As the battle to derive more value from information technology advances, new innovation and opportunity has risen in what is now called location intelligence. Organizations that seek to focus on improving margins and competitive positions in their retail sites or operations are finding they must look beyond the advantage they're realizing from information technology initiatives. Fully marshalling your weaponry today requires exploring the advantage conveyed by location and geographic context, which can help you understand current performance and improve it in the future. Ventana Research recommends that organizations explore, from both business and technology perspectives, the integration of knowledge about location into their operational business processes, with the goal of determining how it can help improve performance and business results.

Information technology is evolving faster than most organizations can innovate in business. This disjunction provides opportunities for organizations seeking to gain competitive advantage. As business looks to leverage information assets, the contexts in which they place it should include location and geography.

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