A study of where visitors come from before arriving at a location and where they travel afterward, used for trade area delineation, transit planning, and competitive benchmarking.
This is the mechanism behind most trade-area work: by tracing where a location’s visitors were immediately before arriving and where they go afterward, it becomes possible to see not just how many people visit, but which neighborhoods and competing venues that traffic is actually being pulled from.
Further reading: Trade area analysis · Cross-visitation data
