Demographic data is based on the most up-to-date census information available from Statistics Canada (Canada), the U.S. Census Bureau (USA), and the Australian Bureau of Statistics (Australia). In-house projections are applied by PiinPoint's team of data scientists to select variables to represent forward-looking trends.

POI Data

For North America, POI data is sourced from a ChainXY, for best-in-class coverage of retail and restaurant locations. They collect locational data directly from the source, and validate the chain lists they collect to maintain currency and improve positional accuracy. Nearly 100% of all chain-based data is updated on a quarterly basis. Click here for more details on why ChainXY is our POI vendor of choice.  

Mobile Location Data

PiinPoint's Mobile Location Data features are built on data from data company SafeGraph. They collect billions of datapoints representing mobile device locations across Canada and the United States. In the United States, their sample of data represents approximately 15% of all cellular devices in use and in Canada, 5% and growing. 

We ingest new data from SafeGraph on a daily basis and it acts as the foundation for  our suite of mobile location data tools, including geofence visitor counts, capture areas, visitor demographics, and traffic querying.  

Segmentation Data

PiinPoint offers geosocial data in partnership with Developed around billions of geotagged social media posts, this rich and constantly evolving dataset aggregates the personality of a neighbourhood. Through its taxonomy of over 70 different personas, it adds depth to the story your other datasets tell you about an area. 

If you'd like to learn more about the geosocial dataset and the methodology used to collect, sort, and aggregate it, we encourage you to read's The Essential Guide to Geosocial Data.


PiinPoint has two tools available for viewing traffic and pedestrian counts in an area. 

  1. Mobile Location Data is a game-changer when it comes to tracking daily traffic volumes. PiinPoint's Custom Vehicle Traffic Query allows you to look at AADT (average annual daily traffic) and pedestrian counts for any major road segment in Canada and select US states. These counts are based on SafeGraph data sampled from mobile devices identified to be traveling within vehicles. This data is drawn from samples of the four most recent quarters. 
  2. Our original traffic feature is based on municipal traffic studies and regional city collections. On each traffic point, you can click on the point to get the daily count, the date, and the source of the count.

Municipal Traffic Counts: Average annual daily traffic (AADT*) is collected from individual municipalities and includes data from as recent as last year.  

Modelled Traffic Counts: These traffic counts are captured by a third-party that uses traffic devices installed on major roadways and intersections to grab daily predictions.
These are extrapolated data points, from which a daily average is calculated. These predictions take into consideration local market traits such as population, daytime population, and density. When available, certain points also include predictions of how busy an area will be throughout the day.

*Average Annual Daily Traffic (AADT) is calculated by surveying an area for a sample period (typically a 7 day week) for 24 hours each day, and then estimating what the annual traffic would be there with error and fluctuation factors considered. That result is divided by the number of days in a year (365) to identify what the estimated average traffic per day is at an intersection/point. Each municipality or third party provider uses their own technique or sensor type for the estimation.


Still have questions? Reach out to your Customer Success Manager in the Chat or email for help.

Did this answer your question?