Movement Data
Providing current insights into active and inactive areas, we address a crucial knowledge gap through our Movement Data Module to better understand where, when, who and why communities come together. Our data intelligence empowers our network to seize a first-mover advantage in both emerging and established high-growth locations within their markets.
In addition to the comprehensive local data on organised community sport, recreation and leisure already available in the ActiveXchange network, our clients can now leverage Movement Data to enhance their understanding of non-traditional and casual usage of facilities, spaces, and places. This includes comparing activity levels to other areas and forecasting optimal activation solutions, thus enabling a more holistic view of community engagement and recreational patterns.
Unlocking the power of movement data
What is Movement Data?
Where can Movement Data take us?
How do we ensure accuracy?
Our Movement Data uses GPS from thousands of apps on 600 million+ devices to provide a detailed analysis of specific sites, with information on the profile of usage and users, helping organisations better monitor, report and plan ahead.
How do we ensure accuracy?
Where can Movement Data take us?
How do we ensure accuracy?
ActiveXchange continues to source 'known ground truths' from a wide range of environments. These are used to configure and validate the raw location data received, converting this into accurate and consistent insights on visits and visitors.
Where can Movement Data take us?
Where can Movement Data take us?
Where can Movement Data take us?
There are two types of outputs. The first is area-wide scanning, knowing levels of activity on a rolling monthly basis nationwide.
The second service is for specific site analysis, providing more granular data on usage and users as well as journey patterns.
Know WHO is visiting any location, facility or space.
Know where and when your community comes together.
Know your community. Grow your community.
Infrastructure & service planning
Infrastructure & service planning
Infrastructure & service planning
Decision-making around development, protection, or rationalisation of facilities, spaces and places
Grants and policy decisions
Infrastructure & service planning
Infrastructure & service planning
Use data for evidence-backed grant applications and business cases, and monitor the impact of funding in local projects
Commercial & sponsorship
Infrastructure & service planning
Commercial & sponsorship
Understand volumes & dwell times of people moving through spaces to inform commercial advertising and sponsorship opportunities
Socio-economic profiling
Infrastructure & service planning
Commercial & sponsorship
Monitor and understand the socio-economic and demographic profile of users of sites
Reporting
Public health, environment & sustainability
Event tracking
Internal and external up-to-date tracking and benchmarking of performance and impact reporting
Event tracking
Public health, environment & sustainability
Event tracking
Track specific events as well as longer-term usage trends for sites, such as fan visit routes and modes of transport
Operations
Public health, environment & sustainability
Public health, environment & sustainability
More efficient and proactive maintenance scheduling and outreach and development work
Public health, environment & sustainability
Public health, environment & sustainability
Public health, environment & sustainability
Quantify the public health impact of access to green spaces to promote environmental and health initiatives
Economic regeneration
Environment & transport
Economic regeneration
The data correlates with economic activity, tracking the effectiveness of initiatives
Tourism
Environment & transport
Economic regeneration
Understand and influence the movement of people to and around destinations
Environment & transport
Environment & transport
Environment & transport
Measure and compare use of active travel infrastructure and align with net zero, carbon reduction and air quality initiatives
New insights
Environment & transport
Environment & transport
Understand use of spaces never previously measured including trails, coastal paths, waterways, forests etc
Reach even further with Movement add-on modules
PartnerMatch
ActiveXchange centrally procures the most relevant consumer and market segmentation data. This places each tracked site visitor into a segment (persona). Behind each segment are a further 1,000+ lifestyle and consumer behavioural metrics and propensities.
This provides insights on which types of people could a brand reach efficiently at your site(s). For advertising agencies and brands this helps discover where and when to target audience(s), with continuous tracking across ActiveXchange’s growing network of thousands of locations nationwide.
Community Reach
ActiveXchange appends publicly available, as well as paid-for data, to each visitor data point to understand how effectively your site(s) are at attracting visitors from priority communities. This includes socio-economic and demographic (EDI) metrics such as:
- Deprivation and income
- Age, gender and ethnicity
- Health and disability
- Education and employment
Mobility (and carbon tracking)
Know the origin and follow on destination of your visitors, the routes they're taking (or not taking), and by which modes of transport.
This is for organisations wanting to shape more efficient, environmentally sustainable (carbon tracking), and active travel networks, while increasing accessibility to different types of facilities, spaces and places for different types of local communities.
Coming soon
Movement IQ - network intelligence
What's working, what's not, so what next. This AI-driven extension to the platform uses local, national and global interventions made within different types of spaces and communities to then forecasts the optimal intervention(s) to better activate your own facilities, space and places - and ultimately communities!