Leveraging over 4 Million mobile device movements across the UAE, we decided to take a look at the 2019 Abu Dhabi Formula 1 Grand Prix for some insights into the visitors, their journeys to and within the Yas Marina Circuit. We onboarded the data into IQ GeoPlace to conduct some initial analysis. See the SlideShare presentation below for some of the insights we found:

1. CUSTOM INTELLIGENCE & TARGETING
SOLUTIONS
POWERED BY LOCATION DATA
IQ DATA
Abu Dhabi Grand Prix 2019

2. Select from database of IQ
POIs and set radial.
Custom Geofences are
also available
Select the date range for
the Grand Prix weekend

3. Overlay the data that’s
included within the radials
or geofence

4. 24:74 Split between IDFA
(Apple ios ) and GDAID
(google Android Devices) for
the 41,000 Observations.
Average Horizontal
Accuracy of 12m of IQ’s
dataset.

5. Observe the distribution and
select by time of day
Two Peaks; between 3-4pm
and 8-9pm (UTC+4)

6. Observe the day of week
distribution – Weekend
practice and qualifying are
interestingly busier than the
race day on Sunday
(working day in the UAE)

7. Observe the overall
heatmap of footfall traffic
during the race weekend.
Heaviest footfall observed
around the Yas Marina, Gold
car park and the finish line
Paddocks.

8. Selecting the race day and
the start of race shows high
density in the circuit

9. Post qualifying shows strong
density for the concert in Du
Arena and at the hospitality
areas by the Yas Marina.

10. Selecting a sample of
devices for the race day
weekend reveals the journey
routes taken from Abu Dhabi
Island – Sheikh Zayed Bin
Sultan Street (E10) &
Sheikh Khalifa Bin Zayed Al
Nahyan Highway (E12)

11. We can also observe
journeys from Dubai along
the E11 and dwell times in
palm and creek area and
can assume from this
sample people travelled in
and out from DXB airport.

12. Much deeper analysis can
be performed using our
dataset to determine further
insights such as:
1 – What proportion of
visitors travelled via which
airport?
2 – % Breakdown of
attendance by resident of
which Emirate?
3 –Which hotels benefitted
the most during the F1
weekend?
4 – What other tourist
destinations benefitted from
the F1 weekend?

13. IQ Data can move beyond
insights through creation of
audiences that can be
exported from our platforms.
This data can be used for Ad
targeting strategies through
our platform partners like
Facebook and Google.
"We recently activated a
custom audience segment
from IQ data on a campaign
for one of our leading
clients. The results were
very strong with an uplift of
34% in ad recall versus our
benchmark, and 17% uplift
in footfall attribution.
We look forward to working
with IQ data to target high
performance campaigns for
our clients in the future”
Bassam Rizk - Data &
Technology Director, OMD

14. We are the only fully-integrated data location
solutions company in the region
We provide solutions that transform businesses by merging
the digital and physical worlds; our solutions allow our
clients to understand & target their customers better
Harnessing location data, we deliver solutions built around high accuracy
of signals, high frequency of data ingestion and a highly advanced and
sophisticated processing engine.
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What we do?
How we deliver value?

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