Heatmap

     1. Analysis Objective 

Get a better understanding of the traffic intensity around an address. Quickly identify high and low-traffic areas that define this area to enhance its relevance thanks to a visual representation.

The heatmap analysis is available for all types of assets: addresses, shopping areas, shopping centres, and stores. This analysis will enable you to identify hot and cold spots of your assets and of your competitors.

     2. Methodology and Computation

• Compares points of a zone between them and scale them on a score of 1 to 6 represented by a colour
• Each heatmap is relative to the chosen zone and not to a national scale
• The heatmap is generated by Mytraffic algorithm on pedestrian flow

The averaging is done over the full 2023 year for all countries and the update is done once a year in February. We obtain these analyses from historical data that we have collected over the long term and averaged over time.

Analysis perimeter: 

• For an address: Pedestrian traffic is displayed within a 300-metre radius
• For polygons (i.e. shopping areas, shopping centres, and stores): Pedestrian traffic is displayed in the polygon with an overlap between floors.

💡More information about our methodology: Quantification algorithms

     3. How to perform it

• Select your asset (1)
• Weekdays (2): Choose between average weekday or one weekday (if you select one weekday you will choose the wanted day after)
• Hours (3): Choose between all day long or precise hour (if you select precise hours you will choose the wanted hour after)

For an analysis on a shopping centre, area or store:  The analysis will be displayed for a month of your choice.

Underneath the graph is a legend whose thresholds and related colours vary depending on the area's footfall. The redder the colour is, the higher the footfall is.

When it comes to polygons (i.e. shopping areas, shopping centres, and stores), this analysis shows that areas within the polygon have the highest intensity of footfall within the selected time horizon

When it comes to addresses, it shows the streets with the highest intensity of footfall within a 300m radius of the address of your selection within the selected time horizon.

In the legend, the thresholds and associated colours vary according to the level of use of the zone. The redder the zone, the more frequented it is.

     4. How to read it

In the legend, the thresholds and associated colours vary according to the level of use of the zone. The redder the zone, the more frequented it is.

Here are some use cases and advice on how to interpret this analysis effectively.

For retailers:

• Identify on the heat map the areas that capture the most traffic.
• Observe the impact of shop reorganisation.

     5. Frequently Asked Questions

Can I see a heatmap depending on the shopping centre floors? 

For the nature of the GPS data we acquired to show you your footfall within the shopping centre, we only have longitude and latitude data. As we don't have altitude, we cannot have a 3D view of the shopping centre and therefore distinguish the floors of the centres.  

This means the colours in the polygon result from an overlap between floors.

Why can I not compare a shopping centre heatmap with an address heatmap?

Comparing different types of assets (address vs shopping centre) is not always relevant. Because of the lack of relevancy and the different methodologies behind the footfall computation, comparing a shopping centre heatmap with an address heatmap is not possible at this stage.

What about those areas where there is no colour?

The shopping area heatmap is based on pedestrian traffic (tracked only near the streets). So, if you don't see any data, it must be because:

• It's an area where there is not enough pedestrian traffic (too low and below our quality thresholds)
• It's an area that may meet the monthly threshold but not the weekly threshold (tip: try and play with the time horizon filters).
• It's an area without any roads.
• It's a vehicle area.
• It's an area with only static people.

However, some tiles within the shopping area may have data.

Why is the border of my heatmap blue/white? 

The technology we use to display the heatmap creates a spectrum of colour as a border. It doesn't mean that your traffic is decreasing. All the borders end with a blue/white colour.