Environics Adds Cellular Data to MobileScapes

Canada-based Environics Analytics (EA) has upgraded its MobileScapes product suite, combining SDK data from GPS enabled in apps with location data from the cellular network to analyse the movement of consumers. The firm describes this as a 'first... anywhere'.

Now owned by Bell Canada, EA was established in 2003 and uses data, analytics and proprietary software platforms including ENVISION and SPOTLIGHT to help clients with consumer profiling and segmentation, multichannel media planning and execution, trade analysis, merchandising strategy and decisions on site location. In May, the company announced an agreement making it the sole provider in Canada of the products and services of data collaboration platform LiveRamp.

MobileScapes provides information on the demographics of people in Canada as they move around each day, for use by clients including retailers, brands, shopping centres, government service providers and out of home advertisers. The solution provides information on where and when commuters shop, travel and visit leisure attractions.

EA says its success in combining the two data sources gives it twenty times as many observations on which to base its estimations, offering a more accurate view including better coverage and representativity, less volatility and an enhanced understanding of seasonal trends. The accuracy of the refined service has been ground tested and proven against trends in official statistics and actual client data.

The company says the new MobileScapes is the result of three years of research and innovation, and stresses that its exceeds Canada's privacy laws: this includes implementing transparency and consent principles for source data and analytical outputs. It also meets global Privacy by Design standards including the EU's GDPR and Quebec Law 25.

'Bringing in cellular data significantly improves our MobileScapes estimates' says President and CEO Jan Kestle (pictured). 'The quality and quantity of apps-based SDK information have been decreasing in the last three years for a variety of reasons. Adding privacy-protected cellular data to our process is a game changer. And a change that we will continue to build on in the future'.

The firm's web home page is at www.environicsanalytics.com .