If your business is global, or operating in different regions of the US, you probably have access to large volumes of “geocoded” location data. This is any data that includes specific region, country, address, city, state or latitude / longitude coordinates. Creating digital maps out of your location data can bring robust trends and insights to life, helping to turn raw information into actionable business intelligence.
Whether in static or interactive formats, maps are the best way to visualize your location data, offering valuable information about what’s happening where (and how much). You can use maps to:
Mapping frameworks available today are able to layer data from different sources to help tell a comprehensive story.
When to use it: Dot maps can be used to present a general overview of elements distributed over a geographic region. For example, the dot map below could be showcasing office or customer locations.
When to use it: Bubble maps represent quantity and can be used when you need to show the difference in sizes of values. For example, the bubble map below could be pinpointing areas with higher concentrations of potential customers.
When to use it: Choropleths can be used to visualize data ranges in a geographic region, to see patterns and variations in a desired attribute. For example, the choropleth map below could be examining purchase volume on a state-by-state basis.
When to use it: Heatmaps use location trends to show density using a color gradient. For example, the heatmap below could help visualize the density of customer service representatives located throughout certain metro areas.
There are countless mapping frameworks / platforms available today. These are just a handful to give you food for thought as you start your process.
Want to learn how to better leverage your location data? The Signal team is here to help.