IPM Fellow Ian Ferguson Involved in National Launch with BT Active Intelligence and pfbb UK
BT Active Intelligence and Partnerships for Better Business (pfbb UK) have launched a new insights service designed to support Business Improvement Districts (BIDs), local authorities, and placemaking partnerships across the UK. The initiative combines BT’s anonymised and aggregated mobile data - capturing over 25 billion data points daily- with pfbb UK’s two decades of experience in place-based analysis and strategic delivery.
Ian Ferguson, Strategic and Development Director of pfbb UK and a Fellow of the Institute of Place Management, commented: “At Partnerships for Better Business, we believe that meaningful progress is best achieved through collaboration. Our partnership with BT brings together complementary expertise to provide town and city centres with the data and insights needed to support strategic planning, deliver impactful initiatives, and measure tangible outcomes.”
Northampton BID is among the first to use the service, citing improved clarity on visitor behaviour and enhanced evaluation of recent events, such as the relaunch of the town’s Market Place.
“We’re no longer relying on assumptions,” said Mark Mullen, BID Operations Manager. “The data helps us better understand who is coming into town and when, so we can shape our activity around that.”
While initial results are encouraging, the broader value of this approach will depend on how effectively the data is integrated into long-term strategies and whether it supports measurable outcomes for local economies and communities.
From the perspective of the Institute of Place Management, this development aligns with themes explored in the Bringing Big Data to Small Users project, led by IPM in 2018. That research focused on using data to support the revitalisation of town and city centres in the context of changing consumer habits and the growth of online retail. By analysing footfall and related trends, the project helped identify distinct town types based on patterns of activity across a typical year. This insight has supported local partnerships and policymakers in tailoring strategy to the specific character and needs of their town or city.
As the profession of place management continues to grow and professionalise, innovations such as the BT and pfbb UK insights service highlight the increasing importance of data-led approaches. However, the true benefit lies not just in having access to data, but in how it is interpreted and applied within strategic decision-making frameworks.
We would welcome hearing from IPM Fellows and Members about the data tools and approaches they are using to inform their work. Clear, evidence-based insight - used in a strategic and context-sensitive way - is essential to effective, long-term place leadership.
For more information, visit: www.pfbbuk.co.uk
About the author
Formed in 2006, the Institute of Place Management is the international professional body that supports people committed to developing, managing and making places better.