Mobile device applications take a new dimension and revolutionize geomarketing with more accurate models and dynamic data.
Now phone operators can understand at all times whether or where each of their subscribers has specific technical network issues within their coverage areas. Without further exploration, this type of data has only limited business value; however, greater value can be made from these georeferenced data through the use of location-based marketing.
The Geographic Information Systems, or called GIS, can be used to integrate these dynamic data generated by people traveling on a geographical space with other business data. By creating anonymous spatial data maps with the mobile data, analyst can show dynamic and multi-dimensional pattern for decision-making based on customer’s locations and migrations.
Current technologies have already enable us to analyze very large volumes of information and create models as animated heat maps and form dynamic views of population flows in a given space, day by day, and hour by hour.
1.The best store location
With good location-based mobile data, it is possible to accurately determine the locations with the best business opportunities. For example, based on the analysis of daily migration flows over space where people travel to work, drive their children to school or go shopping, one can determine where people live and the behaviour of where people stop for “activities”. These data are essential to create a commercial area.
The preliminary market research with GIS can help people to select and optimize store locations. With the flow analysis tools, you may understand number of people or number of potentially customers will pass the commercial space in different times of a day. If you have other location data, you may also include other conditions to your analysis; for example, within 500 meters of transit stations, within 2 km of schools etc. This location-based analysis can help people to find the most promising store location in a catchment area.
2.Location and potential attendance for a tourist event
For tourism events, the location data can tell the potential attendance of an event. For example, from the historical data, the organizer can find the most popular activities and entertainment location, and then the organizer may plan and organize accommodation, travel visitors and improve service for the following year.
In addition, mobile data can show migration and service providers, it is possible to differentiate between local and foreign tourists, and if an event has a lot of foreign tourists, the organizer may consider the establishment of multilingual deals. These mobile location-based data can provide all the finesse of analysis to measure the impact of the events.
3.Include location-based data in the decision-making
The integration of the mobile location-based data with line mapping tools improves decision-making while optimizing costs. Geostatistics has a bright future and is an assistance device for essential decision-makers for modern investors.
“We’ve recently seen enormous growth in location-based decision-making,” Simon Thompson, Director of global commercial solutions at ESRI, said in the ESRI Business Summit. “Location analysis has proved itself to be an essential part of a successful organization’s strategy to navigate in today’s global economy. This conference is recognized as one of the best places to meet and collaborate with others with the same goals, learn what strategies work, and find the best path to implement them.”