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Data

MobileScapes

Mobile movement data, updated daily

Mobile analytics help businesses and organizations enhance what they know about consumer and citizen movement patterns using privacy-compliant mobile movement data collected from location-enabled mobile devices. 

MobileScapes is the most accurate, comprehensive and up-to-date mobile movement database available for marketing and business applications. Choose from three easily accessible configurations, MobileScapes ENVISION, MobileScapes Out & About and MobileScapes Plus to suit your various business needs. The MobileScapes database combines three sources of anonymized and permission-based data collected from location-enabled mobile devices and employs best practices in spatial data processing and analysis. Data is available at the postal code level and can be linked to EA’s 30,000 data points including demographic, lifestyle, social values and spending information from our PRIZM segmentation system, which makes it possible to develop detailed profiles of consumers in any trade area or location, whether you have customer data or not. 

Use MobileScapes to identify who’s visiting your locations, how often, and where they live and work to make informed decisions around products, program development, marketing, messaging, recovery planning and staffing levels.

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Easily accessible

Access via EA’s analytics platforms, through API calls, as data extract files and in project work

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Near real-time

Updated daily to better understand the movement patterns of Canadians

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Privacy compliant

High-quality, anonymized and permission-based data

Need mobile movement data to inform your recovery strategy?



MobileScapes Product Suite

The most comprehensive, accurate and up-to-date mobile movement database available for marketing and business applications. Choose from three easily accessible configurations to suit your various business needs: MobileScapes Out & About, MobileScapes ENVISION and MobileScapes Plus.

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MobileScapes Out & About

Discover who is starting to leave home as the economy re-opens, where they are going and at what time of day. Inform recovery plans using weekly monitoring reports to compare out-and-about activity week-over-week or versus the same time last year.

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MobileScapes ENVISION

Now ENVISION users can quickly analyze large volumes of mobile movement data by location using hand-drawn polygons, existing location files or the new EA geofence library. Easily connect movement data to EA's 30,000 data points to derive key insights and link to dashboards and custom reports.

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MobileScapes Plus

Access standard and customized mobile movement data extracts, including weekly reports, via API or as flat files. Choose weighted or unweighted data options and leverage EA's new geofence library.

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Mobile Movement Data and Recovery Planning

Connecting mobile movement data with traditional data provides incremental and actionable insights on consumers and citizens – their movement patterns, where they live, shop and play, as well as where and how to connect with them.

Flow diagram - Add trade area - Connect Databases - Generate Reporting - Apply Insights to Business Activity

About the MobileScapes Database

Accurate, anonymized and privacy-compliant mobile movement data accessible by MobileScapes ENVISION, MobileScapes Out & About and MobileScapes Plus.

 

  • Updated daily
  • Weighted to the general population for an accurate representation
  • Available at the postal code level and linked to EA's 30,000 data points
  • Easily accessible through EA’s analytics platforms, via API calls, as data extract files and in project work
  • Integrate mobile movement data with EA's PRIZM segmentation system to develop detailed profiles of consumers in any trade area or location whether you have customer data or not

 

For release notes and more information, visit our community site.

Geofence options within the ENVISION interface
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Answer Important Sector-Specific Questions, Quickly

 

Government: Which groups of citizens are beginning to access parks and other green spaces? Who is starting to frequent local businesses? Or use public transportation?

Retail: How quickly are different parts of the population heading back to bricks-and-mortar locations? How do changing shopper patterns impact staffing and store hours?

Financial: Are the same segments coming back to branches as during pre-pandemic times? Which audiences are a priority for additional online services?

Grocery and CPG: How have shopper patterns changed pre- and post-pandemic? How can this help with sales forecasting?

Travel and tourism: How do visitor volumes to a region compare to the same time last year? Who is most likely to come back?

MobileScapes and Recovery Planning

How do marketers and other decision-makers move forward in these uncharted waters? We believe the answer is threefold:

  1. Develop an understanding of consumers’ movement away from their homes – who are they, where they are going, for how long and how this is changing week-to-week (and importantly, how this compares relative to pre-pandemic patterns)
  2. Differentiate these consumers and citizens based on their demographics, motivations and attitudes
  3. Identify the neighbourhoods where these varying populations live in order to effectively reach and engage them

Successfully accomplishing the steps above means leveraging new and existing data sources, including mobile movement data, incorporating innovative technologies and applying analytical and industry sector expertise – all within a privacy-compliant framework.

