Geographic information systems have been described as a set of technologies that help us to see our small blue planet in better ways (Longley et al., 1999). More commonly referred to by the acronym GIS, applications include: local governance; business and service planning; logistics; and environmental management and modelling. In both public and private sector research, GIS are used to manage geographic information, help identify geographical trends and patterns and to model spatial processes.
However, GIS have been described as a “nearly” technology for marketers (McLuhan, 2003). Beyond the hype, the actual use of GIS presently is limited to the larger retailers and suppliers, with little expansion into marketing applications. This, despite widespread agreement that the true value of geographical information is only revealed once that information is analysed geographically! McLuhan (2003) cites a survey by GeoBusiness Solutions revealing that only 28% of company boards fully understand the operation and marketing benefits of GIS, with the perceived (and often, actual) high cost of investing in GI software and data products being one of the barriers to GIS reaching its potential. Continue reading Geodemographics and GIS – Richard Harris, Peter Sleight, Richard Webber
Almost everybody’s doing it!
Today everybody’s doing it – well almost! Although an exaggeration, geodemographics and geographical analysis of markets is no longer the leap in the dark that it was in the early 1980s. Many business organizations are now employing the concepts of geodemographics and using GIS in many varying applications – from new site location analysis to merchandising and direct mail. With the increased range of applications to which geodemographics can lend itself, the market has grown considerably with new GIS software and databases to accompany these developments like the following ones.
Continue reading THE PAST AND PRESENT OF CUSTOMIZED AND PROPRIETARY GIS – GIS For Business and Service Planning
From a marketing perspective, the principal attraction of spatial analysis is still probably a psychological one. Marketeers seem to feel that geography is important in that they know that there are major geographic variations in the demand for products. Maybe they feel that geographers should be able to help them perform better and that there might be methods that geographers know about that could be beneficial to them. Those in the industry who believe this will probably already be displaying more confidence in the value of geography than do many geographers!
Yet at the same time it is evident that there are mutual benefits to both the marketing industry and to geography from closer collaboration. The geographer might gain access to data not in the public domain, new publishing opportunities may arise and there is at least some prospect for technology transfer and commercialization. The marketing industry might gain access to a largely untapped skill base. The question is, however, which methods, which applications, and which new products might be created through such collaborations? Continue reading Marketing Spatial Analysis: A review of prospects and technologies relevant to marketing – GIS For Business and Service Planning
Maps are the traditional output from GIS, but not everyone is well-versed in reading maps. The ultimate goal of GIS is to communicate results. GIS has many ways to communicate results that are not purely cartographic. Check out a few of these methods so that you’re ready to deliver your GIS output to meet the needs of diverse audiences.
Continue reading GIS For Dummies – Generating Non-Cartographic Output
Michael DeMers is an Associate Professor of Geography at New Mexico State University and has been teaching GIS-related courses since 1983. The author of Fundamentals of Geographic Information Systems (4th Edition), translated into both Russian and Chinese, and GIS Modeling in Raster, currently being translated into Arabic.
The author thinks GIS is some of the most exciting software to come along in ages, and he wants to get the reader as excited about the possibilities GIS offers as he is. The book gives you a big picture look at GIS – everything from the parts that make up the systems to the spatial information products that the systems produce. Continue reading GIS For Dummies – Michael N. DeMers
With GIS we understand what HAPPENED, what IS HAPPENING and what WILL HAPPEN in the geographic space. A picture is worth a thousand words, and this short ESRI animation, in spite of having no locution, reviews, in a very didactic way, what GIS stands for, its uses and, finally, how GIS can be used for business administration, my main interest and, probably, yours too. Continue reading GIS, FINALLY, FOR BUSINESS
You need to know what’s happening on the earth in a spatially continuous way and how this varies over time. Both of those are provided by geospatial technologies. Maps bring knowledge and understanding to bring better judgement. Continue reading GEOSPATIAL REVOLUTION: Climate changes, hunger, diseases and people empowerment