Making Data More Valuable Making data more usable makes it far more valuable. Researchers at the McCombs School of Business at the University of Texas, Austin, in association with the Indian School of Business, evaluated this commonsense proposition quantitatively in a report released in September 2010. They examined how improvements in any two aspects of data—quality, usability, intelligence, or accessibility—positively affected metrics commonly used for assessing the financial performance of businesses. In Measuring the Business Impacts of Effective Data, the first of a threepart study, these researchers noted that improving these data attributes by as little as 10 percent significantly enhanced performance aspects such as employee productivity, return on invested capital, and asset utilization, which translated into increased net income. In making data usable, GIS goes far beyond visualization and makes relationships, patterns, and processes apparent. As Esri president Jack Dangermond observed in a recent interview at the 2010 Gov 2.0 Summit, "The map itself is a piece of knowledge. The next generation of technology hides the complexity of the computational stack and models behind the map and makes it accessible. Delivering information in maps, rather than just data, is really powerful." Instead of making just data accessible, ArcGIS delivers map services with data to Web browsers and smartphones in a way that communicates with everyone. In the response to the Gulf of Mexico oil spill, the use of mobile and Web applications made GIS a platform for communication and coordination between the many agencies and organizations deploying barriers, rescuing animals, and assessing damage. By making information accessible in a format that is engaging to citizens, that information becomes more actionable. As the articles in this issue show, the challenges facing the world's citizens are formidable: utilizing renewable energy sources; promoting access to more nutritious food; responding to large-scale disasters, whether those events are oil spills or storm surges. Applying geographic information to more deeply understand these significant and complex issues can create a future that is more resilient and sustainable. The Magazine for Esri Software Users Fall 2010 • Vol. 13 No. 4 EDITORIAL Editor Monica Pratt Contributors Matthew DeMeritt Joseph Kerski Keith Mann Technical Advisors Paul Dodd Damian Spangrud Copy Editing Joyce Lawrence DESIGN Graphic Designer Antoinette Zaragoza Photography Eric Laycock Print Coordinator Tim Polen ADVISORY BOARD Corporate Linda Hecht Corporate Alliances Steve Trammell Products Dave Scheirer International Dean Angelides Marketing Communications Robin Rowe Industries Lew Nelson HOW TO REACH US Visit the ArcUser Online Web site (www.esri.com/arcuser) to download tutorials, read current and past issues, and access additional resources. Your ArcUser Subscription To subscribe, unsubscribe, or change mailing information online, please go to gis.esri.com/emails/arcuser_subscr.cfm or send e-mail to requests@esri.com or call 909-793-2853, ext. 1-2730. Fax: 909-798-0560 Advertise in ArcUser For information regarding placing an advertisement in ArcUser magazine, contact the advertising coordinator at 909-793-2853, ext. 1-2730 or ads@esri.com. Editorial Inquiries Monica Pratt, ArcUser Editor 380 New York Street Redlands, CA 92373-8100, USA E-mail: arcuser_editor@esri.com Visit the ArcUser Online Web pages (www.esri.com/arcuser) to read the article submission guidelines and copyright policy. Monica Pratt ArcUser Editor editor's page 4 ArcUser Fall 2010 ISSN 1534-5467 ArcUser is published quarterly by Esri at 380 New York Street, Redlands, CA 92373-8100, USA. ArcUser is written for users of Esri software. ArcUser is distributed free of charge to registered users of Esri. www.esri.com