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RESEARCH, ANALYSIS & TRENDS
Performance improvements with
location intelligence
Location intelligence is defined as the capacity sales, marketing, operations, finance, procurement,
to organize and understand complex data by HR) into a data warehouse, that in turn enables explo-
using geographic relationships. In other words, ration and analysis. However, in recent years, BI has
we talk about location intelligence when an expanded beyond reporting to include predictive analyt-
organization manages to bring together business ics, “what-if” scenario analysis, unstructured data anal-
intelligence (BI) and geographic analysis to ysis, and more, that guide companies in their business
discover powerful new insights. And indeed, the ventures.
primary benefit of location intelligence is Simply because any analysis relating to business pro-
comprehensive analytics, not just the ability to cesses, such as customer relationship management,
see where something happens or exists. marketing promotions, service and supply chain optimi-
According to industry observers, such as Gartner, vast- zation, risk management, and operational efficiency,
ly improved and more sophisticated analytics repre- benefits when location and business data combine to
sents the next evolutionary step in business intelli- make sound data-driven decisions.
gence. Moreover, these observers say that adding new
capabilities such as spatial analytics maximizes the Forward-looking organizations are therefore adding
value of a BI system to expose insights that drive better spatial analytics and interactive mapping to their BI sys-
decision making. In fact, Gartner has for the past 10 tems to enhance their decision making and proactively
years consistently ranked business intelligence as one manage their operations.
of the top technology priorities of CIOs. Quite obvious- Visualizing the influence of location on behaviors, activ-
ly, because business intelligence unites data, technolo- ities, and processes improves straightforwardly data-
gy, analytics, and human knowledge to optimize deci- driven decision making. ◊
sion making.
By Daniela La Marca
At its most basic level, BI is reporting since it combines
data from different systems and repositories (such as
6 April 2021: Immersive Technologies in Marketing