The ever-growing list of channels coupled with the boom of IoT makes communication exponentially complex. Stakes are high: Use the wrong channel and your message is ignored. Stop listening and miss on key intelligence.We will share several customer use cases to highlight how GIS can be a secret weapon to communicate more effectively. Our GIS-based work uses ArcGIS online so we will show you why the most effective use of GIS is be to identify whom not to target, rather than whom to reach.