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Geographic Information System (GIS) Definition

A business tool for interpreting data that consists of a demographic database, digitized maps, a computer and software.

A geographic information system, or GIS, is a technological business tool for interpreting data that consists of a demographic database, digitized maps, a computer and software. The tool integrates geographical data with the other types of information to visualize, analyze and interpret data in a spatial context. For instance, in marketing research, GIS maps and analyzes consumer-related data – demographics, purchasing behavior and market trends – to gain insights into spatial patterns and to make informed decisions.The GIS-produced data can identify regional trends, correlations and potential areas for business growth. For instance, it can help business leaders select store sites, analyze market penetration, study competitor locations and predict geography-based consumer behavior. Those activities can improve the accuracy and effectiveness of marketing strategies. 

Who relies on a geographic information system (GIS)? 

Businesses, marketing agencies, urban planners and government organizations use data from geographic information systems to better understand consumer behaviors, develop target markets, plan distribution strategies and enhance location-based advertising. 

Why should I care about a geographic information system (GIS)? 

Marketing professionals and businesses use geographic information system (GIS) for data to provide them with a competitive edge. Insights can be used to create marketing campaigns, optimize resource allocation and make impactful decisions by considering the spatial dimension of target audiences.