How Storytelling Turns GIS Data Into Better Business Decisions

An article explores how geospatial data (GIS) can be leveraged more effectively for business decision-making through storytelling. Industry leaders interviewed highlight that the ability to communicate insights clearly, beyond technical expertise, is crucial for securing funding and driving action.

The piece addresses a common challenge: technical teams excel at generating insights from data but often struggle to communicate them in a way that leads to concrete action. Geospatial data influences decisions across nearly every industry, aiding cities in prioritizing infrastructure, utilities in restoring services after storms, and businesses in identifying new markets.

Devin Lavigne, principal at Houseal Lavigne, notes that the audience for GIS work has expanded beyond traditional planners and engineers. Communication now needs to reach the general public and executives who require understandable information without jargon. He advocates for starting with a concise summary that delivers key takeaways efficiently.

The discussions underscored that successful application of GIS data results in better decisions and measurable outcomes. The challenge lies not in the data's intelligence but in clarifying its context. James Alberque, GIS and emerging technology manager for the City of Raleigh, and Brian Cross, corporate director of services at Esri, confirmed these points, stressing the importance of clear communication in translating data into action.