From Mobile Data to Business Insights: An End-to-End Analytics Framework for Large-Scale Urban Mobility Analysis and Decision Support
Authors: Thiago Andrade, Shazia Tabassum, Miguel E. P. Silva, Ricardo Dinis, Joao Gama
Organizations: LIAAD, INESC-TEC, Porto, Portugal. · Mobile Network Analytics, NOS SGPS, Lisboa, Portugal.
Abstract
Real time location data derived from mobile applications is a powerful tool for addressing various urban challenges, including tourism planning, parking management, bus route optimization, and resource allocation. Besides, it offers invaluable insights for shaping strategic decisions in commercial domains such as location based services, market share analysis, and behavioral profiling. In this expansive study, we aim to address all of the aforementioned challenges by investigating the behaviors and patterns of smartphone users within urban environments, particularly in the domains of tourism, transportation, and retail. Our approach encompasses the development of a sophisticated data platform from inception to implementation, which includes the formulation of use cases, architectural design, and implementation of modules. We employ state of the art techniques and technologies, including data anonymization, ETL pipelines, and utilizing Google BigQuery and Vertex AI for data processing and machine learning model development. A modular architecture based on reusable analytical building blocks was developed to generate data products that support multiple stakeholder driven use cases. Additionally, we apply interactive data visualization techniques via Power BI to facilitate the effective interpretation of analytical findings by stakeholders. The developed models address a wide range of mobility analytics tasks, including mobility profiling, frequent trajectory mining, area of influence analysis, traffic anomaly detection, and origin destination pattern analysis. The results demonstrate the framework's ability to capture user mobility dynamics at fine spatial and temporal resolutions, providing actionable insights for urban planning and strategic business decision making.
Tourist mobility poses a distinct challenge for urban transportation planning. Unlike resident commuting, tourist travel is largely non-routine, attraction driven, and highly sensitive to trip purpose, travel season, and trip member composition. Existing approaches either measure aggregate tourist spatial patterns without generating individual schedules, or synthesize mobility without tourist specific structure such as trip duration conditioning, month varying attraction demand, and household co-travel rules. To address these challenges, we propose a four stage simulation framework combining month conditioned spatial priors derived from GPS and survey data, trip extent prediction from tourist demographics, distance feasible ward sequence assignment, and LLM-based activity chain generation under household and spatial constraints. GPS data are used only in privacy preserving aggregated form as month conditioned spatial priors, with no individual traces retained or exposed. Experiments on tourism in Tokyo demonstrate that the GPS based tourist cohort extraction recovers spatial visitation signatures consistent with survey references, and our framework produces demographically aligned synthetic schedules whose ward-level visitation shares align closely with both survey distributions and staypoint derived monthly visitation patterns. The results demonstrate the framework's effectiveness as a geographically grounded, demographically aware approach to tourist mobility modeling.
Traffic simulations, essential for planning urban transit infrastructure interventions, require vehicle-category-specific origin-destination (OD) data. Existing data sources are imperfect: sparse tollbooth sensors provide accurate vehicle counts by category, while extensive mobility data from cellular network activity captures aggregated crowd movement, but lack modal disaggregation and have systematic biases. This study develops a machine learning framework to correct and disaggregate cellular network data using sparse tollbooth counts as ground truth. The model uses temporal and spatial features to learn the complex relationship between aggregated mobility data and vehicular data. The framework infers destinations from transit routes and implements routing logic to distribute corrected flows between OD pairs. This approach is applied to a bus depot expansion in Trondheim, Norway, generating hourly OD matrices by vehicle length category. The results show how limited but accurate sensor measurements can correct extensive but aggregated mobility data to produce grounded estimates of background vehicular traffic flows. These macro-scale estimates can be refined for micro-scale analysis at desired locations. The framework provides a generalisable approach for generating origin-destination data from cellular network data. This enables downstream tasks, like detailed traffic simulations for infrastructure planning in data-scarce contexts, supporting urban planners in making informed decisions.
Individual-level mobility prediction is central to urban simulation, transportation planning, and policy analysis. Supervised sequence models achieve strong accuracy but require task-specific training and offer limited decision-level transparency. Recent LLM-based methods improve interpretability, yet mostly rely on static prompts and single-pass inference, limiting their ability to seek additional evidence when mobility signals are weak or conflicting. We propose \method{}, a training-free LLM-driven agent framework that formulates next-location prediction as adaptive evidence-controlled decision making. \method{} resolves routine cases through a fast path based on historical regularity, while ambiguous cases trigger iterative tool use over recent trajectories, historical behavior, stay-move likelihood, and geographical evidence. Across three mobility datasets, AgentMob achieves the strongest overall performance among training-free LLM-based methods, with GPT-5.4 reaching 71.42% Acc@1 on BW, 33.14% on YJMob100K, and 33.50% on Shanghai ISP. On BW non-fast-path cases, the LLM controller improves Acc@1 from 30.65% to 48.62% over a same-tool statistical baseline, showing that its main benefit lies in resolving ambiguous predictions through adaptive evidence gathering. Our code is available at https://github.com/Unknown-zoo/AgentMob.