According to Gartner: “By linking location to corporate information, organisations can use location intelligence to make better decisions, enhance planning capabilities, and achieve real business benefits.”
Location Intelligence is the combination of business data, geographic data and maps combined with cartographic tools to better understand the geographical context and the location-based relationships that lie within data.
In a recent report, Ventana Research highlighted the importance of Location for businesses, with 41% of organizations attributing a great importance to location for their process and organization. As a result, many of them are now implementing Location Intelligence solutions.
Below is a list of the top 5 reasons they choose to do so:
SAVE OPERATIONAL COSTS
Location Intelligence can also bring more operational benefits. 34% of organizations report they have improved their business processes significantly from use of location analytics (Ventana Research). For example, Sales Force effort can be greatly optimized using Location Intelligence Tools such as Territory Management and Visit Planning tools.
IMPROVE CUSTOMER INTERACTION
Direct marketing, demand generation, SEO and advertising activities are smarter with location awareness of customers. 33% of organizations plan to integrate Location Analytics into marketing automation to improve effectiveness. In retail, for example, Location Intelligence is used to target geographically campaigns and users based on demographics, accessibility of shops and location of competitors.
INCLUDE THE “WHERE FACTOR” IN BUSINESS DECISIONS
While many organizations now are successfully conducting analysis of their business data through Business Intelligence solutions, Maps and spatial analytics provide a whole new context that is simply not possible with tables and charts. Location Intelligence allows them to include the “where factor” in their decision, and for example better evaluate environmental risks, improve site selection for new branches or identify areas with better potential of growth.
MAKE BETTER USE OF EXISTING BI DATA
It is estimated that 97% of large organizations already have deployed Business Intelligence solutions. However and despite the size of the investment required, BI is often underutilized because of its complexity and largely limited to Analysts and “Power users”. Location Intelligence makes data easier to analyze and “play with” from a user perspective.
EFFECTIVELY LEVERAGE BIG DATA
While Big Data is still an emerging technology, everyone agree about its importance in the long term. Plotting this fast amount of data on maps is a very effective way for to discover hidden trends and interactions. Customer satisfaction and feedback can, for example, be correlated with service area and coverage, for a better understanding of what level of service and proximity is differentiating for the customer.
INTERESTED BY LOCATION INTELLIGENCE?
Galigeo is the new generation of Location Intelligence applications integrating predictive analytics, performance management, and marketing management solutions to solve complex location-dependent business problems. Learn more ›
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