LOCATION

INTELLIGENCE
"POWER OF PLACE"
ITC Assignment
2
Submitted By:
Manjit Singh
FT 152070
Loation Inte!!igene " #o$e% o& #!ae
ITC Assignment 2
1
INTRODUCTION
Location Intelligence is the a'aity to o%gani(e and unde%stand om'!e)
'henomena th%ough the use o& geog%a'hia! %e!ationshi's inhe%ent in a!!
in&o%mation*
The o'tima! !oation &o% any business is one that su''o%ts $o%+'!ae suess and
add%esses a ,a%iety o& ustome% and -nania! objeti,es* Loation Inte!!igene
st%eam!ines business '%oesses and identi-es uni.ue geog%a'hies &o% $inning
ma%+et sha%e in the B2C /%etai! and site se!etion ana!ytis0 and B2B /o%'o%ate %ea!
estate !oation ad,iso%y0 business mode!s* The goa! o& !oation inte!!igene is to
se!et the best 1geog%a'hies o& o''o%tunity2 by '%o,iding a -t"to"'u%'ose s'atia!
ana!yti so!ution*
3e'!oying !oation inte!!igene by ana!y(ing data using a geog%a'hia! in&o%mation
system /4IS0 $ithin business is beoming a %itia! o%e st%ategy &o% suess in an
in%easing!y om'etiti,e g!oba! eonomy* Loation o% 4IS too!s enab!e s'atia!
e)'e%ts to o!!et5 sto%e5 ana!y(e and ,isua!i(e data* Loation inte!!igene e)'e%ts
a%e de-ned by thei% ad,aned eduation in s'atia! tehno!ogy and a''!ied use o&
s'atia! methodo!ogies*
Loation inte!!igene e)'e%ts an use a ,a%iety o& s'atia! and business ana!ytia!
too!s to measu%e o'tima! !oations &o% o'e%ating a business o% '%o,iding a se%,ie*
Loation inte!!igene e)'e%ts begin $ith de-ning the business eosystem $hih has
many inte%onneted eonomi in6uenes* Suh eonomi in6uenes in!ude but
a%e not !imited to u!tu%e5 !i&esty!e5 !abo%5 hea!tha%e5 ost o& !i,ing5 %ime5 eonomi
!imate and eduation*
The te%m Loation Inte!!igene is o&ten used to des%ibe the 'eo'!e5 data and
tehno!ogy em'!oyed to geog%a'hia!!y 1ma'2 in&o%mation* These ma''ing
a''!iations an t%ans&o%m !a%ge amounts o& data into o!o%"oded ,isua!
%e'%esentations that ma+e it easy to see t%ends and gene%ate meaning&u!
inte!!igene* The %eation o& !oation inte!!igene is di%eted by domain +no$!edge5
&o%ma! &%ame$o%+s5 and a &ous on deision su''o%t*
Great Lakes Institute Of Management
Loation Inte!!igene " #o$e% o& #!ae
ITC Assignment 2
2
Google Trends Data
Loation Inte!!igene is a!so used to des%ibe the integ%ation o& a geog%a'hia!
om'onent into Business Inte!!igene '%oesses and too!s5 o&ten
ino%'o%ating S'atia! 3atabase and s'atia! 7LA# too!s*
APPLICATIONS
Today5 Loation Inte!!igene is used by a b%oad %ange o& indust%ies to im'%o,e
o,e%a!! business %esu!ts* A''!iations in!ude:
Communiations 8 Te!eommuniations: 9et$o%+ '!anning and design5
bounda%y identi-ation5 identi&ying ne$ ustome% ma%+ets*
Finania! Se%,ies: 7'timi(e b%anh !oations5 ma%+et ana!ysis5 sha%e o&
$a!!et and %oss"se!! ati,ities5 me%ge%s 8 a.uisitions5 indust%y seto% ana!ysis5
%is+ management*
4o,e%nment: Census u'dates5 !a$ en&o%ement %ime ana!ysis5 eme%geny
%es'onse5 en,i%onmenta! and !and management5 e!eto%a! %edist%iting5 ta)
ju%isdition assignment5u%ban '!anning*
:ea!tha%e: Site se!etion5 ma%+et segmentation5 net$o%+ ana!ysis5 g%o$th
assessments*
:ighe% ;duation: Student <e%uitment5 A!umni 8 3ono% T%a+ing5 Cam'us
Ma''ing*
Great Lakes Institute Of Management
Loation Inte!!igene " #o$e% o& #!ae
ITC Assignment 2
=
:ote!s 8 <estau%ants: Custome% '%o-!e ana!ysis5 site se!etion5 ta%get
