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Things to Note about the Location Intelligence in 2020

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Marketers that have learned to use location intelligence in customer segmentation, analysis, assignment, and targeting, have greatly improved the performance of their businesses. 

53 percent of companies say Location Intelligence is either critical or very important to achieving their 2020 targets. Location Intelligence is offered by leading analytics and platform vendors including Tableau, Alteryx, Microsoft, SAS, Qlik, and TIBCO Software.

Location Intelligence vendors including ESRI, CARTO, Galigeo, Pitney Bowes and MapLarge offering specialized applications and platforms. Product managers need to understand how the application of Location Intelligence will enhance the contextual accuracy of applications and services for marketing, sales and customer service.

Marketers need to look at how they can capitalize on the prolific amount of location data available to smartphones to improve customer advertising, buying and service experiences. This year, R&D, Operations, and Executive Management lead all other departments in adopting and using Location Intelligence.

The industry adoption of Location Intelligence and how user requirements drive capabilities in the industry can have a great impact on the industry. Location intelligence is defined as a form of Business Intelligence (BI), where location or geography is the dominant dimension used for analysis.

With the increase in visualization and the emergence of the Internet of Things (IoT), it has become increasingly important for many businesses to incorporate maps and locations into business analyses. The key insights which offer an excellent perspective on the current location intelligence situation in 2020, include:

R&D will lead organizations into data visualization, mapping, and adoption

R&D leads all departments in the field of data visualization/mapping adoption, reflecting the high level of importance that this use case often plays in whole companies

Certain divisions and functional areas that rely on data visualization/mapping include Accounting, Business Intelligence Competency Center (BICC), and Executive Management. In Advertising & Sales, geomarketing has the most important adoption.


Operations lead all other functional fields in the implementation of logistics management and fleet routing use cases. It has been found that R&D's interest in Location Intelligence, which differs across use cases, may reflect the use of packaged applications as well as select custom creation.

90 percent of government agencies regard Location Intelligence as vital or very essential to their ongoing operations

Healthcare providers have the second-highest number of organizations that critically rate Location Intelligence. The study found that mean levels of importance are similar across organizations in Business Services, Financial Services, Manufacturing, and Consumer Services and further decline among the segments of Technology, Retail / Wholesale, and Higher Education.

Executive management, BICC, and Operations have the highest level of interest in map-based visualizations, which further drive enterprise-wide adoption of location intelligence

Executive management is also leading all others in their involvement in map inclusion and personalized map support in the dashboard. The growing adoption of multiple Location Intelligence use cases by executive management is a factor driving greater adoption across the enterprise. Prioritizing visualization layers on top of charts, offline mapping and data animation on maps are the leading indicators of mapping

Data visualization/mapping dominates all other use cases of Location Intelligence in 2020, with over 70 percent of organizations finding achieving their targets as essential or very significant

The study found that most other use cases have not achieved the visualization & mapping of large adoption data. Despite the lower criticality assigned to the other nine use instances, each shows the potential to streamline an enterprise's viral marketing, sales, and operational areas

Site planning/site selection, geomarketing, territorial management/optimization, and logistics optimization are a secondary level of interest that streamlines supply chains together while making an enterprise easier to buy from. The research team also describes the third level of use cases, led by fleet routing and public services, followed by IoT & smart cities, and indoor mapping.

The research team also describes the third level of use cases led by vehicle routing and public services, followed by IoT & smart cities, indoor mapping, and investment/pricing analysis of real estate. While IoT is over-promoted by vendors, at this time, just over 50 percent of businesses claim the technology isn't important to them.

Four of the top ten features of location intelligence are considered very important/critical for businesses, representing a maturing market

The most popular (counting, quantifying, or grouping) is critical or very important to 46 percent of organizations and at least important to nearly 70 percent. Another indicator of how fast Location Intelligence matures in companies is the advanced nature of analytics features that are used today.

61 percent of organizations state that collaboration with Google is central to their strategies for location intelligence

Google continues to dominate the roadmaps of organizations as the integration of choice for adding more GIS data to Location Intelligence strategies. ESRI is the second choice with 45 percent of organizations calling it a requirement for integration. Database extensions (30 percent) are the next most cited, followed by OpenStreetMap (20 percent).

Map-based visualization, the inclusion of charts in the dashboard and drill-down navigation via map interfaces are the three highest priority features companies are looking for today

Between 64 percent to 67 percent of the leaders interviewed, these three features are considered very important. The next most important features are layered visualizations, multilayer support, and custom region definition. The following graphic provides an overview of the priority features of visualization of Location Intelligence.