With PiinPoint's Mobile Location Data features at your disposal, you can get invaluable insight into visitor trends and demographics for any location in Canada! From marketing campaigns to competitor analysis, the applications for this new feature set we've built around it are endless.
This article focuses on how to get the most out the full mobile location data tool. To learn more about where this data comes from and how mobile device owners' privacy is protected, click here.
FEATURE 1: Visits Heatmaps
The Visits Heatmap works the exact same way as the Target Market Heatmap in PiinPoint, except that instead of capturing residents by demographic makeup, it captures density of visitors.
To enable the Visits Heatmap, click on the Mobile Data feature icon.
The Visits Heatmap will default to showing visits for all days of the week, for the entire duration of the day. These can be adjusted using the drop-down menus as seen below:
The resulting map will default to a blue (lowest visit count) to red (highest visit count) colour scheme. You can click on any of the blocks to get a detailed breakdown of that area's visitors.
The Mobile Data Summary will show:
1. the geography's Visits breakdown:
2. a Demographic overview:
3. Home Locations for visitors:
This shows a drivetime scale with varying proportions of all visitors to that block's location.
🖥 Technical Notes
It will take 15 - 20 seconds for locations with a high density of visitors to load full home locations (eg. downtown Vancouver)
Home locations will likely require you to zoom out to see the Visitor catchment area. You can adjust the slider to change the drivetime catchment, which will recalculate the % of visitors who reside with that drivetime.
For example, in the screenshot above, we learn that 63% of visitors to downtown Vancouver live within a 30 minutes drive or less.
FEATURE 2: 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."
To view the visitor report from a Visits Heatmap for any given block, simply click on the block to open the Mobile Data Summary, and then from the bottom of any tab of the Mobile Data Summary, you can click "View Full Visitor 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.
FEATURE 3: Mobile Data Geofencing (add-on)
Geofencing is perhaps the most exciting feature of our new Mobile Location Data 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. To do this open the Layers panel and select "New Layer". From the menu that follows, toggle Mobile Data Layer to "YES" and then select Create New Empty Layer.
Next, go into your layers panel and rename the new blank 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, select, "Add to Layer" from the Shape menu, and add it to the mobile data layer that you just created. 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.
Editing Your Geofence Time Range for Visitor Reports
When you add a drawn shape to a mobile layer, PiinPoint will select a time range that is appropriate for the level of observations. You can adjust the time range when you go to build your visitor report.
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.
You can also look at the format of Mobile Data Summary that is available for the Visits Heatmap, by clicking on the geofence shape and selecting "Show Visitor Demographics" (see Sports Stadium Mobile Data example image above).
FEATURE 4: Custom Vehicle Traffic Query (add-on)
Mobile Location Data is a game-changer when it comes to tracking daily traffic volumes. At present, what users have at their behest are single point 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 mobile location data panel, and click the green vehicle icon. This will allow you to drop that marker on any road segment.
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, as in above.
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 gray highlight. The panel in the top right displays average traffic volume for the segment of road selected as a total. You will also see traffic by day of week and hour. Hover over either of the graphs to get a figure for a specific day or time of day.
💭 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❓
Reach out to your Customer Success Manager in the Chat or email our team at email@example.com.