What is Mobile Location Data (MLD)?
As smartphones become ubiquitous, the importance of being able to access and interpret the patterns of human movement is evermore critical to both retailers and real estate brokers.
Gone are the days when site selection was simply based on the demographic composition of people living within 1, 2, or 3 kms of your store. Because consumers reside in different neighbourhoods distinct from those where they work, shop, and play, understanding their movement patterns and behaviour is a critical piece of an innovative retailer's real estate strategy.
The insights that you gain from mobile location data will incorporate seamlessly into your current workflow, allowing you to confirm or challenge assumptions you have about the demographic profile of your customers.
Where does the data come from?
PiinPoint partners with mobile location data provider, NEAR, which allows you to identify devices within a location boundary defined by you. Device IDs are tied to users' home and work locations based on movement patterns, allowing you to dig into the demographic traits of actual visitors. and not just residents of a blanket trade area.
🔒 Privacy Note
Data privacy is important to PiinPoint. Home and work locations are anonymized and aggregated at the DA level to protect the privacy of individual consumers.
MLD in PiinPoint does not track application activity on a users' phone, only the device's location.
We choose NEAR because their operations and data are inline with our transparency and education-first philosophy, ensuring all data is anonymous and gathered in an ethical way.
What can I do with MLD?
This new feature allows you to:
1. Track Traffic Volume
MLD is a game-changer when it comes to tracking daily traffic volumes. At present, what users have at their behest are single points in time traffic counts that are often outdated. PiinPoint's new Custom Vehicle Traffic Query allows you to look at AADT (average annual daily traffic) for any major road segment in Canada.
2. Geofence Properties or Markets
Draw your own custom geofence around any area to get more granular insights. Whether it be a building footprint, a local park, or a city block, geofencing areas allows you to narrow in on visits to that area:
3. Build Visitor Reports
Visitor Reports allow you to:
a) Define your trade area size and shape based on your visitor capture:
b) Assess the volume of traffic to any building, and how the visits change over time:
c) Capture the demographic profile of your visitors: