the science of

LOCATION
INTELLIGENCE
Insights That Transform Decision-Making
LOCATION INFORMATION HAS ALWAYS
BEEN IMPORTANT. NOW WITH BILLIONS OF
SENSORS AND SMART DEVICES, WE HAVE
MUCH MORE OF IT. AS THE VOLUME AND
DIVERSITY OF DATA EXPANDS, SO DOES
THE NEED TO VISUALIZE AND ANALYZE IT.

02
LOCATION
INTELLIGENCE
Seeing Opportunities for Business Growth
in a Deeply Connected World

F or decades, many business leaders

have understood location to be
foundational for operations and growth.
Location intelligence refers to insights
gained from visualizing and analyzing
data in terms of its geographic
In recent years, the importance of where location—on a map or dashboard.
has grown exponentially. The reason is Organizations generate location
simple. As the volume and speed of intelligence by using spatial analytics
data become greater, the location to detect and quantify problems on
component becomes more and more an enterprise level, make predictions,
vital to maximizing data’s value. model solutions, and strengthen their
business operations. Organizations
There may be no clearer example of the can then answer a question that has
power and the importance of location enormous value: Why do things happen
intelligence than the COVID-19 pandemic. where they do?
With iconic map-based dashboards, the
pandemic showed that geography— Geographic information system (GIS)
location—is the framework we need to technology gives data a physical
make sense of the complicated world presence on maps, allowing
we’ve created. Further, the pandemic organizations to add layers of relevant
underscored the importance of information to derive more meaning—
geography to core business functions like layering demographics, traffic,
like supply chain and risk management. environment, economics, and weather
Location adds crucial context. It enriches to see trends and patterns of change.
all types of data and helps tell the story of This is a powerful way to organize
what’s happening and why. information from disparate sources. u

03
LOCATION INTELLIGENCE, WHEN DEPLOYED ON AN
ENTERPRISE LEVEL, EMPOWERS AN ORGANIZATION TO
DRAW CONCLUSIONS, MAKE CONNECTIONS, AND
SEARCH FOR HIDDEN TRUTHS.

A common estimate of the amount of where, and the need to process an

of data in the world with a location enormous amount of data to find an
component is 80 percent. That’s why optimal solution.
geography provides a powerful way
of bringing all that data together to GIS was once solely the purview of
understand relationships and impacts. geographers and mapping experts, but no
more. User-friendly interfaces and cloud-
Location intelligence offers more than based tools make location intelligence
a way to think about data. It provides something that anyone can grasp and
a way to organize, rearrange, and access. Information can be organized via
examine data from all angles to find the the familiar visual vocabulary of maps.
connections and hidden truths within. Dashboards allow for easy handling of
data and gathering of statistical inferences
If location intelligence is the objective, from embedded maps. Enterprise-level
GIS is the most valuable tool to achieve GIS empowers organizations to share and
it. GIS is what businesses looking for an collaborate with real-time maps,
advantage use to decide how best to exponentially increasing the possibility of
move forward—determining, for useful insights.
instance, where to open a new store,
how to manage assets, and how to GIS is used to build billions of sophisticated
mitigate risk and plan in an era of maps and models, combining big data,
climate change. These are diverse artificial intelligence, and an ecosystem of
problems, but they have two things in apps to bring a location-based approach to
common: involvement with the question the world’s thorniest problems. u

04
THE CONTRIBUTION OF LOCATION INTELLIGENCE TO FUNDAMENTAL BUSINESS
OUTCOMES IS ONE REASON WHY THE LI [LOCATION INTELLIGENCE] MARKET WILL
BE WORTH $36 BILLION BY 2028, MORE THAN TWICE THE VALUE IN 2021, AND IT’S
GROWING AT A RATE OF 15.3 PERCENT PER YEAR.

The Business Value of Location Intelligence

It has often been asserted that data is the organization. GIS is about finding those
new gold, but that analogy falls short. connections and uncovering the location
There is no question that data is linked intelligence.
to information, information produces
insights, and insights are what give an This geographic approach took a huge
organization an edge over competitors. step into mainstream consciousness
But gold is rare, and data is everywhere. during the COVID-19 pandemic. The
Johns Hopkins University COVID-19
With so much data, organizations need a Dashboard attracted billions of users
way to quickly filter it for what they need. because it provided an information lifeline.
They need good data—the kind that The maps and graphics displayed on the
provides value reliably. GIS is both a creator dashboard gave people around the world
and a consumer of good data, with tools to a way to see and understand the complex
store, process, analyze, and visualize data. health crisis as it evolved in real time.

Although GIS is often described as a GIS has evolved to integrate other

mapping tool, the technology does much technologies, such as connecting financial,
more than make maps. GIS provides a customer, and operational systems to unite
way of seeing the interconnectedness of the different types of data on a map. GIS
our world’s systems—both natural and also brings together building information
human made. models, CAD drawings, and reality-capture
data to create dynamic digital twins that
This is the essence of a geographic display spatial relationships. Geospatial
approach–the understanding that artificial intelligence (GeoAI) brings together
everything is related to everything else– GIS and machine learning with algorithms
and that is why it holds power for any that discern patterns and hot spots. u

Map: Esri, HERE, Garmin, FAO, NOAA, USGS, © OpenStreetMap contributors, and the GIS User Community 05
Venture capital funding is now fueling Group revealed a nearly universal executive management—were most for environmental management,
geospatial analytics, with US-based respect for the value of location likely to recognize the importance of and supply chain turmoil underscore
startups in 2020 receiving $2.5 billion intelligence. In financial services, location intelligence. the importance of geography and
in funding—a 25 percent increase over retail and e-commerce, logistics, real location intelligence. GIS delivers the
2019, according to Deloitte. estate, and travel and tourism, nearly The reasons for enthusiasm are easy to contextual awareness leaders need to
all respondents asserted that location understand and not limited to market mitigate risks and achieve long-term
C-suite executives across diverse intelligence is very or somewhat competitiveness. As the world grows sustainability as well as profitability. In
sectors are reaching the same important to their business. Another more volatile and complex, challenges simple terms, location intelligence pays
conclusions regarding the power of survey, by Dresner Advisory Services, such as climate-related weather huge dividends to understand—ahead
location intelligence. A recent survey found that across companies, three events, health crises, geopolitics, of competitors—where things happen
conducted by Boston Consulting enterprise areas—R&D, operations, and shifting regulatory regimes, the need and why. u

