When dealing with data that is based on the real world it is important to remember that the world is not static. Take McDonalds for example, in 2018 they opened ten new stores every day around the world. Each of those locations is unique and requires an understanding of the specific nuances and challenges of that area. With constant change it is imperative to know the reality about on-the-ground conditions, you simply cannot rely on outdated data sources to answer your questions.
Take the recent discovery of inaccurate listings on Google Maps, for instance. While it provides good baseline information, its data is only updated every few years. Since areas change and grow constantly, if they are not updated at the same pace it leaves a hole in the information available to you. In addition, a number of these sites are plagued by false information or information that is being used for advertising purposes and may not be representative of the target area.
For example, in the photos below you can see that the image collected from our Contributors shows a restaurant called Fryz-inn that is not visible from Google Maps Streetview. These images show how one location can look different based on where the data is coming from. When the data is older it may not provide an accurate picture of the current state of a location, as there can be constant changes to the physical world that are not being measured online. Tools like Google Maps can be a good starting point, but they can not be relied on completely for your data needs.
The comprehensive addressing of all buildings is still not complete, even in developed countries. Every country does addressing in different ways. Often, addresses are based on key landmarks or arbitrarily used, which can be difficult for brands looking to grow. By crowdsourcing location discovery efforts and incorporating GIS data, you can utilize local citizens who have familiarity with specific regions to be your eyes and ears on the ground.
Make sure that the data you are using is up to date and accurate. Learn more about emerging markets and how you can develop successful sales and marketing strategies in our latest piece. Download it here.