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Curt [email protected]
Using Big Data to Understand Special Generators: The Broncos vs.
the Cowboys
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Our Topic Today: Cowboys vs. Broncos
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Agenda
I. Intro: Using Big Data to Analyze Travel Behavior at
Stadiums
II. The Analysis: Cowboys vs. the Broncos
III. Q&A
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Intro:Using Big Data to Analyze Travel Behavior
at Activity Centers
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I Used Two Types of Geospatial Big Data Created by Mobile
Devices for These Studies
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Defining Big Data in a Transportation Context(A Subset of LBS
and Navigational GPS data from Sept 2016 in Fremont, CA)
--Proprietary and Confidential--
Location-Based Services Data LocationCircle radii vary: they
accurately reflect the spatial precision of each unique data
point
Navigation-GPS Data LocationCircle enlarged for visibility
Note: This image shows a filtered subset of data to improve
visibility
Key Benefits:
• Accurate: Empirically Measures Travel Behavior
• Precise: Spatial and Temporal Precision
• Comprehensive: Large Sample of Complete Trips and
Activities
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Location-Based Services Data Is Created By Mobile Applications
(Think “Apps”)
Technical Characteristics
Spatial Precision ~5 meters – 25 meters
Frequency of Data Pings Variable; usually triggered by location
change
Type of Trip Personal
Sample Size ~23% of US adult population (62M+ US devices in our
database)
LBS Data Creation
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Navigation-GPS Data Is Created by Trucks, Cars, and Devices That
Do Turn-by-Turn Navigation
Technical Characteristics
Spatial Precision ~5 meters
Frequency of Data Pings Regularly; every 1 sec – 1 min
Type of Trip Differentiates personal andcommercial trips – ideal
for truck studies
Sample SizePenetration rate varies by region – but much smaller
than LBS. ~1% - 4% for personal, 12% trucks.
Navigation-GPS Data Creation
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However, All Big Data Resources Must be Processed into Analytics
Be Useful
Anonymousand accurate Big Locational Data
Road network, land use, parcel, census and moreContextual
Data
Input:Data
AlgorithmicProcessingOutput:
Actionable Analytics
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Corridor Studies
Congestion Analyses
StreetLight InSight®
Metrics:• 2016 AADT• Origin-Destination• Select Link •
Commercial Trips & MoreMassive Mobile Data
+ Contextual Data
To Transform the Data into Useful Information,I Used An
On-Demand Analytics Platform
Freight Modeling
Air Quality/ GHG
Estimation
Internal/ External Studies
Public Engagement
Equity Assessments
AccessibilityStudies
Demand Management
Travel Demand Models
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Normalization is Critical for All Big Data Resources:We Use
“Pop-Factor” Normalization
# of Devices in StreetLight’s Sample thatLive* in the Device’s
Home Census Block
Population of Census Block
*Live = Spend Nighttime Hours There
Unique Pop-Factor Assignedto Each Device
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For My Broncos vs. Cowboys Study, I Focused On Four Specific
Questions
What are the home locations of
visitors? Where do visitors
come from?
What are the demographic profiles
of visitors?
VS.
What are the characteristics of vehicle trips to the
stadiums?
?
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Type of Data: Location-Based ServicesType of Travel: Personal
Trips (not trucks)
Where Do Trips to the Stadium Come From, and What Are Their
Characteristics?
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People Drive in From Nearby Towns to Watch the Broncos Play –
But Most Fans Start Trips Close By
10.2%
7.5%
4.3%
3.1%
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The Cowboys Have A Broader Reach Geographically – But Most Trips
Still Start Close By
14.7%4.4%
3.7%
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Cowboys vs. Broncos: How Do Gameday Stadium Trip Characteristics
Compare?
32
11
17
1.8
39
18
22
1.7
0 5 10 15 20 25 30 35 40 45
Average Trip Duration (Minutes)
Average Trip Length (Miles)
Average Trip Speed (Miles per Hour)
Average Trip Circuity
Characteristics of Trips to the Stadiums
Cowboys Broncos
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Cowboys Stadium: Trip Length Distribution
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Broncos Stadium: Trip Length Distribution
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Cowboys Stadium: Trip Duration Distribution
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Broncos Stadium: Trip Duration Distribution
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Type of Data: Location-Based ServicesType of Travel: Personal
Vehicles
What Are the Home Locations of Visitors?
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Cowboys Stadium: Home Locations of Visitors
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Broncos Stadium: Home Locations of Visitors
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Type of Data: Location-Based Services and American Community
Surveys/US Census
Type of Travel: Personal
What are The DemographicCharacteristics of Visitors?
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Cowboys vs. Broncos: Income Distribution
13.8% 15.7%
13.2%15.1%
12.9%13.6%
18.5%18.4%
13.8%12.6%
10.0%8.6%
6.0% 5.1%6.1% 5.2%
5.7% 5.8%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Broncos Cowboys200k
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Cowboys vs. Broncos: Race Distribution
81.2%
70.1%
3.4%
4.8%
4.2%
13.6%
1.1%0.8%
6.6%7.9%
3.3%2.8%
19.6% 24.7%
0%10%20%30%40%50%60%70%80%90%
100%
Broncos CowboysWhite Asian Black American Indian Other Multiple
Race Hispanic
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Wrap Up
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Advantages and Challenges of Using Big Data to Understand
Special Generators
Large Sample Ability to Scan
Specific Dates InferredDemographics
21
3 4
Must Scale to Counts
Learning Curve
5
6
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Thank YouCurt Thye
[email protected]
Q & A
Using Big Data to Understand Special Generators: The Broncos vs.
the Cowboys Our Topic Today: Cowboys vs. BroncosAgendaIntro:�Using
Big Data to Analyze Travel Behavior�at Activity CentersI Used Two
Types of Geospatial Big Data Created by Mobile Devices for These
Studies Defining Big Data in a Transportation Context�(A Subset of
LBS and Navigational GPS data from Sept 2016 in Fremont,
CA)Location-Based Services Data Is Created By Mobile Applications
(Think “Apps”)Navigation-GPS Data Is Created by Trucks, Cars, and
Devices That Do Turn-by-Turn NavigationHowever, All Big Data
Resources Must be Processed into Analytics Be UsefulTo Transform
the Data into Useful Information,�I Used An On-Demand Analytics
Platform Normalization is Critical for All Big Data Resources:�We
Use “Pop-Factor” NormalizationFor My Broncos vs. Cowboys Study, I
Focused On Four Specific QuestionsWhere Do Trips to the Stadium
Come From, and What Are Their Characteristics? People Drive in From
Nearby Towns to Watch the Broncos Play – But Most Fans Start Trips
Close ByThe Cowboys Have A Broader Reach Geographically – But Most
Trips Still Start Close ByCowboys vs. Broncos: How Do Gameday
Stadium Trip Characteristics Compare? Cowboys Stadium: Trip Length
DistributionBroncos Stadium: Trip Length DistributionCowboys
Stadium: Trip Duration DistributionBroncos Stadium: Trip Duration
DistributionWhat Are the Home Locations of Visitors?Cowboys
Stadium: Home Locations of VisitorsBroncos Stadium: Home Locations
of VisitorsWhat are The Demographic�Characteristics of
Visitors?Cowboys vs. Broncos: Income DistributionCowboys vs.
Broncos: Race DistributionWrap UpAdvantages and Challenges of Using
Big Data to Understand Special Generators Q & A
