TELUS insights

imagining the possibilities of big data

TELUS Insights uses de-identified and aggregated data pools - drawn from mobile device location data, like pedestrian and vehicle traffic flow and third party demographic databases - to provide businesses with insights into overall trends and patterns. The Thompson Okanagan Tourism Association uses this mobile phone data to strategically plan, understand tourist trends and movement patterns, determine which destinations attract the largest number of tourists, and to identify which regions are most impacted by specific events such as targeted tourism advertising and natural disasters. It is a great tool to determine points of interest, tourist trends, and grow tourism economies.

 

TELUS Data and Privacy

  • TELUS recognizes that Big Data comes with big responsibility to protect the privacy of individuals. They have implemented industry-leading standards to protect privacy every step of the way through:

    • De-Identification of data – meaning it cannot be traced back to an individual.

    • Aggregation of data into large data pools ensuring privacy is fully protected at all times.

    • Data extrapolation to be representative of the total Canadian Population.

  • By de-identifying and aggregating the data, it is possible to preform geographic and movement analysis, while respecting privacy.

  • TELUS has implemented industry-leading Privacy and Design standards to ensure that privacy is not compromised.

  • All the data analyzed by TELUS Insights is de-identified, meaning it cannot be traced back to an individual. It is also aggregated into large data pools to reveal mass-movement patterns and trends, and extrapolated to be representative of the total Canadian population as a further means of ensuring their privacy is protected at all times.

  • For further information, please visit: telus.com/insights Or email: telusinsights@telus.com


TELUS Insights Methodology

  • Data was collected off of cellular network towers throughout the Thompson Okanagan to deliver insightful information on regional tourists.

  • Each tower is oriented to a specific region in order to determine where the visitors are within the area.

  • In order to be counted as a visitor to the region, a tourist must spend a minimum of 90 minutes stopped at a single location. Total Year to Date Visitation breaks down those visitors by 90 minutes as well as Single Overnight Stays.

  • Overnight guests were calculated based on where they spent the majority of nighttime hours (between 11:00pm and 6:00am)


 

Information Available

Regional Visitation

  • 90 minutes (Day Trippers)

  • Single Overnight Stay

Visitor Origin

  • Province

  • Country

Overnight Stay

  • Length of Stay

  • Repeat Visitation

Regional Movement

  • Canada

  • International

 

TOTA Research Program

TOTA combines visitor data provided by TELUS Insights with market research using Environics Analytics to provide a comprehensive analysis of travellers. For more information about our Research Program please contact the team using the form below and we’ll be more than happy to answer any questions.

Name *
Name
 
Simone CS.jpg

Simone Carlysle-Smith

Managing Director, Symphony Tourism Services

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