With PiinPoint's Mobile Location Data (MLD) add-on features at your disposal, you can get invaluable insights into visitor trends and demographics for any location in Canada! From marketing campaigns to competitor analysis, the applications for this new feature set are endless.
This article focuses on how to get the most out of our MLD tool, including:
To learn more about where this data comes from and how mobile device owners' privacy is protected, click here.
Custom Vehicle Traffic Query (add-on)
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 At present, what users have at their behest are single points in time traffic counts that are often outdated.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.
To activate this feature, open the Traffic panel and click the green vehicle icon. Click on any road segment to drop that marker.
💪 Pro Tip
For road segments in which directional traffic is separated you can select the side of the road on which you want to place the marker.
The segment of road that you select will be highlighted in blue and pink (each colour denotes one direction of traffic), and nearby segments that also have counts will be identified by a grey highlight. The panel that will open in the top right-hand corner displays the average traffic volume for the segment of road selected as a total. You will also see traffic by day of the week and by hour. Hover over either of the graphs to get a figure for a specific day or time of day.
Mobile Data Geofencing (add-on)
Geofencing is perhaps the most exciting feature of our new MLD tool. It allows you to draw a custom polygon around the footprint of any building to capture visits for a given time range. Geofenced shapes can be stored in your Layers library.
First, create a blank Mobile Data Layer. Open the Layers panel and select + New Layer. From the menu that follows, toggle Mobile Data Layer to YES and select Create New Empty Layer.
Next, go into your layers panel and rename the new blank layer by clicking on the name of your layer.
Now you can add any polygon you draw on the map as a geofence to this layer. Simply select the polygon drawing tool and draw a shape. Once the shape is complete, click on it and select Add to Layer from the Shape menu. Add it to the mobile data layer that you just created and click Confirm. You can add as many geofenced shapes as you like to the same mobile data layer. The maximum area you can geofence is 2km².
If you're using satellite view, draw your shapes at zoom level 17, the highest zoom level before the mapview switches to 3-D mode in zoom 18.
Do not draw geofences at zoom 18 with satellite view as the perspective of this map view is angled and thus will skew your ability to accurately trace an area footprint.
We find that zoom level 18 on with the Detailed Road Map basemap option is generally your best bet for drawing the geofence shape.
Once the new Mobile Data layer is processed for your selected shape, it will be added to your layers panel.
Interpreting Visits to a Geofenced Area
Once you have saved a geofence to a layer, you can view its visit counts, both from the shape context menu, and from the layer's attribute menu.
From the shape context menu, use the scroll feature to view visits to your shape.
Alternatively, open the Layers panel and click the Attribute Table symbol beside your mobile layer. A table will open at the bottom of your map summarizing data for your geofence.
To get more insight on your geofenced area, you can open the Mobile Data Summary panel. To do this, click your geofenced shape to open your shape context menu. Select View Visitor Stats to open the Mobile Data Summary panel. There are four tabs that will give you more insight on your geofence: Visits, Demographics, POIs, and Home Locations. You can also build a visitor report from this panel by clicking Build Visitor Report.
Mobile Data Visitor Reports (add-on)
Mobile Data Visitor Reports provide an in-depth breakdown of visitors to either a block (dissemination area) or a custom geofence.
To view the visitor report from a custom geofence shape that has been added to a mobile layer, simply click on the shape. On the menu that appears, click Build Visitor Report.
A pop-up menu will prompt you to select a study period to view mobile location data by in your Report. Click Create Visitor Report to build your report.
A new tab will open with a trade area catchment map at the top, followed by a breakdown of visits over time and the demographics of visitors to the area. Below is a sample of what you can expect:
💭 Your Feedback Wanted
Our Mobile Location Data tool is evolving everyday and its applications are countless. As you begin to use the tool, we are excited to learn about the ways you are applying it to your site selection and location analysis workflow. If you have ideas about how we can enhance the tool, please let us know!
Still Got Questions❓
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