Best-in-class location analytics to help civic leaders
boost performance, increase visibility, and drive
economic success.
Civic
Solutions
Confidential |
How Placer.ai Works
3 Placer is powered by high-quality mobile location data and best-in-class proprietary technology.
Analyze
Every Location
Enhance
with 360° Data
Observe
Foot Traffic Data
Generate
Actionable Insights
Privacy-safe1 foot traffic data from tens
of millions of mobile devices to develop a
detailed and comprehensive overview of
US commercial activity.
Using machine learning, Placer accurately
predicts foot traffic data throughout the
U.S., from specific POIs to chains,
markets, and regions.
Visitation data is enhanced with Placer
Marketplace 3rd party datasets that
further describe businesses, consumers,
and markets.
Robust, statistically significant insights
into how people and places interact are
presented via an intuitive UI, data feeds,
or the Placer API.
01 02 03 04
About Placer.ai
1 Placer.ai requires all data partners to get consumer opt-in or opt-out consent in accordance with applicable law. All data partners are vetted in a rigorous process to comply with applicable laws, regulations, and industry standards.
Confidential |
Placer’s Data Differentiators
4 Placer’s best-in-class data delivers actionable insights for any location. 01 Unparalleled
Accuracy
Placer’s data accuracy is continually validated
against 1st party and authoritative data sources
including credit card transactions, store
revenue, vehicle and people counters, and other
objective measurements — with correlations
consistently exceeding 90%.
02 Breadth of
Coverage
Placer’s panel covers every county in the U.S.
and contains seven years of data history. We
leverage a panel of tens of millions of devices
and utilize machine learning to make accurate
estimations for foot traffic across the country.
03 Privacy By
Design
Placer requires its data partners to obtain
opt-in/opt-out consent in accordance with
applicable law. Our partners strip data
identifiers, such as mobile advertising identifiers
(“MAIDs”), names, other persistent device IDs,
and contact information before we receive it.
5 All data we receive is stripped of
identifiers, including MAIDs, email
addresses and phone numbers
through our proprietary differential
privacy service (DPS) — keeping all PII
out of our data.
We Don't Collect User
Identifiers
We use end-to-end encryption to
protect data in transit and at rest,
using a centralized key management
system and rotating keys. We also
employ the ISMS from ISO 27001,
including a risk management program
based on the ISO 31000. All data is
collected, stored, and processed only
on US servers.
We Invest Heavily in
Data Security
We only provide aggregated statistical
information about physical locations,
such that every bit of information
preserves K-anonymity of 50.
We Never Share
User Level Data
Placer’s unique and unwavering commitment enables exclusive partnerships and future-proofs our business.
Confidential | 5
Privacy By Design
PLACER’S DATA DIFFERENTIATORS
Confidential |
Sales Tax Estimation
Placer.ai Solutions for Civic Leaders
6 Leverage critical demographic information
such as average HHI and household size
Retail Analysis and
Recruitment
Business Attraction &
Workforce Analysis
Agenda
Measure turnout, increase sponsors and
vendors, and analyze economic impact
Event Analysis
Correlate Visitation with Sales and reveal
sales data for key sectors based on
visitation history going back seven years
Understand the impact of economic events
like COVID and recovery since 2019
COVID Recovery I ARPA
Discover visitation to any destination,
attraction, convention center. Understand
origin market and visitor journey
Travel & Tourism
Prove the effectiveness of marketing efforts
on financial return, driving increased sales
tax revenue
Marketing & Reports
Identify gaps in retail offerings. Provide
insights about customer journey, dwell
time, and marketing effectiveness.
Support Local Business
Reveal workforce potential and discover
changes to workforce trends
Reveal usage for any day and time and
identify investment opportunities
Transportation / Parks &
Open Space / Infrastructure
Confidential |
7 Confidential |
8 Confidential |
The Problem
Civic leaders need to understand the true audience
and trade area of any site in order to attract retailers most likely to perform well in a particular location.
Lacking key market and location insights can lead
conversations to stall with prospective tenants.
