Placecast™ Trade Areas

Motionworks Placecast™ Trade Areas documents the home locations of visitors to a Motionworks Place or Region.

Motionworks Placecast™ Trade Areas documents the home location of visitors by the number of visits to a Motionworks Place or Region every month since 2019. These insights are produced with the Motionworks Population Intelligence Platform. Placecast™ Trade Areas is best used to understand how trade areas have changed over time or how they vary by day of week or time of day. The dimensions of data include:

Home locations of guests by:
- Surrounding neighborhoods within 50 miles of the place. This will likely account for LESS THAN 100% of all visits.
- Internationally by region. These regions will add up to 100% of the visits.
Monthly trade areas by:
- Day Type -- Four Day Types:
  - 1: Weekdays (Monday - Thursday)
  - 2: Fridays
  - 3: Saturdays
  - 4: Sundays
- Day Part -- Five Radio Day Parts:
  - 1: Overnight (midnight–6:00 a.m.)
  - 2: Morning drive time (6:00–10:00 a.m.)
  - 3: Midday (10:00 a.m.–3:00 p.m.)
  - 4: Afternoon drive (3:00–7:00 p.m.)
  - 5: Evenings (7:00 p.m.–midnight)

Data Dimensions

Frequency Published monthly.
Geographic coverage Summarizes activities for residents of the U.S. and Canada for Motionworks Places and Regions.
Zone systems All relevant Geographic Definitions are populated for each Population Segment. This currently includes the following Geography Prefixes in the field geography_id:
- Regional References (will add up to 100% of the visits)
  - US2010STCO -- US Census 2010 County Regional References
  - CA2016XXCD -- Canadian Census 2016 Division Regional References
- Neighborhood References (within 50 miles of the place, likely accounting for less than 100% of all visits)
  - US2010XXBG -- US Census 2010 Blockgroup Neighborhood References
  - CA2016XXDA -- Canadian Census 2016 Dissemination Areas Neighborhood References
Date availability Monthly data since 2019.
Latency Data are released each Monday on a 30-day latency. For example, by 30 March 2023, data through 28 February 2023 will be released.
Notes
- Places that have 0 visitation in Placecast™ By Date for a given year and month will have no trade areas associated to it.
- PRIZM segment information is only provided for Regional geography trade areas.

Schema

Name	Description	Type	Example
place_id	Unique and persistent identifier of this place or region defined by a data collection polygon (also sometimes called point or place of interest).	string	269335
homes_place_id	The `place_id` that is being used to document the trade areas for a place. For "focused" locations that can be measured directly, the `homes_place_id` will be the same as the `place_id`. However, for a business on the first floor of a high-rise building or within a large shopping mall that can not be measured directly, the `homes_place_id` is more likely to be the "parent" location for the place.	string	269112
geography_id	Geography reference where the visitor resides.	string	US2020STCO06073
prizm_segment	The Claritas PRIZM Segments `prizm_segment` reference provides an additional dimension on the visits to the larger regional geographies. When the PRIZM segment is null, as for the neighborhood references, the population provided is for all persons aged 0+	string	09
year	The year these monthly metrics are summarized, labeled using ISO 8601 with a four-digit year: `yyyy`.	integer	2023
month	The month of the year these monthly metrics are summarized where 1 = January, ... 12 = December	integer	4
day_type	An identifier of the day type that the metrics are summarizing where: 1 = Weekday (Monday - Thursday) 2 = Friday 3 = Saturday 4 = Sunday	integer	1
day_part	An identifier of the day part that the metrics are summarizing where: 1 = overnight (midnight–6:00 a.m.) 2 = morning drive time (6:00–10:00 a.m.) 3 = midday (10:00 a.m.–3:00 p.m.) 4 = afternoon drive (3:00–7:00 p.m.) 5 = evenings (7:00 p.m.–midnight)	integer	4
pct_homes	The decimal fraction of visits arriving at the place from the geography on average for the `year`, `month`, `day_type` and `day_part`. A visit is an activity with a measured dwell time at a place greater than or equal to the `activities_dwell_threshold` (see: Placecast™ Syndicated).	number (float)	0.03583

Verification

As part of the process of calculating the trade area footprint for a place, Motionworks analyzes the average travel distance for all trade areas to the place location. These average distances are reported in the Placecast™ Summary Reports by place type. These reported distances are also compared to research done by external sources that inform our understanding of reasonable distances for people to travel to places of certain place types. These sources include, but are not limited to:

National Household Travel Survey
Transportation Research Board and its journal Transportation Research Record
Centers for Disease Control

Updated about 1 month ago