06
The Many Applications of Location Intelligence

The applications of location intelligence of the supply chain. It also allows the Location intelligence allows government
are broad, especially when applied on company to be proactive if issues arise. and disaster relief agencies to prepare for
an enterprise level and supported by For forestry products that may harm rain the same storm and respond efficiently
real-time data. The former ensures that forests, certified sustainability practices after it hits. By modeling and tracking
an entire organization both contributes and material source knowledge have storm surges and water flow with GIS,
to and benefits from location intelligence. become a business imperative, supplied agencies can predict which areas will be
The latter ensures that decisions are by location intelligence. hardest hit, informing evacuation plans
based on the most current information. and allowing predictive and reactive aid.
Consider the prevalence of extreme
Consider the advantages for supply weather events, such as hurricanes, As wildfires grow in frequency and
chain optimization, as businesses in the which will continue to worsen as climate intensity, firefighters use GIS to visualize
postpandemic world strive to maximize change intensifies. A large weather and study the movement of each
logistics and work around supply chain event’s ripple effects can enormously blaze—communicating that information
disruptions. A major US agricultural impact residents, international supply quickly to everyone involved. In the fire’s
company can track the location of each chains, and retailers. With location aftermath, land management agencies
truck, its temperature, and its trajectory, intelligence, organizations can look to GIS to determine best practices
reducing costs due to spoilage. The same proactively approach a major climate for replanting trees and restoring habitats.
company can use location intelligence to event by using analysis to mitigate
understand why, for example, a particular damages and make strategic decisions. Many organizations integrate location
batch of strawberries was superior. The intelligence into their day-to-day business
company can see where that batch came Imagine a logistics company with a operations, particularly in the form of
from, right down to which part of the field. cargo ship scheduled to pass through location-aware digital twins. In Australia,
Staff can then analyze what was different the Suez Canal just before a storm is one of the largest energy companies
about conditions in that location in order predicted to make landfall. Analysis built a digital twin that contains over
to repeat the success in the future. of real-time data feeding into GIS 24 million features, from substations to
empowers company leaders to react the point of entry into the home. Field
The ability to precisely track the origin strategically and nimbly. By accounting crews working in remote locations can
of every crop or commodity is taking for information from many data layers at search the digital twin for assets in the
on greater importance. Knowing which once, they can make quick decisions to network, zoom in, access information, and
field, what farming practices, and the minimize supply chain impact. trace the connectivity to the power source
progress of the crop helps the timing and the customer service point. u

Map: National Hurricane Centre: http://www.nhc.noaa.gov/gis/ Esri, HERE, Garmin, FAO, 07

NOAA, USGS, © OpenStreetMap contributors, and the GIS User Community
The energy company is using its digital twin location intelligence in innovative ways.
to deal with increasingly common floods Take, for example, CalFresh, California’s
and fires. Staff plot data from past events, version of the federal Supplemental
show affected areas on a map, and then Nutrition Assistance Program (SNAP).
anticipate which assets will be endangered Leaders in the California Department of
in the future. In this way, GIS models the Social Services began examining
past, present, and future to provide location technology applications popular in the
intelligence through space and time. business world to improve the lives of
constituents. As a result, CalFresh now
A major work clothing manufacturer
uses location intelligence to identify
redefined its business to accommodate
potential enrollees who are not taking
the changing habits of customers, using
advantage of public services. By using
location analysis to assess new markets
heat maps that incorporate demographic
and understand consumer behaviors
data, CalFresh staff can see previously
across channels. The manufacturer’s
hidden patterns, such as the migration of
location intelligence powered a road
poverty into suburban areas.
map to selling goods at brick-and-mortar
stores and via wholesale distributors, retail A truly location-intelligent organization
partners, and e-commerce sites. empowers everyone to create, manage,
and share location-based information.
The single-pour coffeemaker company
Mobile utility crews, for example, can use
Nespresso uses location intelligence along
a smartphone or a tablet to securely send
multiple business vectors, including a
and receive inspection and maintenance
sustainable coffee growing program,
updates to and from the office. Managers
reforestation, and aluminum recycling.
With more than 75,000 farmers growing can monitor the progress of their
the company’s coffee, and with customers personnel. Customer service agents can
around the world, Nespresso leaders see what’s going on in real time to
recognize location intelligence as crucial to provide customers with information about
synthesizing their overall growth strategy. outages and repairs. Executives and
accountants can visualize and analyze the
Governments have long been GIS users, entire system before deciding where to
but today, many agencies are applying prioritize infrastructure funds. u

Map: Esri, HERE, Garmin, FAO, NOAA, USGS, © OpenStreetMap contributors, and the GIS User Community 08
BUILDING DATA SCIENCE CAPABILITIES AROUND LOCATION
INTELLIGENCE HELPS BUSINESSES SEE THINGS FROM A
DIFFERENT PERSPECTIVE, TO THINK ABOUT THE JOURNEYS
OF PRODUCTS AND CUSTOMERS THROUGH DATA.

The Geography of
Data Science

These examples of a geographic approach to

problem-solving only scratch the surface of what
location intelligence offers organizations across
retail, manufacturing, supply chains, utilities,
insurance, telecommunications, banking and
financial services, government, and logistics.

Increasingly, location is the key to unlocking

hidden and valuable insights within data—
to make decisions that improve customer
experiences, create operational efficiencies,
and increase productivity. Seeing relationships
between and among data points and
translating those relationships into actionable
information are critical to maximizing the value
of the data pouring in. n

09
LOCATION It’s estimated that most Americans To have truly effective location
spends 87 percent of their life indoors. intelligence, an organization needs
While our trusted GPS-equipped mobile more than an indoor map. People need
devices help us navigate almost indoor positioning to see their current

INTELLIGENCE
anywhere outside, they lose accuracy location—that “you are here” blue
once we go indoors. dot—in the context of nearby people,
spaces, and assets. u
Indoor mapping, or the lack thereof,

MOVES
is often a challenge for people who
need to move around a facility like a
hospital, convention center, industrial
plant, corporate or university campus,

INDOORS
or airport. There is a growing demand
for maps that show a person’s location
in relation to the inside of a building,
helping them locate, for example, an
available conference room or a high-
pressure valve that needs immediate
Apple inspection.

