Traffic Data

The UberRetail™ Mobile Data

UberMedia participates in Real Time Bidding (RTB) networks. RTB networks are run by companies like Twitter, Google, AOL, etc., to offer small- and large-scale app publishers the ability to monetize their apps. UberMedia participates in 9BN auctions each day, both as a buyer and, due to the fact that we also are an app publisher, we also participate as a seller. During the course of participation in this marketplace, UberMedia receives a variety of data including such information as mobile device ID, App Name, Time & Date, and latitude and longitude when available. UberMedia then cleanses and anonymizes the data to be used within its UberRetail product lines.

UberRetail™ provides three proprietary data views that are designed to help make intelligent business insights: Common Evening Location, Common Daytime Location, and Path-to-Purchase.

Common Evening Location and Common Daytime Location are determined by a sophisticated algorithm developed by our data science team to provide anonymous information about where visitors likely live and/or work.

Path-to-Purchase data evaluates where a location’s visitors were in the two hours before arriving within the polygon. This data set shows the most traveled corridors into your location, whether it is an interstate, a residential route, or a public transportation path.

Day-parting filters can be applied to both data sets so that you can evaluate Common Evening/Daytime Location of lunch visitors vs. dinner visitors or Weekend Path-to-Purchase versus Weekday Path-to-Purchase.

  • Our location data includes only explicit (read: extremely accurate) mobile-GPS lat/long information. We don’t use cell tower data, dedicated car GPS, tiling, or extrapolated data. Our data is accurate to within 3-10ft, depending on a few hardware variables, but the bottom line is that it’s very accurate. 
  • We look at over 70,000 mobile apps and have sophisticated processes to certify quality location data. Anything that doesn’t meet our standards is thrown out.
  • We log 100,000 mobile phone data points per second.
  • Visitor and Path-to-Purchase data is structured so that we can query a vast amount of data very quickly to identify 1) who has been inside a store/location polygon and 2) where they were immediately before or after arrival.
  • Common Evening and Common Daytime locations are developed using a sophisticated offline process that evaluates all data for a given device ID and determines a single, high-confidence lat/long point where that device is “commonly” seen at night or during the day. These datasets are a strong proxy for Home and Work locations. If we don’t have enough info to derive this data point for a device we don’t make guesses, we simply don’t assign a data CEL or CDL point for that visitor

Raw data:

  • Our location data includes only explicit (read: extremely accurate) mobile-GPS lat/long information. We don’t use cell tower data, dedicated car GPS, tiling, or extrapolated data. Our data is accurate to within 3-10ft, depending on a few hardware variables, but the bottom line is that it’s very accurate. 
  • We look at over 70,000 mobile apps and have sophisticated processes to certify quality location data. Anything that doesn’t meet our standards is thrown out.
  • We log 100,000 mobile phone data points per second.

Processing & Data Sets

  • Visitor and Path-to-Purchase data is structured so that we can query a vast amount of data very quickly to identify 1) who has been inside a store/location polygon and 2) where they were immediately before or after arrival.
  • Common Evening and Common Daytime locations are developed using a sophisticated offline process that evaluates all data for a given device ID and determines a single, high-confidence lat/long point where that device is “commonly” seen at night or during the day. These datasets are a strong proxy for Home and Work locations. If we don’t have enough info to derive this data point for a device we don’t make guesses, we simply don’t assign a data CEL or CDL point for that visitor

Regional Trade Area Map PDF

 

Walmart Supercenter Daytime

Walmart Supercenter Evening

 

Walmart Supercenter Path-to-Purchase