MobileScapes

Mobile analytics help businesses and organizations enhance what they know about consumer and citizen movement patterns using privacy-compliant and permission-based mobile movement data collected from location-enabled apps. These data are then combined with cellular network data for improved accuracy in trending analysis by bringing in twenty times the observations.

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. These data are then combined with twenty times the observations from cellular network data for improved accuracy in trending analysis. 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.

• 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.

The data are updated weekly and posted 10 days after. Data pulls can date back to 2022.

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. 

Mobilescapes uses a combination of cellular network data and 4 combined sources of permission-based, de-identified mobile movement data from apps. Cellular network data is blended with app data for trend analysis. These mobile data are sourced from trusted suppliers who meet data quality and privacy compliance standards.

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.