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2019 Abu Dhabi F1 Grand Prix Data Analysis


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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:

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2019 Abu Dhabi F1 Grand Prix Data Analysis

  2. 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. 3. Overlay the data that’s included within the radials or geofence
  4. 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. 5. Observe the distribution and select by time of day Two Peaks; between 3-4pm and 8-9pm (UTC+4)
  6. 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. 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. 8. Selecting the race day and the start of race shows high density in the circuit
  9. 9. Post qualifying shows strong density for the concert in Du Arena and at the hospitality areas by the Yas Marina.
  10. 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. 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. 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. 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. 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. Who we are? What we do? How we deliver value?
  15. 15. the right data unlocks new opportunities