What Is Geo-Analytics and Who Needs It?
Have you ever wondered what, exactly, geo-analytics is? We hear that question a lot and thought it was about time we tried to answer it as simply and plainly as possible.
For businesses trying to keep track of a broad range of geographically dispersed data — whether it be customers, physical assets, sales, or something more unique — traditional analytics tools often struggle to provide meaningful intelligence and insight with respect to location.
This is the problem geo-analytics was built to solve.
Traditional Analytics vs Geo-Analytics
With traditional business analytics tools, data is most often broken down into graphs, charts, lists, trends, and other tabular formats that attempt to provide actionable insight.
What’s missing from these traditional analytics tools is the “where” in the data — the relationship between that data and its location in physical space. Integrating geography with traditional analytics results in geo-analytics.
Geo-analytics provides a new context and perspective to data that is simply not possible with tables and charts. Maps and spatial data can immediately help users discover new insights and communicate more effectively with both co-workers and customers alike.
Using Maps and Geo-Analytics
While the use cases for mapping and geo-analytics are near infinite and will vary widely depending on the business using them, there are a handful of features that just about any business will find helpful right out of the gate. Including:
- Visualization: Clustering and heat maps, KML layers, thematic maps, and routes.
- Analytics: Complex filtering, numeric aggregates, dataset management, and charting.
- Management: Territory management, automated assignment plans, mass updates, and custom markers and shapes.
Not every feature mentioned above is available in every mapping and geo-analytics solution (though all of the above are available on Geopointe), so it’s important to evaluate each software package you are considering carefully.
Below you’ll find a sample map put together by our team which shows the use of clustering to identify account density in relation to territory management.
Who Needs Geo-Analytics
It would be easy to just say “every business needs a mapping and geo-analytics solution” and end the article there. But the truth is that not every business does.
Businesses trying to keep track of a broad range of geographically dispersed data are the most obvious candidates.
For many organizations, this means mapping and analyzing hundreds or thousands of customers nationally and internationally. Geo-analytics can help users understand which territories are over and under performing, where high-growth areas are, and other useful data points.
Other uses include things like tracking POS data, customer feedback, or even real-time social media engagement.
While many types of data are available via more traditional analytics and reporting tools, the ability to visualize data and understand its relation to any other given location in the world is incredibly useful and compelling.
Ultimately, geo-analytics is a solution to the problem of “where?” Any company, large or small, that doesn’t have visibility into where their business is coming from is a candidate for geo-analytics and data mapping.
For Salesforce users seeking this type of solution, Geopointe may be the key. Visit Geopointe’s Features page to view all available features and see how they can fit into your organization’s specific needs.
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