Situation
‘Good Living LLC’ is a fictitious civil engineering company interested in leveraging Spectus mobility data to improve their understanding of the vehicle traffic flow of a casino in Tulsa, OK. This casino would see large influxes of visitation on the weekends and was experiencing traffic control issues. They were looking for a location intelligence partner to help them direct traffic flows with confidence – and they chose Spectus.
Challenge
Specifically, Good Living wanted to understand roadways, evacuation routes, and alternate routes if an entrance were to be shut down. Of the three entrances to the casino, how would traffic patterns change if one were closed? Would people visit a different entrance, and if so, which one? Good Living had previously been using a traffic counter to track how many people entered, but this method couldn’t account for distance traveled or route taken. Without an accurate and comprehensive data set, they were doing guesswork when it came to understanding human behavior. To continue managing the casino traffic efficiently, Good Living needed high-quality mobility data to understand the traffic flow through these three entrances, where the customers were coming from, and how each entrance would function as a replacement for the others.
Solution
Spectus’ data clean room produces custom location-based solutions in a privacy-focused environment. In other words, we take data points and transform them into intuitive travel data visualized as charts, graphs, and interactive maps. Equipped with these visualizations and our granular location data, Good Living can make highly informed decisions regarding their traffic flow management. Spectus produced an analysis of trajectories to the casino, pictured below.
Traffic Flow Visualization
To show the routes that people take to get to the casino and the distance traveled, Spectus analyzed the trajectories of vehicle data that entered through one of the entrances (North, Middle, and South) to the casino during a weekend in January 2023.
Hover over a trajectory line to see the full trajectory of a vehicle and the length and duration it traveled, or use the tools on the left to view different layers and trajectories that pass through each gate.
Breakdown by Day
Good Living LLC also wanted to understand movement patterns on a typical Saturday. Using our tool, we dove deeper into the analysis to find the metrics for north and southbound travelers on a typical Saturday:
Casino traffic heading north on Riverside Parkway:
2% entered the Casino via the North-Gate
40% entered the Casino via the Mid-Gate
58% entered the Casino via the South-Gate
Casino traffic heading south on Riverside Parkway:
19% entered the Casino via the North Gate
39% entered the Casino via the Mid-Gate
42% entered the Casino via the South-Gate
How does the data clean room work?
Spectus’ data clean room can be used to produce nearly any level of mobility analysis you can imagine by converting raw device-level data into upleveled privacy-safe insights. Spectus converts billions of pings from millions of devices into actionable metrics including Stops, Trajectories, and Demographics.
The data clean room addresses data providers’ concerns about user privacy because privacy protection is baked into the Spectus platform by design. In addition, Spectus filters out Sensitive Points of Interest (SPOIs) such as locations related to health services, religious facilities, and locations with vulnerable populations to ensure that data is handled responsibly and not exploited for unethical purposes.
Interested in learning more about how mobility insights can strengthen your traffic flow analysis?
These analytics show that on a typical Saturday, drivers prefer the South Gate—regardless of the direction traveled. This left Good Living LLC with a few questions, namely: Why would southbound drivers bypass two points of entry to use the South Gate? Is it easier to enter the property through this gate, or is there a lack of signage or other traffic issue that causes the other gates to be inaccessible?
This information is incredibly valuable for the Good Living team to predict traffic patterns and manage planned closures and construction blocks seamlessly.
