{"id":293542,"date":"2019-12-04T04:45:22","date_gmt":"2019-12-04T12:45:22","guid":{"rendered":"https:\/\/www.esri.com\/about\/newsroom\/?post_type=wherenext&p=293542"},"modified":"2021-12-17T02:39:53","modified_gmt":"2021-12-17T10:39:53","slug":"translating-location-intelligence-into-business-value","status":"publish","type":"wherenext","link":"https:\/\/www.esri.com\/about\/newsroom\/publications\/wherenext\/translating-location-intelligence-into-business-value","title":{"rendered":"Translating Location Intelligence into Business Value"},"author":501,"featured_media":0,"parent":0,"menu_order":0,"template":"","format":"standard","meta":{"_acf_changed":false,"sync_status":"","episode_type":"","audio_file":"","castos_file_data":"","podmotor_file_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":"","_links_to":"","_links_to_target":""},"categories":[1001,381312,791,1031,365252,405752],"tags":[611,405772,157872,405762],"department":[476792,476782],"wherenext-category":[],"industry":[],"class_list":["post-293542","wherenext","type-wherenext","status-publish","format-standard","hentry","category-commercial","category-cxo-priorities","category-digital-transformation","category-natural-resources","category-petroleum","category-wherenext-profiles","tag-business-intelligence","tag-oil-and-gas","tag-roi","tag-spatial-awareness","department-cxo-priorities","department-new-analyst"],"acf":{"short_description":"Companies are waking up to the need for data experts who can translate science into business value and communicate with the C-suite.","pdf":{"host_remotely":false,"file":"","file_url":""},"flexible_content":[{"acf_fc_layout":"content","content":"To create strategic value from business intelligence, companies need dynamic employees who are \u201cbilingual\u201d in today\u2019s information economy. These professionals communicate effectively in the realm of data and analysis, but also understand how to calculate ROI\u2014the language of executives."},{"acf_fc_layout":"sidebar","layout":"standard","image_reference":null,"image_reference_figure":"","spotlight_image":null,"section_title":"","spotlight_name":"","position":"Left","content":"Article snapshot:<\/strong> Alina Shemetova of SM Energy Company translates GIS data and location intelligence into ROI for executives while using spatial awareness to advance the company\u2019s strategic goals.","snippet":""},{"acf_fc_layout":"content","content":"In the growing field of location intelligence, a map-based form of business intelligence, the need for such versatile figures has even led to the coining of a new phrase\u2014spatial business transformers<\/a>. As mediators between IT and the C-suite, these deft communicators play an essential role in ensuring that data analysis contributes to an organization\u2019s strategic goals.\r\n

A New Class of Location Analysts<\/strong><\/h3>\r\nAlina Shemetova, a GIS supervisor at Denver-based oil and gas exploration company SM Energy Company, grew up with a head start on the bilingual part. Born in Ukraine in 1990\u2014a year before the USSR dissolved\u2014she moved to the US at the age of seven with her parents. A love of maps eventually landed Shemetova in her current position, using insight from a geographic information system (GIS) to help create business value and help make SM Energy\u2019s operations more efficient and safe.\r\n\r\nOil and gas companies like SM Energy increasingly rely on data analysis to improve everything from where they drill wells and place facilities to how they ensure environmental health and safety.\r\n\r\nShemetova represents a rising class of GIS experts who use location-based data to help businesses make better, less costly decisions. (See sidebar, \u201cSpeaking of ROI.\u201d) Shaped by her upbringing in a country that prides itself on fighting the odds, she exudes excitement and confidence in her quest to demonstrate the value of location intelligence<\/a>, especially in cutting costs and enhancing safety.\r\n\r\n\u201cWe\u2019ve got the resources,\u201d she says. \u201cWe have really smart people. We have really good technology. We can use all that to drive business value and save the company money.\u201d\r\n

