Human mobility data for marketing can be collected from internal sources, like maps and POI, and external sources, like GPS and public map data. For instance, a pure data feed from a stream of GPS pings can illustrate to marketers device type, latitude and longitude, timestamps and more. This is like seeing a layer of relevant information superimposed over the rhythms of where and how people shop. When interpreted, this data can present real time feedback on all relevant metrics for marketing endeavors.

Leaders in the travel and tourism industry are launching innovative platforms and grassroots movements. Whether you are part of an established hospitality brand or looking to break into this $1.1 trillion U.S. market for the first time, you will need some kind of secret weapon. It isn't enough to see current climates, because trends change at lightning pace. Major brands and start-ups alike can attest to the unpredictability and disruption that can occur without warning. To protect profit and ensure operational stability, customer mobility data is essential.

You may have some questions about location data. We have answers.

How Can Location Data be Privacy-Friendly?

An individual's location data can be extracted from their mobile devices by many of the apps they use daily. We understand that the privacy of personal data is incredibly influential on consumers' purchasing decisions.

Unacast passionately believes every consumer deserves the right to maintain control over how their data is captured, stored and used. That's what we consider privacy-friendly data-information obtained with explicit consent from its owner. Just as experts predicted, consumers will always favor privacy-friendly companies with transparent data privacy policies.

What is the Economic Impact of Location Intelligence?

Reduced incoming migration negatively impacts foot traffic. The more densely populated or heavily trafficked an area is, the more noticeable the reduction. Reduced foot traffic limits opportunities for retailers and restaurateurs, leading to store closures and increased unemployment rates.

For example, reduced mobility poses a challenge for CRE investors and operators because it lowers current and forecasted lease rates. With fewer people in a given area, the need for infrastructure drops. Fortunately, you can use location data for risk assessment, reducing the magnitude of that challenge.

Increased incoming migration boosts foot traffic. Since COVID-19 began, populations and foot traffic ratios in smaller cities and towns are rising. This is most likely due to a perception of safety in less densely populated areas. This inflow is often composed of former urbanites who relocate or temporarily resettle outside urban centers.