help greatly in the management and analysis of these
large volumes of data, allowing for better understanding of terrestrial processes and
better management of human activities to maintain world economic vitality and
environmental quality.

In addition to the integration of time in environmental studies, GIS is also being explored
for its ability to track and model the progress of humans throughout their daily routines.
A concrete example of progress in this area is the recent release of time-specific
population data by the US Census. In this data set, the populations of cities are shown
for daytime and evening hours highlighting the pattern of concentration and dispersion
generated by North American commuting patterns. The manipulation and generation of
data required to produce this data would not have been possible without GIS.

Using models to project the data held by a GIS forward in time have enabled planners
to test policy decisions. These systems are known as Spatial Decision Support
Systems.

Importance of GIS:
Geographic information is the key to better decision-making; just about everything a
community, business, or public agency does, whether in day-to-day operations or long-
term planning, is related to its geography.

Education is a good example. The primary purpose of schools, of course, is to teach

children. But schools also have to worry about maintaining an efficient and safe
transportation system for their students, whether the school building will have to expand
if the population keeps growing, and whether the building’s septic system will be
adequate in years to come.

Commercial site evaluation is another example. Zoning regulations, utility

availability, traffic access, and proximity to consumers are all important considerations
for retail businesses choosing building sites.

In fact, many routine operations of business and government are tied to a location and
rely on the use of geographic information to accomplish their goals. Some examples
are:
1- Land-use planning (Where is growth happening?)
2- Marketing (Where are our customers?)
3 -Subdivision review (Where is the wetland?)
4- Permit tracking (Whose property is the permit attached to?)
5- Parcel/tax mapping (Who are Jane Doe’s abutters?)
6- Engineering design (What is the topography of the building site?)
7- Road and utility maintenance (Where is the downed power line blocking the road?)
8- Event (crime, fires, accidents) reporting (Where do the most accidents takes place?)
9- Emergency dispatching (Where is the E-9-1-1 call originating from?)

For many years, personnel involved in these routine operations have had to rely on
reams of printed material,hand-drawn maps and their own imaginations to consider
alternatives and make choices.GIS stands for geographic information system, a
method of managing, analyzing, and displaying geographic information on easily
understood,computer-generated maps.The strength of GIS is its ability to create distinct
map layers for different types of information, and then to combine them in any way
desired or needed. Each layer consists of geographic, or spatial, data linked to
descriptive, or tabular, information. In combining layers, GIS uses known earth
coordinates (like latitude and longitude) to make sure each layer lines up correctly with
the others. For instance, a community involved in municipal planning might want to
know how suitable different areas of the town are for development. GIS can be
used to generate maps showing where various conditions exist: prime agricultural land,
surface water, high flood frequency, and highly erodible land.

Planners can use this information to make decisions about zoning designations and
building permits.

To compare that information with data showing where development is already occurring,
GIS could generate another map or series of maps showing where permits have been
issued, when, and for what kinds of development. GIS can also help businesses
research retail markets. By entering customer survey data into a GIS database,
marketing research staff can see where customers are coming from, and decide where
their marketing efforts will have the most impact.
The Sandwich Analogy:
Using GIS is a little like making a multidecker sandwich. The person desiring the
“sandwich” can use any type of layer or number of layers required. The toothpick
holding the sandwich together is the coordinate system that guarantees the layers
line up properly.

How is GIS Different From Using Traditional, Hand-Drawn Maps?

Traditional paper maps exist in many different map scales and projections, making
it next to impossible to superimpose or overlay them the way GIS can. GIS can
mathematically transform map features from one scale or projection to another to allow
map layers from different sources to be used together. Traditional maps are also less
efficient because changes require starting from scratch with a brand-new map. Once
information is entered into a GIS system, it is a simple matter to change the data on the
computer and produce an updated product. GIS can produce maps at any size,
depicting an entire community or only a selected area using information from different
scales.
A Case:

This case is to show how implementation of GIS has helped in improving efficiency,
better understanding and increased productivity of an international advertising agency.
Also looks into the details of how GIS was customized to fulfill user’s requirement. 

Introduction 
Information forms the key source in strategic planning in any business. Businesses, be
it retail marketing, consumer services, all require information such as sales, customers,
inventory, demographic profiles, addresses and so on. Relating all these information
geographically allows the user to spatially visualize data revealing relationship, pattern
and trends. 

Purpose
An International advertising agency, took decision to move to GIS application as the
information system to improve their work system. Market analysis and route being their
main stream of working required Geo-demographic analysis. The existing system,
allowed to analyze the data but lacked relation with their respective location, which
impede the user to analyze geographically and overlook many hidden spatial factors.
Time consumed in assessing the potential customers and designing of the route plan
was enormous. 

