Location, location, location! Every day we’re presented with situations in which we need to search for the right directions. It could be a scenario as simple as finding the best route from your home to a restaurant you’ve never been to. What most of us do is look up Google Maps or a similar app, input the information and start the search. This is the most basic form of location intelligence.
But how can location intelligence be helpful for businesses? Finding the right location is a problem most businesses are confronted with on a daily basis. For instance, you own a pop-up coffee van business and you're now looking for the next location to set up shop. Knowing where your potential customers live is going to be crucial in making that decision. Similarly, utilising effective geomarketing and tailoring the types of products you offer to your potential customer base are factors that can significantly contribute to your business expanding in the right areas.
To explain location intelligence in a bit more detail, let's start with a definition. Location intelligence is the process of exploiting spatial data and obtaining meaningful insights in order to solve particular location-specific problems. The most general of these problems is usually connected with finding the right place. In other words, basically answering any question that starts with the word WHERE.
Availability of Chinese, burger and vegan restaurants within a specific urban zone.
Let's take an example of a food delivery business which depends greatly on knowing where its target customers are. This is where location intelligence can contribute in multiple ways.
Food delivery businesses usually deliver to addresses where their customers live or work. Therefore, one of the most important things for the customer is knowing which types of cuisine are available in given areas of the city and at what times. Take Linda, the hungry vegan. It's 9pm, it's been a long day and she's had no time to cook. So she wants a takeaway. Only thing is there's no vegan restaurant in her area. But a food delivery outlet that changes its delivery parameters, such as delivering vegan cuisine at the right time to Linda's home, can make a huge difference. A case like this also represents a prime opportunity for growth.
Every business needs to extract actionable insights from its data in order to act wisely. Location-specific data is no different. Knowing exactly which areas of the city your customers live in helps to get the most out of your business and provides you with greater context. Similarly, obtaining detailed knowledge about your customers allows you to prioritise particular areas and improve your marketing efforts.
Where do your most valuable customers live? Filtering customers by the number of orders they have made.
Having information about, let's say, areas which have experienced delayed orders or being able to filter customer satisfaction ratings via maps will inevitably enhance your business, not to mention giving you more satisfied customers.
Customer satisfaction order ratings for particular restaurants.
Map of delayed orders in general and for specific restaurant.
One of the more obvious, but nonetheless crucial, aspects of the food delivery business is delivery zones. As shown in the mapview below, delivery zones can be analysed and overlaid from different points of view. The graphic shows different delivery prices for different areas which, when combined with turnover-based location performance, can lead to better planning decisions.
Map of delivery zones set up by delivery prices.
Location intelligence streamlines the way businesses process information. Graphs and charts are all very well, but visualising all of that data on maps gives you a completely different perspective. The many variables businesses have to contend with can at times seem overwhelming. But acting strategically and making more informed decisions only happens when you get the right answers.
Do you think there is a geographical pattern to modern-day human migration? Do you ever wonder about the most common destinations of airplane travel in Europe? Or maybe about what percentage of flights are international? Even analyzing the local commute of everyday citizens can produce interesting results.
It took almost three years of waiting before we could attend the second Datafest in Hradec Kralove, but now we can say it was definitely worth waiting. The event is organized by BizzTreat, a company specializing on advanced data processing and analytics, and attended by variety of business and data analysts, top- to mid- management of wide range of
The rapid development witnessed in the field of IT over recent years has transformed the way businesses employ geographic information systems to handle and calculate catchment areas. Hand in hand with this progression, there has been an increase in the amount and variety of relevant data available to businesses. Yet it’s not so long ago that thes
The ongoing digitisation and widespread adoption of online shopping are informing how businesses make best use of their offline channels. Imagine brick-and-mortar stores being able to gather the same insights about customer behaviour that retailers gain from online shopping. This type of actionable data can empower retailers to create the optimum c
CleverAnalytics and Kebooka UK hosted the meet up full of data preparation, location intelligence, retail insights and case studies from retail. The meet up was hold on 5th of July 2018 in lovely place in Twitter UK venue in central London. We believe that all introduced topics can resonated with you. Because of it, we share the full presentation,
If you’re a strategic development director responsible for expanding your business, you’re probably looking for a new location right now. The number one question you need to ask is: “Where’s the best place to locate?” Finding the right answer is dependent on having the best tools at your disposal. But with so many different variables to c
Not content with relying on traditional bricks-and-mortar stores, savvy business strategists know that combining their offline and online sales and marketing channels is essential if they’re to increase their customers and drive business growth. Combining both is what’s known as omnichannel.
CleverAnalytics feels proud to share some amazing news with our users. Our CleverAnalytics location Intelligence platform has just been reviewed by FinancesOnline, a popular B2B software review platform.
If you’re an expansion director responsible for optimising your branch network, it’s vital that you have the right tools to help you interpret your data. So why do you need to optimise your branch network in the first place? In a nutshell, so you don’t get left behind. Not only are customer perceptions of the usefulness of bricks-and-mortar b
Flyer distribution is a proven, cost-effective marketing strategy for attracting customers and increasing sales. But in these days of online ad placements and social media marketing, businesses tend to neglect flyering. It’s often viewed as an out-of-date concept or a less sophisticated method of drumming up business. But to assume that is a huge