Recent research conducted by Consumer Data Research Centre (CDRC) at UCL discussed the potentialities and limitations of football data and mobile geo-data in the context of retail location analysis.
Footfall data derived through SmartStreetSensor project is collected using a network of sensors. This data provides information about the volumes of pedestrian flows, but lacks the contextual insights on the origins of the population.
The geo-data provided by Huq Industries captures around 6% of the average footfall, but maintains a continuous list of locations visited by the users over long periods of time. This information can be used to study the demographics and consumer behaviours of the population.
The preliminary research summarised in this case study sugges linking the contextual information derived from geo-data to footfall counts in order to create a comprehensive understanding of the magnitudes and demographic profile of the pedestrian flows in the retail centres.
Please find the full report here