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9:30 A.M. – 11:30 A.M.

The Business of Maps, Moderator – Bennett Moe

Bennett MoeBennett Moe
Director of Education
Education | Innovation | Business Development

Bennett Moe is the current President of IMIA Americas. His professional career spans nearly 30 years in the mapping industry. His experience ranges from cartographer and graphic designer to sales, marketing, product development, software, publishing and management, working with top names in the industry throughout. Serving in progressively senior positions at MapQuest and its predecessors and successor organizations, Moe joined as Director of Business Development in 2010.

Currently as Director of Education at, he manages the product development and sales of’s Maps101 online educational product as well as its development services to educational publishers. Moe also leads’s team of cartographers, which serve markets across the spectrum of mapping, from custom cartography to location-based application development for public and private sector partners.

“Black Friday: Planning a Good Ground Game”

Advertisers are continually looking to create efficient campaigns, and need to be able to not only identify their most likely customers and determine where they can be reached , but also be able to present this information back to their clients in a easy to understand way.

In this presentation, we shall discuss how a newspaper might prepare a campaign for Black Friday, and how they would use TomTom geographic data in conjunction with Nielsen’s analytical tools to be able to determine who the campaigns likely customers are, where they might live, and what other interests they may have. We shall also demonstrate how these complex questions can be distilled down to a simple presentation that the newspaper can use for prospecting purposes.

steve-gavinSteve Gavin
Director of Product Leadership

Steve Gavin is a Director of Product Leadership for Nielsen, specializing in Consumer Activation. In this role, he is responsible for providing solutions that allow our clients to identify who their best customers are, what they are like, where they live, and how to best connect with them. Mapping is an integral part of these solutions, in terms of both visualization of data, and understanding the relationship that geography can play when analyzing consumer behavior and how to connect with them.

Gavin has been with Nielsen for 16 years, and holds a degree in Administrative Studies from the University of California, Riverside and a Masters of Information Technology from Coleman College. During his tenure at Nielsen, he has held positions specializing in Market and Location Analytics, as well as managed multiple generations of client-facing products utilizing geospatial analysis as a key component.



1. the action of working with someone to produce or create something.
“he wrote on art and architecture in collaboration with John Betjeman”

2. traitorous cooperation with an enemy.
“he faces charges of collaboration”

The above citation was the first thing that came up on my search on the word collaboration. In this time of the changing model of map publishing, collaboration is way to be more efficient. Why do we need to re make a map that is already available? Whether you are a publisher, data provider, printer or cartographer we should try to work together to accomplish the goals of our respective companies.

From the above first definition, “he wrote on art and architecture in collaboration with John Betjeman,” could be related to, “I have a customer who needs a map of Kelowna BC” and John the cartographer has a map of Kelowna. We then agree on terms of the deal and the responsibilities of each of the parties.

The second definition states “he faces charges of collaboration.” Here we have to be careful, when working with competitors and customers. We want to try to make it a win-win situation for both parties. You don’t want to be seen as poaching on someone else’s territory. People can get quite defensive.

In conclusion, if it is profitable, sustainable and beneficial, we all should be happy.

guy-johnsonGuy Johnson
President & Founder
GM Johnson & Associates Ltd. Maps Publishers

Guy Johnson is the president and founder of GM Johnson Maps, a publisher of maps and atlases. GM Johnson cartography is used in some maps by Rand McNally, AAA, Global Graphics, our own and other brands. Johnson graduated from Simon Fraser University in Geography and Computer Science. He worked for a couple years as a programmer and then he became a faculty member at British Columbia Institute of Technology (BCIT), where he taught programming to GIS and Mechanical technology students. Outside the mapping industry, Johnson enjoys skiing, cycling, golfing, wind surfing, wine making and investing. He is married to Karen and has 3 adult aged children, named Clint, Julianne and Scott.

“The Business of (Story) Maps”

There are now tens of thousands of Story Maps telling compelling stories using location. See how an
IMIA member has used Story Maps to grow their business. Cygan and Watkins will show you how you
can leverage the business of Story Maps.

mark-cyganMark Cygan
Industry Manager for Mapping,
Statistics and Imagery

Mark Cygan is Esri’s Industry Manager for Mapping | Statistics | Imagery. He has over 33 years of experience working in GIS and mapping. Prior to Esri, Cygan was on the management teams at NAVTEQ (now HERE) and Rand McNally & Co. He is on the board of directors of the International Map Industry Association IMIA Americas, a board member and past Chair of the Joint Board of Geospatial Information Societies (JB GIS), is actively participating on the United Nations Committee of Experts on Global Geospatial Information Management (UN-GGIM), and Esri’s primary liaison with the International Cartographic Association.

david-watkinsDavid Watkins
ArcGIS Product Manager

David Watkins is the ArcGIS Desktop Product Manager at Esri in Redlands, California where he has worked for more than 20 years. He has more than twenty-five years of experience in map publishing, map production and GIS software development. Watkins has a Master’s Degree in cartography from Brigham Young University and is the Past President of IMIA Americas.

“Market Trends in Fleet Logistics and Impact of Location Aware Data”

The GPS Fleet Logistics market continues to see strong and sustained growth. The adoption GPS fleet management for small, medium and enterprise fleets is being fueled by the clear business benefits of having information not only on vehicles, but also a variety of location information related to the vehicle.

This presentation will focus on the value-added benefits of integrating multiple sources of location information to drive real-time decision making, management by exception and the ultimate goal of GPS fleet logistics, improving driver performance to maximize ROI in the technology.

richard-pearlmanRichard F. Pearlman
Senior Director, Business Development
Fleet and Asset Intelligence
Spireon, Inc.

As an experienced fleet management product strategist and business development professional, Rich Pearlman oversees the building and implementation of the solution engagement strategy for technology and channel partners for Spireon’ s family of vertically targeted GPS Fleet Tracking solutions.

Pearlman has helped grow a number of businesses introducing new and emerging products and technologies to their markets. With nearly 30 years of industry experience, he has worked with a wide range of transportation technology applications including telematics, routing, navigation, mobility, as well as location-based solutions and services.

He is an internationally recognized leader in the application of Telematics, Mobile Resource Management (MRM) and Connected Vehicles technologies. Pearlman has played an integral role in pioneering products for such world-class organizations as the American Automobile Association (AAA), Lexus and Toyota. Pearlman holds a BA in Geography from George Washington University, where he also completed graduate studies.

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