Visualize Geographical Data Using Maps in Dashboards

Visualize Geographical Data Using Maps in Dashboards

Maps as geographical data visualization tools are useful in dashboards that need to represent views of regions, climates, populations, etc. In this blog, I’ll share some of my thoughts on business strategies that can benefit from presenting geospatial data using Bold BI maps.

Refining a marketing strategy

The most important part of a marketing strategy is finding the right audience. Geospatial data and maps are helpful in tuning into your audience’s location. Imagine a marketing team meeting at a bike company where they discuss demo-center placements for the launch of a new sports bike. Let’s see how a map can have a significant role in this meeting.

We’ll assume the company has demographic data for their customers—such as age, sex, income, and purchase history—and we’ll assume the company picked a segment of young male customers who may show interest in sport bikes.

You can visualize this kind of geodata with a Bold BI map by using monochromatic coloring to indicate potential customer count in specific regions. The following map shows that Tennessee and Utah are the best states to place demo centers and run more advertisements.

Monochromatic Colored Map
Potential Customers on U.S. Map

You can use online marketing dashboards to plan your digital marketing strategies as well.

Analyzing risks

Geospatial data also helps companies, such as insurance and financial institutions, assess risk. A good example is linking customers’ geographic data with natural disaster data and visualizing that data in a map. The following map helps insurance companies determine their premium amounts to balance claims. High-probability disaster areas have higher premiums than the low-probability areas.

U.S. Map Colored by Frequency of Natural Disasters
U.S. Map Colored by Frequency of Natural Disasters

Providing a better customer experience

Geospatial data with a bubble map can help companies analyze their customer service experiences in different geographic areas. Consider the percentage of technical support issues handled by a mobile phone vendor. Those issues can be visualized in a bubble map like the following one.

Gradient colored bubble map
Mobile Phone Issues by State

The larger bubbles indicate a higher number of filed support issues, meaning the service centers in the red-bubbled areas might be overwhelmed; that tends to affect customer experience. Naturally, action should be taken to reduce future issues, such as researching problem areas to identify their root causes, and perhaps hosting more service centers in those areas.

Look at the following map representing telecommunications tower placement across regions. Map color represents the number of customers using different cellphone services, and customized markers represent cellphone tower placement. Having more customers in the same place will affect the network and, therefore, the customers’ experience. This map helps determine the areas in which more cellphone towers are needed to increase network coverage.

In this map, custom markers indicate proposed locations for new towers, and black dots indicate existing cellphone towers.

Map with custom markers
Service Demand Versus Tower Coverage

Monitoring business performance at various levels

Because of digitalization, a company might be active from the street level to world level. So, monitoring all business activity from a single view is beneficial and can be accomplished with Bold BI maps.

The following map has data for most of the countries at the state level, making it easy to navigate from world-level data to country-level data.

Drill-down on world map
Revenue Map with Drill-Down Operations


With the customizable feature set of Bold BI maps, you can visualize geographical data for any metric. If you have any questions, please post them in the comments section. You can also contact us by submitting your questions through the Bold BI contact webpage or, if you already have an account, you can log in to submit your support question. Try our Bold BI dashboards by requesting live 30-minute free demo with our experts.

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