What is Location Intelligence

Location Intelligence (LI) is the collection and analysis of many sources of geospatial data that are transformed into strategic insights to solve a variety of business challenges.

Location Intelligence Index

  • What is Location Intelligence
  • How Location Intelligence works
  • The history of Location Intelligence
  • How Geoblink leverages LI for retail, FMCG and the real estate industries
    • Retail: Ensure the success of your expansion strategy with Location Intelligence
    • FMCG: Improve your network and strengthen your product mix strategy
    • Real estate: Increase your return on investment with Location Intelligence
  • Location Intelligence Trends

What is Location Intelligence?

Location Intelligence (LI) is the collection and analysis of many sources of geospatial data that are transformed into strategic insights to solve a variety of business challenges.

How is it possible? This technology has the ability to compile and enrich different types of large datasets such as GPS data, transactional data, sociodemographic data, footfall traffic or points of sale data, to be used for deep geospatial analysis. The information is then displayed on a simple and map-centric interface which allows users to visually conceptualise the factors that affect the performance of their businesses in various locations.

How Location Intelligence works

Location Intelligence is an intuitive technology that gives you access to a variety of data such as sociodemographic data, disposable income and more, to understand how location affects your business.

It is an interactive technology that allows you to generate real-time maps and visualisations, so that you can filter data and see only what matters. This makes it easier for you to detect patterns and trends which relate to your business needs, making your strategic decisions more effective.

Geospatial business intelligence is interdisciplinary and comes from the intersection of three different fields—Business Intelligence, Artificial Intelligence and Geographic Information Systems technology. This convergence has allowed businesses to transform location data into valuable insights, solving various use cases such as maximising store network efficiency, performing sales forecasts and selecting sites with the right location characteristics to support a sustainable expansion strategy.


Interact proactively with many different sources of data at once and visualise your results at any time. Having information displayed in an easy-to-visualise way means that you can make decisions quickly and easily, without having to cipher through files and lists of information.


Use advanced statistical analysis with big data and machine learning techniques to understand what was previously hidden. This information improves your understanding of the environment and its influencers, so you can make justified business decisions.


Gain access to multiple sources of data (e.g. demographic, number of competitors, footfall traffic…). Geoenrichment is a fundamental factor when developing a business strategy; having the detailed information to target your market is essential to your performance.

The history of Location Intelligence

In 1854 the first instance of maps being used for geospatial analysis was recorded. John Snow created a map in which he used geolocation to determine the cause of the cholera epidemic troubling London. His map showed the location of a well where local residents who were sick had gone to fetch water and how they were all connected to one single water pump.

Business Intelligence was first coined in 1865 in a book written by Devens, and how it can be used to analyse data to maintain a competitive advantage. By the late 80s, BI had taken a more commercialised approach, allowing users to become more self-sufficient.

Around the same time, Artificial Intelligence was being discussed at Dartmouth to debate the continuous improvements in technologies capacity to fuel computer research.

The first Geographical Information System (GIS) was created in 1960 by combining geographical data and maps. The benefits of GIS, such as reducing operational costs, led to its progression. In the 1980’s the first commercial GIS software was launched. However, this technology has its limits as only select professionals have the know-how to extract the true value of geospatial data. The difficulties GIS applications have faced in regards to ease-of-use and intuitiveness have made its commercialisation challenging—a challenge Location Intelligence technology has overcome with its simple design.

In 2012, the first applied course on Location Intelligence was offered at the University of Texas by Wayne Geary. He defined it as the process of identifying the optimal location that will promote business success and overcome a variety of business challenges.

The evolution of smartphones took location data to a new level. The upsurge of mobile applications which compile massive amounts of location data started to be analysed using Big Data techniques to gain insights on the whereabouts of users. As time progressed, businesses became increasingly more aware of the need to incorporate the insights extracted from location data analysis into their corporate strategies. Only then would they successfully grow their companies and stay relevant in a turbulent corporate environment. The evolution of these disciplines is what has spurred the development of Location Intelligence technology and contributed to its technological makeup.

How Geoblink leverages LI to empower
Retail, FMCG and Real Estate

Through our abundance of external data, we are revolutionising how companies make strategic decisions. Geoblink combines, crosses and enriches many datasets from public sources and strategic partnerships which helps our clients boost their competitive advantage.


Deep market analyses with reliable and objective data to help grow your retail network sustainably.


Detailed market research and data insights to effectively push your products down the supply chain.


Access to all kinds of exclusive data to maximise the value of the property assets in your portfolio.


Ensure the success of your expansion strategy with Location Intelligence

Location Intelligence provides retailers with data that goes beyond the generic profile of customers, such as consumer buying habits. You can identify the best locations by analysing areas of interest and their sales potential as well as pinpointing the external factors which impact the performance of your current and potential establishments.


Improve your network and strengthen your product mix strategy

FMCG brands can decide which points of sale to launch certain products based on the abundance of collated internal and external data. This gives you a complete overview of your brand performance and enables you to identify the points of sale which need to be activated or deactivated.


Increase your return on investment with Location Intelligence

Location Intelligence can use data to discover where the next perfect asset is by identifying which elements make your current assets so valuable according to the type of land, appraisal price and much more. Optimise sales and the ROI of your real estate marketing campaigns by using smart data to guide your strategy.