Origin

     1. Analysis Objective 

The origin analysis showcases where the visitors of your address, store, shopping centre, or shopping area live or work. You will know where your visitors come from and establish the real catchment area of your asset. 

This analysis will enable you to better understand visitors of an area of zone compared to another one, optimise your catchment area, and measure the impact of your action plan on it.

     2. Methodology and Computation

• The origin corresponds to the number of visits made to the address or area analysed from each city or neighbourhood over a month, as a percentage or absolute value (with the possibility of distinguishing between residents and workers in the area).
  For example: an origin rate of 70% for Bordeaux means that people from Bordeaux represent 70% of visitors to the area/address analysed.
• The indicator takes into account the recurrence of unique daily visits during the week. If a person comes 3 times during the month, they will be counted 3 times (if he or she comes several times during the day, he or she will be counted only once).
  The analysis shows 80% of the cumulative origin of visitors. For greater precision, we exclude: residual origin, minimum rates, dispersed, exceptional and inconsistent origins.
• The data is updated once per month, on the 8th, for the previous month.

💡More information about our methodology: Origin and penetration algorithms

     3. How to use it

Features: 

• Compare up to 3 different zones or addresses with each other
• Month, year, or custom comparison mode
• Dynamic map
• 2 views: Residency & Workplace 
• Export in PDF or Excel

You can analyse your catchment area for a unique location or compare it to another one.

To start an analysis: 

• Select your asset (you can analyse a unique location).
• For comparison mode (1): add a second asset by clicking on the box below the main one.
• Analysed period (2): Select between month, year, or custom, and define a base and a comparison period.
• Origin type (3): Filter on residency or workplace origin.
• Origin scale (4): define a scale at the city or neighbourhood level.  
• The analysis is displayed in percentages but you can also see the absolute values (5).

     4. How to read it

Example: A rate of 34% means that out of 100 visits to Agen town centre, 34 were made by people living in Agen in February 2023, i.e. 595,300 visits made by residents of this town.
On the map, a solid-coloured area indicates a leading position, a hatched area indicates that visitors are going to your home and to another area/address analysed.

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

• Understand where your visitors come from and see how large your catchment area is from one period to the next.
• Qualify your traffic by differentiating between home and work, and refine your arguments to prospective customers.
• Diagnose areas that are growing and losing out on repeat visits.
• Adapt your communications and measure the impact to increase visitor frequency.

     5. Frequently Asked Questions