Data Hurdles

When the term "big data" is mentioned, it is often associated with numbers, charts, and spreadsheets, often neglecting the spatial or geographical aspect of the data. Enter Esri, the industry-leading geographic information system (GIS) software and services company. In a recent episode of the "Data Hurdles" podcast, hosts Chris Detzel and Michael Burke conversed with Alex Martonik, a specialist from Esri.

Martonik dove deep into explaining how GIS data can fundamentally transform decision-making across various industries. He explained how it's used to understand intricate patterns, trends, and relationships through the lens of geography. In industries like real estate and marketing, the implications of such technology are far-reaching. Whether it's performing a comprehensive site suitability analysis or understanding consumer behaviors based on geographical demographics, GIS data undeniably takes data analysis a step further.

Martonik recounted a captivating story from his past, where GIS data was instrumental in performing an intelligence assessment related to the spread of the Islamic State in Syria. A comprehensive map, encompassing several variables like historical spending, infrastructure, population distribution, and even access to fresh water, enabled stakeholders to swiftly and intuitively grasp the situation. This past experience solidified Martonik's belief in the power of spatial thinking, leading him to his current role at Esri.

Spatial thinking, as Martonik explains, is an innovative way of seeing the world as a system. It enables us to make sense of complex data through visualization, making it crucial for real-time applications of GIS. Despite its immense importance, spatial thinking is often overlooked in decision-making processes across many industries, a perspective that needs to change, according to Martonik.
In addition to discussing the broad applications of GIS, Martonik and Burke delved into specific use cases. For instance, the role of GIS data in risk management and investment strategies is significant. It aids in identifying vulnerabilities such as tropical storms or resource scarcity, thereby helping investment professionals in planning their portfolios. Moreover, the use of GIS data can predict valuable real estate and viable locations for commodities, crucial in the era of climate change.

The conversation also touched upon agriculture. Burke cited the example of Tellya Agriculture, a company that utilizes GIS data to predict soybean crop success and potential risks, particularly in storm-prone South America.

An interesting part of the dialogue was about the social equity implications of GIS. Martonik mentioned how mapping could expose systemic harm resulting from historical practices like redlining and racial covenants. For example, GIS data can map and understand phenomena like banking deserts, food deserts, and broadband inaccessibility. Martonik gave the example of an Indonesian bank that used geospatial workflows to optimize its retail network, demonstrating the potential of GIS in addressing issues of social equity and accessibility.

Martonik introduced listeners to the Living Atlas of the World, Esri's largest curated geospatial database. This valuable resource consists of data collected from private parties, governmental agencies, and international collaborations. The availability of such a vast amount of data allows organizations to layer their proprietary information on a wide array of contextual data, enhancing their analytical capabilities.
However, with vast data comes the challenge of data quality. Martonik suggests that spatial data improves transparency and accountability as the data is viewable and verifiable by many people.
Martonik believes that the future of geospatial data lies in its ability to connect various societal issues spatially. As the world grapples with racial inequities, climate change, and economic instability, a geospatial lens can enhance our understanding and inform strategies for action.

The conversation concluded with an optimistic view of the democratization of GIS. With the advent of user-friendly tools and plugins, GIS has become accessible to a wider audience, facilitating a deeper understanding of our world. But as GIS data becomes more prevalent, the conversation also underscored the need to address potential risks associated with data confidentiality, integrity, and availability.

In the ever-evolving world of data, the dialogue between Martonik and Burke offered a unique insight into the potential of geospatial technology. As we look to the future, GIS is poised to not only complement traditional data science but also pave the way for innovative approaches to tackling societal issues.