Kasus 02: Untuk dipressentasikan Kelompok 2 dan dikumpulkan oleh kelompok lainnya lewat sintesis

Business Case: Google Maps API for Business

A restaurant owner has a website where customers can place orders for delivery. When a customer
inputs a delivery address, a software script verifies whether the address is within the delivery range
of the restaurant. If the address is not in the delivery range, the site does not let the customer check
out and sends a message informing the customer that he or she is outside of the delivery range. The
script requests information from Google Maps via an API to calculate whether or not the address
was in the range. The free version, called Google Maps API, allows up to 2,500 requests per day from
a single IP address and is limited to noncommercial purposes.

The owner needs to purchase a Google Maps API for Business license because any requests in excess
of 2,500 will be ignored. The Google Maps API for Business provides better resolution, scale, and
enhanced features and support to businesses that add maps to their websites, mobile apps, or asset-
tracking applications.

Directions and Routing Features

The Google Maps API delivers the full power of Google’s routing engine to applications. Among
other features, it:

 Generates routes between up to 23 locations for driving, walking, or cycling.

 Generates routes to avoid toll roads or highways.

 Reduces travel time by calculating the optimal order to visit each location.

 Calculates travel time and distance between locations, for example, to offer users a way to
filter search results by drive time.

Data Visualization

The Google Maps API lets managers visualize data using heat maps, symbols, and custom styles. For
U.S. maps, companies have access to a demographics layer containing up-to-date census data
provided by Nielsen and five-year projections of many data fields. The demographics layer may only
be used on intranets or internal websites.

Advanced Analytics

The Google Maps API for Business offers an analytics tool that shows how visitors interact with the
maps—for example, how many visitors switched to satellite view, what they zoomed, and which
map features were used the most. Using this information, businesses can customize the user
experience based on their preferences and better engage with customers.

Automobile Association

Google Maps is the most widely used online mapping service in the world, with more than 800,000
sites using the Google Maps API and over 250 million active users on mobile devices alone. In the
United Kingdom, the Automobile Association (AA) provides roadside assistance and directions to
motorists. AA invested in the Google Maps API for Business to offer interactive route planning and
improve visitors’ experiences. The value AA derived from the API was a 12% increase in the number
of routes downloaded, hitting an average of 4 million downloads per week of its routing or trip-
planning service. Approximately 20% of site visitors remained on the site for at least five minutes—
up from only 6% prior to implementation. The API also cuts the time and cost of IT support for the
mapping platform.

Questions

1. Describe Google Maps API.

2. Why do you think Google provides free noncommercial use of its Maps API?

3. How many times have you used a website’s mapping feature for directions or to calculate
distance? How did having a familiar interface improve your experience?

4. Google claims that its Maps API helps a company’s customers and employees make better
business and purchasing decisions by visualizing important information on a familiar map.
Explain how data visualization provides these benefits. Give two examples in your
explanation.