10
Bringing the Power of Location Inside

Indoor positioning gives employees, Managers and executives can take

customers, travelers, and visitors the advantage of indoor positioning by
ability to see and share their locations accessing interactive dashboards that
in relation to important assets, rooms, stream data from sensors inside a facility.
departure gates, and offices. This Meanwhile, visitors and employees benefit
information, combined with navigation, from indoor positioning by being able
scheduling, and analytics, helps people to use their computer or smartphone to
inside buildings operate at an increased find information about the buildings they
level of efficiency and safety. Using occupy. Building operators and occupants
location intelligence tools, indoor can access floor-aware 3D maps to find
positioning enables businesses and critical business information such as the
organizations to better coordinate spaces location and status of fire extinguishers
and other resources. and their last inspection dates. Enterprise
knowledge workers such as maintenance,
From simple mobile apps to complete IT, security, medical, and visitor
enterprise systems, indoor positioning management personnel are particularly
adds a new dimension to the application well supported by the emergence of
of location intelligence technology. indoor mapping and analytics. u

Map: BIM Model by Aripa Arquitectos; BIM - GIS Integration by Esri Portugal 11
Using Apple’s Indoor Positioning Technology

Esri uses Apple’s indoor positioning In Apple Maps, indoor positioning in desks, and baggage claim areas.
technology to deliver accurate locations supports shopping centers, venues, Different floors are also marked, allowing
indoors. With indoor positioning transit centers, and airports. The company users to easily navigate.
inside GIS maps, anyone can navigate recently elevated its Indoor Mapping
and incorporate the capability into Data Format (IMDF) to become a In an airport, where people are often on a
enterprise-level workflows such as asset community standard, which ensures that tight schedule, being able to visualize an
and facility management. others can create and maintain the data unfamiliar location can help travelers save
so that indoor maps will proliferate. Apple time and avoid missed flights. In the case
With the crucial positioning element has also considered the rise of robots. of a large and complex mall, stores can be
developed by Apple, apps with indoor Its IMDF provides machine logic to help filtered by category—clothes, beauty, or
maps and location deliver advances for intelligent machines make accurate food, for example—enabling people to
large venues. In many cases, Wi-Fi location navigation decisions in real time. more quickly find what they are looking for.
services meet the positioning requirements
of an organization without the need The company’s pioneering work in Many private organizations such as
to invest in Bluetooth beacons. Maps indoor positioning is providing visitors hospitals, universities, and corporate
display both indoor position and floor and staff with a full layout of each airport campuses are using IMDF to create and
level, determined using a combination of or mall. It uses an interactive map to maintain their own maps—because
information coming from the sensors on show the location of features such as employees and visitors alike benefit from
the iOS device together with information restaurants, shops, bathrooms, gates, an accurate and up-to-date facility map. u
from Wi-Fi signals in the building. terminals, security checkpoints, check-

Map: Esri, HERE, Garmin, FAO, NOAA, USGS, © OpenStreetMap contributors, and the GIS User Community 12
Putting Buildings on the Map

GIS technology from Esri can create and Security staff also benefit from indoor
consume Apple’s IMDF. Esri leverages mapping. With real-time updates, the
Apple’s indoor positioning capabilities to maps give them the ability to quickly
bring location intelligence to enterprise ascertain any raised threat levels and
organizations and knowledge workers quickly guide people away from danger
everywhere. The ability to deliver if necessary.
situational and contextual awareness
through indoor maps was important Indoor navigation is particularly important
during the physical distancing phase for large and confusing places like
of the pandemic. As working from hospitals. Technicians require accurate
home has transitioned into hybrid work information about where people and
environments, companies have cut back movable assets are located at any given
on physical space to reduce cost and time—such as the proximity of patients
maintenance. The concept of hoteling, to ventilators or expectant mothers to
with adaptable physical space assigned ultrasound machines. In a large medical
as needed, requires flexible indoor maps, center with an emergency room or an
especially on campuses that require intensive care unit, finding resources
coordination between a large group of quickly can be critical when seconds count.
employees and buildings.
The value of indoor mapping continues
Indoor mapping technology also helps to compound, empowering managers
organizations manage their facilities. of large facilities to draw authoritative
Employees can see, for example, the conclusions about the status of
precise location of malfunctioning operations, the flow of people, and
equipment or be alerted to time-sensitive the locations of resources. At the same
checks such as changing out filters. Using time, the technology provides efficient
indoor maps, maintenance personnel navigation and more effective workflows
know where to go and when to go there. for visitors and staff. n

13
EVs and New Ways of Living

FUELED BY
LOCATION INTELLIGENCE

T he transition to electric vehicles (EV)

represents a long overdue response to
the ongoing climate emergency. California,
quantities to withstand demand for EV
batteries is itself carbon intensive and
raises concerns over environmental
having by far more registered cars than any degradation, resource extraction, and
state in the nation, has pledged to cease human rights. Additionally, EV charging
sales of new fossil fuel-burning cars by infrastructure remains underdeveloped.
2035, and automotive companies are Potential EV owners are reluctant to make
increasing EV production. purchases until charging station networks
improve, while private investors that would
The Infrastructure Investment and Jobs Act finance EV infrastructure are waiting for EV
will invest $5 billion to expand EV charging production to catch up to demand.
networks across the country. And the Inflation
Reduction Act (IRA) lifts the per-manufacturer These challenges require insights not
limit on the number of cars that can receive a only about where best to place new EV
plug-in electric vehicle tax credit. A rebate is chargers but also in regard to broader
offered even on used EVs to extend the urban plans and infrastructure practices.
benefit to all. Given that transportation is the EV crossover represents a completely
greatest contributor to greenhouse gases, reimagined way for us to move and live.
the combined investment and incentives put And the push to reduce dependence on
the United States within reach of its Paris fossil fuels is driving a transformation of
Agreement commitment to cut emissions our transportation infrastructure.
by half by 2030. Location intelligence provides the means
to examine these complex issues and
However, these changes also present new achieve clarity on viable solutions. u
challenges. Mining lithium in sufficient

