Heatmap

Understanding your office tenant customer is fundamental to successful asset management, development and leasing outcomes.  The first step is understanding the geographic spread of home locations for the workers within a subject office building.

Using de-identified mobile device data, an approximate home location for the worker devices within the building sample can be derived.  This approximate home location is not a street address - clustering algorithms are used to identify the mesh block for the device, and this is all that is stored to map the home location.  These approximate home locations are aggregated before being visualised, either in the heatmap or the LGA or Suburb-level maps.

The heatmap provides a visual representation of the approximate home locations, to help understand which areas of the greater city are most represented within the sample of worker home locations.

Figure 1: Image showing approximate home locations of workers from a particular Melbourne building

The map toggle in the top right hand corner allows the user to change the underlying map - this can be helpful, depending which area is being analysed and the zoom level.

The red concentric circles on the map represents radial distances from the subject building.  The first circle represents the 5 km distance from the building, the second circle is 10 kms, and the third is 20 kms.  The table in bottom left corner summaries how many devices (as a percentage) were detected within each distance "bin".  This summary helps understands how localised (or distant) workers reside from the office, which may influence likely behaviours such as working from home.