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, 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 organized community sport and recreation 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 optimize our resources?
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?
A deep dive on Movement Data
What is Movement Data?
What are privacy-forward data sets?
What are privacy-forward data sets?
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.
What are privacy-forward data sets?
What are privacy-forward data sets?
What are privacy-forward data sets?
Even fully anonymous data can be re-identified if the location signals are analysed at a fine enough granularity without aggregation.
To minimize the risk of data misuse, Mapbox applies minimum privacy thresholds and small amounts of random noise to low-activity tiles. This intelligent privacy mechanism maximizes data coverage, minimizes risk of re-identifying activity patterns, and guarantees no statistical impact on the resulting analysis.
What is the Movement Data Index?
What are privacy-forward data sets?
What is the Movement Data Index?
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.
Features & Dashboards
Heat Mapping Layers
Site & Quadkey Collections
Community Profile Layers
Interactive heat mapping for any geographic location nationwide, displaying movement activity levels for any time of day
Community Profile Layers
Site & Quadkey Collections
Community Profile Layers
View and analyze population demographics, and health & wellbeing profiles across neighbourhood, city, and provincial geographies
Site & Quadkey Collections
Site & Quadkey Collections
Site & Quadkey Collections
Set up customizable Collections to monitor movement activity across any geographical area, individual sites, and facilities; such as fields, parks, trails, etc.
Movement Monitoring
Automated Notifications
Site & Quadkey Collections
Monitor movement over time for any site or area nationwide, and have this seamlessly visualized in an interactive dashboard, or export the data for your own analysis
Automated Notifications
Automated Notifications
Automated Notifications
Receive monthly email notifications with the latest movement activity data and statistics for all your monitored locations
Data Export
Automated Notifications
Automated Notifications
Export aggregated collection data for external analysis or use
Infrastructure & service planning
Infrastructure & service planning
Infrastructure & service planning
Decision-making around development, protection, or rationalization of facilities, spaces and places
Commissioning and investment
Infrastructure & service planning
Infrastructure & service planning
Grant applications and business cases
Reporting
Infrastructure & service planning
Operations
Internal and external up-to-date tracking and benchmarking of performance and impact reporting
Operations
Infrastructure & service planning
Operations
More efficient and proactive maintenance scheduling and outreach and development work
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
Sustainability
Environment & transport
Environment & transport
Land management and biodiversity plans
Revenue generation
Environment & transport
Economic regeneration
Understanding volumes of people moving through spaces, providing an evidence-base for assigning commercial value to sites
Economic regeneration
Environment & transport
Economic regeneration
The data correlates with economic activity, tracking the effectiveness of initiatives
Tourism
New insights and stakeholder coordination
New insights and stakeholder coordination
Understand and influence the movement of people to and around destinations
New insights and stakeholder coordination
New insights and stakeholder coordination
New insights and stakeholder coordination
Understanding use of spaces never previously measured including trails, coastal paths, waterways, forests etc
Monthly updates delivered straight to your inbox
Bring your staff, teams and stakeholders closer to the facilities, spaces and places that get your communities more active.
Reach even further with Movement bolt-on modules
PartnerMatch Movement
This dashboard appends point of origin data from Advanced Movement Reports to an extensive market segmentation dataset, providing 1,000+ visitor propensity data points (lifestyle, retail, hobbies, interests etc).
This provides key insights for advertisers and sponsors, and those seeking partnerships with these commercial organizations, by knowing the visitor profile within any space or place.
Community Reach
This dashboard appends point of origin data from Advanced Movement Reports to community profiling datasets relating to equity of access, diversity and inclusion.
This provides key insights for those planning and commissioning services and infrastructure, knowing how each location meets the needs of ALL types of residents within the local community (and potentially beyond).
Coming soon
Movement IQ
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!