Placer’s Solution
● Demand Gap Analysis (STI Gap analysis)
● Leakage Study (XTRA and Favorite Places)
● Void Analysis
● Site Selection
● Trade Area Demographics & Psychographics
● Market Analysis expands market profile
9 01 Attract the Best Fit Retailers
ANSWER QUESTIONS LIKE…
Q: What are the attributes of our
target audience?
Q: Where are our best customers
coming from?
Q: Where do visitors go before and
after their visit?
Confidential |
10 Conversations with developers get serious when you can show objective data around how visitors behave, where they shop and eat, and more. After decades with no new development here in Fox Lake, Placer changed the game. We would not have won the development deals we did without its incredible data; it’s paid for itself thousands of times over.”
Donovan Day
Community and Economic Development Director
Attract New Development
Case Study
Village of Fox Lake Attracts $335M in New
Tourist Developments
The Challenge
The Village of Fox Lake, Illinois, is situated near a chain of highly trafficked lakes. There had not been commercial development in 40 years and lake visitors had little to do in town. How could the city quantify visit traffic, then use that to attract new business?
Placer’s Outcome
Using Placer, Fox Lake was able to quantify their strong traffic - 240k unique visitors, visiting 3+ times each year, with high HHI - then used that data to attract more than $335M in new
development, including multiple hotels, a new marina,
amphitheater, and more.
Explore the deck See the full case study
Confidential |
The Problem
Civic leaders need to optimize marketing strategy and
prove ROI of marketing efforts, whether marketing to
tourists in general or to drive attendance at a specific event.
Placer’s Solution
● True Trade Area reveals visitor origin for any
location on any day.
● Visitation by Origin shows top zip codes and
Census blocks for visitors to any location.
● Visitor metrics for day of week, dwell time, and
peak visit hours.
● Variance shows week over week, month over
month, year over year trends.
11 02 Reveal Effectiveness of Marketing Efforts
Downtown Austin Alliance uses Placer to prove the effectiveness of their marketing efforts in attracting visitors from further distances, driving sales tax in downtown.
ANSWER QUESTIONS LIKE…
Q: Has weekday park visitation
increased post-marketing campaign?
Q: What zip codes include the target
audience for this upcoming event?
Q: What trending social media
interests and topics do visitors have?
Confidential |
The Problem
Civic leaders need to understand the performance and
potential of attractions, parks, venues and places of interest to make the best decision for their community.
Placer’s Solution
● Visitation metrics
● True Trade Area
● Visitor Journey
● Visitor Demographics and Psychographics
● Competitors and Collaborators
EXAMPLE: Lone Tree Arts Center
Placer showed 10% of visitors come from cities in Texas, Utah, Wyoming, Arizona, and California and illustrated the value of Arts Center to local businesses and hotels. As a result, they could optimize the ROI of marketing efforts with insights into local and regional visitors.
12 03 Reveal True Value Of Local Attractions
ANSWER QUESTIONS LIKE…
Q: What are the peak visitation times
for this property during the weekday?
Q: How far away and from where do
visitors come? How often do they visit?
Q: What does the visit trend say
about venue usage year over year?
Lone Tree Arts
Center showed itself
to be a Regional
Destination drawing
more than 10% of
visitors from ‘home
locations’ in 5
different States
Confidential |
The Problem
Civic leaders need granular insights to drive and
measure attendance of local events (ticketed and
non-ticketed) and to quantify their impact to local
businesses. Typical ways to track attendance and
engagement can be time consuming and costly.
Placer’s Solution
● Visitation metrics: number of visitors, peak
times, home locations, MoM, dwell time.
● Visitor demographics: home locations, HHI,
brand affinities, consumer preferences.
● Visitor Journey routes, parking areas.
● Favorite Places other locations visited.
● Economic Impact: event visitors contribution
to other businesses in the area.
13 04 Optimize and Measure Local Events
ANSWER QUESTIONS LIKE…
Q: Did our target audiences attend
the event?
Q: Where are our best customers
coming from?
Q: Where do visitors go before and
after their visit?
Conduct Post-Event Analysis
Show how your event performed relative
to average days of the week, and measure
visitation performance - down to the hour!