Back in the USSR<\/strong><\/h3>\r\nShemetova doesn\u2019t find it surprising that she developed an interest in cartography, a field that combines art and science. In the USSR, her father was a painter and her mother an electrical engineer. Growing up, Alina was also deeply influenced by her grandfather, Dr. Valentin Bryantsev. As an oceanographer, he was part of the first joint US\u2013USSR effort to research Atlantic fisheries from 1967 to 1973. His visit to Woods Hole Oceanographic Institution in Massachusetts during that time was an early glimpse into a new world of opportunity."},{"acf_fc_layout":"image","image":293572,"image_position":"right","orientation":"horizontal","hyperlink":""},{"acf_fc_layout":"content","content":"Not long after Shemetova was born, her parents grew frustrated by the lack of opportunities in Ukraine and moved to South America, hoping to eventually make their way to the US. They took jobs as contractors and cooks\u2019 assistants, determined to create a better life for their young family. Eventually they won a green card in the immigration lottery, putting them on a path to US citizenship. In 1997 the family moved to Leadville, Colorado.\r\n\r\nShemetova found her upbringing and personality well-suited to the American culture and economy. \u201cLike most Ukrainians, I have a constant hunger to prove that I am capable, no matter the circumstances. Now I\u2019m in a country that allows you to be rewarded for it. However, I\u2019m always going to remember what it was like for my parents not to have had that, and how much they gave up to provide me with a different path.\u201d\r\n

The ABCs of GIS<\/strong><\/h3>\r\nShe attended the University of Colorado Denver, where she majored in geography with a focus on environmental studies. Her enthusiasm was immediately apparent. It was at CU Denver, a stronghold of GIS education in the West, that Shemetova first absorbed the lessons that would define her career as a spatial business transformer.\r\n\r\n\u201cShe was one of the best, brightest students we have had in years,\u201d says Rafael Moreno-Sanchez, an associate professor in the department of geography and environmental sciences at CU Denver. \u201cI remember her passion for geography and geographic information science and technology. She was very excited about it, embracing the material beyond just doing the coursework and homework.\u201d\r\n\r\nIn his classes, Moreno-Sanchez emphasizes that pure technical savvy will only get students so far. People skills, a facility for communication, and the ability to be a team player are all essential in driving change within an organization.\r\n\r\nAfter graduating in 2013, Shemetova was hired at SM Energy as a GIS analyst. At first, she was content to occupy herself with the nuts and bolts of the technology. \u201cI was very technical, very head-down,\u201d she recalls. But her manager and mentor\u2014a GIS visionary of sorts\u2014pushed her to think about the larger ramifications of the technology within the business, and how to interact with company business leadership."},{"acf_fc_layout":"form","form_type":"aside","form_position":"Right","form_title":"THE ESRI BRIEF","form_desc":"A biweekly email connecting senior executives and business decision-makers with thought-provoking articles on location intelligence and critical technology trends.","form_button_label":"Sign up now","form_content":"https:\/\/go.pardot.com\/l\/82202\/2017-10-12\/jw1bmb","form_tag":"low-commitment-form\/sign-up-form"},{"acf_fc_layout":"content","content":"That outlook became a necessity when her manager left the company. Now Shemetova was the one tasked with understanding how GIS could fit best within the larger vision and operation of SM Energy. \u201cI had to climb that peak of really being able to translate it to management,\u201d Shemetova says.\r\n

An Ambassador for Location Intelligence<\/strong><\/h3>\r\nSM Energy had first employed GIS in its land department, using maps to track leases for the land on which it operates wells. But location data plays a role throughout the full life cycle of a well, and the opportunities to employ location intelligence more broadly were numerous.\r\n\r\n\u201cThey would come to us and say, \u2018We just presented a report to our VP, and the leasehold doesn\u2019t match,\u2019\u201d Shemetova says. \u201cI would find out after the fact that they weren\u2019t connected to dynamic, live data.\u201d\r\n\r\nHer first order of business with the GIS team she now led was to build a foundation that ensured data accuracy. This objective helped create a new habit and mind-set for Shemetova, who began to look for other contexts in which location intelligence could drive business value.\r\n\r\n\u201cEvery time, we go back to the same thought: Does this application have spatial awareness?\u201d Shemetova says. \u201cIf not, how can we make it more aware? How can we make sure the data that\u2019s consumed by it is more spatially intelligent?\u201d\r\n\r\nLearning more about the thought process of decision-makers inside and outside the company led to Shemetova\u2019s next important insight. She realized that by anticipating the needs of colleagues related to location intelligence, she could help them do their jobs better and create more awareness around the potential of GIS, powering a cycle of progress. \u201cAnticipating the elements of the foundation\u2014which can then scale to the demand of the business\u2014was really crucial,\u201d she says.\r\n

The Common Language of Business Value <\/strong><\/h3>\r\nAnticipating meant getting in the room with executives\u2014gaining the proverbial seat at the table\u2014in order to embed location intelligence in decision-making early on. When leaders understood from the start how GIS could be leveraged, it made it easier to arrive at data-driven solutions faster."},{"acf_fc_layout":"sidebar","layout":"standard","image_reference":null,"image_reference_figure":"","spotlight_image":null,"section_title":"","spotlight_name":"","position":"Right","content":"