ma%+eting5 e)'ansion '!anning*
Insu%ane: Add%ess ,a!idation5 unde%$%iting and %is+ management5 !aims
management5 ma%+eting and sa!es ana!ysis5 ma%+et 'enet%ation studies*
Media: Ta%get ma%+et identi-ation5 subs%ibe% demog%a'his5 media
'!anning*
<ea! ;state: Site %e'o%ts5 om'%ehensi,e site ana!ysis5 %etai! mode!ing5
'%esentation .ua!ity ma's*
<etai!: Site se!etion5 ma)imi(e 'e%"sto%e sa!es5 identi&y unde%"'e%&o%ming
sto%es5 ma%+et ana!ysis*
T%ans'o%tation: T%ans'o%t '!anning5 %oute monito%ing*
>"12 : Shoo! Site Se!etion5 en%o!!ment '!anning5 shoo! attendane a%ea
modi-ation /bounda%y hange05 shoo! onso!idation5 dist%it onso!idation5
student ahie,ement '!otting*
HOW LOCATION INTELLIGENCE CAN BE USEFUL
Loation inte!!igene is de-ned as the a'aity to o%gani(e and unde%stand om'!e)
data th%ough the use o& geog%a'hi %e!ationshi's* LI o%gani(es business and
geog%a'hia!!y %e&e%ened data to %e,ea! the %e!ationshi' o& !oation to 'eo'!e5
e,ents5 t%ansations5 &ai!ities5 and assets* As IT ad,iso%y se%,ie ?entana <esea%h
has obse%,ed5 the need &o% this so%t o& inte!!igene is mo%e '%essing than e,e%:
1Loation inte!!igene a''!ies geog%a'hia! o% s'atia! onte)t to in&o%mation to
in&o%m ations o% %es'onses to business o''o%tunities* Fo% e)am'!e5 onsume%s
need aess to !oationa! in&o%mation &o% '%odut sea%h and sho''ing5 and
businesses an gain insights &%om +no$ing the !oation o& &ato%s %anging &%om thei%
o$n assets to om'etito%s* In &at5 the%e a%e !oations and geog%a'hi onte)ts to
e,e%y e!ement o& business@and o%gani(ations o,e%!oo+ it at thei% 'e%i!*2 LI '%esents
a signi-ant o''o%tunity &o% o%gani(ations in nea%!y e,e%y indust%y to !e,e%age
!oation data as 'a%t o& thei% e,e%yday deision"ma+ing '%oess* Any ana!ysis
%e!ating to business '%oesses5 suh as ustome% %e!ationshi' management5
ma%+eting '%omotions5 se%,ie and su''!y hain o'timi(ation5 %is+ management5
and o'e%ationa! eAieny5 bene-ts $hen !oation and business data ombine to
ma+e sound data"d%i,en deisions* ;,e%y business e,ent o% t%ansation ha''ens at
Great Lakes Institute Of Management
Loation Inte!!igene " #o$e% o& #!ae
ITC Assignment 2
B
a s'ei- !oation &o% %easons that5 $hen !ea%!y unde%stood5 om'%ise the
1inte!!igene2 om'onent o& LI* As a %esu!t5 ma's a%e beoming the !anguage in
$hih to '%esent data5 e)'osing s'atia! %e!ationshi's and in6uenes that just a%enCt
,isib!e in t%aditiona! tabu!a% ,ie$s o& data* This !eads to ne$ insights that e)'!ain
$he%e a '%ob!em o% o''o%tunity e)ists and $hy*
Business Inte!!igene /BI0 has been '%atied &o% deades and is mainst%eam
tehno!ogy &o% many indust%ies /-nane5 %etai!5 insu%ane5 %ea! estate et*0* This
domain has '%edominant!y &oused on 1business data2* And it has yie!ded so!id
%etu%ns &o% s+i!!ed '%atitione%s* Ama(on +no$s $hat boo+s to %eommend to a
s'ei- ,isito%* iTunes +no$s $hat ty'e o& musi to %eommend to a s'ei-
!istene%* Insu%ane om'anies ha,e a '%etty good idea o& the %is+ o& insu%ing a
s'ei- indi,idua! and '%o'e%ty* And ban+s ha,e a '%etty good idea $hat inte%est
%ate to ha%ge a s'ei- bo%%o$e% to ma+e a '%o-t* A!! o& these business '%oesses
ha,e been enab!ed ,ia data ana!ytis* <a$ data is a'tu%ed and tu%ned into
in&o%mation by -!te%ing it &o% au%ay5 st%utu%ing it onsistent!y and sto%ing it
