80% of the data has a geographical component from its origins.
However, this information is often lost along the way, struggling to find the way to an analytical system that takes full advantage of its potential.
The data as a guide
Location Analytics naturally inserts data into a spatial context, thus gaining a new meaning. This is important because our stories and those of our customers lie within the data. Stories stored in numbers that we own, but that we can’t easily see.
When we add longitude and latitude to rows and columns, the geographical element is able to simply guide our decisions towards unexplored directions.