Welcome to the Location Data Blog!

Releasing a new consumer-facing physical product is difficult. In today’s hyper-competitive landscape, only companies that execute a data-driven marketing strategy during a product’s pre-launch, launch, and post-launch phases can expect to hit or even exceed – their goals. In this article, we elaborate on how businesses can leverage mobile location and Point-of-Interest (POI) data to make marketing initiatives across these three critical timeframes more effective.  

In the aftermath of a disaster, access to relevant, high quality and timely information can greatly enhance the speed of emergency response by agencies and the effectiveness of government policies. The rise of signals and sensing capabilities, such as through privacy-compliant cell phone and GPS data can provide rich and rapid information about human location, activity and mobility. In a disaster recovery context, analytics based on mobility data can underpin socio-economic impact analysis.

The activity heat map displays normalized activity profile of Ambon Island for an average 24-hr day in Sept. 2019. Data are aggregated into hexagons, which are colored based on the count of unique devices by hour in each cell. This method highlights the most and least used locations at any moment in time. In the map above, yellow cells represent areas of high activity, or locations with the greatest number of people over the averaged 24-hr period. Source: Derived from Quadrant’s mobile location data.

Cities worldwide are dealing with rapid urbanization, changing travel patterns, and most recently the aftermath of a global pandemic. As cities sprawl outwards to form low-density localities, it is difficult and expensive to serve these suburbs. Transit systems were also one of the worst-hit sectors by Covid-19, and post-pandemic recovery has been complicated due to remote and hybrid working. 

Businesses catering to a community need to keep up with changes in the region's population, demographics, and cultural traits to remain relevant. In addition, urban spaces need to be constantly redeveloped to accommodate changing movement patterns. For example, real estate companies need movement data to discern the residential needs in growing neighborhoods. Public transport authorities need to monitor travel patterns to assess demand and expand transit services to underserved areas. The analysis of mobile location data can provide a clear image of human mobility, and changes in public interaction with businesses and government facilities.

To increase operational efficiency and maintain a profitable business model, businesses must gauge the performance of various processes and identify focal points that require change and strategic innovation. Business leaders must also develop a firm understanding of consumers and prospects, at scale, so that they can create effective marketing campaigns with broad appeal. Mobile location data is a powerful tool that helps companies achieve these objectives across business verticals by providing meaningful, actionable insights.