Choosing the right mobility data provider is essential for businesses seeking valuable insights into movement patterns, demographics and location-based trends. However, not all solutions and data providers offer the same level of detail, flexibility or accessibility. This guide will help you assess and procure the right data provider to meet your specific needs.
Key Considerations When Choosing a Data Provider
1. Historic Data
A comprehensive database of historic data is essential when making comparisons to historic trends, but more importantly, you need access to data from the inception of new asset creation. Ensure your provider can supply retrospective data as well as ongoing data capture.
7+ years Footfall Data
2. Flexibility in Asset Tracking
If your data needs to involve monitoring different locations over time, select a provider who does not charge extra for changing locations throughout the contract. This is crucial for businesses that frequently shift focus across different assets.
MOSAIC Demographics
3. Demographics
Understanding the difference between resident-level data and dynamic demographics is crucial. Resident-level data provides static insights, whereas dynamic demographics track movement patterns and shifting populations.
4. Catchments
Catchment areas can be defined in multiple ways, such as:
- LSOA (Lower Super Output Area): Small, granular catchment zones for detailed insights.
- MSOA (Middle Super Output Area): Larger catchment zones, suitable for broader area analysis.
- Modelled Catchments: Custom-defined catchments based on consumer behaviours and statistical modelling. While modelled catchments offer tailored insights, they may introduce inaccuracies depending on the assumptions used in their calculations. Businesses should ensure the methodology aligns with their specific analytical needs.
Catchment Map
5. Location-Specific Insights
Some providers offer geofencing around specific buildings rather than using hex grids or proximity-based analysis. This ensures more accurate tracking of footfall and behavioural insights. Be cautious of data derived from telecom masts, as it lacks the granularity required for precise location-based analysis.
6. Granularity
Based on your use case, ensure the provider offers the right level of detail. For businesses requiring time frame granularity, selecting a provider that can offer hourly data is crucial to gaining actionable insights and trends into behaviours at different times of the day.
7. Macro-Level Trends
If you require broader market trends rather than granular location data, tele mast data, hex grids or postal sectors can be a suitable approach. These grids provide an overview of macro-level movement patterns without requiring pinpoint accuracy.
Footfall Heatmap
8. Footfall Data – Is It Enough?
If your only requirement is footfall measurement, consider whether a camera-based solution may provide better accuracy and real-time insights compared to geolocation data.
9. International Data
For businesses with global operations, selecting a provider with international data coverage could be key. Some providers specialize in specific regions, while others offer comprehensive global mobility datasets. Data availability is unique to each country, so accuracy varies between geographies even with the same data provider. Consider using multiple providers across different regions to utilise the best solution in each region.
10. Flexibility of Data Access
Your data should be accessible in a format that suits your operational needs. Look for providers offering multiple access options, including:
Platform-based access
(for interactive analysis)
Downloadable data
(for offline use)
Data feeds & API integrations
(for real-time updates and seamless integration with other systems)
11. Multi-Level Data Collection
Some mobility insights, particularly from camera-based solutions, cannot be replicated through traditional geolocation methodologies. If your use case requires fine-grained detail, consider whether a hybrid approach (e.g., geolocation + camera data) is necessary.
12. Data Accuracy and Limitations
Be aware that no counting solution can provide 100% accuracy. All data collection methodologies have inherent limitations, and it is important to validate data sources and cross-check against other methods where possible. Factors such as device signal interference, sample bias, and data extrapolation techniques can impact reliability.
13. Multi-Floor Environments
Mobility data is often limited in multi-floor environments, as geolocation tracking typically functions in two-dimensional space. If your use case involves multi-floor tracking, a camera system may be a more suitable solution. Emerging technologies, such as 3D positioning and enhanced sensor fusion, may improve accuracy in the future.
14. SaaS vs Consultancy Support
The level of data interpretation required will determine whether a software-as-a-service (SaaS) model or consultancy-based support is more suitable. If your organization lacks in-house data expertise, a solution that also offers a consultancy service may be beneficial.
15. Frequency of Data Updates
Data update frequency varies across providers. Most mobility providers offer monthly updates, while a limited number update weekly, which can be crucial for businesses that rely on near real-time data.
Conclusion
Selecting the right geolocation and mobility data provider requires careful consideration of historic data availability, flexibility, catchment methodologies and data access options. By aligning your business needs with the right provider, you can maximize the value derived from location-based insights and enhance strategic decision-making.
Do you want to know more about Visitor Insights and how it can be benificial for your company to achieve the best performing results? Get in touch and request a free demo today!