A Common Sense Approach to Location Data and Sensitive Places of Interest

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Following the recent news that the Supreme Court may overturn Roe v. Wade, there have been claims made by some lawmakers and journalists asserting that companies are selling the location data of devices that visit sensitive places, including most notably, abortion clinics. I understand these parties are simply searching for ways to protect the healthcare of U.S. citizens as one of the most significant rulings of our time hangs in the balance, but true progress will not be made by spreading misinformation about the mobility data industry.

At Unacast, we maintain a dynamic privacy blacklist layered over sensitive places of interest. This list naturally includes abortion clinics and other health care centers. It also includes other places where the most vulnerable members of our society tend to visit – such as schools, LGBT+ bars, and religious centers. While we cannot speak on behalf of every other company in the location data space, it has been our general observation that most have self-adopted this practice as a rule of business.

However, it appears the recent press coverage regarding this subject has resulted in a significant overcorrection. Today, many advocates and lawmakers are calling for a wholesale blackout of mobility data processing for these locations. This is wrong. As we have seen from recent headlines, important analytical and research work is currently being performed over these places. In many cases, this important analytics work is being performed by city-planners, non-profits, and real estate developers, meaning that they are not able to enjoy the public research exceptions that are currently being contemplated by a variety of federal and state privacy bills.          

Unacast wholly supports common sense regulation for data in regard to sensitive locations. However, the free flow of pseudonymous or anonymized data must be maintained for important research and analytical purposes. Fortunately, our dynamic privacy blacklist functions permit aggregate-level analysis over these places so we can understand them better without identifying the specific individuals who visit them.

This purpose-based limitation is an absolute imperative. At the present time, policy makers and private industries are making important decisions about how best to improve and protect the communities we live in. Where should we place new schools and hospitals?  How has the relative distance traveled to hospitals, and even abortion clinics, changed over time?  Are there certain neighborhoods and communities that are suffering more than others? The answers to these questions can all be answered with the help of mobility data analytics.

We must continue this important work, and reject policy proposals that completely ban any processing over these locations. Doing so would only hurt the vulnerable communities and constituencies which we are seeking to protect.

Frequently Asked Questions

Discover how analyzing real-world movement patterns can reveal valuable trends in customer behavior, optimize business operations, and enhance strategic decision-making.

What is site selection and why is it important?

Site selection is the strategic process by which businesses identify, evaluate, and choose optimal locations for their operations. This process is paramount as the location of a business directly influences factors such as accessibility, visibility, profitability, and market longevity. For retailers, the right site can mean higher customer footfall and increased sales. In real estate, a well-selected site can promise lucrative returns on investment and tenant stability. Financial service firms leverage site selection to position their branches or ATMs in high-demand areas. Essentially, site selection plays a pivotal role in ensuring the success and growth of a business by aligning its physical presence with market opportunities and demands.

How does location intelligence enhance site selection?

Location intelligence refers to the harnessing of geospatial data to derive actionable insights, which can significantly enhance the site selection process. By analyzing data like consumer demographics, foot traffic patterns, competitor locations, trade area data, and more, businesses can make more informed decisions about where to establish or expand their operations. Location intelligence allows for a deeper understanding of market dynamics, revealing hidden opportunities or potential pitfalls. For instance, retailers can identify gaps in the market, real estate professionals can forecast property value trends, and financial service providers can assess areas with high customer demand. Advanced tools, like those offered by Unacast, further refine these insights by leveraging AI and machine learning, enabling more precise and timely decision-making.

What challenges do businesses face in the site selection process?

Unacast provides invaluable support to businesses during the site selection process through its advanced location data and analytics software, all powered and refined by Artificial Intelligence and Machine Learning technologies. The company offers a suite of products designed to deliver accurate, actionable, and comprehensive location intelligence. This data proves crucial for businesses looking to understand consumer behavior, analyze traffic patterns, evaluate competitor locations, and much more. With Unacast’s robust tools, businesses in retail, real estate, and financial services can derive insightful information necessary for making strategic, informed site selection decisions. The platform not only provides reliable data but also ensures it is readily actionable for businesses, whether they are looking to open a new store, invest in property, or expand their financial services to new locations.

What types of location data are crucial for informed site selection?

Demographic data offers insights into the age, income, and lifestyle of people in a particular area, helping businesses understand their potential customer base. Foot traffic data provides information on the number of people visiting a location, which is crucial for retailers to estimate the store's potential popularity and for real estate professionals to assess an area's vibrancy and demand. Geographic Information System (GIS) data helps in visualizing and analyzing geographical details, supporting companies in identifying accessible and strategically located sites. Understanding the proximity to competitors, accessibility, and the socio-economic profile of the surrounding areas is also vital. Unacast’s platform aggregates and analyzes these various data types, providing a holistic view that significantly empowers businesses in their site selection endeavors.

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