How is the visitation data validated?

Placer routinely tests the data against customers’ 1st-party data as well as publicly available, verified data sources to validate accuracy. 

For example, Placer may look at its extrapolated visitation estimates compared to Major League Baseball attendance figures for validation. Other examples of ‘ground truth’ data sources include transaction data, store revenues, conference attendees, and vehicle counters.

Has Placer ever changed or adjusted its visitation algorithm?

Yes. To increase accuracy and correspond with the latest industry trends, we review and adjust our underlying debiasing algorithms from time to time (usually no more than once a year).

This can sometimes impact previously run numbers and result in minor changes in data figures. Note that algorithm adjustments may affect only specific metrics, POIs, or categories, if at all.

learn more about Algorithm adjustments

Does Placer ever add new mobile data to their panel?

Yes. New devices are constantly introduced to Placer’s panel with their historical data. Increasing panel size helps Placer improve data accuracy, provide insights even for locations with low foot traffic, and deliver more granular information for metrics such as visitation time frames. The addition of new device data to the panel may result in a slight increase in traffic on specific dates. However, it should have a minimal overall impact on visitation data.

Learn more about Panel and panel visits

Placer applies an additional set of methods to ensure the quality and accuracy of POI data. Go to POI data accuracy to learn more.