Post on 15-Jan-2015
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© 2014 Ventana Research1 © 2014 Ventana Research
Making Location Intelligence
Everyone’s Business
Mark SmithCEO & Chief Research Officer
Ventana ResearchPresented on June 13, 2014 at MapInfo User Conference
@marksmithvr in/markallensmithhttp://marksmith.ventanaresearch.com
© 2014 Ventana Research2 © 2014 Ventana Research2
Mark Smith, CEO & Chief Research Officer
Mark is responsible for the overall business and research
direction of Ventana Research and drives the global research
agenda covering both business and technology areas. He
defined the blueprint and methodology for improving
business by using benchmark research to provide guidance
across people, processes, information and technology. Mark
is an expert in enterprise software and business technology
innovations including: business analytics, big data, cloud
computing, business collaboration, mobile technology and
social media. Mark started Ventana Research more than a
decade ago; he has worked in the software industry for 25
years leading innovations in research and technology.
Check out Mark's Klout Score or check out his Kred Score.
Mark can be found on Twitter at @marksmithvr, on LinkedIn,
on Google+ and can be reached via email
at mark.smith@ventanaresearch.com and read his blog
at http://marksmith.ventanaresearch.com.
© 2014 Ventana Research3 © 2014 Ventana Research3
New Generation of Technology Innovation
© 2014 Ventana Research4 © 2014 Ventana Research4
Processing New Insights
© 2014 Ventana Research5 © 2014 Ventana Research5
Business Intelligence and Analytics
Evolving Discipline:
• Empowering
businesses to use
analytics more
efficiently.
• Gaining more value
from information and
technology investment.
• Use business
intelligence software as
channel of data to
provide smarter
analytics.
@marksmithvr
© 2014 Ventana Research6 © 2014 Ventana Research6
6
Defined as the integration, access and use of
geographic information and technology, to help
consumers and businesses take action and make
decisions more efficiently and effectively.
Location Intelligence
© 2014 Ventana Research7 © 2014 Ventana Research7
Location Intelligence Improves Outcomes
Source: Ventana Research Location Analytics
Benchmark Research
Research facts:
• Over a third (34%) of
organizations have
improved.
• A fifth improve
customer experience
and satisfaction.
• Almost half (48%) of
business indicate
improve significantly.
@marksmithvr
© 2014 Ventana Research8 © 2014 Ventana Research8
Marketing is Smarter using Location
Source: Ventana Research Location Analytics Benchmark Research
33%
of organizations plan to
integrate location analytics
into marketing automation
to improve effectiveness.
Direct marketing, demand generation,
SEO and advertising activities are
smarter with location awareness of
customers.
@marksmithvr
© 2014 Ventana Research9 © 2014 Ventana Research9
Sales is Effective Using Location
Source: Ventana Research Location Analytics Benchmark Research
30%
of organizations plan to
integrate location analytics
into sales force automation
to improve effectiveness.
Prioritizing sales target, customer
visits, territory optimization and lead
assignment can be more efficient.
@marksmithvr
© 2014 Ventana Research10 © 2014 Ventana Research10
Drivers Changing Location Intelligence
Improve business to
business planning
50%
New initiative to provide better
information for making decisions
51%
Operational efficiency –
cost-savings initiative
49%
Part of a analytics and BI
initiative
44%
Part of a wider business-to-
customer improvement efforts
29%
Source: Ventana Research Location Analytics Benchmark Research
@marksmithvr
© 2014 Ventana Research11 © 2014 Ventana Research11
Business Places for Location Intelligence
Related research facts:
• Significant change in
next 12 to 18 months
in over half of
organizations.
• Plans to change in
over half of
consumer/customer
areas in next 12 to 18
months.
64%
60%
56%
54%
Which business aspects are planning to change
in next 12 to 18 months and use location?
Electronic commerce of
products and services
Consumer access to
product information
Fulfillment on products
and services
Business-to-
business interactions
Source: Ventana Research Location Analytics Benchmark Research
Business aspects of location analytics
@marksmithvr
© 2014 Ventana Research12 © 2014 Ventana Research12
Experience Matters in Delivering Results
Research Facts:
• The most experienced
generate the most
improvement.
• Almost two-thirds (62%)
of those that are very
experienced have
improved results
significantly.
