Placecast™ Trade Areas
Motionworks Placecast™ Trade Areas documents the home location of visitors by the number of visits to a Motionworks Place or Region every month since 2019. These insights are produced with the Motionworks Population Intelligence Platform. Placecast™ Trade Areas is best used to understand how trade areas have changed over time or how they vary by day of week or time of day. The dimensions of data include:
- Home locations of guests by:
- Surrounding neighborhoods within 50 miles of the place. This will likely account for LESS THAN 100% of all visits.
- Internationally by region. These regions will add up to 100% of the visits.
- Monthly trade areas by:
- Day Type -- Four Day Types:
1: Weekdays (Monday - Thursday)2: Fridays3: Saturdays4: Sundays
- Day Part -- Five Radio Day Parts:
1: Overnight (midnight–6:00 a.m.)2: Morning drive time (6:00–10:00 a.m.)3: Midday (10:00 a.m.–3:00 p.m.)4: Afternoon drive (3:00–7:00 p.m.)5: Evenings (7:00 p.m.–midnight)
- Day Type -- Four Day Types:
Data Dimensions
- Frequency Published monthly.
- Geographic coverage Summarizes activities for residents of the U.S. and Canada for Motionworks Places and Regions.
- Zone systems All relevant Geographic Definitions are populated for each Population Segment. This currently includes the following Geography Prefixes in the field
geography_id:- Regional References (will add up to 100% of the visits)
US2010STCO-- US Census 2010 County Regional ReferencesCA2016XXCD-- Canadian Census 2016 Division Regional References
- Neighborhood References (within 50 miles of the place, likely accounting for less than 100% of all visits)
US2010XXBG-- US Census 2010 Blockgroup Neighborhood ReferencesCA2016XXDA-- Canadian Census 2016 Dissemination Areas Neighborhood References
- Regional References (will add up to 100% of the visits)
- Date availability Monthly data since 2019.
- Latency Data are released each Monday on a 30-day latency. For example, by 30 March 2023, data through 28 February 2023 will be released.
- Notes
- Places that have 0 visitation in Placecast™ By Date for a given year and month will have no trade areas associated to it.
- PRIZM segment information is only provided for Regional geography trade areas.
Schema
| Name | Description | Type | Example |
|---|---|---|---|
| place_id | Unique and persistent identifier of this place or region defined by a data collection polygon (also sometimes called point or place of interest). | string | 269335 |
| homes_place_id | Motionworks place identifier of the parent place from which this row's trade area was acquired. Equal to place_id for focused places that have their own measured trade area; equal to the place's parent_place_id (e.g., the containing building, mall, or region in placecast.regions) when the trade area is inherited. This is NOT the visitor's home location — the visitor's home is geography_id. |
string | 269112 |
| yyyymm | The year and month these monthly metrics are summarized, encoded as YYYYMM (e.g., 202304). Use CAST(yyyymm/100 AS INT64) and MOD(yyyymm, 100) to derive year and month. |
integer | 202304 |
| day_type | An identifier of the day type that the metrics are summarizing where: 1 = Weekday (Monday - Thursday)2 = Friday3 = Saturday4 = Sunday | integer | 1 |
| day_part | An identifier of the day part that the metrics are summarizing where: 1 = overnight (midnight–6:00 a.m.)2 = morning drive time (6:00–10:00 a.m.)3 = midday (10:00 a.m.–3:00 p.m.)4 = afternoon drive (3:00–7:00 p.m.)5 = evenings (7:00 p.m.–midnight) | integer | 4 |
| geography_id | Geography reference where the visitor resides. v2.2 tables use 2010 US census geography (e.g., US2010STCO, US2010XXBG); v2.3 tables use 2020 (e.g., US2020STCO, US2020XXBG). |
string | US2020STCO06073 |
| prizm_segment | The Claritas PRIZM Segments prizm_segment reference provides an additional dimension on the visits to the larger regional geographies. When the PRIZM segment is null, as for the neighborhood references, the population provided is for all persons aged 0+ |
string | 09 |
| pct_homes | The decimal fraction of visits arriving at the place from the geography on average for the yyyymm, day_type and day_part.A visit is an activity with a measured dwell time at a place greater than or equal to the activities_dwell_threshold (see: Placecast™ Profiles). |
number (float) | 0.03583 |
Verification
As part of the process of calculating the trade area footprint for a place, Motionworks analyzes the average travel distance for all trade areas to the place location. These average distances are reported in the Placecast™ Summary Reports by place type. These reported distances are also compared to research done by external sources that inform our understanding of reasonable distances for people to travel to places of certain place types. These sources include, but are not limited to: