Acquire GPS location information from users' mobile phone terminals and convert it into data
What is KDDI Location Analyzer?
It is an unprecedented GIS (Geographic Information System) with GPS location information data, a self-analysis tool to analyze trading areas, visitors, or trends per time of day, using attribute data such as gender, age (correct data rather than the estimate), residence, work, and town visits to enable a fresh area marketing.
Function OverviewThere are the following problems in previous area marketing in general.
FeaturesIt is the location information big data of au smartphones, which uses only the user data agreed upon individually and explicitly. By linking the subscriber’s’ attributes to this location data, it allows the analysis of gender, age group, etc. Also, the highly accurate GPS location data enables precise and detailed analysis.
* The location information big data refers to the location and attribute (gender, age group) information acquired by KDDI with the consent of au smartphone users and processed into a format impossible to work out the subject of such information.
It allows the analysis not only of the resident population like the census but also of the transient population.
You can always analyze with (monthly) fresh data (compared to the census conducted every 5 years).
It also allows the analysis of mobility dynamics (traffic population by road or means of transportation).
Since the location information is GPS-based rather than base station-based, it enables the analysis with a narrow area mesh (125 m). It also allows traffic analysis by road.
It is difficult to add attributes to the location information obtained from the smartphone apps. However, it allows the analysis with accurate attributes based on the subscriber information declared in the application form for the subscription to au communication services.
Main functions
It allows narrowing down the flow of people (traffic line) for each road within the area around stores and facilities by direction or gender/age to visualize on a map.
Traffic volume in the area is aggregated for each road, by weekday/holiday, time of day, gender/age, and means of transportation (car, walking). It allows the visualization of traffic volume on a road-by-road basis.
It allows analysis and display of information on visitors to stores/facilities set arbitrarily, from the viewpoints of "visitor trend by day of the week", "repeater percentage and breakdown", and "time series transition".
The estimated places of residence of visitors to up to 3 facilities (points) set arbitrarily are displayed on one screen. It will clarify the trade area and sphere of influence.
The number of visitors to the facility and the number of people staying in the surrounding area are aggregated for multiple points (paid option). It will greatly improve the efficiency of store sales factor analysis.
Various usage scenarios
For the policy planning of each store based on the analysis.
For the effective trade area analysis when opening a new store.
As a support material for the development of member stores.
For the implementation of appropriate measures to attract customers to the store.
For simpler measures to add values.
To figure out people’s movement in case of emergency or disaster with the fixed-point human flow analysis.
For the planning of store-opening strategy and sales forecast when opening a new store.
To figure out the demand for the store based on the composition and dominant age group of the population.
To optimize the promotional ROI (cost-effectiveness).
To measure the number of visitors by store for each subregion.
For people-flow analysis based on the number of stayers/passers-by, visitor attributes, and primary traffic lines, etc.
For the aggregation of the data for the entire nation dating back to a few days at a fine granularity.
Case studyRetail, Food & Beverage, and Services
For more accurate sales forecasting by figuring out the current situation of the town objectively and precisely, even in rapidly changing areas.
Real estate & Development
The DX in research marketing has streamlined conventional store-visit surveys and enabled the analysis of competing facilities.
Construction
KDDI Location Analyzer has been used to measure the effectiveness of area management activities of major composite facilities.
Advertising
The use of dynamic data at its will has enabled more realistic proposals to clients.
Government & Municipalities
The analysis of the number, attributes, and behaviors of tourists has enabled effective measures for tourism promotion.