Understanding our data

We use data from a range of sources from individually selected, matched and cleaned partners, specific to the markets we engage in. We work with the best available data to ensure we adhere to best practices for each market and are able to offer bespoke solutions to our clients in each market.

Our data is currently comprised of the following categories:

• Geospatial, Traffic & Places of Interest

• Weather, Environment & Sustainability Data

• Behavioural Data

• Transaction Data

• Movement Data

• Events Data

• Entertainment Data

• Governmental & Public Health Data

• Travel Data

Our data is market-specific, and not all data categories are available in every country, as availability is subject to local privacy laws and data accessibility regulations

How do our data acquisition & data-sharing agreements work with our partners?

We have proprietary data licensing agreements with individual partners to obtain, purchase & commercially use their data for the purpose of analytics & insights generation in each market we operate in, enabling us to provide bespoke views for organisations such as your own. All data received permits us to with the right to be processors of the data, which we securely hold and process on servers and databases, enabling us to analyse, derive insights and enrich client data with in a secure manner.

How do the data-sharing agreements work for our mobility data?

The data we acquire from our mobility partners is an essential part of our offering. To accumulate data across various categories, we collaborate with aggregators to handle administrative efforts in arranging partnerships and procuring data, and ensuring compliance with global and local regulatory standards.

Our location data provider supplies us with a constant stream of raw information sourced from individual devices like smartphones and apps. We use this data to understand movement in your area, their specific points of interest, their origin and the duration of their visit.

The T&C’s by the app publisher covers the consent for data to be shared with third-parties for use cases including analytics. Our partnerships with aggregators who secure data from these app publishing partners are governed by data licensing agreements and privacy policies, which not only ensure regulatory adherence but also provide us with a commercial license to leverage the data for our services at an analytical level, where once the data we receive undergoes pre-processing before being sent to us it is then meticulously cleansed, refined & normalised for use within our platform.

What level of PII is included?

With a focus on being an analytics platform focused on procuring & amalgamating sources, in order to provide insights for specific use cases and with our own access & processing of this data in mind, we handle any PII data in a secure & encrypted manner. We uphold a stringent privacy protection policy that safeguards against the exposure of personally identifiable information. To ensure utmost confidentiality, we remain the position of being processors, not controllers, with all data arriving having already gone through a thorough anonymisation process, effectively eliminating any identifiable markers. This includes the anonymisation of device IDs, with data shared in a privacy-safe hashed manner, guaranteeing the absence of any trackable information within the data we receive.

How frequently the data is updated?

Dependent on the type of data, it can be at a low latency & in real-time i.e. weather. The majority of our sources refresh daily. Our mobility data is processed and cleaned, with PII omitted within 5 days, as is standard across the industry. Our demographic data, as it’s less dynamic in nature (i.e. people can only age once per year & income is likely to shift at a similarly slow pace), we update this source quarterly.

Find out more in our Data Dictionary