Solutions

AdTech (Targeting/Audiences)

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AdTech (Targeting/Audiences)

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AdTech (Measurement/Attribution)

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AdTech (Measurement/Attribution)

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Transportation/Smart Cities/Safety/Planning

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Transportation/Smart Cities/Safety/Planning

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Market Research/Consumer and Industrial Insights

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Market Research/Consumer and Industrial Insights

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Financial Services/Hedge

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Financial Services/Hedge

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Funds/Economic Analytics/Insurance

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Funds/Economic Analytics/Insurance

Etiam sem felis, placerat id vestibulum quis, sollicitudin et dui. Vivamus vehicula vulputate lorem nec laoreet. Nulla sit amet nisi non turpis sagittis elementum a in magna. Mauris ut auctor velit. Fusce id rhoncus nisi. Vestibulum quis ligula vulputate, porta nisi in, faucibus turpis. Curabitur fringilla malesuada nisi quis tincidunt. Curabitur placerat tortor eu leo gravida vulputate. Vestibulum in sem dignissim, condimentum ipsum at, iaculis dui. Nulla porttitor lorem vitae augue aliquam, vel molestie quam dictum. Duis placerat dictum arcu, cursus lobortis massa. Cras at leo ex.

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Retail/Real Estate Trends/Site Selection

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Retail/Real Estate Trends/Site Selection

Etiam sem felis, placerat id vestibulum quis, sollicitudin et dui. Vivamus vehicula vulputate lorem nec laoreet. Nulla sit amet nisi non turpis sagittis elementum a in magna. Mauris ut auctor velit. Fusce id rhoncus nisi. Vestibulum quis ligula vulputate, porta nisi in, faucibus turpis. Curabitur fringilla malesuada nisi quis tincidunt. Curabitur placerat tortor eu leo gravida vulputate. Vestibulum in sem dignissim, condimentum ipsum at, iaculis dui. Nulla porttitor lorem vitae augue aliquam, vel molestie quam dictum. Duis placerat dictum arcu, cursus lobortis massa. Cras at leo ex.

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Ad-Tech
(Audiences/Segments)

Use Cases
  • Targeting
  • Attribution
  • Market Research
  • Personalization
Key problems they are trying to solve
  • Crowded space -- I need to differentiate myself from my competitors with uniqueaudiences. My products need to be higher quality than my competitors.
  • I need to build audiences around people’s offline behaviors (not just their onlineinternet searching), so I need data about people’s offline behaviors.
  • My competitors are using location data, my customers are asking for it.
  • I offer audiences on 50-500MM devices -- scale is essential.
How they use SafeGraph data
  • Use Movement data to do regional targeting -- e.g., a sale that is only relevant to BayArea
  • Use Movement Data to make Visits (or use Visits directly) and aggregate with othersources to build Audiences. E.g., “Golf Lovers”.
  • Build “look-alike” models from SafeGraph devices, apply those models to their entirepanel to achieve scale.

Ad-Tech
(Measurement/
Attribution)

Key features
  • Home location data (census block group)
  • Visits Data

    • Precision
    • Transparency on how to interpret the absence of a visit. How confident are wethat there was not a visit?
  • Consistent panel:

    • Low-churn (they want to be able to track a device over many days / months)
    • High recall within a user
Key problems they are trying to solve
  • I need to measure the impact of my (customers’) advertising campaigns -- I need to seehow my ads change real-world behavior.
How they use SafeGraph data
  • Take visits data for the ad_ids in their campaigns, and look at behavior after viewing theadverts.

