Giving you up-to-date insights about where people are active (and not active) and addressing a critical gap in understanding, knowing where, when and why communities come together.
Beyond the extensive community level understanding of organized sports and recreation activity already part of the ActiveXchange network, our clients & partners can now use movement data to better understand casual and non-traditional usage levels of their spaces and compare with activity levels of other areas.
What are the relative usage levels of community facilities and active spaces?
What does good look like in terms of usage for different types of facilities and spaces?
Are the facilities in our priority communities being used, and do we have the correct mix of facilities and active spaces to meet local needs?
Where would future facilities and spaces work well? Are we managing capacity effectively now?
Provided through a global partnership between ActiveXchange and Mapbox, 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, Mapbox applies minimum privacy thresholds and small amounts of random noise to low-activity tiles. 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 normalization 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 Canada (validated against samples of 'ground truths' of known attendances), providing accurate, consistent and actionable ongoing intelligence.
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
Interactive heat mapping for any geographic location nationwide, displaying movement activity levels for any time of day
Quadkey collections are fully customizable to monitor single sites or large geographical area
Monitor movement over time and have these seamlessly visualized in a dedicated dashboard or export the data for your own analysis
Bring your staff, teams and stakeholders closer to the facilities, spaces and places that get your communities more active
What's working, what's not, so what next. Due for release end 2023, this AI-driven extension to the platform forecasts the optimal intervention(s) to better activate facilities, space and places - and ultimately communities!