Geographic Information Systems (GIS), which leverage geo-demographic data, represent a powerful tool in the hands of customer analysts. "Geospatial technology is improving much faster than it did in the past," says Susan M. Wachter, director of the Wharton GIS Lab. She cites the rapid growth of GPS, RFID, Wi-Fi and cell phone location-specific technologies. Moreover, she contends that GIS is being integrated into the overall matrix of networked technologies and notes that it is no longer in its "own silo." Geo-spatial technologies are now being applied in an array of business processes, particularly in marketing.

Over the past ten years, GIS technologies have become increasingly prevalent. "Now, businesses have begun to understand that within corporate databases there exist vast resources of location intelligence that can be leveraged throughout the enterprise," she says. Customer addresses, zip codes and other information captured at the point of sale enable companies not only to analyze the type of purchase but also provide opportunities to enhance inventory management and logistics as well as marketing and sales. "This ripple effect is inherently location-based in many instances and serves as a signal to CIOs and CTOs that location can be an effective strategic weapon," according to a Wharton GIS Lab backgrounder.