Discuss the advantages of GIS mapping visualizations.
1. Laura
Geographic Information Systems (GIS) mapping provides the opportunity to step away from heavily used standard data visualization such as pie charts and bar graphs. GIS has the ability to “gather, store, analyze, manage, manipulate, map, and display information on a geographical location” (Geographic Information Systems, 2009). These abilities can help with infrastructure planning, market analysis, disaster management, and many other scenarios. It can be used for a variety of measurements and display results in a cohesive and visual way.
Another advantage of using a GIS map is it allows “two subjects to be compared in one map using what’s known as bivariate mapping” (Nelson, n.d.), as opposed to alternatives such as comparing 2 maps side by side. By being able to showcase the data in one singular form, the display of data becomes more efficient and results are easier to define. In the discussion board example showing the per capita spending within the United States on beer and wine, having the information on the same GIS map makes it easier to know which area have a per capita spending that leans more toward beer or wine.
The last advantage/opportunity I thought of incorporates different learning styles (visual, auditory, physical, and verbal). Learning styles are determined by ones natural disposition and can also relate to ways in which material can be understood (Learning Styles, 2009). Some may prefer a verbal report because that works best for them. Others may need a visualization, such as a GIS map, to display what data really means. GIS mapping can really help those that comprehend information visually as opposed to verbally.
My direct job and any decisions I make would not benefit from GIS mapping as I simply take communication that is given to me and add it to our intranet for agents. However, Disney Cruise Line can utilize GIS mapping to determine marketing campaigns. Disney is very commercial heavy during the holiday season, especially during their holiday specials, and I anticipate the marketing campaigns to look a little different this year and cover how a Disney experience can be had while still being safe in this time of COVID. It is no secret that procedures are going to change onboard cruise ships and a GIS map can be used to tell us the locations we need to air the commercial more than the average number based on the current location of bookings that are already made for 2021. Essentially, finding out where passengers travel is the heaviest to ensure they see we are making changes and they feel secure enough to keep their reservation. Of course, a lot of information will be sent prior to their sailing, but there is something about a Disney commercial that can spark renewed excitement for future plans and by ensuring the commercial reaches the areas where most of our guests travel from can ensure a successful marketing campaign.
2. Forrest
Esri (2019) defines GIS as “A geographic information system (GIS) is a framework for gathering, managing, and analyzing data. Rooted in the science of geography, GIS integrates many types of data. It analyzes spatial location and organizes layers of information into visualizations using maps and 3D scenes. With this unique capability, GIS reveals deeper insights into data, such as patterns, relationships, and situations—helping users make smarter decisions”.
Three advantages of GIS mapping visualizations
It limits the number of items/graphs/maps needed. On the website, it says that this would normally be done with two maps and compared side-by-side. But if you wanted to see this for each city, county, or state using the visualizations we studied this week it would be multiple side by side comparisons.
I think it makes the data easily communicated to all groups. Based on this map with very little information about the data, you can see what county or state spends more money on wine and beer.
Accuracy of the product. When looking at the first map (located here) compared to the end map, it looks like most of the country drinks more beer but as they add more layers of data, they get a more accurate representation of the area.
Three disadvantages of GIS mapping visualizations
I think one of the major disadvantages of this GIS mapping visualization is that it only allows the group to portray two items, subjects or parties. On the website, Esri states, “This map works by allowing two subjects to be compared in one map using what’s known as bivariate mapping” (Esri, maps we Love). This just demonstrated that the limits of this mapping is two subjects on a continuum.
It is expensive. While most of the class can take a few hours into organizing data into charts, GIS can be extremely expensive (GIS Innovation Center, 2015).
Requires large amount of data (GIS Innovation Center, 2015).
Example where GIS mapping could be used to inform decision-making
I can think of one right of the bat which would be political affiliation. I see it every couple of years when the talk about re-election but I wanted to get into something more unique.
Other than working for a defense contractor, and the military, I own a small coffee company. I think what I would like to use this for is similar to what we looked at. It would be the comparison of coffee made at home vs coffee bought at a should. We would not measure per capita spending but the number of cups drank over a certain time. I believe I could use this to figure out where I should take the time to market subscription-based coffee services and where to set up future coffee shops.
3. Gabby
As professionals, in today’s busy business world we want to get our point across the audience in the most reliable and understandable way, within the shortest amount of time, while keeping everyone engaged. Visualizations provide us with the unique ability to accomplish all three of these objectives, and make us not only better communicators, but also allow us the opportunity to be designers of mind (Knaflic, 2015). I would argue that maps are the next level of creative visualizations. I was first exposed to geographic information systems (GIS) late last year and I have to admit that I was extremely surprised to learn about the endless opportunities GIS offers to the user. Maps inspire imagination, they provide a clear sense of where, and help organizations and individuals understand patterns and relationships in a spatial context.
From a business perspective maps (heat maps or color-coded maps) depict concentration levels of the variable under review. For example, the total sales of a product can be aggregated anywhere from a state level down to even zip code level. This information can be overlaid with Esri’s (n.d.a) tapestry segmentation. The competitive advantage, which the tapestry segmentation offers us, is hiding in the details and the behavioral patterns of each consumer group. Now, if a business owner wants to expand their business and invest in a new area, these patterns would be of an extreme value. Maps, and more specifically Esri’s (n.d.b) Leakage/Surplus factor, which calculates the correspondence between the volume of retail sales and the volume of the market potential in the area, can help with identifying areas with high demand but not enough supply in a fast and easy to understand way. Transportation companies like Uber and UPS can use GIS for planning and improving efficiency. Think about finding optimal routes, not crossing paths, accounting for elevation, or simply increasing car counts in an area of high demand during peak hour. To summarize, one can use GIS for improving operations, identifying new areas for investment opportunities, or social needs such as new schools, and for improving the organizations environmental efforts through optimizing transportation routes and emissions.
Now, despite the tremendous growth of GIS in today’s world, there is still a significant amount of challenges present for those, who wish to work with spatial data. “Perhaps one of the greatest challenges now is locating the most appropriate spatial data for a particular project” (Kerski & Clark, 2012, pp. 9). The user must be aware of copy rights, the level of aggregation, and the scale, to name a few of the important variations. Spatial data also requires a special software in order for the user to be able to properly manipulate and model the data, which requires user experience and it involves a significant cost (GIS Geography, 2020)
I have used GIS for marketing and research purposes. My marketing analysis involves ongoing understanding of consumer patterns, movement between states and cities, and consumer needs. For my research project on the topic of Covid-19 preparedness, I used GIS to help me identify counties in California with high and low levels of preparedness by analyzing means of transportation, hospital accessibility, intensive care unit bed count, concentration of medical personnel, and ability to properly social distance.
