How it works

Measuring location accurately is a complex undertaking, resulting in an error rate of 90% or higher when simply using proximity to pinpoint place. Placed approaches this challenge by understanding that a place is more than just a latitude and longitude. A place is a series of location points and features.

By leveraging big data and patent-pending statistical models, Placed is able to solve this problem and turn noisy location data into actionable insights for our clients. Placed measures over 70 million locations a day across more than 70,000 opted-in U.S. smartphone panelists, representing the largest location panel in the world, all while maintaining its commitment to be a leader in privacy protection.

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LOCATION PANEL

Panelists opt-in by installing a mobile app that measures location in the background, persistently and discreetly. The data measured includes source, latitude, longitude, accuracy, accelerometer and orientation. In addition panelists provide demographics and respond to survey questions. This robust set of data is the foundation for Placed Insights.

METADATA

Placed understands that it takes more than a set of latitude and longitude points to determine a place. Location Analytics requires multiple data sources and a series of complex steps to assign a place to a set of data and generate reports. Measuring over 70 million locations a day across 70k opt-in panelists, Placed Insights turns location into actionable insights for our clients.

INFERENCE MODELING & NORMALIZATION

Location and metadata are run through the Inference Pipeline to assign a place to a series of raw data points without the use of check-ins or journals. The pipeline is continually validated and trained against a growing set of reference data. This data is then normalized using industry best practices combined with proprietary models to reflect the behaviors of the U.S. population.

INSIGHTS

The output of the Inference Pipeline is the set of Placed Insights reports, reflecting the intersection of the digital and physical worlds, quantified through the Place Graph. With Placed, businesses are now able to leverage innovative analytics previously limited to online measurement, to gain real world insights on the paths and places that people visit.