Heatmap

     1. Analysis Objective

Get a better understanding of the traffic intensity (pedestrian and/or vehicle, depending on your subscription) around an address. Quickly identify high and low-traffic areas that define this area to enhance its relevance.

The heatmap analysis is available only for some types of assets depending on the traffic type.

     2. Methodology and Computation

Data updates:

• For the pedestrian traffic, the data is updated:
  • Once per month, on the 8th, for the monthly analysis.
  • Once a year for the average analysis (average weekday or one weekday)
• For the vehicle traffic: Average traffic is updating depending on clients demand and data market availability.

Analysis perimeter: 

• For an address: Pedestrian traffic is displayed within a 300-metre radius.
• For polygons (shopping areas, shopping centres, and stores): Pedestrian traffic is displayed in the polygon with an overlap between floors.
• Vehicle traffic is displayed within a 20-minute driving isochrone.

💡More information about our methodology: Quantification algorithms

     3. How to use it

Pedestrian and vehicle traffic are available in this analysis depending on your subscription plan.  If you would like more information and to unlock this feature, do not hesitate to contact us.

You will have access to a visual representation of the intensity of the traffic in a specific area. 

To start a pedestrian analysis: 

• Choose an asset to analyse (1): you can compare up to 3 assets, we advise to compare assets of the same category
• Select a period (2):
  • Specific month: Choose a month in a specific year - available for all asset types.
  • Average weekday: Choose a year to display an average weekday for this specific year - available for addresses and shopping areas.
  • One weekday: Choose a particular day in a specific year - available for addresses and shopping areas.
• Activate or deactivate competitors (3).

Underneath the graph is a legend (4) whose thresholds and related colours vary depending on the area's footfall. 

The redder the colour is, the higher the footfall is (on the contrary, the blue shows the lowest traffic)

For 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.

To start a vehicle analysis (for an address only): 

• Choose an asset to analyse (1) (you can compare up to 3 assets, we advise to compare assets of the same category).
• Average weekday (2): Choose a year to display an average weekday for this specific year - available for addresses and shopping areas.
• Activate or deactivate competitors (3).

Underneath the graph is a legend (4) whose thresholds and related colours vary depending on the area's footfall. The redder the colour is, the higher the footfall is (on the contrary, the blue shows the lowest traffic). Vehicle traffic is displayed within a 20-minute driving isochrone from your point of interest.

     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.

• Identify on the heatmap the areas that capture the most traffic.
• Observe the impact of shop or area reorganisation.
• Observe the drop-off from the main intersections to side streets, and how the proximity can affect footfall.
• Identify the optimal locations in a hyper-specific way.

     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.