Location-based business-intelligence technology isn't just about determining where a person is or where they are going -- it can also help monitor marketing campaigns or inventory levels, Google's Sanjay Patel says. Almost 75% of tech leaders aren't using their analytics tools effectively because they fail to consider data in a geographical context, Patel says. "We have a saying in the geography world, which is that 'data is king.' If you can't put data onto a map and understand it, then you're in the wrong line of business," he says.

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