Ventana Research believes that location analytics is a key technology that will contribute significantly to improved competitive advantage in the next decade. Location analytics applies information about location or geography to improve the quality of actions, decisions and responses to opportunities. Adding geographic and location context to information enables organizations to understand more about their customers. It also can help companies gain critical business insights, make better decisions and optimize performance and processes.
The research assessed how the Location Analytics marketplace has evolved and provides insight on the effects of those changes. It focused in particular on the business value of information regarding location, its use in consumer-related business processes and its integration with BI and performance management processes. It also delivered detailed insights into the thinking of executives about deploying location analytics and the benefits they see from existing deployments. The research can be used to educate both customers and internal staff, deliver business opportunities and gauge the receptiveness of potential purchasers to this class of software and capabilities.