A San Diego Story with Mobile Location Data March 28, 2019 57.3% - - PowerPoint PPT Presentation

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A San Diego Story with Mobile Location Data March 28, 2019 57.3% - - PowerPoint PPT Presentation

Dec 08, 2022 457 likes •776 views

UBERMEDIA A San Diego Story with Mobile Location Data March 28, 2019 57.3% Tourists Balboa Park San Diego, CA 42.7% Locals 69.2% San Diego Zoo Tourists San Diego, CA 30.8% Locals Tourists Origin Markets 1. Los Angeles 2.

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UBERMEDIA

A San Diego Story with Mobile Location Data

March 28, 2019

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Balboa Park

San Diego, CA

57.3% 42.7%

Tourists Locals

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San Diego Zoo

San Diego, CA

69.2% 30.8%

Tourists Locals

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San Diego Zoo

San Diego, CA

Tourists Tourists Origin Markets

  • 1. Los Angeles
  • 2. International
  • 3. San Francisco-Oakland-San Jose
  • 4. New York, NY
  • 5. Phoenix, AZ
  • 6. Las Vegas, NV
  • 7. Sacramento-Stockton, Modesto
  • 8. Dallas-Ft. Worth, TX
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Legoland San Diego, CA Locals Locals Origin Markets

  • 1. 92101 (Downtown SD)
  • 2. 92103 (Hillcrest/Mission Hills)
  • 3. 92104 (North Park)
  • 4. 92115 (SDSU)
  • 5. 92105 (City Heights)
  • 6. 92116 (University/Normal Heights)
  • 7. 91910 (Chula Vista)
  • 8. 92109 (Pacific Beach)
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Mobile Location Data

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How Mobile Location Data is Gathered

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Location Intelligence

Multiple Sources of Data Refined Into Solutions

Multiple Sources of Raw Mobile Data Processing and Contextualization Refined Mobile Data Supply

6

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“Where are my visitors coming from?” “How dependent are we on certain source markets?” “What do visitors do while in-market?

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“What are the demographics of our visitors?” “How do demographics change based on time of year or area of city?”

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“Where do convention visitors stay, shop, and dine?” “How long do our visitors spend in market?” “Why are people leaving?”

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A San Diego Story with Mobile Location Data

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San Diego Study

San Diego County (Detail) shaded; with airports, interstates and military bases removed.

Study Area: San Diego County

Excluded

  • Airports
  • Interstates
  • Military Bases
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Keys to Identification Common Evening Location Common Daytime Location

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Who are Tourists?

Define “tourist” as follows: ○ Appears in San Diego County ■ For more than a few hours ■ Does not have a Common Evening or Daytime Location in San Diego County

  • Removes residents,

commuters ○ Does not appear exclusively in exclusion polygons

CEL CDL Action Note in polygon in polygon reject lives in San Diego in polygon

  • utside polygon

reject lives in San Diego in polygon undefined reject lives in San Diego

  • utside polygon

in polygon reject commuter into San Diego

  • utside polygon
  • utside polygon

accept home and work outside San Diego

  • utside polygon

undefined accept lives outside San Diego undefined in polygon reject worker in San Diego undefined

  • utside polygon

reject works outside San Diego undefined undefined reject no idea (will not appear in CEL report)

Current CEL/CDL Logic

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Who are Locals?

Define “locals” as follows: ○ Common Evening Location appears in San Diego County ○ Not overly concerned with their Common Daytime Location; some locals may work outside

  • f San Diego

CEL CDL Action Note in polygon in polygon accept lives in San Diego in polygon

  • utside polygon

accept lives in San Diego in polygon undefined accept lives in San Diego

  • utside polygon

in polygon reject commuter into San Diego

  • utside polygon
  • utside polygon

accept home and work outside San Diego

  • utside polygon

undefined accept lives outside San Diego undefined in polygon reject worker in San Diego undefined

  • utside polygon

reject works outside San Diego undefined undefined reject no idea (will not appear in CEL report)

Current CEL/CDL Logic

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Results

Timeframe: 1 Year, 2017

1,139,941 507,561

Tourists Locals

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San Diego County Tourist Activity

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Popular Tourist Locations in San Diego

Casino Casino Shopping Complex Shopping Complex Casino Golf Freeway Service Area Freeway Service Area

Downtown San Diego Balboa Park La Jolla Cove Office Park & Hotels UCSD

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Tourists vs Locals: Visualize the Difference

Del Mar Track & Fairgrounds La Jolla Village Seaworld Balboa Park Residential Suburban Mall

Tourists Locals

Residential

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Audience Affinity Brand Affinity Demographics

Further Unlock Insights Into

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Audience Affinity

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Audience Affinity Brand Affinity

Further Unlock Insights Into

Demographics

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Brand Affinity

Tourists: 92.4% Locals: 28.44% Tourists: 151.0% Locals: 175.7% Tourists: 106.6% Locals: -33.2% Tourists: 58.6% Locals: -37.3%

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Demographics

Further Unlock Insights Into

Audience Affinity Brand Affinity

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Demographics Median Income Tourists $73,942 Locals $70,025

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Origin Markets: Break It Down By Segments

Overnighters Daytrippers

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Top Source Markets San Diego County Tourists: Day Trippers

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Top Source Markets San Diego County Tourists: Overnighters

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CONTACT

Evan Saunders Director of Sales evan@ubermedia.com Evelina Giang Director of Analytics and Data Solutions evelina@ubermedia.com