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The lie big data tells us.
The exponential rise in the use of smartphones has created a mountain of mobile location data that essentially tracks the geographic position of users. This data has helped usher retail location intelligence into the era of “big data”. There are two general ways it’s used. First, to better understand customer behavior and then use it…
Why the GIS business analyst may also be the Chief Strategy Officer
Geographic Information Systems (GIS) software is the backbone of location intelligence because it’s designed to capture, store, analyze, and visualize spatial data. Most of the advances in GIS over the last 4 decades or so have been operationalizing circles (i.e. 3 miles) and drive-time (i.e. 5 minutes) trade areas. But these trade areas require the…
How to hire a location intelligence firm
Business analytics have the difficult task of being accurate and telling a simple and fast story at the same time. Location analytics have it particularly hard because it hinges critically on accurately measuring external market data, which in turn depends on how well the trade area captures the complexity of consumer purchase behavior. In contrast,…