When people talk about geographic information systems or GIS, I think they're often thinking on two planes.

At one level is the future shock portrayal of granular consumer information tied to a person's location for analysis, segmentation and location-based marketing. That sort of thing is happening by degree, and there are other interesting stories about positioning information used to monitor traffic reporting and support urban planning. Those stories can also get distracted by the inclusion of other topics like "big data" and "clickstream analytics."

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