How to choose a pedestrian traffic service provider?

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Footfall Traffic: A Key but Complex Data Point to Evaluate

The rapid evolution of purchasing behaviors, accentuated by the health crisis and the growth of e-commerce, has complicated the measurement of footfall traffic. Today, it's no longer enough to just count entries: it's essential to understand where visitors come from, what their journey is, and how to encourage them to make a purchase.

For retail players, shopping mall managers, and commercial real estate owners, footfall data has become vital for:

• Optimizing store placement.
• Adapting marketing strategies and offers.
• Measuring the performance of campaigns and layouts.
• Negotiating commercial leases.

However, collecting and analyzing this data is far from trivial. Between the different available technologies (physical sensors, mobile data), the challenges of accuracy, reliability, and especially GDPR compliance, choosing a partner is crucial.

This article guides you through the complexities of the footfall data market, detailing technologies, their advantages and disadvantages, legal risks, and essential criteria for selecting the right provider.

Real Counting vs. Footfall Analysis: Don't Confuse Them!

It is fundamental to distinguish two main approaches:

• Real (or Absolute) Counting: This involves measuring the exact number of people passing a given point. This method is generally implemented using physical sensors (cameras, infrared cells, lasers) installed at strategic points (store entrances, shopping mall aisles). The data is precise, localized, and represents a verifiable number of passages.
• Footfall Analysis (or Relative): This does not count an absolute number of passages but analyzes trends and population flows using aggregated and anonymized mobile data. This data comes from various sources (mobile applications, operator data, GPS, etc.). It allows for estimating catchment areas, visitor journeys, and socio-demographic origins, but never provides an exact footfall figure at a specific location. These are estimations based on population samples and algorithms.

Caution: Real counting and footfall analysis address different needs and are not interchangeable. Using one for the other can lead to erroneous decisions.

Counting with Physical Sensors: Precision First

Physical sensors are the most reliable method for obtaining an absolute count of people.

How it Works

‍Devices are installed at key points:

• Thermal Sensors: Detect body heat to count individuals.
• Infrared Sensors: Create light beams crossed by passers-by.
• 2D/3D Cameras with AI: The most sophisticated, they analyze flows, distinguish people from objects, and can even estimate age, gender, or mood in some cases, although this raises GDPR questions.

Advantages

• High Accuracy: Provides an exact number of passages.
• Real-time Data: Ideal for adjusting operations (staffing, security).
• Independence from Mobile Data: Does not depend on network coverage or user consent.

Disadvantages

• Installation Cost: Requires an initial investment for equipment and installation.
• Limited Coverage: Each sensor covers only a specific area; requires many sensors for extensive coverage.
• Maintenance: Sensors require regular maintenance.

Footfall Analysis using Mobile Data: Studying Flows and Profiles

This approach uses geolocation data from mobile phones.

How it Works

‍Providers collect and aggregate geolocation data (often from mobile applications, operator data, or SDKs integrated into apps). This data is then processed to estimate catchment areas, flows between locations, time spent, and even socio-demographic profiles (based on statistical correlations).

Note: This data is anonymized and aggregated to protect individual privacy. These are trends and patterns, not individual tracking. A provider cannot and should not provide you with raw data from an identified person.

Advantages

• Wide Geographical Coverage: Allows for analysis of entire areas (city, district, catchment area).
• Historical Data: Access to past data for trend analysis.
• Profiling: Possibility to estimate visitors' socio-demographic characteristics.
• Ease of Implementation: No physical installation required.

Disadvantages

• Lack of Precision for Absolute Counting: Does not provide an exact number of passages, but estimations.
• Reliance on Mobile Coverage and Consent: Data depends on app usage, GPS activation, and user consent.
• Data Bias: Samples may not be representative of the entire population. Data sources can vary in quality.
• Complex GDPR Compliance: Even if anonymized, the data source and processing must be irreproachable.