$he%e it an be easi!y aessed* <e'o%ts a%e %eated to ,isua!i(e the in&o%mation
and manua!!y identi&y %e!ationshi's $ithin the data that ho'e&u!!y '%o,ide insight
and '%editi,e a'abi!ities* Mahine Lea%ning is o&ten em'!oyed to automate
!assi-ation and o%%e!ation ,ia so&t$a%e* So ne$ data an be ingested and %a'id!y
tu%ned into in&o%mation and '%edito%s* As '%edition beomes mo%e au%ate the
system e,o!,es to de!i,e% inte!!igene D the abi!ity to onsume %a$ data5 -!te% and
,a!idate it and dete%mine a''%o'%iate and o%%et ations to ta+e based on it*
4eog%a'hi In&o%mation Systems /4IS0 ha,e been a nihe tehno!ogy in the 'ast
'%ima%i!y used by geog%a'he%s5 go,e%nment inte!!igene agenies and !and
management om'anies /mining5 oi! 8 gas5 &o%est%y5 ag%iu!tu%e et*0* These
systems ha,e been '%edominant!y &oused on a'tu%ing5 au%ate!y sto%ing and
,isua!!y dis'!aying !oation in&o%mation* 4IS has &oused on 1en,i%onment data2 o%
any data that is b%oad!y obse%,ab!e a%oss !a%ge geog%a'hi a%eas /tem'e%atu%e5
,egetation density5 $ate%0* 3ata is a.ui%ed ,ia senso%s gene%a!!y mounted to
sate!!ites o% ai%%a&t* And s'eia!ists a%e in,o!,ed in ta+ing this %a$ data and tu%ning
it into use&u! in&o%mation ,ia 'hotog%ammet%y and othe% s'eia!i(ed s+i!!s* The goa!
is to amass a onsistent set o& data a%oss a b%oad geog%a'hi %egion and sense it
'e%iodia!!y to de,e!o' tem'o%a! data sets* <eent!y5 the domain has a!so
de,e!o'ed ,eto% data sets that %e'%esent subsets o& in&o%mation e)t%ated &%om the
base senso% data suh as %oads5 'i'e!ines and $ate%$ays* This !ast '%atie has
enab!ed the de,e!o'ment o& the -%st +i!!e% !oation based se%,ies D 'e%sona!
na,igation* Eithout this base %oad data5 4a%min5 TomTom5 A''!e and 4oog!e
na,igation a''s ou!d not e)ist* 7ne na,igation too+ oF5 this enab!ed one o& the
-%st im'!ementations o& LI D t%aA ana!ysis and %ea!"time %outing*
?e%y !itt!e %oss 'o!!ination has ta+en '!ae bet$een these domains unti! %eent!y* BI
systems ha,e ,e%y !imited s'atia! a'abi!ities D othe% than tagging data $ith
1%egions2 o% simi!a% %ude !oation substitutes* And 4IS has on!y %udimenta%y BI
Great Lakes Institute Of Management
Loation Inte!!igene " #o$e% o& #!ae
ITC Assignment 2
5
a'abi!ities D o!o% an a%ea g%een to %e'%esent high sa!es o% add a ba% ha%t ne)t to
a ma'* Ehi!e it is no sim'!e tas+ to me%ge the domains5 the%e is g%eat ,a!ue* BI
systems ha,e '%ima%i!y been inte%na!!y &oused and na%%o$ in so'e* They ans$e%
,e%y s'ei- .uestions and on!y ans$e% them $e!! &o% the s'ei- business and its
u%%ent onditions* They a%e muh mo%e ha!!enged $hen used to '%edit the &utu%e
o% mode! ne$ onditions in the system* 4IS systems ha,e '%ima%i!y been
e)te%na!!y G g!oba!!y &oused* They a!so tend to mash u' o% !aye% mu!ti'!e ty'es o&
data to unde%stand o%%e!ations /e*g* ,egetation hea!th and !e,e!s o& s'ei-
ontaminants0* So they ino%'o%ate 'o$e%&u! data o%%e!ation and ,isua!i(ation
methods that assist in this '%oess* Hou an sense the ,a!ue o& me%ging these t$o
domains
10 A!!o$ing businesses o% othe% entities to bette% unde%stand e)te%na!
ha%ate%istis and ho$ they aFet thei% o'e%ations D gaining a muh mo%e
om'!ete 'itu%e
20 ;nab!ing an ana!ysis o& !oation and time dimensions o& business and e)te%na!
