Locomizer

Locomizer is a location analytics and audience profiling company based in London, with a second listed office in Shibuya-ku, Tokyo. It sells two principal data products. The Footfall Dataset provides point-level metrics (latitude/longitude of a point of interest plus a 69-metre radius) built from mobile trace data generated by a panel of anonymous users, including observed and extrapolated visitor counts, signal counts, and derivatives such as reach, dwell time and score, broken out by movement modality (pedestrian vs. non-pedestrian) and visitation modality (residents, workers, transient). The Brand Affinity Dataset complements it with quantitative measures of real-world user interests at the same point level, covering hundreds of interest categories such as shopping, leisure, sport, transport, entertainment, education and eating/drinking, grouped at brand level. The affinity methodology uses a supervised machine learning algorithm described in the company's patent "Interest Profile of a User of a Mobile Application" [0][1].

The company positions itself around the idea that each place has its own identity that changes through the day as people with specific interests come and go, and that context of presence around a location matters more than raw visit counting or check-ins. Its stated approach can build profiles at up to 400-metre accuracy around a point, which it presents as reducing dependence on highly precise location data. Outputs have included online interactive audience heatmaps viewable by day part [2][6]. Locomizer states its datasets exclude user IDs, phone numbers, emails, addresses, names or other personally identifiable information [0].

Applications cited by the company span out-of-home and geo-fenced programmatic advertising, retail site and audience analysis, real estate tenant matching and site selection, city planning (including a High Streets Recovery Tracker), tourism analysis, and financial services use cases combining transactional with behavioural data [0][1].

Founding story

Locomizer was co-founded by Dr. Alexei Poliakov, who serves as CEO. The company builds on more than ten years of his prior scientific research into cell behaviour in nature and positional information in complex multi-agent systems, from which he developed an identity concept based on the uniqueness of each person's position in space and time. An early interview framed the founding premise as "our location = our identity" [0][2][5][7].

Business model

Locomizer licenses packaged location data products rather than selling a self-service application. Buyers obtain the footfall and brand affinity datasets through Amazon AWS (including provisioning into a customer's S3 bucket or an IAM-accessible location), through partner Experian, or through specialist GIS service providers; the site also directs prospective buyers to contact the company directly to arrange access [0][1].

Data licensing: datasets are licensed to customers directly and via distribution partners including Experian and specialist GIS providers, and are intended for distribution through AWS Data Exchange [0][1].

Traction

The company's website cites coverage across 12 countries, more than 10 years of operation and 3 patents, and points to repeat customers. Publicised work includes powering footfall insights for The Dandy Lab's pop-up retail concept on Bird Street in London (2017) and the High Streets Recovery Tracker, whose data was referenced in The Times, The Guardian and an LSE British Politics and Policy article; PML Group has cited Locomizer data in out-of-home advertising commentary in The Irish Times and AdWorld [0][1][3][6].

Latest developments

The most recent news items published by the company are from 2021: a November 2021 feature of CEO Dr. Alexei Poliakov, September 2021 coverage in The Times drawing on the High Streets Recovery Tracker, July 2021 references by PML Group in The Irish Times, and a June 2021 listing among London-based ad targeting startups. The website states that Locomizer data products will be launched on AWS Data Exchange, and that data is already available via Experian and specialist GIS providers [0][1][3].