Retail/Real Estate Trends/
Site Selection

Use Cases
  • Site Selection
  • Identify Key Stores
  • Visitation Patterns
  • Model/ modal of Transportation
  • Inform the development of Place
Key problems they are trying to solve
  • I need to predict the foot and car traffic around candidate locations to decide where toopen a new store.
  • I want to understand how people cluster around potentially competitive businesses orbusinesses that will live in harmony with my own.
  • I need to understand what types of people (social-economic demographics) will bearound my new location.
  • I need to understand how these dynamics are changing / trending.
  • I need to know where to build things where people will be, but also where they won’tbe (in certain use cases).
How they use SafeGraph data
  • Aggregate movement data into counts over some time period (e.g., 1 month, 12months); visualize on map and perform GIS analytics.
  • Usually integrating with some sort of GIS software (e.g., ESRI, CARTO, proprietaryproducts)
  • Filter data by time of day, day-of-week, driving vs walking, home-locations (as a proxyfor demographics)

Market Research/Consumer and Industrial Insights

Key features
  • Visits

    • Coverage: SG measures the specific POI they care about (e.g., their specific XYZlocations)
    • Accuracy needs to be good enough to correlate with their internal measures ofstore traffic. Precision matters more than recall (False Negatives are OK).
    • Need lat/long to analyze distance analysis
  • Home Location

    • particularly zip4, and CBG for demographics
    • lat/long for distance analysis
  • Movement data

    • Filtered on visits
    • lat/long for distance analysis
Key problems they are trying to solve
  • I need to craft marketing strategies that will have desired outcomes on my targetdemographics.
  • How do my customers spend time and money at my competitors?
  • How far do people travel to visit my business vs my competitors?
How they use SafeGraph data
  • Filter devices based on visits to certain locations (e.g., a competitor's locations)

    • Analyze visits to all other places
    • Demographics from home locations

Transportation/Smart Cities/Safety/Planning

Use Cases
  • Traffic Congestion Planning
  • Urban Planning
  • Out of Home (where to place billboards)
  • Movement trends and insights
  • Predictive urban planning
  • Detailed place and sensor data
Key problems they are trying to solve
  • Cities want to figure out how to attract businesses to their area (showing that there’senough foot traffic to warrant opening a store in a strip mall, along a street, etc.)
  • Cities want to understand how populations move after a crime, natural disaster, etc.
How they use SafeGraph data

Financial Services/Hedge Funds/Economic Analytics/Insurance

Use Cases
  • Short-term vs. Long-term trends
  • Store Closures
  • Office Behavioral Trends
  • Competitive analysis
  • Venue insights
  • Footfall, forecasts and traffic
Key problems they are trying to solve
  • I need to accurately predict the quarterly sales returns of publicly traded companies.
How they use SafeGraph data
  • Look at historical SG data and financial data to establish patterns; use these to predictfuture core business financials.

Ad-Tech (Audiences / Segments)

How they use SafeGraph data

  • Crowded space -- I need to differentiate myself from my competitors with uniqueaudiences. My products need to be higher quality than my competitors.
  • I need to build audiences around people’s offline behaviors (not just their onlineinternet searching), so I need data about people’s offline behaviors.
  • My competitors are using location data, my customers are asking for it.
  • I offer audiences on 50-500MM devices -- scale is essential.

Key problems they are trying to solve

  • Crowded space -- I need to differentiate myself from my competitors with uniqueaudiences. My products need to be higher quality than my competitors.
  • I need to build audiences around people’s offline behaviors (not just their onlineinternet searching), so I need data about people’s offline behaviors.
  • My competitors are using location data, my customers are asking for it.
  • I offer audiences on 50-500MM devices -- scale is essential.

Key Features

    • Data freshness -- why?
    • Is this only relevant for direct-audiences? Is data freshness important for look-alike modeling?
  • Data scale -- More scale = better models.
    • Movement and Visits Data quality
    • Num pings / day
    • Num visits / day
    • Visits accuracy (very hard for them to evaluate).
    • Low horizontal accuracies

Use cases

  • Targeting
  • Attribution
  • Market Research
  • Personalization

Ad-Tech (Measurement / Attribution)

How they use SafeGraph data

  • Take visits data for the ad_ids in their campaigns, and look at behavior after viewing theadverts.

