2. PLACER.AI STAFF REPORT 05-02-2022
Request for Action
To Item Number
Housing and Redevelopment Authority and 2.
Economic Development Authority
Agenda Section Meeting Date Prepared by
Special Meeting May 2, 2022 Brent O’Neil, Economic Development Director
Item Description Reviewed by
Placer.ai Analytics Software Program Demonstration Cal Portner, City Administrator
Reviewed by
Action Requested
Item presented for information and discussion purposes.
Background/Discussion
Staff has been contacted by a firm specializing in location data and analytics and has received a demonstration
of its product. Placer.ai utilizes geographic data aggregated from mobile data providers to make extrapolated
projections and analyze geographic patterns related to economic development metrics. This product would be a
beneficial tool to better understand factors such as Elk River’s retail trade area, workforce commuting patterns,
and benchmarking other data sets.
As a non-budgeted item, staff has identified funds in underspent areas in 2021 and potential savings in 2022
which could offset the cost of licensing this software in 2022. Primary savings would be through reduction in
out-of-state travel and some modification in the advertising and marketing line.
Staff is seeking feedback on this service and the HRA and EDA’s interest in pursuing a product of this nature.
Financial Impact
A one-year subscription to this service has been quoted at approximately $14,000.
Mission/Policy/Goal
Support Elk River’s existing businesses through relationship building, programmatic offerings, and high-quality
city services. Attract new business development to Elk River to build the City’s economic vibrancy, job offerings
and tax base.
Attachments
“Placer.ai for Municipalities” Packet
The Elk River Vision
A welcoming community with revolutionary and spirited resourcefulness, exceptional service, and
community engagement that encourages and inspires prosperity
Tell the right story about your community
Placer.ai
Municipalities
for
Discover The Story
Behind Any Place
POWERED BY MOBILE LOCATION DATA
Placer.ai is the world’s most advanced foot traffic
analytics platform allowing anyone with a stake in the
physical world to instantly generate insights into any
property for a deeper understanding of the factors
that drive success. Placer.ai is the first platform that
fully empowers municipality professionals to drive
economic development planning and execution
Leading Location Intelligence Platform
Property – Overview of property-level data & analytics
Features
DASHBOARD SHOWCASE
Trade Area
Understand true customer draw
Visits
See visitation trends and performance over time
Rankings
Visualize rankings of benchmarked entities
Market Share
Measure market share changes over time
Cross-Shopping
Identify percent of active visitors on the same day
Benchmarking
Compare any property to competitors
PRODUCT DASHBOARD SHOWCASE
How Placer.ai Works
Placer.ai
SDK
Visits Audience Ranking Trade Area
Anonymized location data
from tens of millions of mobile
devices used as a core panel
Observe
Machine learning provides
accurate estimations on physical
market activity across the U.S.
Analyze
A wealth of detailed reports
containing critical insights
into people and places
Present
OBSERVE. ANALYZE. PRESENT.
5
Placer.ai for Municipalities
What Do Municipality Professionals Care About?
VALUE PROPOSITIONS
What are the impacts of
national, regional and
community events?
Business Continuity
How many customers did
an event drive? What are
the visitors’ demographics?
Public Events
What are the strengths of a city
and its specific venues? Where
are there opportunities?
Strategy & Planning
Is a certain area of our city
underperforming and/or
ripe for redevelopment?
Development
What are the visitation
patterns among residents,
visitors, and employees?
Visits
Where do people go outside of
our city to spend money? What
brand affinities to they have?
Leakage
Examine The Composition Of
Residents, Employees & Visitors
VISITS • UNCOVER THE FULL PICTURE OF CONSUMER BEHAVIOR
Placer.ai visitation and
attribution data combine to
provide visibility into the human
composition of municipalities in
order to understand the unique
characteristics among different
audiences and optimize for
retail development.
Identify & Attract Best Fit Retailers With Data-Driven Pitches
LEAKAGE • UNDERSTAND LEAKAGE & CONSUMER DEMAND
Placer.ai provides customer visit
data for any destination that
shows consumer demand, brand
preferences, cross-shopping
habits, as well as the routes
people take. Understand when
and where your residents go,
and how they spend their time.
Demonstrate Benefits Of Strategic Economic Initiatives
DEVELOPMENT • CAPTURE IMPACT OF CHANGE & COMMUNITY DYNAMICS
Placer.ai’s True Trade Area
can be compared over time
to see physical changes in
visitation patterns attributed to
a revitalization initiative. View
growth trends in and around
public spaces that may support
local businesses.
Develop Municipal Strategy & Planning
STRATEGY & PLANNING • TRANSFORM YOUR CITY ECONOMICALLY
Placer.ai provides municipal
professionals visitation data,
demographic insights, customer
journeys, and the routes visitors
travel. Together, these metrics
enable all new ways to evaluate
the strength of a city and specific
venues, and spot opportunities.
Understand Local Assets, Specific Areas & Public Venues
STRATEGY & PLANNING • EMPOWER CITY DEPARTMENTS
Placer.ai’s Custom POI (Point
Of Interest) tool can be used to
draw custom geofences around
any specific area or venue in
order to understand different
perspectives on the aggregate
activity of a whole municipality.
Measure Impacts From National, Regional & Community Events
BUSINESS CONTINUITY • BUSINESS CONTINUITY & LOSS MITIGATION
Placer.ai provides municipal
professionals visitation data
that shows an aggregate
view of visitor engagement
to inform real-time planning
and decision-making.
Drive Event Strategy
PUBLIC EVENTS • ATTRACT CUSTOMERS TO YOUR CITY
Placer.ai provides marketing
teams visitation data,
demographic insights, customer
journeys, and the routes visitors
travel. Together, these metrics
enable all new ways to measure
and evaluate past events and
promote new ones.
Privacy & Compliance
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information such as name,
phone number, email, date
of birth, or gender.
Consent
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represent and warrant that
they are operating in
compliance with regulations
including GDPR and CCPA.
Transparency
We only source data from
mobile apps that require
affirmative opt in/opt out and
disclose how anonymized
data will be used and shared.
Control
Dedicated Customer Success
SUPPORTING USER SERVICES
Learn exactly how and
where our data comes
from, and the industry’s
best practices that drive
performance and meet your
complex challenges.
Understand
Our Data
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onboarding experience and
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that keep your teams using
Placer.ai data to maximize
“time-to-value.”
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& Training
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Success team to learn how to
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our data into insights that
move your business forward.
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