data to gain muh -ne% g%ained unde%standing o& 'henomenon
FUTURE PROSPECTS
Ehi!e the goa!s o& LI a%e ins'i%ing5 the %ea!ity has been .uite a bit !ess d%amati*
<a$ data sensing5 data sto%age and '%oessing a'aity and ost ha,e %e!egated
most ati,ities to ,e%y sma!! G !oa!i(ed so!utions muh !i+e BI o% to !a%ge institutions
!i+e insu%ane and mi!ita%y inte!!igene $he%e the &ous $as ,e%y s'ei- and not
b%oad!y %eusab!e* But %eent ontent o!!etion and data '%oessing ad,anes a%e
hanging the game %a'id!y* Com'anies !i+e 3igita!4!obe and 4eo;ye a%e a'tu%ing
massi,e .uantities o& g!oba! senso% data and ma+ing it omme%ia!!y a,ai!ab!e at
ma%gina! ost* Th%ough 'a%tne%s !i+e Mi%oso&t and 4oog!e5 it is ,i%tua!!y &%ee* And
!oud based se%,ies !i+e F!i+% and T$itte% a%e '%oduing massi,e .uantities o&
detai!ed /!oation s'ei-0 use% data that is a,ai!ab!e &o% anyone to mine /as a!!o$ed
by thei% use%s0* 3ata sto%age is a!most om'!ete!y ommoditi(ed th%ough so!utions
!i+e Ama(on S=* ;,en a sma!! om'any an sto%e 'etabytes o& in&o%mation &o%
'ennies* And om'utationa! 'o$e% is being un!o+ed !i+e ne,e% be&o%e by ne$
massi,e!y 'a%a!!e! om'uting 'a%adigms !i+e :adoo'* Fina!!y but ,e%y im'o%tant!y5
the sma%t'hone is being ado'ted at an ama(ing 'ae %esu!ting in the
1senso%i(ation2 o& the a,e%age 'e%son* #eo'!e a!! o,e% the $o%!d a%e %eo%ding thei%
%ea! $o%!d ati,ities and e)'e%ienes and sha%ing them in the !oud* In %etu%n they
a%e getting aess to othe% use%sC in&o%mation and th%ough se%,ie '%o,ide%s that
!e,e%age this ommon data they $i!! e,entua!!y %eei,e ne$ and inno,ati,e !oation
based se%,ies* As these &o%es ombine5 ne$ !eade%s a%e going to eme%ge in
digita! data5 mobi!e a''!iations5 tehno!ogy in&%ast%utu%e5 business and
go,e%nment* :e%e a%e a &e$ a%eas I thin+ a%e %i'e &o% high im'at*
Great Lakes Institute Of Management
Loation Inte!!igene " #o$e% o& #!ae
ITC Assignment 2
I
10 Consume% %e!ated D unde%stand $ho you% onsume%s a%e and $he%e and $hen
they $ant to engage $ith you* 9o mo%e annoying 'hone inte%%u'tions at the dinne%
tab!e* The %ight se%,ie oFe%ed to the onsume% at a %easonab!e '%ie at the %ight
time* 7'timi(e %etai! sto%es &o% ma)imum ustome% engagement in%easing '%o-ts
and b%and !oya!ty*
20 :ea!tha%e D a signi-ant 'e%entage o& disease is aused by en,i%onment*
The%e is a t%emendous amount o& +no$!edge to be gained and disease to be
%edued o% e%adiated by unde%standing these eFets* :ea!th %eo%ds tied to use%
home and $o%+ !oation an be a massi,e bene-t &o% %esea%he%s*
=0 4o,e%nment D 1a!! go,e%nment is !oa!2 /Ti' 7C9ei!!0* This isnCt just about
onneting $ith ,ote%s ,ia t$itte%* It is about unde%standing ou% soiety and ho$ it
an be se%,ied and managed ost eFeti,e!y* Monito% and identi&y 'o!!ution
,io!ato%s* 3ete%mine dete%io%ating a%eas o& a ity and %e,ita!i(e* 4ain mo%e in'ut
&%om iti(en %e'o%te%s and be ab!e to ana!y(e and ta+e ation* C%eate t%ans'a%eny
to stimu!ate se!&"%egu!ation at sa!e*
B0 Catast%o'he %es'onse D !i,es sa,ed and eonomi damage minimi(ed by mo%e
eFeti,e and %a'id %es'onse to !a%ge sa!e disaste%s !i+e hu%%ianes*
Ee a%e in the -%st inning o& the Loation Inte!!igene game* 9a,igation is so sim'!e
my Mom uses it no$* The%e a%e a set o& high '%o-!e se%,ies e,o!,ing suh as soia!
he+"ins /e*g* &ou%s.ua%e05 %o$d sou%ing geo ontent /4oog!e #!aes05 !oa!
sea%h /Ehe%e*om0 and !oa! ad,e%tising G dea!s /4%ou' on 9o$J0* Comme%ia!
ati,ity in Loation Inte!!igene is in%easing onstant!y so the base o& !oation data
is g%o$ing %a'id!y* The &utu%e !oo+s b%ight D o% at !east muh mo%e unde%standab!e
and '%editab!e*
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Great Lakes Institute Of Management