Data Analysis

Super Bowl LII between the Patriots and Eagles took place this past Sunday at U.S Bank Stadium in chilly Minneapolis, Minnesota. It was an upsetting outcome for our Boston office, but both teams played phenomenal football and it was entertaining to say the least. Since Skyhook has an office in both Boston and Philadelphia, we decided to make a friendly bet on the game. Needless to say, the Boston office now owes the Wayne, PA office bottomless New England Clam Chowder, which will be served by our head of HR while he wears a Nick Foles jersey.

Thousands of people gathered for the 2018 Women’s Marches, which occurred in major cities across the United States and around the world this past Saturday, January 20th. This marks the second year in a row that this event has taken place. The event brings people together to recognize and advocate for women’s and LGBTQ rights and equality, healthcare reform, and to stand up to sexual abuse and assault. This year’s event focused heavily on the latter as a result of the start of the #MeToo campaign in the fall of 2017.

2017 was a busy year for Skyhook and 2018 looks even brighter. Highlights of the past year include launching our new data offering Geospatial Insights, releasing OpenTide and hitting many DevOps milestones, just to name a few.

Black Friday 2017 has come and gone and although predictions pointed to this year being all about digital sales, some brick and mortar stores ended up thriving and people still line up to get the best deals available.

Back in 2006 Dunkin’ Donuts started using the tagline “America Runs on Dunkin”. We decided to see just how applicable the tagline is to the state of Massachusetts, particularly during peak Pumpkin Spice season when Starbucks would theoretically provide the biggest challenge to that notion. We use anonymized user location data and dissected foot traffic patterns for this analysis. Before we dive into the answer though, let’s take a moment to talk about how we derived this information and what other insights the data reveals.

The 2017 World Series was a rollercoaster of a series. The Los Angeles Dodgers and Houston Astros both played phenomenal baseball, but the Astros came out on top in Game 7 to claim the title and beat the Dodgers four games to three.

When the Category 4 Hurricane Maria hit Puerto Rico on Wednesday, September 20th, the devastation to the island archipelago -- an unincorporated territory of the United States -- was catastrophic. According to reports, Hurricane Maria was the strongest storm to hit Puerto Rico in nearly 80 years, resulting in numerous deaths, widespread property loss and a near total power outage. CNBC has reported that Hurricane Maria could end up causing massive insured losses, including from near complete business interruptions, with one insurer pegging the estimated liabilities between $15 billion to $30 billion and another putting the number even higher, from $40 billion to $85 billion.

Super Bowl LI’s hype seems to have died with the last confetti horn of the Patriots' victory parade, but at Skyhook, we’re wondering: are brands’ multi-million dollar ad investments having an impact on in-store foot traffic? In our previous post, we looked at brand affinities for both Patriots and Falcons fan territories, seeing who won over fans before the game. Now that some time has passed and the President’s Day sales circuit is over, Skyhook is taking another look at how brand foot traffic performed across the nation after the airing of Super Bowl ads.

Super bowl LI has come and gone with the Patriots winning one of the best comebacks in history, but the work of brands & agencies is only beginning. The largest TV viewing audience just saw dozens of new ads from familiar brands. With the multimillion-dollar investments across TV ads and in-game sponsorships, agencies and brands want to know “did ads influence consumer behavior? Did these ads drive further foot traffic to stores?"