GFK has international dashboards where their end users access the dashboard from around the globe. Currently all the dashboards they create are on the European servers. So someone coming from America will get a poor speed experience since the server is in Europe. They would like to have the ability to automatically direct a user from different regions to the closest server to give them a better user experience. So someone coming from America will be directed to the American servers and someone coming from Europe will be directed to the European servers. This is for their customers viewing the dashboards that have been created.