Powered By People: Featuring Peter Holmes

Powered By People: Featuring Peter Holmes

GapMaps may be a digital platform, but it’s made possible by a talented team who love working with clients and finding solutions. Our ‘Powered by People’ series will introduce you to them, one by one.

Meet Peter Holmes. He leads South East Asia for GapMaps and looks after client relationships & business expansion. We spoke to Peter about his work experience, his role at GapMaps, his take on data, location intelligence, Asian markets and his favourite things to do. Read on.

Tell us a bit about yourself and your work experience.

I grew up on a farm in a small country town in Queensland. I moved to Brisbane to attend university and later met my wife. We moved for work to Perth and later to Melbourne, so I have been lucky to see a lot of Australia over the years which has been very helpful when it comes to network planning. Prior to joining GapMaps I was responsible for Network Strategy and Planning at NAB for more than 2500 locations nationally. With over 20 years’ experience in strategy, planning, sales and leadership I am well positioned to help clients with their network planning needs.

What’s your role with GapMaps and what do you enjoy most about your role?

My role at GapMaps is to help clients understand the power of using location intelligence to develop and execute their network strategies. What I love about this role is that I get to work with clients across different industry sectors and geographical regions. Every client is different, working with them to understand the problems they are trying to solve and what data and insights will help them achieve success is exciting.

Throughout your experience, how you have seen the usage of data evolve across industries? 

Over the past ten years, data analytics has emerged as one of the key competitive advantages for organisations who use it to support business decision making and drive performance. However, it is a balance between science and art. The art is knowing what problem to solve and how to interpret the data correctly. The two areas I am really interested to see evolve over the next few years is firstly the emergence of mobile device data in location analysis will be a game changer. The second is the introduction of the government’s Consumer Data Right bill which will allow consumers to decide who to share their data with.

What’s most exciting about promoting data analysis and location intelligence in Asian markets?

Asian markets have typically been data weak, GapMaps has been able to use data in new ways to create some amazing insights in these markets, which for many clients will be the first time they have had access to this information.

What are some of the characteristics or nuances across Asian markets/ businesses?

I think the big nuance across Asian markets is the sheer size compared to Australia. At the same time, the markets continue to grow both in size and in wealth. This creates significant opportunities for organisations to expand if they have a clear strategy supported by the right data to make location decisions.

What benefits can GapMaps offer for businesses entering or in Asia?

We can provide businesses with location intelligence that help identify not only where there are lots of people, but the right type of people for your product and services.

What advice will you give to businesses who are looking to refine network strategy?

The first step is to understand what your business strategy is, who are your target customers and what is your value proposition. Then look at your current performance and understand what variables are driving success and what isn’t. Then work out how to replicate the success factors moving forward.

If you could sum up the GapMaps platform in one word, what would it be?


What do you like to do when not working?

I love dining out, a good glass of wine, travelling and spending time with my family.

Your Favourites:
Soccer/ Footy Club – Brisbane Lions
Cuisine – Asian
Favourite Book – Cain and Abel
Favourite Movie – The Shawshank Redemption
The favourite (most useful) app on your phone – Anylist
Holiday Destination – Vietnam
Social media platform – Instagram