Mobile Analytics

Mobile analytics help businesses and organizations enhance what they know about consumer and citizen movement patterns using privacy-compliant mobile movement data collected from location-enabled mobile devices. 

Mobile movement data are anonymized and permission-based data collected from location-enabled apps on mobile devices. The main sources of these data are opt-in location-enabled applications on mobile devices and ad exchange platforms. At present, there are approximately 100,000 mobile applications that contribute data to our MobileScapes services. Raw mobile movement data, at its most basic level, provides a unique and persistent, yet anonymous, device ID, along with a date, time, and latitude/ longitude coordinates for each observation. We then take steps to ensure privacy such as summarizing the data to periods of time. All observed latitude and longitude coordinates are moved to the nearest ZIP+4 to ensure anonymity.

Researchers can then observe device IDs within a defined area such as a store, public square or on a roadway for a given date and time range. Common evening location (CEL) and common daytime location (CDL) are inferred according to where these devices are most frequently observed during the day and at night. When analyzed correctly, mobile movement data can help you understand who’s visiting your locations, where your customers are coming from, how often they return and where else they might be going.

• Build Enhanced Customer Profiles: Easily link mobile movement data back to smaller area data and PRIZM Premier segments to get a clearer picture of your target market.

• Analyze Consumer Traffic: Identify the changing patterns in consumer visits to your location week-over-week and versus the same period last year.

• Gain Competitive Insights: Understand the visitor profile for nearby competitors and how their trade areas interact with your own.

• Improve Retail Site Selection: Pinpoint where your most frequent visitors are coming from to identify expansion opportunities and focus your local marketing efforts.

• Validate Sponsorship Opportunities: Determine if your sponsorship initiatives are aligned with your target market.

• Measure Brand Visibility: Profile consumers who have visited your locations or been exposed to your outdoor advertising.

The data are updated daily.

Yes. You can easily connect mobile movement data to EA’s traditional databases or your existing market and customer analysis for a more granular understanding of US movement patterns, behaviors and preferences.

ENVISION users can link mobile movement data to EA data points including demographic, lifestyle and spending information from the PRIZM Premier segmentation system to develop detailed profiles of consumers in any trade area or location whether you have customer data or not. 

EA’s mobile movement data comes from sources of high-quality data. We went through a thorough review with many data providers and selected them based on data quality and privacy compliance.

Yes. Our mobile movement data are collected only if the individual provides consent or permission. Consumers can easily change their level of location sharing overall or for individual mobile apps via their privacy settings on their mobile devices. Depending on the individual app settings, device holders can decide if a particular app should share their location while in use or block that permission outright. We actively participate in industry and association conversations in these areas, creating policies that protect individuals and allow for the responsible use of data.

To learn more about our privacy efforts, read our privacy policy.