What is Places Data? Examples, Datasets and Providers

Places Data Use Cases in Detail

Gathering insights on consumer mobility is a priority for businesses of all industries. That’s why so many are investing in places data from an external data provider. Location intelligence has all kinds of applications, from location-based marketing to retail store site selection. Here’s some examples of how places data is being put to use today:

Consumer Mobility Analysis

Consumer mobility simply means Monitoring foot traffic has become increasingly important in a post-pandemic society. Many consumers have changed their mobility patterns, and businesses are being forced to react to this change in consumer behavior. Places data enables businesses to understand which locations and areas are still being visited often, and which are not. For example, a places dataset might reveal that a pre-pandemic POI like a cinema now attracts very low levels of footfall. Users are also able to map these consumer mobility insights onto wider market trends. To continue with our example, they could ask: has footfall in cinemas decreased across all locations, or is this behavior place-specific? Based on these geospatial and mobility insights, businesses can make decisions which cater to real-world consumer behavior.

POI Mapping

POI mapping is pretty self-explanatory. It’s when the user maps various places of interest to understand their proximity to each other and how individuals move between them. Places data is used for POI mapping when users enrich their proprietary location POI data with places data from an external vendor. This way, users can ensure there are no blindspots in their map so they aren’t basing decisions on incomplete data.

Geo-targeting

Geo-targeting is when businesses shape a strategy around a specific location, usually a relevant POI. A places dataset enables users to identify new locations to target. For example, a newly-built university campus. A marketer might identify this campus as a good site to set up a new billboard or run an on-street marketing campaign. Also, if they’re working with a places API, they’re able to get real time updates on foot traffic attribution. They might see that their target consumer segment is not visiting the geo-targeted place so frequently during a given period. For example, students are not likely to be on campus during vacation periods. Based on this data, the marketer could then geo-target a different location.

What Are the Attributes of Places Data?

Like all kinds of location data, places data is expressed in geographical terms such as lat/long coordinates. These relate to a real-world location or area. Other attributes in a places dataset include the kind of built-up structures in that POI. For example, the dataset will tell the user about the place itself. If it’s a building, what is the building used for? If the building is a grocery store, what is the brand? What’s the building footprint of the store? All of these data points enable POI data enrichment so that users can build an in-depth understanding of the place in question.

What Are the Sources of Places Data?

Places data is sourced in the same way as location data and POI data. Generally speaking, all geospatial data uses GIS software to collect mobile location signals as they’re received by GPS and satellite. Places data differs in that it’s usually been standardized by the data provider so that the raw GIS data is ready-to-use. For example, a places data provider can translate lat/long coordinates into POI maps so that when you buy a places dataset, you can put the data to business use straight away.

How Accurate is Places Data?

The accuracy of places data varies depending on the provider and the methods they use for data collection and validation. Some datasets have accuracy rates of up to 95%. Many providers use a mix of automated algorithms and manual validation to maintain high-quality data. If precision is critical to your work, such as for logistics or urban planning, we recommend choosing a provider with strong accuracy assurances, like 95% or higher.

How Frequently is Places Data Updated?

Some providers update data weekly or monthly, while others may offer real-time or on-demand updates. For example, if you’re in the retail sector, frequent updates will help you stay on top of store openings and closures. If you’re using places data for long-term planning, monthly or quarterly updates might suffice. Our suggestion: Opt for datasets that align with your need for either real-time insights or historical trend analysis.

How is Places Data Delivered?

Places data can be delivered through several channels, including S3 buckets, SFTP, or email, and it typically comes in formats like .csv, .json, .xml, or .xls. This flexibility makes it easy to integrate into most platforms, whether you’re using GIS tools or a custom-built system. If you’re dealing with high data volumes or need real-time updates, we recommend using API delivery methods to streamline the integration process.

How Much Does Places Data Cost?

The pricing for places data depends on various factors such as geographic coverage, data attributes, and update frequency. Pricing models can include one-time purchases, monthly subscriptions, or usage-based options like pay-per-API call. Some providers offer free data samples on our platform so you can evaluate the data before making a purchase. If you’re working on a large-scale project or need custom data, we suggest negotiating a custom pricing model to fit your budget.

What Geographic Areas Do Places Data Cover?

Places data typically offers extensive geographic coverage, ranging from specific regions to global datasets. Most providers cover major areas such as North America, Europe, and Asia, and can even extend to over 200 countries. If your project is location-specific, we recommend verifying that the dataset provides coverage for your target regions.

Can Places Data Be Integrated With Other Geospatial Data?

Absolutely! Places data can be combined with other types of geospatial data like demographic or mobility data. Our suggestion: If you’re looking for deeper insights, try integrating places data with satellite imagery or traffic data to enhance your spatial analysis.

Can I Request Custom Places Data?

Yes, many providers allow you to request custom places data based on your specific needs. Whether you need additional attributes or a specific geographic focus, custom places data can help meet your unique requirements. We recommend discussing your project’s goals with your provider to explore more solutions that align with your business needs.