by the Unacast Data Ombudsmen Team
To deliver the highest-quality offerings possible, the core of Unacast’s philosophy about location data and human mobility insights is accuracy.
Therefore, the purpose of this work is to determine and demonstrate the accuracy of our data. The sample here is based on home areas defined in our "Home & Work" data package and is not restricted in time. Ergo, the data represents all home areas in Unacast data history. It is also important to note that the analyses here are NOT based on device-level demography data, and are solely based on applying census demographics from the census block group level on Unacast data. Analyses of Unacast data are performed regarding four different research questions:
Similar to the investigation of income, we used census block group data to calculate whether Unacast data is over- or under-representing the genders.
The results show that Unacast data evenly represents different genders. On the state level (Figure 8) it appears that in most states Unacast data is slightly more representing men than women but this gender bias reaches a maximum of only 0.09%. Intriguingly, North Dakota shows the opposite effect, in which Unacast data represents more women than men (by up to 0.2%).
This study helped us analyze and monitor our data, which is the foundation for all of our aggregated data products and Human Mobility Insights. When compared to census data, Unacast data is overwhelmingly accurate in representing geography, income, age, and gender.
Going forward, we will repeat these analyses at regular intervals, using the results to diagnose and correct for the cause of geographic bias and data inaccuracies — ensuring that the products that reach our clients are of the highest possible quality.
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