• Cartha

Let's say goodbye to information overload

Let’s deep dive into why we develop maps and how they add value. This blog outlines our solution to the main challenge with regards to decision-making: Information Overload. Our maps solve this challenge and help you take better, faster decisions.

Part 1. What should happen

Ideally, when taking a (business) decision, you follow a clear and simple process; a decision-loop. This continuous process applies to all levels of decision-making.

You start by gathering the relevant information in order to create a clear overview of the situation (1). Using that, you analyse (2) the situation and plot possible solutions and actions. Subsequently, you make an informed & weighted decision (3) which results in an action. This action (4) either positively or negatively affects the situation (outcome).

Unfortunately, following this ideal process is often not possible. In reality we often see a difference between theory and practice.

Part 2. What usually happens...

What usually happens is that decision-makers are forced to take shortcuts. There’s simply is not enough time, nor the necessary means, to compile a clear overview of a situation. This often leads to skewed analysis, or even skipping straight to decision or even action-mode. After all, it’s decision time, and time is money.

Nine times out of ten the culprit is Information Overload (IO). There is simply too much information available. In a digital and globalized world, the amount of data we generate, receive and use, is growing exponentially. The amount of information an average person receives during the day, has increased five-fold since 1986. On the other hand, the way we process that information - think text, spreadsheets or presentations - has not evolved exponentially. We are still using the same methods as thirty years ago.

Information overload occurs when people are presented with more information than they’re able to process within a certain amount of time.

Presented in a formula, it looks like this:

IO = Ireceived > Iprocessed

In other words, with the daily deluge of information. It is hard for organisations and individuals to discern the wood for the trees. An organisation’s collective processing speeds does not equate to information created at any given time. This is how organisations might loose their competitive advantage.

Because ascertaining a situational overview takes up so much time, organisations are presented with a dilemma. Either, take the risk of making an uninformed but fast decision, or allocate more resources and time to come to a weighted decision whilst potentially losing the advantage of a timely response.

The problem is simple: how to take actions on verified information in order to ascertain or maintain a competitive advantage, whilst avoiding information overload?

This is where our maps come in.

Part 3. How Cartha’s maps help

Information overload can be solved in two ways. Either limit the information used, and risk losing critical insights, potentially harming a business’s competitive advantage. Or find a way to process information faster.

Our maps do the second. They expedite information processing by collecting, organizing and presenting information in a clear, intuitive and visual manner. In other words, they give you a near instant overview of an important situation in your (business) environment.

Let’s dive into that a little more. We help to process and organise information through two main methods:

  1. Unique software that can project multiple datastreams in one place. From CRM systems to public information, from sales networks to crisis protocols. The beauty is that we make them connect and interact, so you don’t have to.

  2. Use the visual power of interactive maps enabling users to process more data, faster.


Without giving away the crown proprietary jewels, we can take a short look at Cartha’s software.

In layman’s terms, our maps don’t replace your current systems, but are designed as an extra layer, to help you navigate them. For instance: instead of combing through sharepoint for a specific document pertaining to a key client, you will now see all relevant information and associated files via one click on your client specific map. In a blink of an eye, you will see what you would normally spend minutes, if not hours, looking for.

Below the surface, our software allows the map to display multiple datasets and streams. This can be your own, as well as public data. Through our software these datasets are able to interact and even forecast. Let’s see how we can use that in some examples:

  1. In its most basic form, a Cartha Map is a way to display multiple datastreams in one place, for example sales data and marketing data. This allows sales teams to gather the relevant data quicker, spend less time on administrative work, discover new opportunities and make better informed decisions. For external use, it can help your organisation better explain what you do for transparency or marketing purposes.

  2. Even better, Cartha’s maps combine various data streams with real-time, open source data and company protocols, and make them interact with each other. For example, you can combine your apartment rentals in California, with open-source data about wildfires and crisis protocols. In case of a wildfire, the map will automatically identify which apartment rentals you should cancel within predefined parameters. This allows for a more nuanced decision on what rentals to cancel (or not).

  3. If one goes all out, Cartha’s maps can even be used to forecast shortages or opportunities. By combining various systems, for example refugee streams and inventory software you can spot shortages before they are there. This can help you to prepare yourself better or spot new business opportunities.

So in short, our maps can help you solve the earlier mentioned dilemma to still make weighted and informed business decisions even if time continues to be a constraint. And, my friend, time is money.


The second part is harnessing the visual power of interactive maps. Humans are visually inclined. Maps have a few advantages over other means of conveying information:

  1. We humans process visual information 60.000x faster than text.

  2. Maps create a shared value, geography, that is equal for all your data. That helps connect various parts more clearly. Maps uniquely pinpoint the who, what, where and when.

  3. While text is good at explaining a single event or data point, it is not really equipped to explain the big picture or the interconnectedness of various data points. Maps are.

  4. Ease of adoption, we have yet to come across a person who does not understand how to read and use a map.

In other words, interactive maps are a much better medium to convey large amounts of data than text or excel will ever be.


In decision-making, ascertaining situational overview is critical. As the amount of information increases, getting to that situation overview takes longer and longer, costing time and money. Cartha’s maps allow you to get to that situation overview quicker, helping you save time and money, serve customers better, discover new opportunities, and more.


Interested? Want to find out more? Find our contact information below or fill in the form.

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