Predicting human behaviour_
The brand new adage says: ”data is the new oil”. Data is just like crude that cannot be used unless it is refined. It has to be transformed into gas, plastic, chemicals, etc., to make it useful. And then, it can be piped where it is needed to make real time decisions. In this sense, “mobile data” would be like the light crude, that it is variety that produces a higher yield of petrol.
Mobile data is an extraordinary useful source of information about human mobility. Nowadays, no other source of data can provide such level of capillarity and reach within human population. That is the reason why it is the preferred data for analysing any human behaviour that includes human mobility.
This innovation area explores the information that can be extracted from the mobile data in order to improve human live. Based on it, the final goal is being able to transform the acquired knowledge into new services for our clients.
Understandably, there might be concerns about the impact on privacy. That is the reason why raw data is used anonymous and it is aggregated before it can be used. In addition, data is usually analysed in a highly secure and protected environment. The good news is that extensive research conducted by a range of academic teams demonstrates that it is possible to both analyse human mobility patterns and preserve privacy.
Our internal research shows that it can be used to understand and combat the spread of infectious diseases. Thanks to the massive adoption of mobile phones we are able to quantify the impact that the measures had on the mobility of the population and hence on the spread of the disease. It could prove extremely helpful when it comes to planning resource allocation or understanding the effectiveness of different mobility containment measures.
Another possible use can be crime detection. Using the same type of aggregated and anonymized human behavioural data derived from mobile network activity, in our experimental research with real crime data from London we obtain an accuracy of almost 70% when predicting whether a specific area in the city will be a crime hotspot or not.
Several areas of human behaviour are being explored. All of them have in common that mobility is a key factor in the analysis. In many cases mobile data is complemented with other sources of data usually leading to most promising scenarios.
This project uses actionable data indicators to help the tourism industry create a more sustainable co-existence between tourists and residents. These indicators come from mobile network data analyzed with a variety of add-on data sets. The project can help to better distribute economic benefits for residents, while tourists enjoy a higher quality and more meaningful experience.
As a first result, together with RocaSalvatella, we’ve rolled out an exciting new study – Big Data and Tourism: New Indicators for Tourism Management. It provides a new methodology for the Spanish tourism industry.
Drivies is an app, available on Android and iOS, which encourages good driving habits and road safety, combining the principles of gamification with the latest monitoring technology. It can also be used by good drivers to obtain better car insurance prices.