Accurate identification of Points of Interest visits for refined trade area analysis and audience segmentation

Pelmorex (owner of the brands The Weather Network and MeteoMedia) operates weather information services accessed by all Canadians on desktop computers, mobile apps and television. The mobile app is one of the most downloaded and used apps in the country, within both the Apple/Google ecosystems of smart phones/tablets. Continuous and accurate location data is collected from the apps in a privacy safe way, adhering to Canadian privacy commissioner guidelines and standards such as Pipeda, with no PII (personally identifiable information) being collected. The location data of millions of users can be utilized by using advanced technologies, such as machine learning and AI, to produce valuable services for consumers and advertisers such as personalizing content and digital advertising based on location history. This goal of this project is improve the accuracy of the identification of a point of interest (POI) visited by users. TO BE CONT’D

Faculty Supervisor:

Matt Medland


Shilpa Rajagopal


Pelmorex Media Inc


Computer science


Digital media




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