This article outlines how data related to visitors is produced in Almanac.

Throughout Almanac, analysis on visitors is provided to help users understand who their customers are, how they differ from their competitors’ customers, and how they compare to local consumers.

This analysis is provided as three types of analysis:

For all three types, the home location of consumers is a crucial datapoint that is required. To acquire this, a model identifies patterns in the behavior of a sample panel of mobile devices.

Scanning through the history of each device, the model is able to infer a home location by identifying the area where a device is most likely to spend their nights. This area is obfuscated to safeguard privacy, and then stored in our database as a ZIP+4 code.

This ZIP+4 code unlocks a probabilistic profile for the device that enables an accurate representation of visitors while ensuring the privacy of the sample devices.

Psychographic analysis looks at the psychology of consumers, segmenting them based on shared values, desires, goals, interests and lifestyle choices.

To provide this analysis, the CAMEO USA dataset from TransUnion is used; this data provides psychographic segmentation for each ZIP+4 in the country. Each device can be attributed with a psychographic segment by connecting via their home ZIP+4. By analyzing where devices visit, this segmentation can be aggregated to a Place, Chain, Area or Center to provide psychographic analysis on visitors.

There are two psychographic analytics available in Almanac:

Visitor characteristics analysis looks at the demographics of consumers, segmenting them by individual traits such as age and income.

To provide this analysis, the CAMEO USA dataset from TransUnion is used once again. As well as the psychographic segmentation, demographic characteristics are tied to each ZIP+4 and, through the process outlined above, to each device. This data is then aggregated to a Place, Chain, Area or Center based on the devices that visit them.

There are five visitor characteristic analytics available in Almanac:

Home locations analysis looks at the areas where visitors live, segmenting them by ZIP code.

To provide this analysis, the devices that visit a Place, Chain, Area or Center are analyzed as a whole. The ZIP+4 of the visitors are aggregated up to ZIP code level, and the percentage of visitors that come from each ZIP code is displayed.

There is one home location analytic available in Almanac:

You should now have a better understanding of how the visitor-based analysis is provided with Almanac. In essence, this is an AI enhanced approach to a traditional method; combining trade area data with census data to gain insight on consumers.

Almanac’s approach benefits from: