Popularity Index

A single KPI to measure the popularity of any place

popularity index logo

Strategize effectively and untap investment potential pinpointing which establishments, neighborhoods and territories have the highest popularity.

This index helps you estimate the footfall of POIs and territories through online content.

Easily decipher whether premises are under – or over-performing to quantify the success of marketing initiatives, staffing and site selection. 


The DNA of our KPI

The Popularity Index estimates attendance through digital content, with a time slot projection where available.

This KPI is provided both as an overall score and time of day breakdown to highlight peak and off-peak times.

The Popularity Index is 100% GDPR compliant and can be applied to any Point of Interest or territory as granular as 500×500 meters. The index can be filtered by time of day and visitor origin for the most granular analysis.

  • Which bars are most frequented by Italians at Happy Hour?
  • Which cafes are most popular for brunch in the eyes of Brits during the summer?

Things you can do

With this indicator, easily answer the following questions:

  • Where do I start expanding my brand presence and how do I best position products and services?
  • Which venues and territories should I focus on for site selection and opening a new store?
  • Which areas have  plan an outdoor advertising campaign?

The index evaluates:

  • Historical data up to 5 years in the past
  • Up-to-date data for any POI or territory
  • Peak/off-peak times and seasonality when available

Popularity Index interpretation guidelines

Popularity index Range Interpretation
Not enough data
Very poor attendance
Poor attendance
Light attendance, mostly concentrated in certain time slots
Average attendance, even distribution with significant peaks
Good attendance, even distribution
Strong attendance, even distribution
Very strong attendance
Popular place, very strong attendance, at all times
Extremely high attendance, at all times

Popularity Index
Your next competitive advantage


Pinpoint the most popular places, their peak times
and top customers

Identify which places have maximum investment potential for your brand or business. Evaluating the level of content about a property helps benchmark the performance of each shop and establishment to effectively design marketing campaigns and strategize site selection and investments.

  • Which establishments or neighborhoods are most popular according to your customers?
  • What time of day do the most/least amount of customers aggregate around selected POIs?

Leverage our index to select where to open a new shop, launch an outdoor advertising campaign, what time of day to add more staff and which places to consider in your next site selection strategy.


Popularity by Time of Day: Strategize effectively
based on peak and off-peak times

Filter points of interest by peak time (what time of day they are most frequented) to more precisely define not only the “where” but the “when”.

Based on different times of day, strategize your geo-localized marketing activities and uncover the behaviors of your target market.

Popularity Index: Who’s it for?

Destination organizations, commercial real estate agencies and enterprise retail and consumer goods brands looking to invest strategically and mitigate risk:

  • Analyze the places with the highest investment potential for effective site/distributor selection
  • Seamlessly qualify leads by accessing the POI address and contact information 
  • Evaluate current product coverage against competitors
  • Identify the best areas for outdoor advertising 

Popularity Index: How can I implement it in my business?

This KPI is available in a variety of formats: .csv, API, data visualization and customized Reports.

To evaluate the areas with the most or least potential, we recommend our heat map reports. 

Contact us

Discover how our data is your next competitive advantage.