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Vodafone Analytics, a Big Data solution developed by Vodafone in collaboration with Celfocus, helps to understand public mobility patterns, providing valuable insights not only for event planning but also for urban mobility management, city safety, and selecting physical store locations.
This year, during the three days of the Primavera Sound Porto festival, the solution analysed anonymised data in near real-time, collected by the Vodafone network antennas and the devices connected to them within the festival grounds. This allowed for the identification of where people moved and gathered, as well as their demographic profiles and geographic origins.
The collected data is essential for event organisation and management, offering insights into indicators such as the distribution of attendees across different areas of the venue, the percentage of people attending multiple days, key age groups, as well as the national and international composition of the audience. For foreign visitors, the data also revealed their countries of origin.
The visualisation platform and dynamic dashboards of Vodafone Analytics were developed in partnership with Celfocus, who also ensured the near real-time integration of data gathered on-site. This provided a highly visual and engaging way to capture and present key elements during the festival.
The processing of this data complied with the General Data Protection Regulation (GDPR) and all relevant regulations from the National Data Protection Commission.
Vodafone Analytics can be applied in various sectors, ranging from Retail (offering demographic insights, understanding customer origins, and tracking visits) to Smart Cities (urban management, demographic profiling), as well as Transport and Logistics (route planning, operation optimisation), Tourism (visitor origins, destinations, length of stay, accommodation, and activities), and Real Estate (foot traffic analysis for store openings and profiling of purchasing power).
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Last year, Vodafone Analytics was also used by Celfocus and Vodafone to analyse the latest edition of World Youth Day, which took place in Lisbon. Learn more about this project here.