14
Illinois’s EVTown Paves
the Way for Sustainable Practices

The city of Normal, Illinois, has long Residents can also access GIS maps and
seen itself as an important outpost of dashboards online to see the city’s project
the EV revolution. In 2011, after enticing plans and verify that investments are
Mitsubishi to open a plant to manufacture equitable across the city. “The purpose of
the i-MiEV—an innovative electric car this tool is to make it easier for the public
that proved too early to market—Normal to know exactly what’s going on in their
dubbed itself “EVTown.” neighborhood,” said Vasudha Gadhiraju,
director of Normal’s Innovation and
Mitsubishi’s arrival coincided with the city’s Technology Department.
Sustainable Normal plan, which included
new bike trails and walkways, nature-based For transparency, the city recently
stormwater solutions, a revamped train extended its use of GIS to Normal’s
station, and investments in renewable Community Investment Plan. Previously,
energy and EV charging stations. the plan was posted online in a
spreadsheet, a format that was not easy
Six years later, Rivian, an EV company to understand and was time-consuming
backed by Amazon, bought the former to update. Now, anyone can easily view
Mitsubishi factory and expanded it to the information and examine projects in
four million square feet with production relation to their geographic location.
lines for trucks, SUVs, and Amazon
delivery vehicles. The city’s commitment Cassidy Killian, Normal’s GIS
to sustainability and transparency was a coordinator, oversaw the creation of
major factor in the company’s decision to department-level dashboards. Using
build operations in Normal. GIS, staff across departments can filter
their data, record ongoing projects,
To achieve their mission, city planners in and find metrics by project type. “The
Normal rely on location intelligence for biggest benefit is seeing who is doing
making decisions and tracking progress. what and where, getting that overall
GIS maps and dashboards enable project picture in one place,” Killian said. u
visualization and analysis across teams and
departments while also facilitating public
communication and data sharing.

15
Because each department shares its entertainment, and lodging options—
data, staff can identify project conflicts useful to visitors, residents, and
and track funding sources to coordinate the 21,000 students at Illinois State
project phases. For example, if a water University. The directory automates the
main project has approval, the water business licensing process, drawing
department can view the scope and data directly from each company’s
timetable for road improvements at the required submissions. If a business is
same location as the project, eliminating not on the map, its license isn’t current.
the frustration of having to cut into
freshly paved roads. As part of its sustainability commitment,
Normal uses location intelligence to
Urban planners are applying their GIS- identify projects that promote active
based planning and analysis to the and multimodal transportation. Projects
renewal of the city center, called Uptown include the extension of a trail network
Normal. The work started by replacing to new suburbs and the expansion of the
a dangerous five-way intersection with bike trail along historic Route 66 that
a pedestrian-friendly roundabout and links the town to five other communities.
community plaza known as Uptown And the new Uptown Connector
Circle. The traffic-calming effect has made Underpass will provide pedestrian and
Uptown Normal a more attractive setting bicycle passage beneath the railroad
for businesses and housing, increasing tracks, increasing access to railway
property values while triggering new platforms and enhancing safety for
investment. high-speed trains. u

The city also created a GIS-powered

business directory that shares
Uptown Normal’s dining, shopping,

16
The Ray:
Solar Power Arrays along US Highways

The need for sustainability forces us acreage around interchanges alone could
to reimagine land use and resource generate 36 terawatt-hours of electricity,
allocation. The Ray, an Atlanta-based enough to fully charge 12 million EVs
nonprofit, promotes a renewable energy each year.
purpose for land that is usually considered
little more than a blank space along the Locating suitable ROW land is no
nation’s highway system. easy task, however, due to stringent
requirements. The Ray uses a GIS tool
A highway right-of-way (ROW) is a with formulas and decision trees that help
buffer space—including shoulders, transportation engineers find ideal spots
medians, rest stops, and turnoffs—that for solar arrays.
provides breathing room on high-speed
thoroughfares. Most ROW land is shade In Iowa, The Ray recently worked with
free, which makes it an attractive location planners to analyze site suitability
for generating solar energy. on 238,000 acres of ROW land.
Considerations included a rule that no
The Ray works with state transportation array could be more than five miles from
departments to install solar arrays on an electrical transmission line. The first
ROW spaces. Georgia, Iowa, Oregon, step was to take a basemap of Iowa and
and Massachusetts are among the overlay a data layer of transmission lines,
states that have launched pilot projects. with a five-mile buffer on either side of
The company’s estimates indicate every line. Then the planners compared
that many states have enough federal highway ROW land to see where the
interstate freeway ROW land to support buffer and suitable land intersect. u
thousands of acres of solar arrays. The

17
The next step was to determine where can be nearly limitless—the available “Transportation engineers know
the solar arrays could not be placed. nearby workforce, material sources and about asphalt, concrete, bridges,
Considerations included federal lands, costs, the most favorable regulatory and signage,” said Allie Kelly, The
protected lands, and urban areas, as environment, jurisdictions that offer Ray’s executive director. “When we
well as any spots that were less than rebates and incentives, and more. start talking about solar panels, this is
500 feet from pipelines and less than Each of these inputs has some level of infrastructure that isn’t native to them.
20 feet from railroad tracks. GIS is the location advantage and can be analyzed The digital twin normalizes it.”
perfect tool to combine layers of data with GIS.
and project constraints on a map where A location-intelligent digital twin made
the situation can be visualized and The Iowa analysis went deeper still. the effort relatable for the state’s
analyzed. In Iowa, this level of location The next step was to use solar radiation engineers. On a broader scale, the
intelligence supported decision-making. models, including maps of elevation use of a digital twin also allows various
and vegetation, to measure solar array stakeholders to consider such issues as
The result was 38,000 acres suitable for potential. This information revealed aesthetics, equity, and environmental
solar array installation, with the potential which sites among Iowa’s ROW land justice. The Ray, for instance, can
to generate five million megawatt-hours should receive highest priority for solar advocate for considering ROW lands
per year—that’s $400 million worth of array development. that can also aid pollinators like birds
electricity. and butterflies, thereby finding even
Next, Iowa’s traffic engineers needed more potential value in the projects.
The careful examination of layers of to understand what the arrays would
information is a location intelligence look like from the ground. For that, they The digital twin adds an element of
workflow that any organization can used GIS to generate a 3D digital twin human intelligence—the kinds of
use to find suitable sites for assets. of each possible site. Relevant data consideration any organization would
But considerations don’t stop there. could then be entered into the model need to make good decisions regarding
It is important to know which spots, to ask questions such as these: How possible sites—to the broader concept
among the possibilities, are most cost- would an array affect the view from a of location intelligence. As Kelly put it,
effective and have the greatest return scenic lookout? How might glare affect “It lets us go from what we could do, to
on investment. Those considerations a nearby subdivision? what we should do.” n

