This enables a unique level of scale and comparability. Whereas an in-store sensor may double count, include employees in its numbers or break down, foot traffic data looks at all locations for all retailers and shopping centers. Thirdly, it is not owned by a single entity. These comparisons can be used for benchmarking and competitive intelligence, opening up a wider range of use cases and allowing every location to be compared to any other locations in the country, state or region. Because it does not rely on a specific company’s existing data it allows comparisons. Secondly, when done properly with estimations, foot traffic data can provide a single lens on an entire sector. Foot traffic data focuses on the actions themselves. In a poll, people are asked to state what they feel about a certain issue or how they believe they’d act. ![]() Why? Firstly, foot traffic data is behavioral – meaning it shows actions not opinions. When boiled down to its core value, location analytics helps any business with a stake in the offline world make better decisions, faster. Why Use Location Analytics to Analyze Foot Traffic Data? A wide range of use cases, like retail site selection, real estate investments and property leasing, and location-based marketing campaigns use foot traffic insights. Data is often used to measure visits to a property, understand where visitors are coming from (trade area) or is paired with other data such as demographics to better understand the details of a location’s audience. Foot traffic is used by real estate, retail and investment professionals as the basis for many of key decisions. For context, standard polling can utilize interviews with hundreds of people to produce a result that is within a 5% margin of error. ![]() At its best, this data becomes part of a panel that serves as the basis for larger estimations – enabling high levels of accuracy and a unique cross-sector perspective. This data is usually derived from actual counting, the use of cameras, in-store sensors, visitor interviews or data sent from mobile devices. Foot traffic data, also known as footfall or location data, analyzes the movement of people from place to place.
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