Systems and methods of tracking locations visited by mobile devices residing within a predetermined activity area to quantify a change

1. A system, comprising:

a plurality of mobile devices, wherein each mobile device in the plurality of mobile devices determines locations of the mobile device at respective time instances when the mobile device is at the respective locations; and

a computing device in communication with the mobile devices to receive locations of the mobile devices at different time instances, wherein the computing device:

receives information identifying a time period during which at least one message related to a predetermined region is transmitted to a portion of the mobile devices at least once;

determines an activity area associated with the predetermined region;

identifies a first subset of the mobile devices, wherein each mobile device in the first subset is in the activity area during the time period and receives the message at least once during the time period;

identifies a second subset of the mobile devices, wherein each mobile device in the second subset is in the activity area during the time period and does not receive the message during the time period;

for each respective mobile device in the first subset and the second subset, determines a response of the respective mobile device based on counts of visitation to the predetermined region by the respective mobile device; and

calculates a measurement of a location behavior change based on a difference between:

an average of responses of mobile devices in the first subset, and

an average of responses of mobile devices in the second subset.

2. The system of claim 1 , wherein the activity area is determined to cover locations of first mobile devices that have visited the predetermined region within a second period of time.

3. The system of claim 2 , wherein the locations of first mobile devices include home locations of the first mobile devices.

4. The system of claim 2 , wherein the locations of first mobile devices include visited locations of the first mobile devices during the second period of time.

5. The system of claim 1 , wherein the activity area is determined to cover locations of first mobile devices that have visited a surrounding area of the predetermined region within a second period of time.

6. The system of claim 1 , wherein the activity area is determined based on a representative location of the predetermined region and a threshold radius.

7. The system of claim 1 , wherein the activity area is determined based on a representative location of the predetermined region and a threshold travel distance from the representative location on a road system.

8. The system of claim 1 , wherein the activity area is determined based on a representative location of the predetermined region and a threshold travel time from the representative location on a road system.

9. The system of claim 1 , wherein the first subset and the second subset have different population sizes.

10. The system of claim 1 , wherein the first subset and the second subset are selected without individually matching mobile devices in the first subset to mobile devices in the second subset based on keyword profiles of mobile devices.

11. The system of claim 1 , wherein the plurality of mobile devices include at least one mobile device that is not in the activity area during the time period and receives the message at least once during the time period and at least one mobile device that is not in the activity area during the time period and does not receive the message during the time period.

12. The system of claim 1 , wherein the computing device determines whether a particular mobile device is within the activity area during the time period based on whether the particular mobile device has a home location in the activity area during the time period.

13. The system of claim 1 , wherein the computing device determines whether a particular mobile device is within the activity area during the time period based on whether the particular mobile device has a location visitation pattern in the activity area during the time period.

14. The system of claim 1 , wherein the counts of visitation to the predetermined region by the respective mobile device are determined based on whether or not each location, in a plurality of locations of the respective mobile device at a plurality of time instances respectively, is located within the predetermined region.

15. The system of claim 14 , wherein to determine whether or not a location having a set of coordinates, in the plurality of locations of the respective mobile device, is located within the predetermined region, the computing device:

combines the coordinates into an identifier of a cell among the plurality of cells in the grid reference system, wherein the cell contains the respective location on the surface of the Earth; and

searches a set of cell identifiers pre-associated with the predetermined region to identify a match;

wherein the location having the set of coordinates is determined to be within the predetermined region in response to the match being found in the set of cell identifiers pre-associated with the predetermined region; and

wherein the location having the set of coordinates is determined to be not within the predetermined region in response to the match not being found in the set of cell identifiers pre-associated with the predetermined region.

16. The system of claim 15 , wherein the coordinates are combined to provide the identifier of the cell according to a predetermined function of the coordinates of the respective location.

17. The system of claim 15 , wherein the coordinates are combined by:

generating two integers from the coordinates according to a precision level; and

combining the two integers to provide the identifier of the cell.

18. The system of claim 15 , wherein the coordinates are combined by:

selecting digits from the coordinates in accordance with a cell resolution level; and

combining the digits selected from the coordinates into an integer representing the identifier of the cell.

19. A method implemented in a computing device, the method comprising:

receiving, in the computing device, information identifying a time period during which at least one message related to a predetermined region is transmitted to a portion of a plurality of mobile devices at least once, wherein each mobile device in the plurality of mobile devices determines locations of the mobile device at respective time instances when the mobile device is at the respective locations;

determining, by the computing device, an activity area associated with the predetermined region;

identifying, by the computing device, a first subset of the mobile devices, wherein each mobile device in the first subset is in the activity area during the time period and receives the message at least once during the time period;

identifying, by the computing device, a second subset of the mobile devices, wherein each mobile device in the second subset is in the activity area during the time period and does not receive the message during the time period;

determining, by the computing device for each respective mobile device in the first subset and the second subset, a response of the respective mobile device based on counts of visitation to the predetermined region by the respective mobile device; and

calculating, by the computing device, a measurement of a location behavior change based on a difference between:

an average of responses of mobile devices in the first subset, and

an average of responses of mobile devices in the second subset.

20. A non-transitory computer storage medium storing instructions which when executed by a computing device, cause the computing device to perform a method, the method comprising:

receiving, in the computing device, information identifying a time period during which at least one message related to a predetermined region is transmitted to a portion of a plurality of mobile devices at least once, wherein each mobile device in the plurality of mobile devices determines locations of the mobile device at respective time instances when the mobile device is at the respective locations;

determining, by the computing device, an activity area associated with the predetermined region;

identifying, by the computing device, a first subset of the mobile devices, wherein each mobile device in the first subset is in the activity area during the time period and receives the message at least once during the time period;

identifying, by the computing device, a second subset of the mobile devices, wherein each mobile device in the second subset is in the activity area during the time period and does not receive the message during the time period;

determining, by the computing device for each respective mobile device in the first subset and the second subset, a response of the respective mobile device based on counts of visitation to the predetermined region by the respective mobile device; and

calculating, by the computing device, a measurement of a location behavior change based on a difference between:

an average of responses of mobile devices in the first subset, and

an average of responses of mobile devices in the second subset.