Data and methodology
Six data layers to understand your market, store by store. And we keep adding more in each country.
The layers
What it measures
How many people live on each block and their socioeconomic profile.
What it is for
Knowing whether there are enough people, with the right profile, near a store.
Its limit
It is an estimate, not a door-to-door count.
What it measures
Where each business is, its footprint on the map (geofence), and its format.
What it is for
Knowing who you compete with in each area and who just opened.
Its limit
A business may open or close between updates.
What it measures
How groups of people move: which places they visit, where they come from, and when.
What it is for
Seeing who wins the visits, whether visitors come back, and where they come from.
Its limit
It is a sample, not every person. It is designed for comparisons and trends. It is not real-time data.
What it measures
How far a store reaches, such as everything within a 10-minute drive.
What it is for
Defining which population and competitors belong to each store.
Its limit
These are typical travel times; actual traffic varies by time of day.
What it measures
Places that draw visits, such as schools, offices, hospitals, and transit stops.
What it is for
Understanding what drives foot traffic around a store.
Its limit
Very new places may take time to appear.
What it measures
Approved projects about to be built: retail, housing, and offices.
What it is for
Seeing what will change in an area before it happens.
Its limit
Available in some countries, with more coming. An approved permit does not guarantee the project will be built.
Other layers
We keep adding more data layers in each country.
Accuracy
96%
accuracy forecasting first-year sales at existing stores, validated in a blind test with a leading quick-service restaurant chain.
The model was not trained on those stores. The average error per store was under 4%. We compared the model’s estimates with what those stores actually sold.
What it does not mean
It is not a guarantee. This test was run on existing stores and does not guarantee the same accuracy for new stores. Results depend on the market and the data available.
Does this data represent my market?
Coverage and depth vary by country and city. Before we start, we show you what data is available in your market and where it is stronger or weaker.
Clearly stated
Being clear about what we don’t do is part of how we earn your trust.
We do not identify individuals
We work with aggregated and anonymized data.
This is not real-time data
Mobility data is updated every two weeks and business data every month.
We do not prove causes
We show you what changed and help you investigate why.
We do not guarantee sales
We give you data to evaluate your options. The decision is yours.
Where we work
Data depth may vary by country.
Expanding to a new country? We go with you: we open new markets hand in hand with our clients.
