Location Intelligence Leads to Business Insights and Creates Competitive Advantage

Author

Forbes Corporate Communications, Forbes Staff

March 12, 2015

NEW YORK (March 12, 2015) — According to a new report by Forbes Insights, in association with Pitney Bowes, “The Eureka Moment: Location Intelligence and Competitive Insight,” by mapping different types of data—such as storm patterns, infrared heat signatures or waterways—location intelligence can bring previously unseen spatial relationships to light and, as a result, improve decision making.

If, as is commonly estimated, 80% of all business data contains a location component, it is critical to understand how location affects business. Properly analyzing location can provide insights that support and improve decision making in everything from marketing to supply chain logistics and operations.

In recent years the convergence of business intelligence, mobile and big data has given rise to data-driven organizations. But business intelligence platforms typically miss an important dimension of data analysis: location.

Location intelligence (LI) can be described as the process of deriving meaningful insight from geospatial data relationships to solve a particular business problem. It involves layering multiple data sets spatially and/or chronologically, for easy reference on a map, and its applications span industries, categories and organizations. Accuracy and precision of that location information are crucial, especially in business-critical processes, such as policy underwriting for insurers.

“This report shows how location intelligence can supplement traditional business intelligence to reveal new ways of looking at existing data,” said Bruce Rogers, Chief Insights Officer at Forbes Media. “This can lead to competitive insights, and improve the customer experience or speed to market.”

“As the consumer landscape begins to change, companies are becoming increasingly challenged to personalize their services,” explains James  Buckley, Senior Vice President of Location Intelligence at Pitney Bowes. “Blanket strategies no longer work. Businesses must be strategic in how they develop, distribute and communicate to customers. Location-based insights are becoming the backbone to driving that strategy.”

Key insights include:

  • – Location intelligence (LI) does not replace business intelligence (BI); it complements it. Where BI may find one-dimensional relationships between customer demographics or store and warehouse locations, LI enables much deeper dives into the relationships between geography and customer data.
  • – In the combination of geographic and dynamic data, visualized on a map, location intelligence reveals characteristics that may have been otherwise obscured in a spreadsheet environment.
  • – While location intelligence tools are often designed to help solve a particular problem, businesses are innovating new ways to apply the intelligence to secondary issues, and in doing so, often open up new efficiencies or ways to compete.
  • – Software vendors are increasingly gearing spatial analytics products toward everyday business professionals. The resulting offerings feature intuitive interfaces, live editing capabilities and significantly reduced training timeframes for new users.

About this research

In this report Forbes Insights looks at real world location intelligence use cases in the public and private sectors, and how organizations within these sectors have used location to reveal insights. Forbes Insights has interviewed senior executives and officials from a number of industries to understand the efficiencies and competitive advantages location intelligence helps their organizations create.

About Forbes Insights

Forbes Insights is the strategic research and thought leadership practice of Forbes Media, publisher of Forbes magazine and Forbes.com, whose combined media properties reach nearly 50 million business decision makers worldwide on a monthly basis. Taking advantage of a proprietary database of senior-level executives in the Forbes community, Forbes Insights conducts research on a host of topics of interest to C-level executives, senior marketing professionals, small business owners and those who aspire to positions of leadership, as well as providing deep insights into issues and trends surrounding wealth creation and wealth management.

About Pitney Bowes

Pitney Bowes (NYSE: PBI) is a global technology company offering innovative products and solutions that enable commerce in the areas of customer information management, location intelligence, customer engagement, shipping and mailing, and global ecommerce.  More than 1.5 million clients in approximately 100 countries around the world rely on products, solutions and services from Pitney Bowes.  For additional information, visit Pitney Bowes at www.pb.com.

Contacts:

Forbes Insights Laura Daunis 212-367-4874ldaunis@forbes.com

Pitney Bowes Emily Simmons 843-467-1071 Emily.simmons@pb.com

Download the report at www.forbes.com/forbesinsights/location_intelligence/

This article was written by Forbes Corporate Communications from Forbes and was legally licensed through the NewsCred publisher network.

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