MobileScapes Data Extract Glossary

The MobileScapes Data Extract provides a list of all the mobile movement observations that were present for a specified location and time. You can use your MobileScapes Data Extract as a list of visitors in ENVISION and run any customer reports and analyses.

A geofence is a virtual geographic boundary or polygon representing a particular area of interest used to extract mobile movement data. Geofences can be hand-drawn on a map or imported as spatial area polygons. Environics Analytics has created select Geofences that can be accessed and applied to your analysis via the MobileScapes Data Extract tool in ENVISION (Canadian Workspaces). EA has undertaken a large-scale effort to build a vast layer of polygons for Canadian commercial, institutional, and recreational locations. The polygons can be used as Geofences for destination-based mobile movement extracts within ENVISION or for project deliverables.

Each visitor is recorded once a day, showing the first instance of their entry into a geofence, regardless of how many times that visitor enters the same geofence throughout the day. The daypart also reflects the time period when the visitor is initially detected within the geofence.

Note: For Geofence Explorer definitions, refer to MobileScapes EA Geofence Explorer Field Definitions (opens in new tab).

The MobileScapes Data Extract tool can output data as either:

  • Unweighted: Each record represents a single visitor
  • Weighted: Records are weighted to the (Household) Population 15+

For more information, see How do I toggle between Weighted and Unweighted data for MobileScapes Data Extracts? (opens in new tab)

Analysis Type: The method used to build your MobileScapes data extract. When selecting multiple Geofences, you must select an Analysis Type, which can be either:

  • Aggregate Analysis: Geofences are combined into a single polygon. For this option, ENVISION will automatically deduplicate the file so that only unique visitors are identified.
  • Individual Analysis: Separate polygons are created for each Geofence. Used to create filters by Geofence name to compare visitors from one Geofence to another.

When multiple geofences are aggregated in a single extract, MobileScapes only captures the first observation in the first geofence visited. Multiple geofences can be viewed independently in a single extract - there is an “Individual” option when selecting multiple geofences.

Common Daytime Location (CDL): Used to infer the device's work location; it is assigned to the closest Postal Code.

Common Evening Location (CEL): Used to infer the device's home location; it is assigned to the closest Postal Code.

As of August 2023, ENVISION separates the Common Daytime Location (CDL) and the Common Evening Location (CEL) fields into two distinct customer files.

GeofenceName: The name and address of the location. When a location is a primary geofence but nested in another location in the database (e.g. an anchor at a mall), the name of the geofence indicates what the other use of the geofence is with "at." For example, "Canadian Tire at CF Eaton Centre" indicates that a primary geofence is available for "Canadian Tire" but that the "CF Eaton Centre" geofence also includes the "Canadian Tire" geofence. When a location is a non-primary geofence, and the primary geofence is contained within the database, the geofence's name indicates the geofence's primary use with an "Including." For example, "Pen Centre including Dollarama" indicates that the geofence drawn for "Dollarama" is in the Pen Centre footprint.

Unique_Visitors: The number of distinct and unique devices that entered the location in the requested time range, regardless of how often they visit. They can be thought of as total foot traffic for the location over the time period selected.

Daily_Visits: The number of times the device entered the location, regardless of how many visitors make up those visits.

Workers: The number of devices that have their CDL within the geofence. CEL is not considered and can be either in or out of the geofence.

Worker_Visits: The number of visits by Workers to the location, during the time period selected for MobileScapes extract.

Residents: The number of devices that have their CEL within the geofence. CDL is not considered and can be either in or out of the geofence.

Resident_Visits: The number of visits by Residents to the location during the time period selected for MobileScapes extract.

Total: A total count of Unique Visitors, Workers, and Residents during the time period selected for the MobileScapes extract.

Total_Visits: The total count of Daily Visits, Worker Visits, and Resident Visits during the time period selected for the MobileScapes extract.

CEL_Country: The Country where the device's Common Evening Location (CEL) lives (CA = Canada).

CEL_Postal Code: The Postal Code of the device's Common Evening Location (CEL).

CEL_LATITUDE: The Latitude of the device's Common Evening Location (CEL).

CEL_LONGITUDE: The Longitude of the device's Common Evening Location (CEL).

CEL_GeoLevel: The Geographic level of the device's Common Evening Location (CEL). Typically, this uses either the Unique or the Rural Enhanced Postal Code Conversion File (ePCCF).

CDL_Postal Code: The Postal Code of the device's Common Daytime Location (CDL).

CDL_LATITUDE: The Latitude of the device's Common Daytime Location (CDL).

