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Environics Analytics debuts mobile analytics service

Toronto-based Environics Analytics has launched a new service to provide mobile analytics. It is aimed primarily at the marketing and real estate industries. According to the company, the service allows client to identify who is visiting their locations, where they come from, how long they stay and how often they return. In Canada, the data is drawn from approximately seven million location-enabled mobile devices such as smartphones and in-car navigation systems. It produces two sets of data: one tracking foot traffic to retail locations, and one tracking road use and vehicle patterns. The agency developed the service in collaboration with BI Spatial.

"Mobile analytics can provide answers to many business questions with a relatively small investment, and the insights it provides regarding time of day and day of week trade areas make it a game changer," said Michele Sexsmith, senior vice-president at Environics Analytics. "We enrich the travel pattern data by overlaying it with our lifestyle, media and behavioural data from Prizm5. There are so many ways that a retailer can use mobile analytics to improve each customer's experience."

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