How do you capture, manage, analyze, and display all forms of a company’s geographically referenced information? Geospatial Technology.
Leaders in Geographic Information Systems are helping add value to existing data and analytics by revealing relationships, patterns, and trends that may have been overlooked otherwise. The amount of customer data, both known and anonymous, that spans across industries currently is hard to fathom. Geographically referencing this data creates exciting potential to better understand customers and target them even more effectively.
So what exactly is Geospatial Technology? The term references a range of tools and systems contributing to the collection and processing of any data associated with location. It empowers organizations to add the context of timing as well, which in combination with location, can be used to create maps, globes, reports, and charts that show where changes take place over time.
Geospatial Technology can reveal historical shifts, those underway today, and point to future trends by using predictive analytics. Benefits of leveraging it can translate to improved campaign performance, cost savings efficiencies, improved decision making and more. For example, companies can use human movement data to pinpoint high potential geographic areas, understand demographic profiles of loyal but non-digital customers to better retain them, or apply real time data to make smarter decisions resulting in revenue growth, to name a few.
Leveraging these capabilities can substantially impact how, where and when we talk with customers, measure data and ultimately increase predictive capabilities in terms of revenue forecasting. Geospatial Technology - essentially the discovery of patterns in space and time - is no small step. It’s proving to be a giant leap for digital marketers of all kinds.