CDL_LONGITUDE: The Longitude of the device's Common Daytime Location (CDL).

Note: The below date and time breakdowns are for Daily Visits only and do not include Worker Visits or Resident Visits in their counts.

Sunday—Saturday: Days where a visit was observed in the location during the time period selected.

Weekday: Aggregated count of visits observed in the location on Monday, Tuesday, Wednesday, Thursday and Friday during the time period selected.

Weekend: Aggregated count of visits observed in the location on Saturday and Sunday during the time period selected.

Early Morning: Visits observed in the location between 12:00:00 a.m. and 5:59:59 a.m. during the time period selected.

Morning Commute: Visits observed in the location between 6:00:00 a.m. and 8:59:59 a.m. during the time period selected.

Late Morning: Visits observed in the location between 9:00:00 a.m. and 11:59:59 a.m. during the time period selected.

Midday: Visits observed in the location between 12:00:00 p.m. and 2:59:59 p.m. during the time period selected.

Evening Commute: Visits observed in the location between 3:00:00 p.m. and 5:59:59 p.m. during the time period selected.

Evening: Visits observed in the location between 6:00:00 p.m. and 8:59:59 p.m. during the time period selected.

Late Evening: Visits observed in the location between 9:00:00 p.m. and 11:59:59 p.m. during the time period selected.

January-December: Months where a visit was observed in the location during the time period selected.

CEL_PRCDDA: The Dissemination Area (DA) of the device's Common Evening Location (CEL).

CEL_PRIZM: The PRIZM segment classification of the device's Common Evening Location (CEL).

Additional fields that may be in your extract:

Banner: The chain name (i.e. banner) associated with a location. This field is populated for any location that is part of a chain; for any location that is not, this field is left blank.

Parent Company: The body that manages or controls the banner or location. This field is only populated for a location that includes a Parent Company. For example, this would be "Recipe Unlimited" as a Parent Company for "Swiss Chalet."

Analysis Type: The method that your MobileScapes data extract was built. When selecting multiple Geofences, you must select an Analysis Type, which can be either:

  • Aggregate Analysis: Geofences are combined into a single polygon. For this option, ENVISION will automatically deduplicate the file so that only unique visitors are identified.
  • Individual Analysis: Separate polygons are created for each Geofence. Used to create filters by Geofence name to compare visitors from one Geofence to another.

When multiple geofences are aggregated in a single extract, MobileScapes only captures the first observation in the first geofence visited. Multiple geofences can be viewed independently in a single extract - there is an “Individual” option when selecting multiple geofences.

Common Daytime Location (CDL): Used to infer the device work location; it is assigned to the closest Postal Code.

Common Evening Location (CEL): Used to infer the device's home location; it is assigned to the closest Postal Code.

As of August 2023, ENVISION separates the Common Daytime Location (CDL) and the Common Evening Location (CEL) fields into two distinct customer files.

GeofenceName: The name and address of the location. When a location is a primary geofence but nested in another location in the database (e.g. an anchor at a mall), the name of the geofence indicates what the other use of the geofence is with "at." For example, "Canadian Tire at CF Eaton Centre" indicates that a primary geofence is available for "Canadian Tire" but that the "CF Eaton Centre" geofence also includes the "Canadian Tire" geofence. When a location is a non-primary geofence, and the primary geofence is contained within the database, the geofence's name indicates the geofence's primary use with an "Including." For example, "Pen Centre including Dollarama" indicates that the geofence drawn for "Dollarama" is in the Pen Centre footprint.

Unique_Visitors: The Household Population 15+ estimate of visitors to the location during the time period selected for the MobileScapes data extract. Those observed have neither their CEL nor CDL within the geofence.

Daily_Visits: The aggregated Household Population 15+ estimate of visits to the location during the time period selected for the MobileScapes extract.

Workers: The Household Population 15+ estimate visitors with CDL within the geofence. CEL is not considered and can be either in or out of the geofence.

Worker_Visits: The estimate of visits by Workers to the location, during the time period selected for MobileScapes extract.

Residents: The Household Population 15+ estimate of visitors who have their CEL within the geofence. CDL is not considered and can be either in or out of the geofence.

Resident_Visits: The estimate of visits by Residents to the location during the time period selected for MobileScapes extract.

Total: A total estimated count of the Household Population 15+ of Unique Visitors, Workers, and Residents during the time period selected for the MobileScapes extract.

Total_Visits: The Household Population 15+ estimate of Daily Visits, Worker Visits, and Resident Visits, during the time period selected for the MobileScapes extract.

