SAMPLE Foot Traffic Data | Global Consumer Visitation Insights To Inform Marketing and ...

GapMaps Foot Traffic Data uses location data on mobile phones sourced by Azira which is collected from smartphone apps when the users have given their permission to track their location. It can shed light on consumer visitation patterns (“where from” and “where to”), frequency of visits, profiles of consumers and much more.

Businesses can utilise foot traffic data to answer key questions including:
- What is the demographic profile of customers visiting my locations?
- What is my primary catchment? And where within that catchment do most of my customers travel from to reach my locations?
- What points of interest drive customers to my locations (ie. work, shopping, recreation, hotel or education facilities that are in the area) ?
- How far do customers travel to visit my locations?
- Where are the potential gaps in my store network for new developments?
- What is the sales impact on an existing store if a new store is opened nearby?
- Is my marketing strategy targeted to the right audience?
- Where are my competitor's customers coming from?

Foot Traffic data provides a range of benefits that make it a valuable addition to location intelligence services including:
- Real-time
- Low-cost at high scale
- Accurate
- Flexible
- Non-proprietary
- Empirical

Azira have created robust screening methods to evaluate the quality of Foot Traffic data collected from multiple sources to ensure that their data lake contains only the highest-quality mobile location data.

This includes partnering with trusted location SDK providers that get proper end user consent to track their location when they download an application, can detect device movement/visits and use GPS to determine location co-ordinates.

Data received from partners is put through Azira's data quality algorithm discarding data points that receive a low quality score.

Use cases in Europe will be considered on a case to case basis.

GapMaps人流数据（GapMaps Foot Traffic Data）采用由Azira获取的移动设备位置数据，此类数据源自智能手机应用在用户授权追踪位置后所收集的信息。该数据集可揭示消费者到访模式（"从何处来"与"向何处去"）、到访频次、消费者画像等多维度信息。

企业可利用该人流数据解答以下关键问题：
- 到访我门店的顾客具备怎样的人口统计特征画像？
- 我的核心客源覆盖范围是什么？该范围内又有多少客源从具体哪些区域前来我的门店？
- 哪些兴趣点（Points of Interest, POI）会吸引顾客到访我的门店？即该区域内的办公场所、购物场所、休闲娱乐场所、酒店或教育设施等。
- 顾客到访我的门店需要出行多远的距离？
- 我的门店网络中存在哪些可供新门店开发的潜在空白点位？
- 若在现有门店附近开设新店，会对该现有门店的销售额产生何种影响？
- 我的营销策略是否精准触达了目标受众？
- 我的竞争对手的客源来自哪些区域？

人流数据具备多项核心优势，使其成为位置智能服务领域极具价值的补充方案，具体包括：
- 实时性
- 大规模应用下的低成本性
- 准确性
- 灵活性
- 非专有性
- 实证性

Azira开发了严谨的质量筛查机制，对多源采集的人流数据进行评估，确保其数据湖仅留存最高质量的移动位置数据。具体举措包括：与值得信赖的位置软件开发工具包（Software Development Kit, SDK）提供商开展合作，此类提供商在用户下载应用时会获取其明确的位置追踪授权，能够检测设备移动与到访行为，并通过全球定位系统（Global Positioning System, GPS）确定位置坐标。从合作方获取的数据将经过Azira的数据质量算法处理，剔除质量评分较低的数据点。

欧洲地区的使用场景将按个案逐一评估。