From Blind Spots to Real-Time Intelligence: How Location Data from O2 Motion is Transforming Business Decision-Making

A media buyer launches a £50,000 digital billboard campaign, only to discover later that half the locations underperformed; however, by then, the budget is already spent. A transport network manager watches helplessly as crowds build dangerously at a station during a disruption, unable to see the problem until complaints flood in. A venue operator staffs for a 60,000-person event based on last year's patterns of congregation and crowd movement, unaware that this year's audience is concentrating in different areas, creating safety risks that won't be visible until it's too late.

These scenarios share a common thread: businesses making high-stakes decisions without knowing where people actually are, right now. And the cost of this blind spot is substantial. Traffic congestion in London alone costs the economy £5.1bn per year, much of it due to reactive rather than proactive management. The advertising industry has historically relied on intuition and estimated impressions rather than actual audience measurement, leading to wasted spend and unmeasurable ROI. And in our increasingly complex society, public safety organisations face heightened challenges due to a lack of situational awareness during large-scale gatherings, where the difference between knowing and guessing can mean the difference between a successful event and a catastrophe:

• For advertising and out-of-home media buyers, the challenge is proving value. You're paying for audiences based on modelled estimates and historical traffic counts, but the industry has been calling for a singular, accurate, de-duplicated number that proves actual reach. Without real-time data on who's actually present at your display locations and whether they match your target demographics, you can't optimise campaigns mid-flight, can't prove ROI to clients, and can't justify premium placements with confidence.
• For transport planners and operations teams, the fundamental challenge is the capability to share and process data from different systems to gain real-time visibility. You're managing networks designed to move millions of people, but often you're reacting to problems, e.g. bottlenecks, overcrowding, disrupted dispersal patterns, only after they've already impacted passengers. Without understanding real-time travel patterns and crowd movements at major hubs, you're forced into reactive rather than responsive network management, missing opportunities to prevent problems before they escalate.
• For venue operators and public safety teams, the stakes are even higher. Whether managing planned events at stadiums or responding to unplanned gatherings, you need to track crowd numbers in real time and compare them against historical baselines. The ability to detect abnormal behavior (either in overall crowd size or within specific demographic cohorts) can be the difference between maintaining safe conditions and facing a crisis. Yet many organisations still lack the tools to monitor crowd dynamics as they evolve.

Turning Mobile Network Data into Actionable Insights

This is where O2 Motion's Real Time Location Insights (RTLI) changes the equation. By transforming aggregated and anonymised mobile network data gathered from more than 25 million customers into actionable intelligence, we enable businesses to understand population density, movement patterns, and demographics across the UK as events unfold, not hours or days later, when it's too late to act. Powered by the Databricks Data Intelligence Platform, we've built a platform that processes one of the UK's largest mobile networks at scale, turning raw signals into real-time insights that drive smarter resource allocation, more effective marketing, safer operations, and measurable business outcomes.

But the power of RTLI extends beyond O2 Motion's platform itself. Through Delta Sharing, organisations can access this real-time location intelligence directly within their own data ecosystems without the need for complex ETL pipelines, API integrations, or data duplication.

This seamless integration closes the critical gap between centralised processing of massive data volumes and accessibility for consuming organisations, enabling data teams to combine RTLI data with their own proprietary datasets and unlock sophisticated analytical scenarios:

• Transport authorities can build predictive ML models that forecast congestion by combining real-time movement data with weather patterns, scheduled events, and historical incident data.
• Advertisers can create dynamic attribution models that link campaign exposure to actual foot traffic at retail locations, proving ROI with unprecedented precision.
• Venue operators can develop anomaly detection algorithms that flag unusual crowd formations or demographic distributions before they become safety issues.
• Public safety teams can run scenario simulations, comparing current crowd dynamics against thousands of historical events to identify emerging risks.

And because the data arrives in real-time within their Databricks lakehouse, organisations can operationalise these insights instantly, triggering automated alerts, adjusting digital signage, rerouting resources, or optimising campaigns, all while maintaining the governance, security, and lineage controls they require.

Bringing the End of Estimation to Your Enterprise

The era of making high-stakes decisions based on estimates, assumptions, and historical data is drawing to a close. Real-time location intelligence is no longer a competitive advantage; it's becoming table stakes for organisations that need to understand where people are, how they're moving, and what that means for operations, safety, and revenue.

Whether you're optimising media spend, managing complex transport networks, or ensuring public safety at scale, the question is no longer whether you can access real-time location insights; it's whether you can afford not to. Visit the Databricks Marketplace to learn more about O2 Motion's Real Time Location Insights, and discover how Delta Sharing and the Databricks platform can transform your organisation's approach to location intelligence.

Visit the Databricks Marketplace to learn more about O2 Motion's Real Time Location Insights