Making Location Intelligence Everyone’s Business

© 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

https://twitter.com/marksmithvr

http://www.linkedin.com/in/markallensmith

http://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 [email protected] and read his blog

at http://marksmith.ventanaresearch.com.

http://klout.com/marksmithvr

http://kred.com/marksmithvr

http://www.twitter.com/marksmithvr


https://plus.google.com/110428021331026402808/posts

mailto:[email protected]



New Generation of Technology Innovation


Processing New Insights


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



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


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



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



Sales is Effective Using Location


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



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%


@marksmithvr



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


Business aspects of location analytics

@marksmithvr



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.


Benchmark Research

@marksmithvr



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



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



Location Context is Not Simple


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



Use of Location Intelligence


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



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


@marksmithvr



Top Areas Integrated Today1. Business Intelligence2. Website3. Site and selection4. Field service5. E-commerce

Integration with Location Intelligence


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


55%No Executive

Support

Im

pedim

ents to business case

@marksmithvr



Location Improves Mobile Experience


21

Enrich Data for Better Intelligence


Location Intelligence Getting Smarter

Analytics

Big Data

Cloud

Collaboration

Mobile

Social

Wearable


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


Location Intelligence

24


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



Contact Information

Twitter

@marksmithvr

LinkedIn

/markallensmith

Blog

MarkSmith.ventanaresearch.com

Twitter

@ventanaresearch

LinkedIn

/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




Making Location Intelligence Everyone’s Business

Business

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