Providing current insights into active and inactive areas, we address a crucial knowledge gap through our Movement Data Module to better understand where, when, 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.
What are the relative usage levels of facilities and spaces and can we optimise our resources?
Are the facilities and spaces in our priority communities being used and what does good look like?
To meet local needs what interventions would best activate these facilities and spaces?
Where would future facilities and spaces work well? Are we managing capacity effectively now?
Movement Data is the world’s largest privacy-forward data set de-identified and aggregated from 30+ billion daily location updates streaming from 600M monthly active mobile users. With data back to January 2022.
Bringing the data sourced together to show relative footfall and vehicle movement nationwide by the hour, day and month within a 100x100 metre grid, these grids can then be associated with any facility and space.
Even fully anonymous data can be re-identified if the location signals are analysed at a fine enough granularity without aggregation.
To minimise the risk of data misuse, minimum privacy thresholds and small amounts of random noise to low-activity tiles have been applied. This intelligent privacy mechanism maximises data coverage, minimises risk of re-identifying activity patterns, and guarantees no statistical impact on the resulting analysis.
The data captured is provided primarily as an ‘activity index’ that reflects the level of use in the specified time span and geographic space.
The index is provided as a decimal value ranging from 0 to 1 with a normalisation process applied to smooth out any effects of extreme outlier activity.
This activity index can then also be aligned with visit estimates for any facility or space across the country (validated against samples of 'ground truths' of known attendances), providing accurate, consistent and actionable ongoing intelligence.
Interactive heat mapping for any geographic location nationwide, displaying movement activity levels for any time of day
View and analyse population demographics, and health & wellbeing profiles across neighbourhood, city, and state geographies
Set up customisable Collections to monitor movement activity across any geographical area, individual sites, and facilities; such as fields, parks, trails, etc.
Monitor movement over time for any site or area nationwide, and have this seamlessly visualised in an interactive dashboard, or export the data for your own analysis
Receive monthly email notifications with the latest movement activity data and statistics for all your monitored locations
Export aggregated collection data for external analysis or use
These unprecedented insights provide a robust and objective evidence-base at scale for:
Decision-making around development, protection, or rationalisation of facilities, spaces and places
Grant applications and business cases
Internal and external up-to-date tracking and benchmarking of performance and impact reporting
More efficient and proactive maintenance scheduling and outreach and development work
Measure and compare use of active travel infrastructure and align with net zero, carbon reduction and air quality initiatives
Land management and biodiversity plans
Understanding volumes of people moving through spaces, providing an evidence-base for assigning commercial value to sites
The data correlates with economic activity, tracking the effectiveness of initiatives
Understand and influence the movement of people to and around destinations
Understanding use of spaces never previously measured including trails, coastal paths, waterways, forests etc
Alex Burrows & Ben Jones are joined by Dr. Nadia Al-Sabouni from Buckinghamshire Council to discuss the various strategic and operational applications of movement data across sectors, how the insights are making a difference to organisations already, and how the unique insights generated can support organisations to make more informed decisions, improve the need and impact of their work and drive collaboration across the system.
What's working, what's not, so what next. Due for release early 2024, this AI-driven extension to the platform forecasts the optimal intervention(s) to better activate facilities, space and places - and ultimately communities!