Business geomatics is concerned with the testing of theories, and the discovery of patterns and regularities, that explain and predict both spatially and aspatially referenced information. Prior to 1990, in practice this duality was often ignored, even in site location analysis, in favour of more conventional aspatial multivariate modeling. In recent years, business geomatics has evolved to take into account both referential features. These technologies have facilitated the linking of geo-referenced databases (fusion), and hence promoted data mining - the search for regularities and associations through independent databases which are connected (that is, made relational) via spatial and aspatial identifiers. The information involved in business geomatics relates to the consumer service sector of the economy. This includes retail activities, personal services, consumer related FIRE services (that is, retail aspects of finance, insurance, and real estate), restaurants, and entertainment facilities. In Canada, this sector of activities provides jobs for about 5.3 million people, or about 43% of the labour force, working in 1.2 million locations. As it is individuals and household units that provide the demand (market), and commercial enterprises, or units (stores-outlets) that provide the supply, and each of these has a spatial location, it is vitally important that analytical work be undertaken at the highest level of geo-referenced aggregation possible - ideally involving unit record data relating to individuals or households. The figure above illustrates the ways in which elements (examples only) of a business-oriented spatial data warehouse (the businesses involve the consumer service sector), which includes supply-side and demand-side databases at various levels of aggregation often fused with proprietary client data, that may be utilized in various types of management and strategic planning activities. These activities may include such activities as site screening and selection, store portfolio segmentation, network planning, and so forth. Whatever the management objective, the information contained within the extensive spatial data warehouse has to be massaged or manipulated in some way for it to be useful in the management exercise. This is the function of a decision-support system, which provides modeling and analytical tools, along with visualization capabilities to enhance the business decision process. MARKETING APPLICATIONS Many business organizations in Canada have already adopted the basic GIS approach to support marketing decisions. Hernandez and Biasiotto (2001) note that about 60 per cent of major retailers have adopted GIS. Yet, for many, application is limited to rudimentary market mapping. The development of systematic scientific approaches to decision support have not really occurred. There remains significant potential to develop more rigorous business geomatic-based approaches to decision support. Applications include, for example customer relationship management, network planning, site selection, marketing planning, and strategic business development.
Business Geomatics is Toronto-based company (Ontario, Canada) with a phone number 4169795379. Our data show that the company is located at the address: 350 Victoria St. The company has a web site: www.businessgeomatics.com.
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