This article discusses how mobile location data vendors can control for fluctuations in the volume of data when evaluating changes in foot traffic over time.
When evaluating the changes in foot traffic to a point of interest, it is not enough to merely look at the volume of data over time. The volume of mobile location datasets has increased over time due in part to the exponential growth of smartphone use and can skew any analysis conducted without first baselining the data. Using Near's Heartbeat Report accounts for this rise in smartphone usage and gives you an effective visitation trend analysis.