CEL_Country: The Country where the device's Common Evening Location (CEL) lives (CA = Canada).

CEL_Postal Code: The Postal Code of the device's Common Evening Location (CEL).

CEL_LATITUDE: The Latitude of the device's Common Evening Location (CEL).

CEL_LONGITUDE: The Longitude of the device's Common Evening Location (CEL).

CEL_GeoLevel: The Geographic level of the device's Common Evening Location (CEL). Typically, this is either using a Unique or Rural Enhanced Postal Code Conversion File (ePCCF).

CDL_Postal Code: The Postal Code of the device's Common Daytime Location (CDL).

CDL_LATITUDE: The Latitude of the device's Common Daytime Location (CDL).

CDL_LONGITUDE: The Longitude of the device's Common Daytime Location (CDL).

Note: The below date and time breakdowns are for Daily Visits only and do not include Worker Visits or Resident Visits in their counts.

Sunday—Saturday: Days where a visit was observed in the location during the time period selected.

Weekday: Aggregated count of visits observed in the location on Monday, Tuesday, Wednesday, Thursday and Friday during the time period selected.

Weekend: Aggregated count of visits observed in the location on Saturday and Sunday during the time period selected.

Early Morning: Visits observed in the location between 12:00:00 a.m. and 5:59:59 a.m. during the time period selected.

Morning Commute: Visits observed in the location between 6:00:00 a.m. and 8:59:59 a.m. during the time period selected.

Late Morning: Visits observed in the location between 9:00:00 a.m. and 11:59:59 a.m. during the time period selected.

Midday: Visits observed in the location between 12:00:00 p.m. and 2:59:59 p.m. during the time period selected.

Evening Commute: Visits observed in the location between 3:00:00 p.m. and 5:59:59 p.m. during the time period selected.

Evening: Visits observed in the location between 6:00:00 p.m. and 8:59:59 p.m. during the time period selected.

Late Evening: Visits observed in the location between 9:00:00 p.m. and 11:59:59 p.m. during the time period selected.

January-December: Months where a visit was observed in the location during the time period selected.

CEL_PRCDDA: The Dissemination Area (DA) of the Household Population 15+ Common Evening Location (CEL).

CEL_PRIZM: The PRIZM segment classification of the Household Population 15+ Common Evening Location (CEL).

Additional fields that may be in your extract:

Banner: The chain name (i.e. banner) associated with a location. This field is populated for any location that is part of a chain; for any location that is not, this field is left blank.

Parent Company: The body that manages or controls the banner or location. This field is only populated for a location that includes a Parent Company. For example, this would be "Recipe Unlimited" as a Parent Company for "Swiss Chalet".

Common Daytime Location (CDL): Used to infer the device work location; it is assigned to the closest ZIP Code.

Common Evening Location (CEL): Used to infer the device's home location; it is assigned to the closest ZIP Code.

As of August 2023, ENVISION separates the Common Daytime Location (CDL) and the Common Evening Location (CEL) fields into two distinct customer files.

GeofenceName: The custom polygon drawn around an area of interest (i.e. a store location).

CEL_Country: The country where the device's Common Evening Location (CEL) lives (USA = United States of America).

CEL_ZIP+4 Code: The ZIP Code of the device's Common Evening Location (CEL).

CEL_LATITUDE: The Latitude of the device's Common Evening Location (CEL).

CEL_LONGITUDE: The Longitude of the device's Common Evening Location (CEL).

CEL_GeoLevel: The Geographic level of the device's Common Evening Location (CEL). Typically, this uses a Latitude and Longitude or a Spatial Polygon.

CDL_ZIP+4 Code: The ZIP Code of the device's Common Daytime Location (CDL).

CDL_LATITUDE: The Latitude of the device’s Common Daytime Location (CDL).

CDL_LONGITUDE: The Longitude of the device's Common Daytime Location (CDL).

CEL_DistanceGeocode: The distance from the Common Evening Location (CEL) Latitude/Longitude to the matched ZIP Code in miles.

CDL_DistanceGeocode: The distance from the Common Daytime Location (CDL) Latitude/Longitude to the matched ZIP Code in miles.

_CY: The City (CY) where the devices were observed during the selected time period.

CEL_PRIZM Premier: The PRIZM Premier segment classification of the device's Common Evening Location (CEL).

Visitors: The estimate of total visitors to the location during the time period selected for the MobileScapes data extract.

Monday—Sunday (count): Days where a visit was observed in the location during the time period selected.

