Ane Urain Gurruchaga

In our success story today, we tell you about one of our key projects in the use of Big Data to improve communication between a business and its audience, in the OOH advertising sector. This time, we worked with Exterion Media, transforming their digital strategy with the latest technological trends, such as Big Data and IoT, to better identify their target audience and design high-impact campaigns on the London Underground network. The investment in OOH is expected to increase to £1 billion by 2021. But current market metrics did not allow Exterion Media to profile audiences in offline environments as well as online. So, to ensure the expected growth, outdoor advertising companies are looking for ways to embrace the latest technological trends in a process of change in advertising, that is more audience focused. Therefore, both with the more traditional sources of information (panels and surveys), as well as data generated from mobile devices, they can offer a unique opportunity for those companies seeking to better understand their users who, in 90% of cases, have a mobile phone at their fingertips 24 hours a day. Thanks to the information of the anonymized and aggregated data, obtained through our Crowd Analytics platform, they provide a better understanding of the target audience. Our team of Data Scientists and Data Engineers in the UK use the mobility analysis platform to process and analyse over 4 million pieces of mobile data every day. Through this analysis of extrapolated data, insights are gained into the mobility patterns of the London Underground audience, based on the most frequented locations and peak times. This information is very relevant for companies in the retail sector that are looking for the ideal places and moments to capture their audience. Mick Ridley, director of data strategy at Exterion Media, says: After this project we can speak with confidence about how we capture audiences through advertising, and offer our clients the ability to better define their target audience Mick Ridley Now, Exterion Media has knowledge of how audiences move and access to Big Data's analytical tools that allow them to improve the sales discourse with their clients. Thanks to Big Data, we can transform information into value, to allow data-driven decisions. To stay up to date with LUCA, visit our Webpage, subscribe to LUCA Data Speaks and follow us on Twitter, LinkedIn o YouTube.

We often think of Big Data as something exclusive to private companies. But one of the clearest applications is that of public bodies who want to improve the lives and services of their citizens. In line with this, we are working with the Ministry of Transport and Communications of Peru and AATE in the analysis of urban mobility in the city of Lima, with the objective of optimizing its metro line in Lima and Callao. The population growth of cities is ever-increasing, forming a new urban landscape in which the management of an efficient transport system has transcended the institutions to become a matter that has a direct impact on the daily lives of its´ citizens. In this sense, transport is a determining factor in the development of cities and, with the growing boom of the so-called Smart Cities, transport infrastructures must gain an increasing presence in decision-making regarding the location or type of transport to be implemented in the cities. The Autonomous Authority of the Lima Electric Train (AATE), an entity that reports to the Ministry of Transport and Communications of Peru, is in charge of planning, coordinating, supervising, controlling and executing the implementation of a massive and efficient electric transport system in the metropolitan area of Lima and Callao. According to Carlos Ugaz Montero, Executive Director of AATE, the city of Lima was one of the few cities that lacked a transportation plan, being ranked as one of the top 50 most populated cities of the United Nations. For this reason, the AATE is immersed in the planning of new metro lines, basing the planning on a Demand Study, based on surveys, but that needs to be complemented with data that reflects the behaviour and the real, and more specific, needs of the population. Based on the insights obtained from mobile data, through the LUCA Transit solution, we have analysed the journeys made by these mobile users, which once anonymized extrapolated and aggregated, allow us to estimate the number of trips throughout Lima and Callao. Thanks to the definition of user behaviour patterns, and the generation of a database and a viewer, the AATE can perform additional analysis, which have allowed us to see how the groups of inhabitants in the city of Lima move, knowing their routes and patterns of mobility along with their segmentation. All the insights obtained through the LUCA Transit solution will be very valuable as input for the new demand study. According to Carlos Ugaz, "the project carried out jointly with LUCA has offered us very valuable information that has allowed us to make better decisions, in order to implement a massive transport system in the city, to make the most efficient projects for the benefit of all citizens; reducing the risk of making bad investments. " This analysis has been carried out over four specific months and has allowed us to categorize the journeys according to the origin and destination of the travellers, as well as the sociodemographic variables, the purpose of the trips, and temporary segmentations. In this way, we have been able to generate the following results: Generation of a database that represents the real journeys made by the users. Development of a visualizer, which allows analysis according to specific needs. Technical documentation of the project, including both the methodological part and analysis of results, patterns and conclusions. Training sessions, advice and support with the aim of making the most of the points detailed above. The study allows us to see how the inhabitants of the city of Lima move, knowing their routes and also allowing us to see their different mobility patterns. In addition, the segmentation of the inhabitants helps to implement a transport system that is more integrated and responds according to the needs of the city. Thus, they will be able to optimize the construction of the metro network, strengthening communications between the points with the greatest demand and adapting the schedules. This will allow users to make fewer transfers, which will make travel more comfortable and quicker. As that the patterns of user behaviour have been generated, a database and visualizer have been generated, which allows AATE to perform additional analyses, depending on different needs. Among the main results obtained are: Identification of the main polls both generators and travel attractors Identification of the days and average hours with the highest demand, depending on the reason for these trips Segmentation of travellers by sociodemographic variables Analysis of commercial areas LUCA transit, allows us to analyse the trips made by the population based on real, undeclared data, allowing the client to know the real needs of the population. You can also follow us on Twitter, YouTube and LinkedIn

Brazil's tourism industry had a huge boost in 2016 with more than half a million tourists descending upon Rio de Janeiro for the Olympics - making it a record year with a total of 6.6 million internationals visiting the country, a 4.8% increase on 2015. Injecting a total of $6.2 billion into the local economy, international tourism has become extremely important in the growth of the country - with Brazil now becoming the second most visited country in Latin America after Mexico. Here in the LUCA team, we believe that data-driven decision making is fundamental in accelerating the tourism opportunity for Brazil and for this reason we are proud to have signed a deal with the state of Espírito Santo, alongside Telefónica Vivo Business Solutions this month. Figure 1: Data-driven decision making will enable tourism in Espíritu Santo to thrive. With a population of almost 4 million and 40% of its territory on the coast, Espíritu Santo attracts a great number of national tourists from neighbouring states. This new agreement with Telefónica Vivo Business Solutions, powered by LUCA technology, will allow them to measure their progress and make decisions on its tourism offering based on Big Data - leading the digital transformation of the Brazilian tourism sector. Our LUCA Smart Steps technology will allow them to understand the behavioural patterns of tourists as well as understanding the profiles of visitors in certain locations throughout the state. In turn, decision-makers will be able to provide new statistics on the direct and indirect impacts of tourism on the local economy - as well as taking actions such as optimized marketing campaigns to attract more visitors from certain locations and of certain profiles. Figure 2: The project will study 10 touristic events in the state throughout the period of study. The project, which was contracted by Secretaria do Turismo do Estado de Espírito Santo, will focus on the analysis of 10 touristic events in the state, allowing them to understand which are more profitable for the local economy by looking at the times of day when most visitors attend and where they come from allowing them to compare year on year and make data-driven decisions about the organization of future events. The data will be used by the Tourism Observatory of Espírito Santo. One of our Business Managers in Brazil, Verana Souza, said " This really positions us as pioneers alongside the public sector by providing this service to the state of Espíritu Santo. It allows us to unlock new business, providing more intelligence, innovative and efficient public services." Are you interested in using LUCA Smart Tourism insights in your country? Contact us here. p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 11.0px Calibri; color: #1f497d} span.s1 {font-kerning: none} span.s2 {text-decoration: underline ; font-kerning: none}