Length of Stay
80 Minutes
Income1
$65,000
Peak Time
2:00 PM - 3:00 PM
1. Median Household Income
Confidential |
Prove Event Impact & Win Grants
Case Study
14Solutions
Placer Helps Event Marketing Team
Quantify Event Impact
The Challenge
The City of Prescott, AZ hosts a 6 week Christmas
celebration but couldn’t accurately measure the
attendance or impact of each event, or how best to
market them. How can the Office of Tourism drive
attendance and prove event value to the local economy?
Placer’s Outcome
The city’s Office of Tourism used Placer to track foot
traffic and visit patterns over the 6 weeks, validating
earlier targeted marketing efforts and showing an
economic impact of $52M. This data helped the
Christmas City organizers secure $200k in new grants.
See the full case study
With Placer, we market events more efficiently than ever
before… and have helped our partners land multiple grants to help put on the Christmas City event. Placer has been a wonderful asset to the Office of Tourism and our partners.
Cristina Binkley
Tourism & Economic Initiatives Coordinator
Explore the deck
Confidential |
The Challenge
The City of Dunwoody sought to secure increased funding for its annual Holiday Lights event. Anecdotal attendance estimates lacked precision and made it difficult to justify budget requests to city leaders. How could parks and rec show the event’s popularity and secure the needed funding?
Placer’s Outcome
Using Placer.ai data, the City of Dunwoody demonstrated the event attracted 4x the original attendance estimates and has continued to grow since launching in 2020. With the data proving the event’s popularity, the parks and rec team successfully secured a 10% greater budget for the Holiday Lights event.
15 When city leaders questioned the success of the event, we were happy to show that attendance was more than 4x
what was unexpected. That gave them the confidence to
increase our budget, helping us to deliver an event that our residents and guests have come to know and love.”
Rachel Waldron
Parks and Recreation Director
The City of Dunwoody, GA
Increase Event Funding
Case Study
Dunwoody, Ga Secures $88k Budget For Annual
Holiday Lights Park Event
Explore the deck See the case study
Confidential |
The Problem
Civic leaders need to understand changes to
resident, visitor, and employee populations in
their communities.
Placer’s Solution
● Movement of Residents, Visitors, and
Employees: origin location to destination
based on time frame.
● Demographics and Psychographics, HHI,
brand preferences, favorite places, work
locations, home locations, age, ethnicity,
race, psychographics.
16 05 Discover Changes To City Or District Over Time
ANSWER QUESTIONS LIKE…
Q: How are zipcode populations
changing year over year?
Q: Where are old residents moving?
New residents coming from?
Q: How many SNAP households do
we have within the trade area?
Confidential |
The Problem
Civic leaders need to understand to what degree
and where do residents, visitors, and employees
shop outside the City or District Boundary.
Placer’s Solution
● Leakage Report for any city or district.
● Gap Analysis total leakage amount for every
retail category.
● Favorite Places: Top locations outside the
district/city visited by residents, employees, and
visitors.
● Visitation metrics for retail category plus
travel and hotel.
● Average ticket size for chain locations.
17 06 Leakage Analysis (Favorite Places Outside a City or District) ANSWER QUESTIONS LIKE…
Q: Which retail categories contribute
to leakage?
Q: What top venues in other cities are
your residents visiting? How often?
Q: What sales revenue and tax was
lost as a result of leakage?
NEW: Resident Leakage XTRA Report!
Confidential |
The Problem
Civic leaders need to understand how changes to
streets, parks and open spaces benefit the
community in order to assess ROI and equity.
Placer’s Solution
● Visitation Metrics before and after
intervention: total visits, peak visit times, dwell
time, prior and post locations, distance
traveled to destination.
● True Trade Area reveals home and work
location for visitors.
● Favorite Places reveals locally visited
businesses.
● Variance compares month over month and
year over year
18 ANSWER QUESTIONS LIKE…
Q: What can we learn about our
target audience?
Q: Where are our best customers
coming from?
Q: Where do visitors go before and
after their visit?