 

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Ready to really understand your customers?

Connect your data to mobile movement data

Mobile Analytics FAQs

What are mobile analytics? keyboard_arrow_down

Mobile analytics help businesses and organizations enhance what they know about consumer and citizen movement patterns using privacy-compliant mobile movement data collected from location-enabled mobile devices. 

What are mobile movement data? keyboard_arrow_down

Mobile movement data are anonymized and permission-based data collected from location-enabled apps on mobile devices. The main sources of data are opt-in location-enabled applications on mobile devices and ad exchange platforms.  At its most basic level, raw mobile movement data provides a unique and persistent, yet anonymous, device ID, along with a date, time and latitude/ longitude coordinates for each observation. We then take steps to ensure privacy, such as summarizing the data to periods of time. All observed latitude and longitude coordinates are moved to the nearest 6-digit postal code to ensure anonymity.

Researchers can then observe devices within a defined area such as a store, public square or roadway for a given date and time range. Common evening location (CEL) and common daytime location (CDL) are inferred according to where these devices are most frequently observed during the day and at night. When analyzed correctly, mobile movement data can help you understand who’s visiting your locations, where your customers are coming from, how often they return and where else they might be going.

What can I do with mobile movement data? keyboard_arrow_down

  • Build Enhanced Customer Profiles: Easily link mobile movement data back to smaller area data and PRIZM segments to get a clearer picture of your target market.
  • Analyze Consumer Traffic: Identify the changing patterns in consumer visits to your location week-over-week and versus the same period last year.
  • Gain Competitive Insights: Understand the visitor profile for nearby competitors and how their trade areas interact with your own.
  • Improve Retail Site Selection: Pinpoint where your most frequent visitors are coming from to identify expansion opportunities and focus your local marketing efforts.
  • Validate Sponsorship Opportunities: Determine if your sponsorship initiatives are aligned with your target market.
  • Measure Brand Visibility: Profile consumers who have visited your locations or been exposed to your outdoor advertising.

How regularly are mobile movement data updated? keyboard_arrow_down

The data are updated daily. Data pulls can date back to 2018.

Can I connect mobile movement data to other databases? keyboard_arrow_down

Yes. You can easily connect mobile movement data to EA’s traditional databases or your existing market and customer analysis for a more granular understanding of Canadian movement patterns, behaviours and preferences.

ENVISION users can link mobile movement data to EA’s 30,000 data points including demographic, lifestyle, social values and spending information from the PRIZM segmentation system to develop detailed profiles of consumers in any trade area or location whether you have customer data or not. 

Which data providers are used? keyboard_arrow_down

EA’s mobile movement data comes from 3 combined sources of high-quality data. We went through a thorough review with many data providers and selected the top 3 based on data quality and privacy compliance.

Is the MobileScapes database privacy compliant? keyboard_arrow_down

Yes. Our mobile movement data are collected only if the individual provides consent or permission. Consumers can easily change their level of location sharing overall or for individual mobile apps via their privacy settings on their mobile devices. Depending on the individual app settings, device holders can decide if a particular app should share their location while in use or block that permission outright. We actively participate in industry and association conversations in these areas, creating policies that protect individuals and allow for the responsible use of data.

To learn more about our privacy efforts, read our privacy policy.

Privacy Compliant Mobile Movement Data

The MobileScapes database uses privacy-compliant, anonymized and permission-based mobile movement data collected from apps that are location-enabled on mobile devices. Our mobility data are collected only if consent or permission is provided by the individual to ensure complete privacy-compliance. 

Environics Analytics is committed to protecting consumer privacy and data security in all respects, including our use of mobile movement data. We actively participate in industry and association conversations in these areas, creating policies that protect individuals and allow for the responsible use of data. See our privacy policy for more information.

 

Mobile movement data insights and trends

Read about EA's recent mobile movement studies covered by the media, timely analysis from our industry experts and insights on how organizations are looking to mobile movement data and mobile analytics to inform their recovery planning.

 

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