Adding location data into the mix shines a light on human element

When used correctly, data can transform and evolve our understanding of the world and everything around it. The last few years have seen an explosion of data amassed and analysed, aiding decision-making and uncovering new insights.

The progress made with artificial intelligence (AI) and machine learning (ML) has accelerated this process significantly and, combined with current experience in areas like design and mapping, it’s only going to grow.

Esri is well placed to incorporate AI and ML to evolve its insights. ArcGIS gives businesses the power to integrate location-based analytics into their practice by providing more significant insights using contextual tools to visualise and analyse data.

Adding AI and ML to the proceedings will transform how it approaches data, said Dr Este Geraghty, chief medical officer at Esri.

“The idea of AI and ML being included with location intelligence doesn’t just transform how we approach spatial data but how we understand our world and all of the complex problems that we’re facing,” she said.

“We’re only at the beginning of realising the full potential of this synergy and these technologies. It’s not just about data, it’s about improving lives, it’s about empathy and informed decisions that create a better future.”

One of the significant benefits of ArcGIS is just how much it can transform how businesses work. Putting location first helps organisations reimagine how they approach their objectives and tackle problems.

It’s a perfect fit for the healthcare industry, which can differ from region to region, with different areas bringing up various problems.

Esri has worked with healthcare organisations for many years, and so Dr Geraghty has numerous examples of ArcGIS working to improve outcomes for everyone.

Some of the tools, such as cluster analysis and outcome patterns, can really shed light on particular ailments. One example she gave was a hospital concerned about the increasing rates of leg amputations among diabetic patients.

After gathering data, it used cluster analysis and analysed contextual factors like access to healthcare, education levels and community facilities. Usually, such analysis would end at this point, but through its ArcGIS system, it could delve deeper and determine the potential systemic reasons for this cause.

After determining that the proper amount of resources wasn’t allocated to the places that needed them most, it decided that schools were the best place to allocate education resources as they are at the centre of all communities and could be used to educate people on the issue.

While all of that was done through data analysis, what is crucial is understanding the human reasons behind such problems, something that ArcGIS can shine a light on.

“Understanding precedes action,” said Geraghty. “People talk about data-driven or data-informed decision-making, and often it’s done based on intuition.

“Part of the value of geographic technology is taking that location-first approach, but being able to ensure that your decisions have some data and evidence behind them so that you’re making the best use of your resources.”

It’s not just about data, it’s about improving lives, it’s about empathy and informed decisions that create a better future

This also applies to pharmaceutical clinical trials where it’s easy to overlook specific demographics or communities when looking for representatives. Geraghty says interest is rising in using geospatial technology to help improve both the diversity and representativeness of clinical trial participants, leading to more reliable and applicable results.

You can even delve deeper into psychographic behaviour, highlighting data on attitudes, behaviours and lifestyles to improve decision-making.

“We go beyond intuition and relationships and add data and information: how can we get the mix that we need to support that particular trial and decision-making,” she said.

What’s important is how that data is presented, and while mapping and location analysis help bring people in, ArcGIS can go a step further.

One of the tools it provides is StoryMap, which transforms maps and location data into interactive content to help inform, engage and inspire people.

“It’s really helpful with overall engagement,” she said. “Maps tend to draw people in because you want to see what it’s like where you live, but being able to tell a fully contextualised narrative story with audio, images or video infographics really brings people in.

“Public health is often nervous about telling a story or presenting data out of context, so this gives it a chance to really focus on the topic, tell the whole story and maybe get that level of empathy where people become more engaged and move towards action.”

And that’s just scratching the surface of what ArcGIS can offer. Through ML and deep learning models, it can get more accurate and efficient geospatial data. Whether using automated feature extraction from satellite imagery to give polio vaccines to people in the Democratic Republic of Congo when there isn’t census data available, or using drones with heat sensors to find homeless encampments, these services have enormous potential.

“The technologies are not without their challenges,” she said. “As a company, we’re very thoughtful in our approach, and it’s very important how we train models and ensure data accuracy so that we do get the intended results and we’re able to interpret them with a critical eye towards doing the right thing.

“We’re really focused on getting it right and ensuring our users can make the best decisions possible.”