Imagine that today one of your executives comes to you and says that she or he wants a view of all customers by geography. What will you provide?
An extract of your CRM system in the form of spreadsheet? How helpful is that? How does that help them answer the questions that they don’t yet know need answering?
For about 30 years GIS technology has aided countless organizations visualize spatial data. And while this is routinely used within organizations that need to plot species of trees on a map, it has been increasingly gaining a foothold in parts of the organization that thought of it as only a niche application for a bunch of “GIS” specialists they barely knew or spoke to.
Data within our data warehouses, which feeds the business intelligence (BI) system, holds a tremendous amount of spatial information. And this information can be used to provide business analysts within your organization to better understand customer segments geographically. Rather than trying to glean insights from rows and columns of data or pretty pie charts, the analyst can see the geographic distribution of customers, by product, on a map. Further still, they can overlay demographic information to assist them with identifying profitable segments to target. Utilizing GIS technologies can enable an organization to realize the ROI that was promised by the investment in BI. Just as importantly, they can do this without learning GIS technologies.
Fusing GIS technologies with BI solutions enables business users to benefit from the insights that spatial data can produce.
To learn more about location-intelligent BI, watch our webcast on integrating spatial analysis with major BI platforms.
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