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Tools that every marketing director needs in 2019

by Azahara 6/Dec/2018

The emergence and implementation of marketing-oriented technologies based on Location Intelligence has completely changed the management of many companies, both public and private. As a result, greater efficiency has been achieved in terms of the treatment of the resources available to them.

Through the following lines we will go on to break down the marketing tools based on geolocation that will be a trend in the coming year.

Tools for Business Management

The visualization of all the data that are capable of collecting and processing the different geolocation technologies is a critical stage in the decision-making process by companies. For a lot of information that we have compiled and treated, if we are not able to present it visually in a way that allows us to interpret it in an optimal way, all the work done up to then will be in vain.

This is why it is more than necessary to use smart dashboards that show the information properly segmented from the geographical point of view and in real time. With these data panels you can predict trends, adding an incalculable value to the business.

The geolocated information is also very useful for doors inside, that is, it can be applied to indoor enclosures, which is known as Indoor Mapping. This is a factor that stores and shopping centers have taken good advantage of. With this information they are able to know in more detail the routes of the clients in the establishment or where they spend more, being able, for example, to adapt their offers or restructure the spaces so that they increase the sales.


Some companies in the retail sector were aware of the opportunity offered by these tools. One of them was El Corte Inglés, for whom we developed a solution consisting of a series of applications for clients, workers and positions with responsibility. With them one could consult offers, request the attention of a dependent, the dependents received notifications of assistance from the buyers, see purchase routes or make decisions by the administrators.

Tools for Machine Learning

Artificial Intelligence is increasingly present in our lives. The result of this is the importance that Machine Learning is acquiring when defining campaigns. Although we are focusing on marketing, Machine Learning applications are huge. Thanks to it, for example, the time can be predicted more accurately or the online translation services are more and more accurate.

This technology is based on learning the machine by redefining its algorithm as it receives and processes data. The more data received, the better it will work.

A sample of how Machine Learning is applicable from the point of view of Geomarketing is our work with OneBookShelf. Since 2011 we have been collaborating with this American company for the distribution of digital content such as games, cards, comics or books, among others.

In Geographica we have developed for OneBookShelf a system based on Machine Learning for product recommendations for different users. Its operation consists of getting to know better and better the habits of the clients, so that finally we manage to improve the sales thanks to a greater satisfaction of the same ones.

Tools for Smart Cities

We live the boom of smart cities, thanks to them we can enjoy a deeper knowledge of the enormous amount of information that the inner life of a city offers us, even in real time. To do this, information is collected from different sources, processed and generally viewed using a customized dashboard.

As a result of these data, it is possible to predict behaviors and needs of citizens, such as traffic flows for better regulation, or public transport, or places where it is better to locate some offices that serve the public. Another example of an application for Smart Cities can be one that helps speed up tax collection, knowing where taxes have been paid and where the unpaid are.

In Geographica we have designed solutions for Smart Cities that have added value to the advanced knowledge of the pulses of a city.

An example of this is the geoprocessing tools we developed for the Singapore Land Authority (SLA). With them you can create and analyze maps of Singapore from which you can obtain reports from which you can extract information of great value for public managers.

We have also developed a project with Vodafone in order to group and treat all the information of interest generated by this telecommunications giant. With the Vodafone Analytics tool, an enormous amount of data is collected, processed and visualized (physical places, websites, connection times, etc.). Of course, all this in accordance with current legislation. This information can later be offered to other companies, public and private, in order to improve its operation.

vodafone analytics

Another of our most notable works in the Smart City environment is Urbo. Developed with Telefónica, we have implemented a model based on different dashboards. Urbo collects and processes data in real time thanks to sensors located in different parts of the city to be able to visualize and manage them later on dashboards. Additionally, Urbo makes use of Machine Learning, so it can learn as the interpretations of the information continue to happen.

Urbo, our Dashboard for Smart City

2019 is presented as a year full of new opportunities to take full advantage of the benefits of Location Intelligence and its multiple applications. Having more and more relevant data and knowing how to manage them intelligently is a factor that can bring great competitive advantages to a company.

Private companies are not the only beneficiaries of the use of Location Intelligence tools. Public Administrations are also aware of the enormous potential they have to optimize their resources. Many governments and town halls already use technologies that allow them to better manage different areas according to the geolocation data available thanks to strategically distributed sensors.

Smart Cities with Open data sensors

It is estimated that in 2020 there will be 20.4 billion connected devices, compared to 8.4 billion in 2017. This includes computers, mobile phones, tablets, sensors and other devices that give rise to what is known as the Internet of Things. It can be dizzying to think about the quantity and variety of information that this set of devices can provide all of them interconnected with each other. This is where these tools come into play that can lead you to success in 2019.

TAGSGeolocationIndoor Mapping

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