is a concept that covers much more than just movement. It involves understanding where they travel, from where they come from and to where they go, what places they visit, at what times of the day and on what days of the week. There are now multiple ways to calculate it, from records generated on Internet sites to information provided by cell phones. The latter has proven to be the best option, as most people now have a mobile device.
Although the movement of consumer
s is a topic that has concerned companies in several sectors for a long time, nowadays and with the support of Big Data tools together with the application of innovative methodologies, more accurate estimates can be made.
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Rodrigo Morales, Data Analyst at CentralAmericaData
explains that one of the uses of this data is to build "... more accurate estimates on the amount of expected sales in a company that depends on the number of people around. It can also be used to find an optimal location for a business or to understand the patterns of consumers of a product.
For Morales "... the great added value of this type of information is that it tends to faithfully reflect the reality of how people move, which is very useful when making decisions or estimates, since the results tend to be more consistent and reliable. It is important to remember that this data by itself is not very useful, the results tend to be more consistent and reliable"