Geolocation has become one of the most sophisticated business tools of the digital era. By definition, geolocation represents the use of modern technology in device location targeting but it is generally used in a variety of applications to help locate human customers. The system has been evolving steadily over the last few years but it gained a new boost with the rise of data science.
Namely, companies were always able to collect huge volumes of consumer-related information but they were not able to draw meaningful conclusions out of it. With big data, it is now possible to establish connections between supposedly unrelated information and use it to attract new buyers or preserve the loyal ones.
But the influence of data science on geolocation goes beyond sales and impacts other fields of life and work, too. In this article, we will show you 6 ways big data creates new geolocation trends.
6 big data models in geolocation
According to IT experts at Aussie Writings, a synergy of geolocation and big data is reshaping our everyday routines. They noted that these two systems changed the way we design digital marketing strategies, traditional retail stores, recruiting, and many other areas of business. But how is this even possible? Keep reading and you will find out.
Geofencing alerts businesses through radio signals or GPS when targeted consumers enter a certain location or territory. This gives companies the opportunity to send real-time messages about in-store discounts and coupon offers, which often results in eventual purchases. Besides this benefit, big data analyzes information gathered through geofencing technology and detects purchase patterns and in-store customer habits. Using this kind of analysis, retailers can improve their offer even further and design it so as to completely fit the needs of an average customer.
- Beacon technology
A beacon technology sends users push-notifications to keep them informed about the latest products, best-selling items, or discounts. According to the study, more than 70% of retailers are able to track and understand customers’ buying patterns using beacons. This would be impossible without big data, which enable companies to come up with the best offers for their consumers and behave proactively once they enter the sales point. For example, banks use this method to identify a client and create him/her a convenient package of services. Doing so, banks improve efficiency and seal the deal with clients faster than ever before.
Contemporary marketing is not based on generic messages and ‘one size fits all’ strategies. Modern consumers demand customized approach instead. A research revealed that almost two-thirds of users think more positively of a brand if it gave them content that was more valuable, interesting or relevant.
Since everybody leaves digital footprints all over the Internet, all this information require in-depth analysis. In such circumstances, big data play a key role as they can calculate and predict the needs of each user on all locations. Its algorithms target campaigns and reduce marketing costs, advertising only the right products to the right audiences.
- Human Resources
A lot of jobs are location-sensitive and HR executives have to look for the right candidates in specific cities or regions. This task is much easier ever since data science stepped in because it can direct job announcements to precise locations and recognize where your applicants are coming from. Such procedure saves HR managers’ time, enabling them to concentrate on eligible candidatesonly.
Today’s transportation and logistics would be unsustainable without big data and geolocation. Huge systems like railways or airports could not function without constant updates about vehicle speed, distances, weather conditions, and many other indicators. At the same time, even your own transportation activities depend on big data and geolocation.
For instance, you receive real-time notifications from the navigation system about traffic jams, best routes, constructions works, etc. These are all small but extremely important details which make our daily lives more comfortable.
Big data have the potential to drastically reduce healthcare costs. One of the most obvious ways in that regard is the prevention of hospitalization. Namely, physicians can easily monitor the health condition of their patients regardless of their locations. A constant stream of medical information makes it possible to predict potential problems or to remind patients of the scheduled appointments, eliminating a significant portion of on-site interventions.
Geolocation is not a new technology but it drastically amplified with the rise of big data. Today, it is possible to analyze gigantic volumes of information and use it for location targeting all around the globe. Companies exploit this technology in physical retail, health, logistics, and all sorts of other industries. In this article, we showed you 6 ways how big data influences geolocation trends – feel free to add your comments and let us know if you need more explanations about any one of these topics.
About author: Olivia is a journalist who always tries to see the bright side of things. She likes to inspire people in her writings and to enjoy a mysterious beauty of twilight. Connect with her on Facebook and Twitter.