Attachment B - Human Movement Data Study

HUMAN MOVEMENT DATA
 Methodology and Assumptions

  HMD has been sourced from the third-party provider Azira. Azira’s location data         Figure 2: Data Collection Zones
  is aggregated from a variety of high-quality sources, including first-party data
  from Azira’s own apps, partnered applications and locational data derived from
  mobile advertising.
  Across Australia, the Azira dataset has over 10 million unique devices that have
  been active in the last thirty days. These devices contribute to Azira’s vast
  database of locational ‘pings’. Each one of these devices may give a locational
  ‘ping’ when using an application that contains Azira’s locational software,
  intermittently throughout the day depending on the application's agreement with
  Azira, or when interacting with advertisement containing Azira’s software.
  Information relating to each ‘ping’ includes a de-identified device identifier, date,                                      Hotel
  time, latitude and longitude. Azira then cleans all locational data received to
  ensure that the data provided to clients is both accurate and actionable.                                                 Car Park    Bottle
  Lastly, it is important to note that the raw number of visits counted from the
  HMD is a representation of activity patterns. The visit counts are best used to
  understand patterns of behaviour and relative levels of activity in areas and
                                                                                                                                         Shop
  across time periods. It is a sample and should be treated as such. The mobile
  phone data assessment includes the following constraints:
  •   The data was collected over a long period of time to ensure accurate trends
      could be corroborated (01 January 2023 – 01 July 2024).
  •   Four separate data collection zones were configured to analyse the data                     96 Poinciana
      trends, including the Royal Mail Hotel, the existing Liquorland bottle shop,
      the hotel car park, and the 96 Poinciana Avenue shopping precinct and                          Avenue                      Royal Mail
  •
      parking lot.
      Three sets of data was sourced for the 18 month period:
                                                                                                                                   Hotel
      • Pin Data – GPS recorded data entries
      • Common Daytime / Evening Location – estimated by determining where
        a device most frequently appears during both the “non-work” hours (6pm-
        8am and work hours (8am-6pm).
      • Pre-Post Data – 60min prior and 60min post GPS data of the hotel car
        park.



Royal Mail Hotel – HMD Parking Study                                                                      21/08/2024                             Page 4