How can we better use data to support our high street?

You can influence urban activities by having better data and a better understanding of citizen intent. Footfall measurement is great but often citizens are merely looking to exercise or to explore - understanding these edge cases is crucial to putting the right offer in front of them and ensuring that we have the right mix of offers on the high street. You can track intent by placing a coloured lane on a short space of paving which asks people to walk on it if shopping, or on another colour if on business, and another colour if just going for a walk. You then use video analytics to track. It doesn't have to be there forever and it doesn't even need a high throughput. It does give you actionable data which can inform your later efforts to improve the high street. Most shopping centres are surprised at the low numbers of people that go there for shopping and are able to shift their offer accordingly.