Waze and Carto team up for location-based urban intelligence

A ton of area data is being created by the actions of smartphone owners. Much of the interest is on marketing use situations: audience and competitive insights, off-line attribution, store visits and comparable use cases. However , the data has its own other applications, including retail web site selection, logistics and urban preparing, among others.

Madrid-based place intelligence company Carto has collaborated with Google-owned Waze, through the latter’ s Linked Citizens Program , to offer visitors management insights to municipalities. This town, Spain, is the first announced town, but others are on the way, including in america.

The objective is to assist cities “ better understand visitors mobility patterns and inform much better decisions about infrastructure and visitors management. ” According to Carto’ t SVP Ian Walsh, the Carto Traffico program will provide a mix of traditional, real-time and, ultimately, predictive information to municipalities.

Waze supplies the raw traffic movement information through its API. Carto evaluates and visualizes the data to make it obtainable to government officials and workers. It also allows urban planners to operate different scenarios against the data. Basically, they can see what will happen predicatively if they make certain infrastructure changes or even transportation choices. It could also be utilized for large-scale event planning.

Carto further enables cities in order to layer in other third-party data units (e. g., demographic data) meant for deeper insights into planning choices. One could imagine housing or industrial construction decisions relying increasingly with this data to assess the impact of recent projects or developments on visitors patterns and congestion.

The partnership is yet another example of exactly how valuable location data is and exactly how varied and wide-ranging its programs can be.

About The Writer

Greg Sterling is an Adding Editor at Search Engine Land. This individual writes a personal blog, Screenwerk , regarding connecting the dots between electronic media and real-world consumer actions. He is also VP of Technique and Insights for the Local Lookup Association. Follow him on Twitter or find him at Google+ .

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