Our Ref:         FOI-2347-1920

Thank you for your request received on 5 November 2019 asking for documents relating to the use of Wi-Fi data to increase Journey Planner accuracy.
 
Your request has been considered in accordance with the requirements of the Freedom of Information Act and our information access policy. I can confirm we hold some of the information you require. You asked:
 
I would like to make a freedom of information request for any documents relating to the use of Wi-Fi data to increase Journey Planner accuracy, as described here https://www.mayorwatch.co.uk/tfl-uses-wifi-data-to-improve-journey-planners-accuracy/
 
I am aware that TfL has already made some FOI disclosures relating to the gathering of this Wi-Fi data and previous trials – I am specifically interested in documents detailing how this data has actually been put to use.
 
We ran a four-week pilot between November and December 2016 to study how de-personalised Wi-Fi connection data from customers' mobile devices could be used to better understand how people navigate the London Underground network. This is now being rolled out in full across the network and is in place to support improvements on wayfinding, accessibility issues and journey planning.
 
The review of the Wi-Fi pilot is published on our website: http://content.tfl.gov.uk/review-tfl-wifi-pilot.pdf.
 
We started network-wide data collection on 8 July 2019, and as noted in the attached press release here: https://tfl-newsroom.prgloo.com/news/tfl-press-release-first-improvements-to-customer-information-from-depersonalised-wi-fi-data-go-live we have updated journey planner times at 55 stations. We plan to continue to assess where journey planner can be updated with new information that would be helpful to our customers as they plan their journeys.
 
In clarifying your request, you wrote:
 
“To clarify my request, I am looking for reports on how this data has been put to use – presumably the project team would have produced a final report or similar summarising the project? That’s the kind of thing I’m looking for.”
 
We have not yet prepared reports beyond the pilot report (link attached above) on how our data has been put to use. We plan to do this in 2020 and will make that available on our website.
 
I would also like to request any documents relating to the use of this Wi-Fi data to boost the effectiveness of TfL’s advertising estate, as described in the above link.
 
Please refer to the review of the Wi-Fi pilot mentioned above.
 
The Project Execution Plan is also available online:
 
https://www.whatdotheyknow.com/request/373181/response/925338/attach/8/2016%2011%2017%20TfL%20WiFi%20data%20connectivity%20pilot%20DPIA%20attachments%20Redacted.pdf
 
The overall goal is to help us measure campaigns with aggregate Wi-Fi connectivity data to prove ‘effectiveness’ and accountability to paying advertisers.
 
Using the data we have available, we are able to more accurately value our advertising space based on evidenced footfall and ‘prime locations’. This allows us the opportunity to maximise our revenue potential to generate more funds with which to invest back into the network.
 
As we explained in our press release: https://tfl-newsroom.prgloo.com/news/tfl-press-release-first-improvements-to-customer-information-from-depersonalised-wi-fi-data-go-live
 
‘The aggregated data is also being used by TfL’s advertising partner, Global, to improve where it positions advertising to help raise revenue for reinvestment in the transport network. The aggregated data will also be used in the future to help highlight the effectiveness and accountability of the advertising estate, based on measured footfall, which should also improve commercial revenue.’
 
We do not share individual-level data with our advertising partner, Global. Data shared consists only of estimated numbers of people (e.g. walking past an advert at different times of the day).  We treat our customers’ privacy extremely seriously and have detailed information about how we collect data on our website: https://tfl.gov.uk/corporate/privacy-and-cookies/wi-fi-data-collection.
 
It should be noted that it is too early to report in detail on how the Wi-Fi data has been used, and how successful its analysis has been, as the use of the data by our advertising partner is still in the development stage.
 
We do plan to publish on our website next year specific analysis of our advertising estate and an explanation of how we use Wi-Fi connectivity data to generate more non fare revenue. 
 
If this is not the information you are looking for, or if you are unable to access it for some reason, please feel free to contact me.
 
Please see the attached information sheet for details of your right to appeal.

Yours sincerely

Gemma Jacob
Senior FOI Case Officer
FOI Case Management Team
General Counsel
Transport for London

[email protected]