Geolocation is the use of technology in device location targeting and solve the problem of location for the last few years. Big data has made an impacts on geolocation and other fields of life. There are 6 ways big data creating geolocation trend.
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 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 need 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 candidates only.
Thank to big data and geolocation, today’s transportation and logistics is sustainable than ever. Huge systems like railways or airports function well with constant updates about vehicle speed, distances, weather conditions, and many other indicators. At the same time, the navigation system based on real location can send notification about traffic jams, best routes, construction work.
Big data have the potential to drastically reduce healthcare costs. One of the most obvious ways 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.
Thank to this, companies can take the best advantages of this technology in health, logistics and other industry.
Olivia Ryan (2018, 15th Jan), How Big Data influences geolocation trends.