Map: NOAA National Centers for Environmental Information (NCEI), Esri, HERE, Garmin, 18
FAO, NOAA, USGS, © OpenStreetMap contributors, and the GIS User Community
LOCATION B y 2030, the global population will innovation in this area has elevated field
reach 8.6 billion. Feeding so many monitoring and location intelligence by
people is a top priority for policy makers applying the branch of artificial intelligence

INTELLIGENCE
and the farmers John Deere supports. known as machine learning.
The United Nations has established
sustainable development goals including Dr. Angela Bowman works to help

AND SUSTAINABLE
eradicating hunger, alleviating food John Deere advance environmental
insecurity, and establishing sustainable sustainability from the local level to the
agricultural practices by 2030. very top of the company.

AGRICULTURE John Deere plays an important role in

supporting the farmers who will achieve
these goals. Guiding farmers to improve
“Computer vision is helping growers
see beyond our human capacity—what
is happening at those critical junctures
between plant and soil, plant and
yields has been a hallmark of the
machine, and plant and weather—to help
John Deere company since it was founded as a tool
manufacturer in 1837. growers make important, in-the-moment
decisions,” explains Bowman.
Though its mission remains the same,
John Deere now looks and acts more like Farmers face a number of unpredictable
a technology company than an equipment challenges each growing season as
company. At John Deere Labs, data weather patterns, climate change, pests,
scientists pursue research around the and economic conditions all affect output
subject of precision agriculture and site- and profitability. In the face of so much
specific farm management. This work gives uncertainty, John Deere is empowering
farmers the location intelligence they need farmers with location intelligence to make
to increase crop yields by varying resource real-time, analytics-fueled decisions about
allocation within a field. John Deere’s each of their crops and fields. u

19
One technology John Deere pioneered that same technology, farmers can see are typically only planted and harvested
uses GIS, equipment sensors, and exactly where seeds are planted in their once each year, they are cared for many
machine learning to allow farmers to fields and apply that insight to more times during the season. John Deere
spray herbicides directly on individual effective decision-making all season long. developed location-based technology to
weeds, reducing chemical use by about inform farmers exactly where machines
95 percent. In a billion-dollar industry, with Farmers are taking further advantage of are in the field, within centimeters of
so many factors in play, enabling farmers their smarter, more agile machines by accuracy. This guides the machines down
to manage their fields at the micro level using John Deere satellite imagery to the right path and ensures that they don’t
adds up to significant environmental monitor a number of environmental factors run over any fragile plants. John Deere
impact as well as improved profit margins. in their fields, including weather patterns, is one of only five companies that has its
pest impacts, and water table levels. By own global satellite correction network to
John Deere has been at the forefront combining real-time conditions on the enable such precision.
of precision agriculture since the 1990s ground with historical data about the
and continues to advance the digital region on a map, farmers are able to make John Deere leadership is expecting
agriculture industry today, thanks to ecologically smart land-use decisions. location intelligence to play an
advances in sensor technology. “The increasingly important role in the
data collected from the sensors also For example, John Deere was recently agricultural industry. According to
helps farmers to build maps of seed able to help a farmer make a critical Bowman, “The focus of the agricultural
populations as well as specific field decision about where to install artificial industry over the next five years will be
conditions and yield, informing not only tile drainage in a valley that has on how to design and deliver automated
decisions this year but for future years as historically flooded. The John Deere team machines that are smarter and more
well,” says Bowman. used satellite imagery and underlying efficient and that respond to every
geographic data to pinpoint exactly square foot of farmable land, delivering
Technology inside John Deere’s row where to place the tiles. dramatic improvements in profitability
planting machinery ensures that seeds are and environmental sustainability for a
placed optimally to have the best chance In another example, John Deere is changing world.” n
of producing healthy plants and to grow helping farmers protect plants once
crops equally across a zone or field. Using they’re in the ground. Although fields

Map: Esri, USDA Farm Service Agency 20

LOCATION E very day, three million people ride patterns. TfL credited this awareness
public transportation in London, the with mitigating bottlenecks and
United Kingdom’s largest city. The breakdowns to keep the city moving
number of passengers equals the total when ridership reached record levels.

INTELLIGENCE
population of the next four largest British
cities. Planners at Transport for London A GIS-based traffic management tool called
(TfL), the city’s transit authority, move the Games Playbook helped planners
these people by using a geographic visualize the increase in traffic and create

TO KEEP PEOPLE
approach that balances demand by contingency plans for different scenarios.
searching for ridership patterns. TfL uses The plan and the real-time view of traffic
location intelligence every day for every allowed TfL to send advisories to travelers.
journey and gathers ridership information “That’s the biggest legacy in terms of

MOVING
to inform maintenance and expansion behavioral change,” Michelle Dix, TfL’s
of the system. planning director at the time, told the
BBC. “We proved that by giving people
The evolution began during the 2012 alternatives so they can make informed
Olympic Games, when TfL employed choices, you can manage these big events.”
location intelligence to deal with a
Transport for London 20 percent increase in daily ridership. By After the Olympics, TfL began a strategy
adding sensors to trains and buses and that combined messaging and a
monitoring security cameras, TfL created geographic approach, sharing location
situational awareness that allowed it intelligence with key stakeholders and
to assess real-time changes in traffic across the organization. u