GIS based marketing solution 

LinCompass, a decision support system was developed specifically to plan marketing
campaigns. Application is developed on Avenue, customization language of ArcView. 

Salient features of the software

Prioritization of district 
Function of district prioritization enables the user to rank the districts based on desired
parameters (population, literacy, availability of medical and educational facilities, etc)
and weightage. User can prioritize district considering only the rural areas, or urban
areas or both. All the districts are assigned an Index value based on the weightings
given to each parameter. District priority index becomes the first step towards Below the
Line (BTL) campaign planning. 

Performing query 

Composite query 
Composite query gives user the option to drill into the data by running queries out of
128 parameters stored in the database. The user can have five parameters to run the
query. This query can be invoked from within the buffer query as well as separately.
User can generate 25 reports using varied AND/OR combinations. 

Buffer query 
Application in this function allows the user to perform spatial query. User can select
places falling within a certain buffer distance from a nodal town by created a buffer of
desired distance. 

Reports generation 
Application automatically generates reports of all finding along with the wanted
information. 

Route Plan Creation

‘Route Designer’ involves the process of generating route plans with shortest path
method. It provides user the facility to specify the ‘Start Place’ and the ‘Start Date’ of the
route. 

A typical route plan would need a list of villages to be covered on a particular day which
fulfill the desired conditions put in the query, the plan should automatically generate the
list of villages/towns that will serve as night halt for the campaign. The night halt place
has to have minimum criteria for selection. Complexity is added to the plan when
stockist option is to be applied. Following are a few routes, combination of which is
sought for the campaigning depending upon the product to be sold. 

For example:

The required route should cover villages of population less than 4000, and each day it
should visit three villages that should have either a haat day or a primary school or
primary health center. The total travel distance should not exceed 60 Km and the
distance between two villages should be less than 15 Km.

 Duration of route cycle = 25 days

 District to be covered = Lucknow
 Tehsil to be covered = Malihabad & Lucknow

Typical route option:

Stockist option: 
In all mobile unit operations there is a limitation on the amount of Stock, branding
material that it can carry. When covering villages the unit might have to keep coming
back to the feeder market to collect stock. Clicking ‘Select Stockist’ option the ‘Feeder
Town’ function opens for selecting towns to replenish stocks and to specify the stock
replenishing period. 

Draw Route options:

‘Linear’ option draws a linear route with start place and the end place different. It
identifies the next destination on the basis of the assigned weightage, nearest place
with the consideration of traveler covering 80km per day and night halt, which should be
within distance of 25 km. ‘Circular’ option plans circular route, having the same start and
end place. It works on the Traveling Sales Man Problem (TSP) model covering
maximum places with optimum travel distance. 
Show Route options:
‘Automatic’ option would generate the route plan automatically based on the specified
start and end dates and the input given in the route calculator. ‘Manual’ option will allow
user intervention to confirm the selection of places to be visited on a day. In the
situation of disagreement, the user has an option to select his preference. 

Night-halt selection:
The night halt place can be either the nearest town or the last village of the day or user
specified. User also has the option to select night halt from the places to be covered or
even any other desired halt. 

Route plan for covering different states: it allows the user to cover different states in the
one route plan based on the distance factor. 

Input data
The application is based on the Census data (maps & tabular data) 

Conclusion 
Implementation of the application resulted into much easier identification of markets on
the targeted population strata. Number of route plan with desired options could be
worked automatically as well as manually with application within a few minutes. This
resulted into radical cutback in the time between data processing, planning and
implementation. 

Prior to development of application, planning marketing campaign took eight to ten days
to produce a single route plan. Which involved tedious scanning of demographic data of
all the rural and urban area in the desired parameters to prioritize the areas. Route was
designed manually on the hard copy maps resulting into consumption of time. 
Industry Usage & comments from an industry
expert

GIS applications in marketing & sales

Prashant Baxi
WIPRO Consumer Care & Lighting 

Wipro Corporation is a Rs 1800 crores, diversified Company engaged in the business of

Consumer Care, Lighting, Information Technology, Medical Systems, Finance and
Hydraulic Technology. 

Wipro Consumer Care (WCC), with its turnover of Rs 300 crore is engaged in the
business of manufacturing and marketing of Hydrogenated Fats, Toilet Soaps, Toiletries
and Baby Care products. 

WCC has many firsts to its credit. WCC is being credited even today for being the first
to introduce flexible consumer pack for vanaspati. 