GDPR Legal Risks Related to Footfall Counting: Absolute Vigilance

The General Data Protection Regulation (GDPR) is at the heart of concerns whenever footfall data is collected, especially if it can be linked, even indirectly, to individuals.

Focus on "Toxicophoric Data" and Non-Sale of Data

‍A crucial, often underestimated, point is the concept of "toxicophoric data." This refers to data collected legally but which, when combined or used in a different context, can reveal sensitive information or allow re-identification. For example, even anonymized geolocation data can become "toxicophoric" if it is too granular or if it is cross-referenced with other databases.

Imperative: A GDPR-compliant data provider will never sell you "data." They will sell you an analysis, reports, services based on this data, but never raw data that could be re-identifying.

Lessons Learned from CNIL and France 2 Investigations

‍Recent investigations by the CNIL (2020) and TV reports (e.g., France 2) have highlighted the dubious practices of some companies:

• Collection without Informed Consent: Many mobile applications collect geolocation data without clear information or explicit consent.
• Resale of Data to Third Parties: Some companies resell this raw data for marketing or profiling purposes.
• Possible Re-identification: Despite anonymization, it has been shown that it was sometimes possible to re-identify individuals from aggregated datasets.

Consequences: Substantial fines for non-compliant companies, damage to reputation, loss of consumer trust.

What Your Partner Must Guarantee (Points to Scrupulously Check):

1. GDPR Compliance by Design (Privacy by Design): The data collection and processing must be designed with GDPR in mind from the outset.
2. Explicit and Revocable Consent: Individuals must have consented to the collection of their geolocation data (for mobile data).
3. Robust and Irreversible Anonymization: Data must be anonymized in a way that prevents any re-identification, even by cross-referencing with other sources.
4. Data Minimization: Only data strictly necessary for analysis should be collected.
5. Transparency: The provider must be transparent about their data sources and processing methods.
6. Data Security: Appropriate technical and organizational measures must be put in place to protect the data.
7. No Resale of Raw Data: The partner must under no circumstances sell raw or semi-anonymized data. They must provide aggregated analyses.

Key Points for Choosing a Footfall Data Partner: Ask the Right Questions

Choosing a provider should not be taken lightly. Here are the essential questions to ask:

1. Data Accuracy and Sources:

• "How do you measure the accuracy of your data? What are your error rates?"
• "What are the sources of your data (sensors, operators, applications, SDKs)?"
• "How do you guarantee the representativeness of your samples?"
• "How do you manage potential biases (e.g., missing data, non-representative samples)?"

2. GDPR Compliance and Ethics:

• "How do you ensure GDPR compliance at all stages from collection to processing?"
• "Can you prove user consent for the collection of their geolocation data?"
• "What are your anonymization and pseudonymization policies? Are they audited?"
• "Do you sell raw data? (The answer must be NO)"
• "Have you had any disputes or sanctions from data protection authorities?"

3. Technology and Methodology:

• "What technology do you use (2D/3D sensors, infrared, mobile data, Wi-Fi, etc.) and why?"
• "How do you perform data processing and analysis?"
• "Can you adapt your solution to our specific needs (catchment areas, customer journeys, etc.)?"
• "Is your data real-time or historical?"

4. Reports and Support:

• "What types of reports and dashboards do you offer?"
• "How is the data presented? Is it easy to understand and leverage?"
• "Do you offer support for data interpretation and decision-making assistance?"
• "What is your sectoral expertise (retail, real estate, etc.)?"

5. Cost and ROI:

• "What is your pricing structure (subscription, by volume, per installation)?"
• "What return on investment (ROI) can we expect?"
• "Are there any hidden costs (installation, maintenance, training)?"

Comparative Table: Mobile Data vs. Physical Sensor Counting

Navigating through the many traffic data providers can be a challenge, but we're here to help. We don't supply footfall data directly, but we do work with an extensive network of reliable and compliant partners. Contact us today, and we'll be delighted to recommend a provider that perfectly matches your specific needs!

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