Location Intelligence: Geographic Context Spurs Innovation - InformationWeek

InformationWeek is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them.Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Software // Information Management

Location Intelligence: Geographic Context Spurs Innovation

Location intelligence will transform call center operations, e-commerce activities, field service and sales initiatives, but new research reveals that organizations need to look beyond obvious data sources and basic functionality for business success.

Location intelligence (LI) will be one of the key enabling technologies for business innovation in coming years, but it's not quite as simple as mashing up corporate data with Internet-based mapping tools.

LI applies information about location or geography to inform actions or responses to opportunities. By combining geographic- and location-related data with other business data, organizations can gain critical insights, make better decisions and optimize important processes and applications. Location intelligence offers organizations opportunities to streamline their business processes and customer relationships to improve business performance and results.

A significant number of organizations are already using the technology; a just-released study by Ventana Research found that 28 percent of the 332 qualified organizations participating in the (October 2007) benchmark study are operating at the highest "Innovative" level out of four levels of maturity in using LI. However, an equal percentage are at the lowest "Tactical" level of maturity and have yet to realize the value of applying LI technology to their processes.

The research revealed strong interest in LI; more than three-fifths (61 percent) of participants said LI is very important in helping to improve business processes and performance, and even more (65 percent) said it is very important for improving interactions with their customers and suppliers.

Awareness of LI has been stirred by the recent advent of consumer-oriented map viewers from Google, Microsoft and others. More than half (57 percent) of research participants are using Google's tools, a higher percentage than that for long-time, business-oriented geographic information system (GIS) software providers. However, while these simple, free technologies can provide the basic functions of LI, the research revealed that they can't deliver all aspects of functionality, accessibility, integration and deployment approaches required to realize the full range of potential business benefits from LI.

This article, which is an executive summary of Ventana's 98-page report, provides an overview of research results related to LI functionality, applications, data sources and deployment priorities. In addition, it provides eight recommendations from Ventana Research on what to consider when researching the potential for LI in your organization, how to prioritize applications and what approaches you might take to location intelligence deployments.

We welcome your comments on this topic on our social media channels, or [contact us directly] with questions about the site.
1 of 4
Comment  | 
Print  | 
More Insights
InformationWeek Is Getting an Upgrade!

Find out more about our plans to improve the look, functionality, and performance of the InformationWeek site in the coming months.

Becoming a Self-Taught Cybersecurity Pro
Jessica Davis, Senior Editor, Enterprise Apps,  6/9/2021
Ancestry's DevOps Strategy to Control Its CI/CD Pipeline
Joao-Pierre S. Ruth, Senior Writer,  6/4/2021
IT Leadership: 10 Ways to Unleash Enterprise Innovation
Lisa Morgan, Freelance Writer,  6/8/2021
White Papers
Register for InformationWeek Newsletters
Current Issue
Planning Your Digital Transformation Roadmap
Download this report to learn about the latest technologies and best practices or ensuring a successful transition from outdated business transformation tactics.
Flash Poll