A business location map is only as good as the data behind it. Yet many organizations either overload maps with unnecessary information or omit the data that actually supports decisions. The result is a map that looks impressive but fails to answer real business questions.
For mapsandlocations.com clients, the goal is simple: include only the data that strengthens clarity, insight, and action. This article breaks down what data truly belongs in a business location map, how to prioritize it, and how to avoid the most common pitfalls.
Start with the decision, not the dataset
Before listing data types, one principle must be clear.
A business location map exists to support a decision, not to showcase data availability.
Ask this first:
- What decision will someone make after seeing this map?
Examples:
- Expand into new regions
- Optimize logistics routes
- Allocate sales resources
- Identify underperforming markets
- Communicate footprint to investors
Every data point included should move the viewer closer to that decision. If it does not, it should not be on the map.
Core data every business location map needs
1. Geographic boundaries that match the business question
The most basic data layer is geography itself, but it is often chosen incorrectly.
Depending on the use case, this could include:
- Countries
- States or provinces
- Metropolitan areas
- Counties
- ZIP codes
- Sales territories
- Custom regions
The key is alignment. If sales teams operate by territory, mapping by state may be meaningless. If strategy is national, county-level detail may create noise.
Always match boundaries to how the business actually operates.
2. Location points that matter to the business
Most business maps revolve around specific locations, such as:
- Offices
- Stores
- Warehouses
- Factories
- Distribution centers
- Client sites
- Partner locations
For each location, decide which attributes matter. Common examples include:
- Location name
- Status (active, planned, closed)
- Capacity or size
- Role in the network
Do not attach every available attribute by default. Include only what supports the story or decision.
3. Performance metrics tied to location
This is where business maps become powerful.
Examples of performance data include:
- Revenue by location
- Sales volume
- Customer count
- Order fulfillment rate
- Service response time
- Utilization or capacity
Performance data should be:
- normalized where possible
- comparable across regions
- visually encoded with restraint
One metric per map is often enough. Multiple metrics should be separated into multiple views or layers.
Contextual data that adds meaning
4. Customer or demand data
For many organizations, customer location data is more important than internal assets.
This may include:
- Customer density
- Market penetration
- Demand hotspots
- Lead concentration
When included correctly, this data helps answer questions like:
- Are we located where demand exists?
- Where are gaps between demand and supply?
- Which regions deserve more investment?
Be careful with precision. Aggregated data often communicates better than exact points, especially in presentations.
5. Demographic and socioeconomic data
Demographic data is useful when it directly affects business outcomes.
Examples include:
- Population
- Income levels
- Age distribution
- Urban vs rural split
- Business density
Demographics should never be added just because they are available. Include them only when they explain performance differences or guide expansion strategy.
6. Infrastructure and accessibility data
For logistics, real estate, and operations, infrastructure matters.
Relevant data may include:
- Highways and major roads
- Ports and airports
- Rail hubs
- Travel time or drive-time zones
- Delivery coverage areas
This data helps explain why certain locations outperform others. It also supports planning decisions without requiring complex explanation.
Strategic and comparative data
7. Competitive presence
Competitive data is frequently requested and often mishandled.
This may include:
- Competitor locations
- Market share estimates by region
- White space analysis
The key is restraint. Competitive data should support strategic insight, not overwhelm the map. Simplified symbols and aggregation work better than exact replicas of competitor footprints.
8. Growth and risk indicators
Advanced business maps often include forward-looking or risk-related data, such as:
- Growth rates by region
- Market saturation indicators
- Supply chain risk zones
- Regulatory or compliance regions
This type of data is especially valuable for executive and investor audiences, where the focus is future direction rather than current state.
Data that usually does not belong on business maps
Knowing what to exclude is just as important.
Common examples of low-value data include:
- Minor roads and landmarks
- Full administrative boundaries when not relevant
- Excessive labels
- Raw coordinates without interpretation
- Tooltips or fields that will never be used
If a data point requires explanation but does not change the decision, it should be removed.
How much data is too much?
A simple rule works well for business location maps.
If the viewer cannot explain the map’s message in one sentence after five seconds, there is too much data.
Business maps are not dashboards. They are focused visual arguments. It is often better to create multiple simple maps than one complex map.
Structuring data for different map types
Static maps
For static maps used in presentations, reports, and marketing:
- limit to one core metric
- use annotations instead of legends
- bake interpretation directly into titles and callouts
Static maps reward clarity and control.
Interactive maps
For interactive maps used in products or internal tools:
- include filters instead of layers
- surface defaults that tell the main story
- hide secondary data until requested
Even in interactive environments, initial simplicity matters.
Data quality and consistency matter more than quantity
U.S. and global business clients consistently value:
- consistent definitions
- up-to-date data
- alignment with internal reports
A map with perfect design but inconsistent numbers will lose trust immediately. Always validate location data against authoritative internal sources before publishing.
Conclusion: include data that drives action
The best business location maps are selective. They include:
- geography that matches operations
- locations that matter
- metrics that influence decisions
- context that explains performance
They exclude everything else.
At mapsandlocations.com, we approach business mapping as a strategic communication problem, not a data visualization exercise. When data is chosen with intent, location maps become tools for alignment, insight, and confident decision-making rather than visual noise.