Location-based Services enable large data analysis to become more intelligent

LaSalle, a multinational real estate trader with an asset of $4 billion trillion, applied large data [note] analysis to http://www.aliyun.com/zixun/aggregation/9205.html "> location-based Services, The slogan "Location, location, location" adds a new layer of meaning. Each set of coordinates in a digital map contains data sets that can be developed, including basic economic trends and issues related to business operations.

Where should multinationals set up research centers to attract and retain Indian engineers? What is the risk of environmental degradation if an earthquake occurs near a customer data center in the Pacific Northwest? How should multinational banks adjust their ATM network in Singapore to boost performance?

Jones Lang LaSalle found the answer in Mapit, the cloud-based map service center. Company location information Officer Wayne Gearey said the Mapit system, which was launched this year, will focus on the 5,700 unrelated activities of users of different mapping tools.

The geographic information system is now no longer the map-mapping staff of the government and the retailer who is trying to find a good place to open a branch. With the development of analytics and the fact that every businessman has a smartphone with a built-in map application, the idea of adding location data to large data is becoming increasingly important, and these projects are not always created in collaboration with the IT team.

Jones Lang LaSalle has used some new applications. These applications use ESRI's ArcGIS mapping engine, and internal and external customers can find opportunities to enhance their competitive edge through maps, Gearey said. "Our office has information about Wal-Mart and Amazon, and we know how many consumers are shopping online, and then we know which locations can deliver on the same day, and the number of employees in these markets and the ability to deliver on that day," he said. ”

Retailer Lululemon Athletica, director of store development strategy Booth Babcock, at a recent meeting, introduced how cautiously he had taken the advice of obtaining ZIP codes from shoppers (Lululemon's corporate culture is usually not allowed). Through analysis, company executives can know where Lululemon customers come from.

"We found that the client type was more than we thought. Most of these customers are older, most of whom live in suburbs and have children. "Babcock said. In the interview, he said that the analysis was completely without the involvement of the IT department, and the results could help the company choose where to open the next branch. To serve these customers means that the new branch should be open in the suburbs (+ micro-letter networkworldweixin), the business area should be larger to accommodate more families.

Gearey that the idea of a position analysis needs to be better publicized. To this end, he hired a geographic marketing consultant to help publicize the business value. In addition, you need to use visualization. In negotiations with the new Belgian winery, for example, "We have used these applications as marketing tools, and they have responded well to customers ' questions about geography." It was the chief executive at the time, and we used these apps to answer questions she had been worried about. ”