Geomarketing in the age of Big Data; [Geomarketing in Zeiten von Big Data]

Abstract

This article examines geomarketing in the age of Big Data. Geomarketing combines geographic context with market and customer information to support decisions about locations, territories and audiences. Larger datasets can reveal patterns in demand and accessibility, but they also require careful handling, analysis and interpretation. GIS can help visualise relationships between customers, competitors, transport access and local characteristics. Useful results depend on data quality, appropriate methods and respect for privacy. The topic highlights how location can add context to business analysis while showing that large datasets need clear questions and responsible use.