21
Adapting Strategy to the Global Pandemic

In 2014, TfL kicked off a 10-year plan, of travel and increasing the ability to
known as the Surface Playbook, to connect enact social distancing in transit whilst
its many directorates managing London’s limiting the impact of other modes.”
aboveground transportation, including
buses, trams, light-rail, commuter trains, From big-picture perspectives to street-
passenger ferries, the Dial-a-Ride transport by-street analysis, the program had an
service for people with disabilities, important equity component, using maps
London’s congestion pricing program, and to make sure no London community
the taxi licensing office. remained isolated during the lockdowns.
TfL’s GIS team identified at-risk and high-
GIS allowed these diverse stakeholders— demand areas of pavement, based on
already united in the goal of keeping five major factors: use by cyclists and
Greater London’s interlocking transit pedestrians; essential services; population
systems running smoothly—to see density; low-income neighborhoods,
current traffic conditions through a single
which usually have above-average
source of truth.
amounts of foot traffic; and public
The Surface Playbook effort proved vital transportation hubs.
when the pandemic hit. Using the maps
Maps revealed which streets were likely to
the transit authority had already created,
be the most crowded and where more
TfL applied the communications and public
space was needed for safe and physically
affairs skills honed during the Olympics to
distanced activity. Risk assessments could
encourage safe active modes of travel.
even be layered over maps of walkway
The program was designed “to support widths to identify capacity while keeping
the members of the public to have more everyone spread apart. Measures
confidence to walk and cycle,” explained included widening walkways, creating
Jaymie Croucher, TfL’s lead for GIS. “It’s temporary bike lanes, and restricting the
focused on supporting sustainable modes use of cars on some streets. u

Map: Esri, HERE, Garmin, FAO, NOAA, USGS, © OpenStreetMap contributors, and the GIS User Community 22
Continuing the Process as the Pandemic Fades

As the pandemic wanes, the Surface “Compiling it all within a single portal,
Playbook has been instrumental in we’ve allowed everyone to have
crafting a cautious return to normalcy. transparency over the safety of each
TfL officials are using GIS to determine scheme and compliance of users,”
which pandemic measures and active Croucher said. The portal delivers
transportation routes should be situational awareness for TfL and city
considered permanent. leadership to see how each plan performs
and interacts.
“Before we can decide whether a feature
becomes permanent or not, we need to Changing a city’s transportation habits
understand what the impact is,” Croucher ultimately requires a strategic rebalancing
said. “If you close a street, for example, of the way residents use city streets.
that is going to cause traffic to develop Recreation, public transit, transportation
elsewhere.” of people and goods—each claims a
space. Giving more space to one will
On-site surveys have been a key necessarily take space from another. Maps
component of the monitoring process. provide a powerful visual understanding
Surveyors across the Greater London of the space available and a strong
area capture data about use, safety, and platform to plan, prioritize, and improve
needed improvements. Survey feedback its uses.
populates a live, online GIS dashboard,
providing real-time visibility and informing “The benefits of the way we collect and
next steps for city management. disseminate this information are reaped
well beyond TfL to provide clarity to both
Shareable reporting tools have also external partners and, ultimately, the
supported TfL’s expansion into new parts public,” Croucher said. “Understanding
of the city. With many transportation the spatial relationships that elements
projects being carried out by the have provides a clear picture for decision-
boroughs within London, a GIS database makers that you won’t necessarily see by
centralizes information and makes looking through more traditional means
essential data widely available. such as a database or a spreadsheet.” n

23
A DYNAMIC S an Francisco International Airport (SFO) operations such as construction,
is the world’s fourth-largest international maintenance, emergency response, and
gateway airport and the leading airport space planning.

DIGITAL TWIN
connection to the Asia-Pacific region. SFO’s
management originally adopted GIS to SFO embarked on a multibillion-dollar
comply with the Federal Aviation capital improvement program that includes
Administration’s (FAA) NextGen program, construction of a new hotel, modernization

ENABLES
an 18-year modernization initiative of two terminal buildings, and extension of
launched in 2007. One NextGen the AirTrain system. Before the work could
requirement is that airports provide data begin, the airport needed to centralize
in a GIS format to support satellite-based

TRANSFORMATION
data for efficiency and safety. Managers
approach guidance systems. needed to establish data standards. And it
was imperative that information sharing be
SFO became the first airport in the western
effective and streamlined across the teams
Pacific region to receive a grant from the
involved in the capital improvement project.
FAA to achieve compliance using GIS.
San Francisco International Airport While the FAA focuses on GIS for detailed The airport’s management decided to
awareness of the horizontal infrastructure— leverage GIS, which can integrate with
runways, taxiways, pavements—SFO saw building information modeling (BIM), and
an additional opportunity. Staff are applying create a dynamic digital twin that includes
GIS to support facility management indoor and outdoor data. u

24
The Dynamism of Digital Twins

A digital twin describes any virtual system planners, managers, and architects have
that mirrors a real-world counterpart. begun to push the limits of digital twin
Three-dimensional digital twins can technology, creating twins of entire cities
now emulate enormously complex and even small nations. SFO’s digital
and dynamic systems. They allow an twin is similar to a city-scale system. For
observer to gather maximum contextual instance, SFO covers a wider area than
information about the present state of San Bruno, a city that borders the airport,
the system, compare it with records and it employs 46,000 people—about
of the past, and even gather realistic as many people as there are living in San
assessments of how changes will affect Bruno. Also, the number of rooms inside
it in the future. A GIS-based digital twin SFO (15,000) compares with the number
is really 4D, capable of integrating the of housing units in San Bruno. This further
variable of time. illustrates the scale and amount of work
that goes into creating a digital twin of an
“We use GIS as the window of entry airport as it’s equal in size and complexity
to all our infrastructure information,” to a small city.
said Josephine Pofsky, SFO’s director of
infrastructure information management. SFO prefers the term dynamic twin to
“It can be overwhelming, because we are reflect its continuous alignment with the
changing the industry and organization’s ever-changing real-world environment.
mindset by leveraging the power of The goal is not to preserve each as-built
virtual design and construction through model captured right after construction
integration of BIM and GIS. The capital but to transition it into an as-managed
program provided the opportunity.” model where it can continue to serve
stakeholders. “It’s up to us as the owner
SFO’s digital twin is notable for its size to keep it alive throughout the life of the
and scope. Around the world, pockets of infrastructure,” Pofsky added. u

Map: Image courtesy of SFO 25

The Twin Lives On

With SFO’s dynamic twin established, it “With that integration into the 911
can be adapted to purposes that extend system, our first responders, including
far beyond individual construction projects. our communication dispatchers, are
looking at the most up-to-date floor plan
For example, it helps the airport’s information,” Pofsky said. “They can
management team keep track of leased virtually walk through the space in 3D.”
commercial space. Team members use
the twin to find the best location for a new One of the upcoming initiatives is
kiosk or a specific retailer, valuing GIS for to enhance traveler experience by
its ability to filter and query information to developing indoor navigation capabilities
get answers and recommendations. that utilize SFO’s dynamic twin.

