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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
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