Shalom Life | December 22, 2014

Analyzing Population Data in Real-Time via Mobile Signals

Israeli start-up Trendit provides businesses with population movement and complex demographic information

By: Tiffany Stelman - No Camels

Published: March 12th, 2012 in Business » Israel

Analyzing Population Data in Real-Time via Mobile Signals

Last summer, tens of thousands of Israelis were calling for social justice in the streets around the country. One of the protests was called the “March of the Million” – named for the one million people who were expected to attend in early September 2011.

For the first time, proponents and opponents of the march were not able to argue about the amount of people who showed up to the protest, as a new tool was able to describe pretty accurately how many people attended, as well as establish more complex demographics. For example, this new technology established that 52 percent of protestors belonged to the lower class, and 48 percent were residents of Tel Aviv, according to Israeli website The Marker.

Behind this data stands the Israeli startup Trendit, which develops technologies to analyze population traffic based on real-time location using mobile phone signals. Trendit recently launched a new service called People Analytics version 2.0 – a pun on Google Analytics’ service which enables real-time analysis of web traffic.

The People Analytics’ system allows businesses to know which customers are visiting the area in which their business is located. Using this tool, business owners can receive information such as which socio-economic class their customers belong to, what their buying force is, where they live and where is best to focus marketing efforts.

In addition, the system can also analyze data such as number of passers-by at any given time of day, average length of stay in the area, which day and hours are the busiest during the week and what time is the weakest in terms of traffic. The system also compares between several locations, such as branches of the same network or different malls.

Solutions for small businesses

Trendit was founded by Dr. Erez Weinroth, after he conducted a research and found it difficult to obtain data on the movement of people from one area to another. “There wasn’t any company that gave an answer as to where the population is in real time. I started with data from the Central Bureau of Statistics and from research company Nielsen. However, their information is ad hoc – a pointed survey which doesn’t indicate spatial distribution,” explains Weinroth, who is also the company’s CEO.

“The general recommendation for those interested in setting up shop is to sit for three to four days in the designated area and collect information. If you’ll check the area in our system you’ll immediately get these figures,” says Weinroth.

The service is available for small, medium and large businesses, for a monthly fee of $20, $73 or $130. So far, Trendit has primarily worked with large clients, such as small malls or municipalities who receive more detailed reports.

The data collection is done by monitoring cellular signals of time and position, derived from mobile phones. Weinroth claims that the accuracy rate of the technology is 85 percent. “We can decipher the area of the mobile signal, as well as where the signal comes from, where it goes to at night to understand socio-economic distribution,” he explains. Trendit works with one major cellular operator in Israel.

The startup says that the technology doesn’t violate users’ privacy, since its signals are anonymous and cannot be traced to a phone number. “We are collecting data that represents groups’ trends, you cannot draw conclusions regarding a specific person,” says Weinroth.

Since the system monitors the area in real time, and doesn’t test a specific time sample, it is possible to measure the effect of marketing campaigns through it. “The main goal for a marketing manager is usually to increase the length of stay. Thanks to this data he can see the exact impact of opening a new store or a marketing campaign,” explains Miki Levinshtain, director of sales and the company spokeswoman.

This article was first published by The Marker and translated by NoCamels.

Ambassador Dan Shapiro Urges U.S. Collaboration with Jerusalem College of Technology Ambassador Dan Shapiro Urges U.S. Collaboration with Jerusalem College of Technology TrendingHarvard President Not Sold on BDS Harvard President Not Sold on BDS TrendingStartup Club: Yo Sox Startup Club: Yo Sox Trending
 

Top 50 Hottest Jewish Women of 2014 (30-21)

December 19, 2014 | By Ashley Baylen
Top 50 Hottest Jewish Women of 2014 (30-21)

Join Shalom Life in celebrating the 50 most talented, intelligent, funny, and beautiful Jewish women of the year.

Read More

Analyst Suggests Qatar 'Give' World Cup 2022 to Gaza

December 19, 2014 | By Daniel Koren
Analyst Suggests Qatar 'Give' World Cup 2022 to Gaza

Tom Gross argues that the move would be beneficial for Palestinians in Israel

Read More

Natalie Portman Explains How 'Star Wars' Almost Ruined Her Career

December 19, 2014 | By Sara Torvik
Natalie Portman Explains How 'Star Wars' Almost Ruined Her Career

The 'Black Swan' actress says no one wanted to work with her after 'Star Wars'

Read More

Liberace's Hologram to Go On World Tour, Starting in Las Vegas

December 19, 2014 | By Sara Torvik
Liberace's Hologram to Go On World Tour, Starting in Las Vegas

The deceased performer will be entertaining a whole new generation of fans.

Read More

Adam Levine's Maroon 5 Rock Out at The People Magazine Awards [VIDEO]

December 19, 2014 | By Sara Torvik
Adam Levine's Maroon 5 Rock Out at The People Magazine Awards [VIDEO]

On Thursday evening, Maroon 5 wowed the audience with a live performance of 'Animals'

Read More

Oops! Drake Confused Adam Silver for Donald Sterling

December 19, 2014 | By Sara Torvik
Oops! Drake Confused Adam Silver for Donald Sterling

At the Toronto Raptors Drake night, Drake mixed up some important names.

Read More

Ambassador Dan Shapiro Urges U.S. Collaboration with Jerusalem College of Technology

December 19, 2014 | By ShalomLife Team
Ambassador Dan Shapiro Urges U.S. Collaboration with Jerusalem College of Technology

Shapiro visited the college for a private demonstration of several ground-breaking technologies developed by students

Read More

This British Politician Is Trying to Put an End to Racism & anti-Semitism on Twitter

December 19, 2014 | By Daniel Koren
This British Politician Is Trying to Put an End to Racism & anti-Semitism on Twitter

Luciana Berger, the subject of some 2,500 anti-Semitic tweets earlier this year, wants the platform to ban racist words

Read More

More Headlines