Speaking of ROI<\/strong><\/h2>\r\nA GIS-enabled mobile survey app helped to demonstrate how location intelligence creates business value. Prior to using the app to collect and share information, it was difficult to monitor sand control at the company\u2019s wells. Inconsistent data led to inefficiencies and higher costs. By using a location-based app to capture data on sand flowback at each well, the company estimates savings of $40,000 per new well.","snippet":""},{"acf_fc_layout":"content","content":"Moreno-Sanchez thinks Shemetova\u2019s versatility helped her facilitate that change. \u201cIt has served her well, being able to talk to people and communicate, having the skills to deal with people outside of GIS.\u201d\r\n\r\nAs Shemetova came to better understand the perspective of executives, she found a common language with them\u2014one focused on cost and safety. For company leadership, nothing takes priority over the physical well-being of employees, contractors and the communities in which SM operates, as well as the assurance that resources aren\u2019t wasted. Shemetova directed the full power of location intelligence toward those strategic goals.\r\n\r\nOne of her biggest wins came in gaining company-wide adoption of a GIS-enabled mobile app. SM\u2019s fieldworkers use the app to collect and instantly share data, including photos and condition reports, on chemical equipment used at oil wells. Capturing such data in real time reduces paperwork and increases awareness for the lease operator in the field and the engineer in the office. It also enhances safety by tracking workers\u2019 exposure to H2<\/sub>S, or hydrogen sulfide, dangerous even in small concentrations.\r\n\r\nBy implementing the field app, the GIS team helped SM achieve two strategic goals: creating a safer workplace and saving upwards of 30 percent on the $10 million chemical program."},{"acf_fc_layout":"quote","image":293912,"text":"It\u2019s that push and pull of being the middleman between the business and IT. We want to make sure they realize that a spatial component is as crucial as the actual data that they\u2019re delivering to the business.","author_name":"Alina Shemetova, SM Energy Company ","author_profession_organization":""},{"acf_fc_layout":"content","content":"

The Power of Partnerships<\/strong><\/h3>\r\nIn her ambition to uncover business value through location intelligence, Shemetova was aided by a strong sense of curiosity\u2014a trait that can strengthen anyone in \u201cbusiness bilingual\u201d roles, especially when combined with the urge to find mentors and partners.\r\n\r\n\u201cAlina sought us out at a recent petroleum users group (PUG) conference with some targeted questions about technical and process scenarios,\u201d says Brian Boulmay, Integration Director, BP DataWorx<\/a>.\u00a0\u201cSince then we have met with her and her management on several occasions, sharing best practices and lessons learned.\u00a0This is the value of the PUG community<\/a>\u2014people who are open to sharing and learning from others.\u00a0Alina is continuing that tradition and will be a very valuable member of the larger professional community.\u201d\r\n\r\nShemetova put this principle into action recently when the position of GIS supervisor opened at SM Energy. Applicants were asked how location intelligence was best being employed at the company, and how it could be used more effectively in the future. Shemetova decided to pose the queries to business users who had worked with SM Energy\u2019s GIS team. She edited their answers into a short video montage\u2014a media-savvy distillation of the lessons Shemetova learned over the course of six years as a GIS communicator. In July, she got the job.\r\n

Personal and Business Growth<\/strong><\/h3>\r\nLeading technology adoption in an organization poses challenges regardless of the platform. For those charged with the task, a degree of personal investment\u2014including a passion for finding solutions through data, a desire to bring others along with you, and genuine interest in others\u2019 perspectives\u2014can be transformative. It also doesn\u2019t hurt to be the kind of person who feeds off overcoming obstacles, finding learning opportunities outside one\u2019s comfort zone.\r\n\r\nShemetova traces those character traits to her dual national identity as a Ukrainian-American. It\u2019s helped her find her voice in the business world, learning to communicate up and down the chain of command.\r\n\r\n\u201cSM Energy has provided me with endless opportunity,\u201d she says. \u201cYet it\u2019s in my hands to continue finding comfort in the discomfort of challenges as I pave the path of my career.\u201d"}],"references":null},"yoast_head":"\nGIS Analyst Speaks Language of Business Executives \u2502 Location Intelligence<\/title>\n<meta name=\"description\" content=\"Alina Shemetova, GIS supervisor at SM Energy Company, translates location intelligence into ROI for executives.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.esri.com\/about\/newsroom\/publications\/wherenext\/translating-location-intelligence-into-business-value\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta 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