Key problems they are trying to solve

  • I need to measure the impact of my (customers’) advertising campaigns -- I need to seehow my ads change real-world behavior.

Key Features

  • Home location data (census block group)
    • Visits Data
    • Precision
    • Transparency on how to interpret the absence of a visit. How confident are wethat there was not a visit?
    • Consistent panel
    • Low-churn (they want to be able to track a device over many days / months)
    • High recall within a user

Retail / Real Estate Trends / Site Selection

How they use SafeGraph data

  • Aggregate movement data into counts over some time period (e.g., 1 month, 12months); visualize on map and perform GIS analytics.
  • Usually integrating with some sort of GIS software (e.g., ESRI, CARTO, proprietaryproducts)
  • Filter data by time of day, day-of-week, driving vs walking, home-locations (as a proxyfor demographics)

Key problems they are trying to solve

  • I need to predict the foot and car traffic around candidate locations to decide where toopen a new store.
  • I want to understand how people cluster around potentially competitive businesses orbusinesses that will live in harmony with my own.
  • I need to understand what types of people (social-economic demographics) will bearound my new location.
  • I need to understand how these dynamics are changing / trending.
  • I need to know where to build things where people will be, but also where they won’tbe (in certain use cases).

Key Features

    • Movement Data
    • Sensical, easy to interpret aggregations of human movement (e.g., geohashcounts)
    • Sensical, easy to interpret normalizations when viewing data longitudinally(across time)
    • Home Location data
    • particularly zip4, and CBG for demographics
  • Integrations / easy to use in their existing workflows and software tools.

Use cases

  • Site Selection
  • Identify Key Stores
  • Visitation Patterns
  • Model/ modal of Transportation
  • Inform the development of Place

Market Research / Consumer and Industrial Insights

How they use SafeGraph data

    • Filter devices based on visits to certain locations (e.g., a competitor's locations)
    • Analyze visits to all other places
    • Demographics from home locations

Key problems they are trying to solve

  • I need to craft marketing strategies that will have desired outcomes on my targetdemographics.
  • How do my customers spend time and money at my competitors?
  • How far do people travel to visit my business vs my competitors?

Key Features

    • Visits
    • Coverage: SG measures the specific POI they care about (e.g., their specific XYZlocations)
    • Accuracy needs to be good enough to correlate with their internal measures ofstore traffic. Precision matters more than recall (False Negatives are OK).
    • Need lat/long to analyze distance analysis
    • Home Location
    • particularly zip4, and CBG for demographics
    • lat/long for distance analysis
    • Movement data
    • Filtered on visits
    • lat/long for distance analysis

Transportation / Smart Cities / Safety / Planning

Key problems they are trying to solve

  • Cities want to figure out how to attract businesses to their area (showing that there’senough foot traffic to warrant opening a store in a strip mall, along a street, etc.)
  • Cities want to understand how populations move after a crime, natural disaster, etc.

Use cases

  • Traffic Congestion Planning
  • Urban Planning
  • Out of Home (where to place billboards)
  • Movement trends and insights
  • Predictive urban planning
  • Detailed place and sensor data

Financial Services / Hedge Funds / Economic Analytics / Insurance

How they use SafeGraph data

  • Look at historical SG data and financial data to establish patterns; use these to predictfuture core business financials.

Key problems they are trying to solve

  • I need to accurately predict the quarterly sales returns of publicly traded companies.

Use cases

  • Short-term vs. Long-term trends
  • Store Closures
  • Office Behavioral Trends
  • Competitive analysis
  • Venue insights
  • Footfall, forecasts and traffic

Key Features

    • Visits
    • High accuracy (model quality) data.
    • Only care about specific groups of busiensses (e.g., a big box retailer and keycompetitors)
    • Transparency on biases, model confidence, uncertainty
    • Longitudinal data
    • Need at least 18 months of robust data
    • Normalized data across time (can compare Jan 2016 to Jan 2017)