Expert: Why brands must understand location intelligence
Kristina: What is location intelligence?
Jorge Hermez, Director of Marketing, SiteZeus: Location Intelligence (LI) is a business intelligence tool that can be used for a multitude of reasons. Today we see LI mainly used for deriving meaningful insight from geospatial data to solve specific problems. Data by design can be intricate and overwhelming; for that reason, SiteZeus, a location intelligence SAAS solution, built a software platform for commercial real estate at large that takes copious amounts of data and makes sense of it all. It does so through organizing the data & relationships in a digestible, visually appealing experience. This results in an actionable insight, generated in real-time, for location based decisions.
Kristina: How does Location Intelligence work with Artificial Intelligence?
Jorge: For starters, it’s important to recognize the need for Artificial Intelligence (AI) in a market like commercial real estate. LI in the past required many man hours and a big wallet. The process would take months and required the skill-set of a data scientist and a team of consultants. AI has meshed with LI out of need, not desire; it exists to facilitate a tumultuous process.
Data sets continue to become more granular, accurate and plentiful while machine learning and computing power grow exponentially, adding value to its AI. Machine learning is a product of AI and is not meant to eradicate human interaction. Quite the contrary, humans are and will always be needed to work with machines in a symbiotic manner. It’s the human touch that makes our AI so powerful.
Kristina: Why do brands need to be aware of location intelligence?
Jorge: In a world of ever growing data; enterprises, businesses and entrepreneurs are relying far less on gut, intuition and uninformed risk-taking to deliver results. Many brands are already aware of LI, and they’re chomping at the bits. Those that are not we’ve noticed are still relying on old tactics and are quite frankly missing out on an opportunity to secure predictable forms of success and ultimately gain higher return on investment.
LI will help you understand the factors driving success and will give you insights to make more beneficial and targeted actions. With SiteZeus you can report and visualize multifarious location based metrics and comparisons in real-time, saving enormous amounts of manual analysis and time. We’ve designed a user driven predictability tool that represents what level of accuracy a user has attained pertaining to their model. Brands must acknowledge, LI is instrumental in relevant data aggregation, consumption and distillation; ultimately increasing performance metrics through location based analysis.
