About the data we process

Accurat performs two distinct types of analysis.

• Historical data is used to identify: the visitor’s origin, the visitor’s profile, frequency and trajectory. It is also used to identify the visitor’s social class.
• Real-Time data is used to count the number of people at a certain POI (point of interest). This data has a delay of 48hours, given the calculations that have to be done on the incoming data.

Visits are reported on a daily basis, most metrics such as share of visits, penetration, etc. are added on a periodic basis (no penetration per day available).

Data provided by Accurat has an accuracy of approximately 95%. Reporting is done for the entire Belgian, Dutch & German population, not only for users as tracked by our SDK. Therefore, we developed an algorithm that extrapolates the data for the entire population in a representative manner. 

Our data has been benchmarked with multiple campaigns with the results of the CIM model. We have a very similar outcome with a small difference in the margin of error. Therefore, we can state that our data is reliable as depicted in the graphs below:

We clean data on row level (coordinate level):
Remove duplicates (sometimes the SDK sends the same coordinate twice to
our API).
Remove coordinates with low accuracy (less than 50 meters)
Remove invalid coordinates (eg. latitude and longitude equal to 0)

The data that Accurat processes is privacy-sensitive. That's why we adopt a privacy-first approach. We ensure maximum privacy & security for panel members through various efforts, such as a GDPR-focused consent flow that limits data tracking to users who opt in twice, referencing our SDK privacy policy. Accurat will only publish insights based on groups that are large enough, taking into account all internal and external regulations regarding GDPR.

Accurat's approach is unique because we work with data not provided by our clients, unlike many of our competitors. Since we have our own data, our insights are plug & play. We have access to a larger panel, which enables us to also provide solutions for small stores. Moreover, results are updated on a daily basis, rather than monthly or through ad hoc reports.