Source: Ventana Research Location Analytics
Benchmark Research
@marksmithvr
© 2014 Ventana Research13 © 2014 Ventana Research13
Smarter Big Data Analytics
Key facts on market:
• Analyzing location data
is a key priority in over a
third (36%) of
organizations.
• Visualization through
geospatial is used by
over a third (35%) and
planned (33%) for big
data analytics.
• Perform faster analysis
(49%) is an advantage
of visualizing big data.
Source: Ventana Research Big Data Analytics
Benchmark Research
@marksmithvr
© 2014 Ventana Research14 © 2014 Ventana Research14
Big Data: Smarter Discovery Methods
Spectrum of Methods:
• Event: Leveraging data
streams from
applications, systems
and machine data.
• Data: Utilizing data to
better understand the
good, bad and ugly.
• Visual: Presenting
analytics in a simple and
sophisticated manner.
• Information: Harvesting
content and text for
natural language context.
@marksmithvr
© 2014 Ventana Research15 © 2014 Ventana Research15
Location Context is Not Simple
Source: Ventana Research Location Analytics
Benchmark Research
Research facts:
• Almost half (49%) state
it requires significant
effort, is very difficult, or
there is no practical way
to do it.
• Areas most often
analyzed include
customer (54%), market,
products, sales, metrics
and assets (34%).
@marksmithvr
© 2014 Ventana Research16 © 2014 Ventana Research16
Use of Location Intelligence
Source: Ventana Research Location Analytics Benchmark Research
33% Use dedicated location technology.
10% of organizations use BI software and apply
location specific analytics.
35%Plan to change location information and
analytics over the next year.
Very largest of companies by revenue (62%) are
planning for change.
@marksmithvr
© 2014 Ventana Research17 © 2014 Ventana Research17
Are Spreadsheets a Problem?
Companies that use
spreadsheets heavily
have lowest satisfaction
in using them for
location analytics.
Usage
49%
Satisfaction
16%
Very
satisfied
Use heavily
Source: Ventana Research Location Analytics Benchmark Research
@marksmithvr
© 2014 Ventana Research18 © 2014 Ventana Research18
Top Areas Integrated Today1. Business Intelligence2. Website3. Site and selection4. Field service5. E-commerce
Integration with Location Intelligence
© 2014 Ventana Research19 © 2014 Ventana Research19
Barriers to Building Business Case
Related research facts:
• A collection of
impediments should be
addressed as TCO,
lack of resources,
suitable software,
awareness and
executive support are
cited in over half of
organizations.
71%
69%
65%
64%
Impediments to business case for those planning
to change in next 12 to 18 months:
Total Cost of Ownership
Lack of Resources
No Suitable Software
Lack of Awareness
Source: Ventana Research Location Analytics Benchmark Research
55%No Executive
Support
Im
pedim
ents to business case
@marksmithvr
© 2014 Ventana Research20 © 2014 Ventana Research20
Location Improves Mobile Experience
© 2014 Ventana Research21 © 2014 Ventana Research21
21
Enrich Data for Better Intelligence
© 2014 Ventana Research22 © 2014 Ventana Research22
Location Intelligence Getting Smarter
Analytics
Big Data
Cloud
Collaboration
Mobile
Social
Wearable
© 2014 Ventana Research23 © 2014 Ventana Research23
1. Improve customer experience.
2. Gain competitive advantage.
3. Organizational alignment.
4. Deliver products and services faster.
5. Faster response.
Source: Ventana Research Location Intelligence Benchmark Research
Top Five Benefits of Location Intelligence
© 2014 Ventana Research24 © 2014 Ventana Research24
Location Intelligence
24
© 2014 Ventana Research25 © 2014 Ventana Research25
What To Do Next
Make managing location an enterprise priority.
Establish priorities in business processes.
Identify and overcome barriers to expansion.
Agree on the needs and ensure outcomes.
1
2
3
4
@marksmithvr
© 2014 Ventana Research26 © 2014 Ventana Research26
Contact Information
@marksmithvr
/markallensmith
Blog
MarkSmith.ventanaresearch.com
@ventanaresearch
/company/ventanaresearch
Blog
MarkSmith.ventanaresearch.com
© 2014 Ventana Research27 © 2014 Ventana Research
Making Location Intelligence
Everyone’s Business
Mark SmithCEO & Chief Research Officer
Ventana ResearchPresented on June 13, 2014 at MapInfo User Conference
@marksmithvr in/markallensmithhttp://marksmith.ventanaresearch.com