IT decision makers not making effective use of mapping tech

Sanjay Patel, head of enterprise GEO at Google says nearly three quarters of IT decision makers are failing to make effective use of mapping technology. 

While putting a map on a company's website requires only a few lines of code, and can help customers to work out where they are going, this is only the tip of the iceberg when it comes to enterprise use of mapping, Patel told Techworld. In particular, IT decision makers should start thinking about using location-based business intelligence in order to process and analyse Big Data.

"I can't stress enough that mapping in business intelligence is a huge market, not just from a Google standpoint but also from a business perspective," said Patel. "We have a saying in the geography world, which is that 'data is king'. If you can't put data onto a map and understand it, then you're in the wrong line of business."