In terms of distribution strengths, Wipro products are available in about half a million
directly covered outlets and an estimated equal number through indirect coverage.
These outlets are being serviced through a strong stockist network of over 3000
stockists. 

Wipro products are available across population strata ranging from metros to remote
villages with a population of 3000, directly by the company network coverage. 

One of the strong points of WCC has been its proactive addressing of coverage
expansion. 
Coverage expansion would mean expansion within an identifying newer geographic
areas and consolidating coverage of outlets within the identified geographic area,
popularly referred to as a market. 

At WCC, review of existing coverage and identification of uncovered markets is a major

exercise that takes place at the beginning of each year. Based on the number of
uncovered markets identified, a coverage plan is drawn up each year. These plans are
then implemented by the frontline field force. 

Traditionally, the following obstacles are encountered in the implementation of these

coverage plans :

 Each uncovered market has to be located, physically.

 A personal visit is required for potential determination.
 A route plan has to be made manually, based on the available road information
on these markets.
 These constraints make the implementation time consuming and expensive.

WCC tried out MarketMap - the GIS based software, for the first time in 1996-97, on an
experimental basis, for TamilNadu and Andhra Pradesh.

1. The summary of our experience is listed below:

2. Identification of markets in the targetted population strata became much easier.
3. With the linkage of census based data with the maps, a preliminary fit was
obtained on the markets for its potential.
4. Authentication became much easier.
5. Personal visits could be reduced and were carried out with a proper focus.
6. Possible route plans were chalked out on the screen and extension / modification
of routes from existing markets and stock points became much easier.
7. The sales officer had a route plan with him when he spoke to the stockist for
investment in infrastructure like vans.
 8. Time lag between identification and implementation reduced.
9. GIS engine based technology assumes some preliminary knowledge on
computers and ability to interpret the knowledge of GIS and other IT related
terms. Hence, it does require considerable investment in training.

Cost wise, the investment is significant as compared to the traditional means of

identification
Ticket Reservation
Transaction ID: 0265640446 PNR No: 2541383890 Train No. & Name: 4041/MUSSOORIE EXP

Date of Journey: 03/11/2010 Date Of Boarding: 03/11/2010 Class: SL

From: DELHI(DLI) To: KOTDWARA(KTW) Boarding: DELHI(DLI)

Resv Upto: KOTDWARA(KTW) Distance: 0238 KM Scheduled Departure: 22:20

Total Fare: Rs. 133.0 Adult: 1Child: 0

Details of Passengers
SNo. Name Age Sex Status Coach Seat/Berth

1  RAHUL KUMAR SING 025 Male /CONFIRM S5 0048/SU

Important

E-ticket passenger is permitted in the train against a berth/seat only when his name appears in the
reservation chart failing which he can be treated as a passenger travelling without ticket
The accommodation booked is not transferable and is valid only if one of the ID card noted above is
presented during the journey. The passenger should carry with him the Electronic Reservation Slip print out. In
case the passenger does not carry the electronic reservation slip, a charge of Rs.50/- per ticket shall be
recovered by the ticket checking staff and an excess fare ticket will be issued in lieu of that.
E-ticket cancellations are permitted through www.irctc.co.in by the user. In case e-ticket is booked
through an agent, please contact respective agent for cancellations.
If the name of the passenger does not appear on the chart, the passenger should not board the train as
he/she will be treated as a passenger without ticket and dealt accordingly.
 

For cancellation and Refund

Passenger should access the website www.irctc.co.in only for cancellation as no cancellation is permitted at railway
counters for electronic tickets

Please note that the provision for specifying I/D proof at the time of booking an e-ticket has been dispensed
with. The accommodation booked is not transferable and is valid only if one of the passenger booked on an
e-ticket in a transaction presents any of the identity cards(Voter identity card/Passport/ Pan card/Driving
license/Photo I/d card of Central/State Government issued to their employees) during train journey in
original and same will be accepted as proof of identity failing which the passengers will be treated as
travelling without ticket and shall be dealt with as per extant Railway Rules.

Ticket Reservation
Transaction ID: 0267768104 PNR No: 2312533243 Train No. & Name: 4042K/MUSSOORIE EXP

Date of Journey: 07/11/2010 Date Of Boarding: 07/11/2010 Class: SL

From: KOTDWARA(KTW) To: DELHI(DLI) Boarding: KOTDWARA(KTW)

Resv Upto: DELHI(DLI) Distance: 0238 KM Scheduled Departure: 22:00

Total Fare: Rs. 133.0 Adult: 1Child: 0

Details of Passengers
SNo. Name Age Sex Status Coach Seat/Berth