Meaningful Insights with Geographic Information Systems (GIS)

Data is fundamental to all businesses and industries – from small mom-and-pop businesses to large corporations like Google. Having access to large amounts of data is only as useful as a businesses' ability to gain insights from it. As businesses collect more and more data the ability to analyze the data can become a costly task. Since not all of us are blessed with a love or flair for numbers; there are valuable, yet often underutilized, tools to easily dissect data by visualizing it geographically.

Geographical Information Systems (GIS) are the tools required to display data as it relates to positions on the Earth’s surface. Being able to map your data can unleash its potential. Showing where customers are located, your company’s events, or where purchases are being made can help you effectively market to your target audience. GIS allows businesses to connect with their customers in new and meaningful ways. It is easy to monitor data changes over time which allows for informed decision making and project management. There are many different GIS products available, but choosing the right GIS for your business is paramount to balancing insights and cost.

TIP: All you need to start mapping your data is an address. Turning a customer, client, or location’s address into the geographic coordinates is easy with third party APIs like Google Maps Geocoding API, Yahoo BOSS, and SmartyStreets.

Considering Your Options

Companies should choose a GIS that fits their current business needs, is scalable for their future needs, and takes in account ease-of-use and overall costs. Take a look at our recommended GIS options to handle any of your mapping needs:

Leaflet

Leaflet is a JavaScript library that simplifies the coding of web based maps. Leaflet’s built-to-order nature allows for direct integration into existing systems. Since Leaflet is designed based on a business’ existing infrastructure and needs it tends to be easier to use. However unlike a comprehensive GIS option, new features require additional development work.

Pros

• Ease-of-use
• Integrates into existing systems and workflows
• Budget option for maps with limited or consistent features
• No licensing costs

Cons

• Higher initial development costs
• Mapping features and styling limited to initial scope
• Updates and maintenance require additional development work

 

CartoDB

CartoDB is an online map visualization platform. It is not a full GIS suite, but has a streamlined interface and is quite efficient. CartoDB’s built-in visualization options allow for a wide variety of stylized maps. CartoDB is easier to use than high-end GIS suites but still requires some investment in training.

Pros

• Good balance of price and flexibility
• Includes a wide variety of built-in visualization options
• Customizable map styling

Cons

• Does not directly integrate into existing systems
• Requires training on application
• Moderate on-going licensing costs

 

ArcGIS

ArcGIS is an enterprise-level fully featured GIS suite. Maps created in ArcGIS can be synced with existing applications via API. Map creation is very flexible and it’s supporting tools and features are top-of-the-line. However, the extra features come with a steep learning curve and high licensing costs.

Pros

• Includes cutting edge features, tools, and map creation options
• Highly customizable map styling
• Syncs with existing systems with robust APIs

Cons

• Requires in-depth training
• High on-going licensing costs

Example: Take a look at a heat map of the Brexit voting results. Turning large amounts of data into visual maps makes it much easier to understand.

Our Methodology

AVIBE conducts discovery meetings that can help you understand how to best leverage GIS and what GIS tools will best fit your business. Some factors to consider are:

• What insights are available from mapping your data
• The cost and time commitment to start visualizing data
• How existing data can be geocoded and mapped
• The frequency and type of data you collect
• The complexity and flexibility of the maps you want to create
• The value of automated geocoding and map creation
• The value of density visualizations
• The need to create maps showing change over time
• How to publish maps externally—and if it is worthwhile

We worked with a long-standing client to develop a Leaflet GIS solution that handles up to four datasets, flexible boundary layers, interacting tool-tips, on-map filtering, density visualizations, publishing, and much more. We were then able to integrate all the GIS features into the client’s existing Website Admin. With the new mapping solution, the client is able to intricately filter and display their events and customers to gain actionable insights on market presence and create marketing goals. Last but not least, their GIS system matches their current Admin so creating maps was intuitive for the team.

Recognizing geographic patterns in your data leads to better-informed decisions. The ability to easily and quickly create a map allows you and your team to take a fresh look at your valuable data. If you are interested in learning more about AVIBE’s GIS capabilities to determine how GIS can help you reach your business goals, we would love to chat! Contact us for a free consultation.