07 Public Realm
Confidential |
The Challenge
After decades of growth, Kansas City, MO wants to revitalize its urban core with the South Loop Project, a project to reconnect divided neighborhoods by building a vibrant downtown park space over I-670. How could Downtown KC prove the widespread impact of the park, rally public support, and secure necessary funding? Placer’s Outcome
Using Placer to analyze the similar Klyde Warren Park in Dallas, TX, Downtown KC used insights around regional draw, year-round activation, visitation by zip code, and more to show the park’s positive city impact, helping attract $85M in investments to date.
Urban Regeneration Funding
Case Study
19Solutions
Downtown Kansas City Secures $85M To Cover
Interstate & Create Urban Community Park
“With Placer, data goes beyond opinions. That data
helped our state representatives, state senators,
city council, private and philanthropic donors see
how their constituents would benefit. I don’t know
how we could have done it without Placer.”
Tommy Wilson
Director of Business Recruitment & Research,
Downtown Council of Kansas City
Explore the deck See the full case study
Confidential |
The Problem
Civic leaders need to understand usage of
public parks and facilities to show how
investments improve the space and support
surrounding businesses, and to understand
who benefits from public improvements.
Placer’s Solution
● True Trade Area: home and work locations
of visitors
● Visitor Journey: Popular routes. Post and
Prior locations.
● Visitor Metrics: Day of week, time of day,
peak time, and overall dwell time for venue.
20 08 Analyzing Public Investments (Equity and ROI)
ANSWER QUESTIONS LIKE…
Q: Where do visitors to the park come
from? How often do they come?
Q: How does weekday and weekend
usage compare?
Q: What are the top customer
segments for this public asset?
The city of San Antonio was considering a bond measure to raise a few million dollars to upgrade a downtown Park. Debate centered on who would benefit from additional investment in downtown.
Confidential |
The Problem
Civic leaders need to optimize resources for
marketing, cleaning, safety, and district
promotion. For example, during the peak of
COVID in 2020, stakeholders voted to ‘end’ the
assessment for the Tourism Overlay Zone. How
could they get the data to justify timing for
reauthorization of the assessment?
Placer’s Solution
● Visitor metrics - when is it used? by whom?
for how long?
● TTA home and work locations for visitors
● Distance traveled by visitors
● Origination by Market XTRA report reveals
home locations of visitors staying overnight
21 ANSWER QUESTIONS LIKE…
Q: How long do visitors typically stay
in the area? Where do they go?
Q: How far do visitors travel? What
are their home and work zip codes?
Q: What percentage of visitors stay
overnight in the district?
“Bottom line, we had the analytics to demonstrate the compelling case that Board members needed in order to make the difficult decision to re-start the assessment.”
09 Optimize Resources, Define District, Justify Assessments
Confidential |
The Challenge
The City of Danville (Danville, IL), issued an RFP as a result of a COVID-19 recovery grant received from the Illinois Department of Commerce (DCEO). Intrigued by visitation insights available from Placer, the city chose the Studio GWA/RR consultant team. What specific insights could RR glean for the city to leverage existing momentum?
Placer’s Outcome
Using Placer data on visit trends, demographics, and void analysis, Redevelopment Resources showed strong post-COVID recovery in the downtown area and identified potential tenants for nine sites key to revitalizing the area. The City of Danville approved the plan and is scoping implementation.
22 Placer helps decision makers who are risk-averse acquire the data they need to confidently make their decisions. Its
concrete, objective, and granular data gives insights that eyeball estimates and surveys simply cannot offer.”
Kristen Fish-Peterson
CEO, Redevelopment Resources
Develop Revitalization Plan
Case Study
Redevelopment Resources Partners with Studio
GWA to Develop Downtown Revitalization Plan
See the full case study
Confidential |
Data at your fingertips
Get a snapshot of your City, County, District plus
Points of Interest. See the visitation trends and
overall metrics for a primary point of interest,
whether it be an entire city, a district, or a
venue(s). Evaluate category trends for retail,
office, restaurants, hotels.
● Overall Metrics for primary point of interest
(could be entire city, district, or venue(s).
● Category Trends for retail, office,
restaurants, hotels.
● POI Widget for any venue, open space,
district, group
23 Monthly Reports
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Thank You
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