Location Intelligence Company Uses Human Movement Patterns to Help Solve Some of Society's Biggest Challenges

Posted by Amanda Del Signore on Wed, Mar 15, 2023 @ 01:48 PM
Amanda Del Signore

ABA22_spotlight Square-7Founded in 2011, Stevie-winner Gravy Analytics is an enterprise location technology company providing actionable intelligence to businesses. Using its patented technology, the company brings data about people, places, and events together to understand human mobility, helping companies enhance their sales and marketing strategies and optimize business operations.

Gravy Analytics began as a local events discovery company, recommending interesting things consumers could do in their area. Knowing that events are often the greatest indicator of interests and passions and seeing the gap in understanding what customers do in the physical world, in 2016, Gravy pivoted to become a consumer intelligence platform. Events—and the unique context that they add to location data—remain foundational to the business and are one of Gravy’s biggest differentiators.

Today, Gravy’s intelligence powers leading-edge solutions for a wide range of industries– from advertising to market research, financial services to supply chain risk management– that rely on knowing how people, products, and materials move throughout the world.

Beyond this, Gravy Analytics believes that location intelligence should be used for social good. For select organizations whose missions align with these values, Gravy Analytics provides access to location datasets at a nominal cost through its Data for Social Good program.

For this program, Gravy Analytics won a Silver Stevie Award for Corporate Social Responsibility Program of the Year for  Organizations With Up to 100 Employees in The 2022 American Business Awards®.

Gravy Analytics' Data for Social Good Program
As part of its Data for Social Good program, Gravy Analytics teamed up with the University of Florida Transportation Institute (UFTI) to use location analytics to examine wildfire evacuation data in hopes of helping vulnerable communities reduce risk and enhance safety during natural disasters.

To do this, UFTI researchers wanted to study the movements of local residents during the 2019 Kincade Fire in Sonoma County, California. Gravy provided UFTI with human mobility data for their study through its Observations Data-as-a-Service (DaaS) product for mobile devices seen in the evacuation zone and surrounding area of the wildfire.

The resulting data and analysis helped UFTI researchers to better understand natural disaster evacuation behaviors, support more effective emergency management, and help vulnerable communities prepare and mitigate risks.

Gravy also provided human mobility data to researchers from Johns Hopkins Whiting School of Engineering who were working to gain a deeper understanding of how COVID-19 spreads in smaller communities.

Researchers incorporated Gravy’s data into their “Anytown, USA” simulation model that illustrates how the movement of people and different circumstances can impact COVID-19’s progression patterns in a small community. The simulation follows the movement of COVID-19 infected people in a small town for sixty days, beginning with a few infected people who subsequently go on to infect others.

Primarily designed as a tool for awareness and education, the Anytown, USA simulator can help people understand how a pandemic can spread in their community and how certain interventions and public health policies can make a difference.

Continued Progress
Gravy Analytics knows that understanding human movement patterns, and how they change over time is key to better stewardship. Location data and its derived datasets have the potential to fuel innovation within our communities and help people live healthier, more fulfilling lives.

Location intelligence lets local governments make policy decisions based on data, not opinion. It allows non-profit organizations and environmental groups to allocate scarce resources in the places where it is needed most. In times of crisis, location data can help prioritize outreach, deploy life-saving healthcare services, or direct the efforts of first responders. It can also help cities plan for the future—for skyrocketing growth, or a declining population—and inform critical infrastructure and redevelopment projects.

In short, location data can help to solve some of our society’s biggest challenges. Too often these problems are under-resourced; the great irony is that these are often the issues that most impact our everyday lives. Gravy Analytics is proud to play a part in solving these problems. The many projects that Gravy has supported through its Data for Social Good program have benefited communities both in the US and overseas.

Gravy Analytics won a Silver Stevie Award for Corporate Social Responsibility Program of the Year forOrganizations  With Up to 100 Employees in The 2022 American Business Awards®.

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Topics: American business awards