Similar to cities, airports have a variety “Airports can be stressful in the eyes of
of service-oriented departments, public many travelers,” Pofsky said. “It’s about
safety offices, and 911 dispatch systems. delivering advanced knowledge to the
SFO’s 911 network was recently updated user and the passenger so that they feel
and integrated with GIS to provide more in control of the experience going
accurate and up-to-date emergency through the airport.” n
service information.

26
EMBRACING M obility is the catchall term to from sensors embedded in bridges
describe ways of moving people and roadways to inform maintenance
and goods between points. New needs. Now, there is an ever-increasing

THE SHIFT IN
categories of vehicles, business models, volume of input from motorists and
sensors, networked cars, artificial transportation crews interacting with
intelligence (AI) algorithms, and fuel applications. Departments have
sources make the future of mobility difficult begun to aggregate input from

TRANSPORTATION
to predict. Departments of transportation
connected vehicle-to-vehicle wireless
work to stay on top of the changes. They
communication.
must behave somewhat like autonomous
vehicles, quickly perceiving, thinking, and Location provides the common data
acting on real-time data to keep innovating
element that links activity on roads, rails,
and progressing.
Colorado Department of Transportation and runways with the activities that CDOT
“Location data is central to our success and engineers and work crews perform to
that of autonomous vehicles,” said Barbara maintain and construct mobility networks.
Cohn, chief data officer with the Colorado
“Every asset we manage, from roads to
Department of Transportation (CDOT),
bridges, has not only a specific location
“because knowing where you are and what
but also environmental conditions
is around you is absolutely critical.”
that affect performance,” said Joshua
Transportation departments have a long Laipply, chief engineer, CDOT. “Detailed
history of using networked cameras mapping to capture many attributes is
and conditions. The next wave of this critical to maintaining, operating, and
technology involves using information designing our roads.” u

27
Apps to Integrate Operations

Cohn and her team are working Another app, the Statewide Transportation
to create a strong and sustainable Improvement Program (STIP) viewer,
foundation to support the data needs of extracts information from a variety of
the transportation system of the future. systems to show a four-year view of
CDOT is expanding the use of data and projects and the status of each.
GIS tools across the agency and has
recently embarked on a transformation Other apps are much more specific.
to migrate data from siloed systems to An avalanche mitigation dashboard
purpose-built applications. displays the location of historic avalanches
and what’s currently happening with
For example, the traffic operations weather and snow conditions. A nighttime
dashboard ingests data feeds inspection mobile app is being used by
from the Waze navigation app; road crews to record the effectiveness of
data from roadway traffic sensors; road reflectors and the condition of paint in
National Oceanic and Atmospheric order to flag areas that need maintenance.
Administration weather data; and
traveler alerts and road condition “Linking location with the power of
information. In one interface, the visualization makes visible the invisible,
dashboard provides quick visibility into providing invaluable input for the
transit status and conditions. discovery of trends, patterns, and
insights,” Cohn said. u

28
Quality and Value

A wide variety of CDOT applications use

disparate data, which puts a spotlight on the
value of high-quality data.

“People are asking questions about the data,

and there’s a thirst for more information,”
Cohn said. “With each app, we move the
organization closer to a data-driven culture.”

Exposure to data-driven maps and dashboards

has also inspired enthusiasm for self-service
business intelligence tools.

“We’re democratizing data,” Cohn said.

“We’ve embarked on a journey to provide data
as a service, data on demand from authoritative
sources, capabilities for advanced analytics,
predictive modeling, and more.”

CDOT recognizes data as one of its most

strategic assets. But having data is not
the same as knowing what to do with it.
Location-based apps help turn raw data into
actionable knowledge. u

29
Growing Demands

Rapid population growth in Colorado has technologies in critical mountain corridors.

brought increased traffic and congestion. The resultant system picks up sensor
To combat the growing pains, CDOT feeds such as signals from brakes or
increased its real-time data streams and windshield wipers to alert other vehicles
adopted new methods of analysis and about rapidly changing driving conditions.
data modeling while also looking at
redesigning roadways. “V2X will give roadway operators the
ultimate situational awareness with highly
“We look across all modes of accurate geolocated travel information
transportation for answers,” Laipply said. and localized weather data, resulting
“The solutions lie with pedestrians, cyclists, in faster emergency response times,
transit, and rail as well as roadways. We’re improved incident management, more
looking at autonomous cars and the intelligent and coordinated traffic signals,
hyperloop. We’re really looking at it from a improved information about parking
holistic view of smart mobility.” availability, and enhanced maintenance
decision support,” Laipply said. “We’re
CDOT partnered with Panasonic’s headed toward the internet of roads that
sensing team to pilot the use of vehicle- will be able to communicate.” n
to-everything (V2X) communication

Map: Esri, HERE, Garmin, FAO, NOAA, USGS, © OpenStreetMap contributors, and the GIS User Community 30
THE BUSINESS
“WE ARE WORKING QUITE EXTENSIVELY TO UNDERSTAND
THE IMPACT OF CLIMATE CHANGE AND EXTREME

VALUE OF WEATHER AROUND FARMS AND ALSO THE IMPACT OF

FARMS ON THE SURROUNDING ENVIRONMENT.”