Early Morning (count): Visits observed in the location between 12:00:00 a.m. and 5:59:59 a.m. during the time period selected.

Morning (count): Visits observed in the location between 6:00:00 a.m. and 8:59:59 a.m. during the time period selected.

Late Morning (count): Visits observed in the location between 9:00:00 a.m. and 11:59:59 a.m. during the time period selected.

Midday (count): Visits observed in the location between 12:00:00 p.m. and 2:59:59 p.m. during the time period selected.

Early Evening (count): Visits observed in the location between 3:00:00 p.m. and 5:59:59 p.m. during the time period selected.

Evening (count): Visits observed in the location between 6:00:00 p.m. and 8:59:59 p.m. during the time period selected.

Late Evening (count): Visits observed in the location between 9:00:00 p.m. and 11:59:59 p.m. during the time period selected.

January-December (count): Months where a visit was observed in the location during the time period selected.

Total Unique Visits (count): The aggregated count of visits to the location during the time period selected for the MobileScapes data extract.

Additional fields that may be in your extract:

Banner: The chain name (i.e. banner) associated with a location. This field is populated for any location that is part of a chain; for any location that is not part of a chain, this field is left blank.

Parent Company: The body that manages or controls the banner or location. This field is only populated for a location that includes a Parent Company. For example, this would be "Intidex" as a Parent Company for "Zara". 

Common Daytime Location (CDL): Used to infer the device work location; it is assigned to the closest ZIP Code.

Common Evening Location (CEL): Used to infer the device's home location; it is assigned to the closest ZIP Code.

As of August 2023, ENVISION separates the Common Daytime Location (CDL) and the Common Evening Location (CEL) fields into two distinct customer files.

GeofenceName: The custom polygon drawn around an area of interest (i.e. a store location).

CEL_Country: The country where the device's Common Evening Location (CEL) lives (USA = United States of America).

CEL_ZIP+4 Code: The ZIP Code of the device's Common Evening Location (CEL).

CEL_LATITUDE: The Latitude of the device's Common Evening Location (CEL).

CEL_LONGITUDE: The Longitude of the device's Common Evening Location (CEL).

CEL_GeoLevel: The Geographic level of the device's Common Evening Location (CEL). Typically, this uses a Latitude and Longitude or a Spatial Polygon.

CDL_ZIP+4 Code: The ZIP Code of the device's Common Daytime Location (CDL).

CDL_LATITUDE: The Latitude of the device’s Common Daytime Location (CDL).

CDL_LONGITUDE: The Longitude of the device's Common Daytime Location (CDL).

CEL_DistanceGeocode: The distance from the Common Evening Location (CEL) Latitude/Longitude to the matched ZIP Code in miles.

CDL_DistanceGeocode: The distance from the Common Daytime Location (CDL) Latitude/Longitude to the matched ZIP Code in miles.

_CY: The City (CY) where the devices were observed during the selected time period.

CEL_PRIZM Premier: The PRIZM Premier segment classification of the Household Population 15+ Common Evening Location (CEL).

Visitors: The Household Population 15+ estimate of visitors to the location during the time period selected for the MobileScapes data extract.

Monday—Sunday (count): Days where a visit was observed in the location during the time period selected.

Early Morning (count): Visits observed in the location between 12:00:00 a.m. and 5:59:59 a.m. during the time period selected.

Morning (count): Visits observed in the location between 6:00:00 a.m. and 8:59:59 a.m. during the time period selected.

Late Morning (count): Visits observed in the location between 9:00:00 a.m. and 11:59:59 a.m. during the time period selected.

Midday (count): Visits observed in the location between 12:00:00 p.m. and 2:59:59 p.m. during the time period selected.

Early Evening (count): Visits observed in the location between 3:00:00 p.m. and 5:59:59 p.m. during the time period selected.

Evening (count): Visits observed in the location between 6:00:00 p.m. and 8:59:59 p.m. during the time period selected.

Late Evening (count): Visits observed in the location between 9:00:00 p.m. and 11:59:59 p.m. during the time period selected.

January-December (count): Months where a visit was observed in the location during the time period selected.

Total Unique Visits (count): The Household Population 15+ estimate of visits during the time period selected for the MobileScapes extract.

Additional fields that may be in your extract:

Banner: The chain name (i.e. banner) associated with a location. This field is populated for any location that is part of a chain; for any location that is not part of a chain this field is left blank.

Parent Company: The body that manages or controls the banner or location. This field is only populated for a location that includes a Parent Company. For example, this would be "Intidex" as a Parent Company for "Zara".