Data privacy - Main

Dynamic Demographics Product Guide

Product type
Data
Portfolio
Enrich
Product family
Enrich Demographics > Segmentations and Geodemographics
Product
Dynamic Demographics
Version
Main
Language
English
Product name
Dynamic Demographics
Title
Dynamic Demographics Product Guide
Copyright
2024
First publish date
2022

Dynamic Demographics provides information on population movement using human mobility data collected from mobile devices where users have provided explicit consent for data to be used in this way. The mobility data used to derive Dynamic Demographics is screened, aggregated, and sparse areas filtered out by Unacast, as a build requirement for Dynamic Demographics. Dynamic Demographics products do not contain any personally identifiable information (PII), nor is it possible to reverse-engineer PII from the data content. All PII regulations, laws, and best practices are followed in these products, and Precisely continues to monitor and follow developments in this space.

Unacast describe their own privacy practices relating to the location data which they receive from their partners in their Privacy Statement (https://www.unacast.com/privacy-statement).

Mobility data aggregation is the fundamental privacy step undertaken during the build of Dynamic Demographics. Data is aggregated across location and time, to protect primacy and ensure non-disclosure of individual data. Data for zones that display a sparse data count after aggregation is removed from the product.

Origin zones in the origin-destination tables are removed from the product when the origin zone displays a flow under a threshold of 10 devices, or when the origin zone contains fewer than 20 addresses.

Destination zones in the origin-destination tables are removed from the product when the destination zone displays a flow under a threshold of 10 devices.

For Australia Dynamic Demographics, Statistical Area Level 1 (SA1) is considered by the Australian Bureau of Statistics to be an area of reasonable size to protect privacy. There must be a minimum of 20 addresses in an Uber H3 Level 9 area before it can be identified as an origin. For Hex Level 11, the threshold requirement is 12 households in the area, and data has to be sufficiently dense to be non-disclosive.

Data for Germany Dynamic Demographics and United Kingdom Dynamic Demographics is provided at reasonably small-size geography (Uber H3 Level 9). Germany Dynamic Demographics and United Kingdom Dynamic Demographics utilize origin locations containing 20 or more households. Statistical or administrative areas, such, as Output Areas used in the UK for census dissemination, containing an average of 100 households, are considered of reasonable size to protect privacy.

A rolling time window of 12 months is used to aggregate mobility data as a method of smoothing unreasonable mobility patterns and to provide an annual average and other non-disclosive metric calculations. No counts are provided in the product suite.

Demographic data is not derived from mobility data. Rather, all demographics used in the Dynamic Demographics data suite are modeled estimates at a geographically aggregated level based on data from official sources, such as national statistical agencies.