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Location Intelligence for Geomarketing

While its name doesn't imply it, Data Integration activities go far beyond simple data integration. The cross-referencing of data adds value to strategic decision-making. Surely, that phrase might sound familiar; it's repeated over and over again on hundreds of specialized internet sites, but what does it refer to? How can data be leveraged in day-to-day operations to improve real aspects of a business?

The combination of location data with, for example, online transaction data can reveal, among many other things, the optimal geographical area for opening a new store or establishing a distribution center. That's what it means. It's about harnessing the experience of your own customers to enhance not only the service but also infrastructure, stock, post-sales quality, etc. In this sense, there's no need for ad-hoc data collection; you could very well tap into the data that's currently sitting idle in that Excel file.

The richness of data comes from its visualization and availability, from putting it into action. This is how that data can "alert" us to new markets or avoidable risks. Specifically, geomarketing focuses on spatial analysis as a central part of planning. Retail businesses, restaurant chains, and hotels have to make location-based planning decisions. These companies can turn to location intelligence and advanced analysis techniques to ensure they have everything they need to make the best possible decision.

With powerful tools like CARTO, you can transform layers of geospatial information into data maps that enable visual discovery of trends and patterns, facilitating efficient decisions in terms of time and money. In the public sector, Gartner estimates that around 39% of governments are using Location Intelligence to enhance their cities. Here, our technological ally influences the framework of three fundamental tasks: providing security, offering transparency (in services), and among others, fleet tracking to reduce operational costs.

Returning to the path of private organizations, the development of geomarketing campaigns through the use of location intelligence is becoming increasingly common. Those that are already mature in this aspect and are primarily data-driven are estimated to have 23 times more chances of acquiring new customers and six times more chances of retaining customers. Real-time visualizations, competitive analysis, and integration with BI dashboards are key to making decisions based on data, which represents the digital footprint of customers or potential product users. It's important not only to manage but also securely integrate big data, ensuring that the solution is functional for the objectives of one or more departments within the organization while remaining cost-effective.

Location data empowers not only companies but also individuals: it can be used to predict behaviors, tendencies, or consumption patterns, as we mentioned earlier. You can analyze, understand, and guide customers using demographic and socio-economic spatial analysis. Creating campaigns based on data accelerates conversion rates (through location)... cartography has become not only an extremely practical visual resource but also enables a universe of possibilities aimed at covering all areas of a specific business objective.


By Minimalistech´s editorial team.

Minimalistech has more than 10 years of experience in providing a wide range of technology solutions based on the latest standards. We have built successful partnerships with several SF Bay Area, top performing companies, enhancing their potential and growth by providing the highest skilled IT engineers to work on their developments and projects

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