Place Processing Methodology

Overview

Motionworks uses multiple processing methods to estimate visitation at places, selecting the most appropriate approach based on each place's characteristics, data availability, and validation score. The processing method applied to each place is recorded in the place_process field in select customer Placecast data products.

This methodology is applied consistently across Placecast 2.2, 2.3, and 2.4.

Focused vs. Unfocused Places

Motionworks categorizes places into two fundamental measurement approaches:

Focused Places

Focused places are locations where Motionworks can directly measure visitation through GPS-based observation using the BroadSelect™ Panel (for comprehensive coverage) and PrimeSelect™ Panel (for precise movement patterns). These are typically standalone venues with clear boundaries where device signals can be accurately attributed to the specific location.

Unfocused Places

Unfocused places are locations where direct measurement is not reliable due to:

• Vertical overlap: Places like multi story businesses and mixed use developments where signal data cannot isolate the specific floor
• Signal loss or degradation: Places like underground transit stations, and others, where signal data are highly variable.

For unfocused places, Motionworks estimates visitation using statistical relationships derived from a peer group of similar focused places. Peer groups are constructed by matching places based on type, urbanicity, and geographic region, with machine learning techniques ensuring each place joins the group that best represents its activity patterns.

---

Place Process Values

The place_process field indicates which methodology was used to estimate visits for each place:

place_process Value	Description
placedV3	Focused (Direct) – Place is directly measured from observed device activity within the place polygon.
placedV3_scaled	Focused (Scaled) – Directly measured, then calibrated to first-party data sources.
unfocused_with_parent_placedV3	Unfocused with Parent – Visits estimated by allocating a portion of the parent venue's traffic.
unfocused_with_parent_placedV3_scaled	Unfocused with Parent (Scaled) – Same as above, with calibration to first-party data.
unfocused_with_size_placedV3	Unfocused with Size – Visits estimated using the peer group of similar places.
unfocused_with_size_placedV3_scaled	Unfocused with Size (Scaled) – Same as above, with calibration to first-party data.