SUSTAINABILITY —YANN DE PIETRO, OPERATIONS AND SUSTAINABILITY TECHNOLOGY

MANAGER FOR COFFEE AT NESPRESSO

Nespresso

I nnovative companies are adopting big to the increasingly volatile effects of

data analytics and location intelligence sociocultural events and climate change.
to drive smart, sustainable practices for For Nespresso, acting today to avoid
long-term growth and competitive the perils of tomorrow is not just good
advantage. One such company is stewardship; it’s sustainable business.
Nespresso.
“Sustainability is really at the core of our
An autonomously managed subsidiary business. It is imperative to our long-term
of Nestlé Group, Nespresso is known business success,” said Yann De Pietro,
globally for its premium single-serving operations and sustainability technology
coffees. Key to Nespresso’s success manager for coffee at Nespresso. “There
and customer loyalty is the company’s have been studies saying that by 2050,
emphasis on—and investment in—the arabica coffee may not be available
consistency of its coffee’s flavor. anymore in some countries if we don’t do
anything now.”
However, coffee is a delicate crop,
frequently grown in developing The company is working to combat
countries and is highly dependent that decline and maintain Nespresso’s
on healthy ecosystems. This leaves competitive advantage long into the
coffee—and Nespresso—susceptible future. u

Photo courtesy of Nespresso. 31

Controlling Challenges through Sustainability

Nespresso works with more than As part of that effort, the company prominent line of coffee capsules—from
100,000 farmers in 13 countries, up has invested in a network of over AAA farmers by the year 2020. In 2017,
from 300 farmers 15 years ago. In 2003, 450 agronomists—specialists who provide the company bought approximately
the company launched its responsible coffee growers with on-site technical 90 percent of its beans from those farmers.
coffee sourcing program, the Nespresso assistance and trainings on practices
AAA Sustainable Quality Program, such as pruning, crop renovation, fair The AAA Sustainable Quality Program
in partnership with the Rainforest treatment of workers, water usage, and falls under Nespresso’s broader strategic
Alliance. The program is founded biodiversity conservation. framework, The Positive Cup, which
on two convictions: that high-quality focuses on four areas: coffee, aluminum
coffee and the sustainability of farming Through the AAA program, Nespresso (used for making coffee capsules),
communities are interconnected, and invests approximately US$35 million per climate change, and engagement. In
that only by building trusting, long- year in technical assistance and premiums addition to its goal of sourcing all coffee
standing relationships with coffee paid to farmers for their quality coffee. from AAA growers by 2020, Nespresso
producers can Nespresso hope to make The educational program is free to has committed to milestones such as
a positive difference. farmers and doesn’t require them to sell sourcing 100 percent of its aluminum
to Nespresso, De Pietro explains. But the from responsible, Aluminum Stewardship
The company supports the benefits to each side help create long- Initiative (ASI)-certified sources, which
implementation of sustainable agricultural lasting relationships and loyalty. offers convenient solutions for recycling,
practices by investing in technical reducing the carbon footprint of each
assistance, paying premiums directly Nespresso has a publicly stated goal of cup, and reaching carbon neutrality for
to coffee farmers, and cofinancing sourcing 100 percent of its “permanent its operations. u
infrastructure improvements. range” coffee—the brand’s most

Photo courtesy of Nespresso. 32

Progress through Digital Transformation

While its sustainability program has been unveiled a new flagship store concept in
in effect for years, Nespresso has seen Vienna, Austria, expanding the in-person
recent rapid results due to advances in customer experience to enable greater
digital technology. customization and service.

“Digital transformation is a key change At the center of Nespresso’s sustainability

for sustainability at Nespresso,” De Pietro and digital transformation is location
said. “[We] want to provide maximum intelligence. The company has built a
impact. So we need the tools to help us robust monitoring and evaluation system
maximize our efforts.” using advanced technology that records,
maps, and analyzes data about farms,
On the balance sheet, the results look farmers, and coffee crops. Nespresso can
promising. When Nestlé announced its assess local feedback, see the status of
first-quarter 2021 results, it singled out each farm, and gain insight into AAA’s
Nespresso’s double-digit growth. The impact. Data analytics powered by GIS
parent company’s growth was led by also reveal insights into the way farmers
coffee, and Nespresso has continued to deliver coffee beans to central mills to be
expand production and distribution. It harvested—a key factor in supply chain
added 10 new lines for coffee capsule productivity and efficiency. u
Photo courtesy of Nespresso. production. In March 2021, Nespresso

Photo courtesy of Nespresso. 33

The Advantage of Bringing Intelligence to Location Data

One of De Pietro’s goals is to help farmers walks through the mountains, making also the impact of farms to the surrounding
get their crop to market more efficiently. frequent visits impractical. environment,” De Pietro said.
Recent analysis in Colombia exemplified
how location intelligence can create In both cases, location intelligence The use of location intelligence to shed
business advantage for the company and pointed the way to better business and light on the granular details of day-to-
its partners. The data showed that farmers sustainability practices. If the mills were day coffee farming sets Nespresso apart.
brought their crops to certain Colombian more centrally located, farmers could get By examining locations for farmers, the
mills—many of them close to their coffee to market more quickly. And when company frees up precious time and
farms—less frequently than projected. De the agronomists can reach farms faster, increases productivity. This impacts not
Pietro used GIS to dig deeper into the they hasten the day when 100 percent only farming but also time for education
data so that he could understand these of Nespresso’s coffee is sourced from and strategic planning—the very activities
behavioral patterns. What he discovered sustainable farmers. Nespresso hopes will sustain its coffee
was a reminder of topography’s effect on crops far into the future.
Just like retailers and logistics companies
time to market.
that use location intelligence technology Nespresso’s core product and the heart of
With basic maps, he said, his team could to plot the most efficient drive times its brand—coffee—is at risk from climate
work out the distance between farms for customers or delivery personnel, changes in coming years. The company is
and mills. But only with sophisticated Nespresso embraces the realization that approaching these challenges proactively,
location intelligence could staff the distance to a location is less important taking steps to not only mitigate risk but
understand the true travel distances to than the amount of time it takes a customer also use location intelligence to create
each central mill. Applying an analysis or farmer to get there. Today Nespresso strategic differentiators.
that was similar to one on the frequency is using location intelligence from GIS to
Treating sustainability as both a guiding
of agronomists’ visits to Nespresso’s AAA build a comprehensive understanding of
principle and an opportunity to gain
farms, De Pietro and the team found a climate and geography around its farms.
competitive value may be the way
familiar pattern. The analyses uncovered “We are working quite extensively to
forward for other innovators in the
areas where the terrain between the mills understand the impact of climate change
business community. n
and certain farms required long rides or and extreme weather around farms and
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