Lesson 1: The MobileScapes USA Data Extract Tool

You can use the MobileScapes Data Extract tool to better understand mobile movement. This tool allows you to create a list of mobile devices that have been identified within a certain area, during a given time frame. This tool uses anonymized, permission-based data collected from location-enabled mobile devices. Device locations can be tracked at a specific time and location, but cannot be tied back to a specific individual. For more information about privacy or how this data is collected, please contact your account representative.

Specify an area of interest - called a geofence - and a time period, to return all the mobile devices that were present in that location and time. Once you have generated a list, you can use it as a list of customers in ENVISION and run any customer reports and analyses as you would any other customer file.

1. Learn about using geofences for MobileScapes Data Extracts

There are two types of geofences you can use to create your MobileScapes Data Extract:

  • Existing: A list of geofences that have been previously created by you or your organization.
  • Create: This will allow you to draw an area on the map to specify an area of interest. You can also use an address to find a specific location on a map, or you can simply move the map to your area of interest.

Before using each different type of geofence, it is important to consider the nature of the geofence in order to better understand your extract. Please read the important considerations here below:

1. Existing Geofences

If you have created areas of interest and would like to use them to create a MobileScapes Data Extract, then you can import those areas into ENVISION as geofences. Keep in mind, these areas will be subject to the 2,000,000 square foot limit of user-created geofences. You can learn how to import your created areas here: Importing Areas from a Spatial File of Polygons

Important!

Be sure to set the imported areas to "Geofence" as shown here below:

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2. Create Geofences

When creating your own geofences, it is important to consider the implications of what to include or not in your geofence. Also, you must always keep the 5,000,000 square foot size limit in mind.

Here are some examples of several different geofences drawn for a retail location:

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All of these are useable geofences, but all will return different results and require some forethought into what the extracts will contain. Some considerations about each geofence:

  

Geofence 1: My store footprint (~8k square feet)

Pros:

  • Pings are in the store footprint
  • Higher degree of confidence these are "my" visitors

 

  

Geofence 2: My store, shopping centre and parking lot (~90k square feet)

Pros:

  • Likely to capture more visitors interested in my store offering
  • Visitors to the shopping centre may be still of interest to our marketing 
Cons:
  • More "noise" in the data from non-visitors
  • Less likelihood of a "pure" sample of my visitors

 

  

Geofence 3: The neighbouring parking lot (~460k square feet)

Pros:

  • Information about visitors to neighboring location
  • Possible competitive insights
  • Possible overflow parking from my location
  • Larger area captures more samples

Cons:

  • Less likely to capture visitors to my store
  • Not sure extracted visitors were visiting my shopping centre
  • My store is not included in the geofence

 

  

Geofence 4: Competitor's store footprint and adjacent parking (~35k square feet)

Pros:

  • Competitive insight
  • Possible to compare my visitors to competitors' visitors for overlap

 

These are just some of the considerations for creating a geofence. If you still have questions about best practices, contact your Environics Analytics Account Manager or reach out to our Support Team for further advice. Watch this video (4:28 minutes) to see how to create a geofence in ENVISION:

                                                                                                                                                                        

2. Use the MobileScapes Data Extract tool to select or create a Geofence

Follow the QuickStart guide for Using MobileScapes Data Extract Tool

                                                                                                                                                                        

3. Analyze your MobileScapes Data Extract using licensed data and mapping tools

To understand the data in your MobileScapes Data Extract, visit the How to Read a MobileScapes Data Extract page.

Now you can use the techniques you have learned in Customer Analysis Training to analyze and understand your MobileScapes Data Extract(s). Or you can use your extracts in the MobileScapes Trend Tools (follow the link below).

                                                                                                                                                                        

4. Complete

Congratulations, you have selected or created a geofence and now have a MobileScapes Data Extract ready for analysis.

If you have questions, please do not hesitate to reach out to our Support Team

Let's move on to Lesson 2: MobileScapes USA Trend Tools

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