Motionworks

About Motionworks

Intermx, operating under the brand Motionworks, positions itself as a significant player in the population intelligence and location data analytics market. The company was founded in 2017 with the goal of providing businesses with comprehensive insights into human movement patterns.

The firm's leadership includes co-founder and CEO Ryan Fancisco, who brings a background in media and data, and co-founder and CTO Matthew Martimo, whose expertise stems from his previous role as a co-founder of Streetlytics, a company in the traffic analytics space that was later acquired by Bentley Systems. This prior experience in location analytics suggests a deep-rooted understanding of the market's complexities and opportunities.

Motionworks leverages a vast array of data sources, including geospatial information, to construct detailed analyses of population movement. This data is then translated into actionable intelligence for its clients. The company's product suite is designed to serve a diverse client base, primarily focusing on the Out-of-Home (OOH) advertising, urban planning, and retail sectors. For OOH media owners, Motionworks provides audience measurement and attribution solutions, enabling them to quantify the reach and impact of their advertising assets. In the realm of urban planning, its data helps municipalities and transportation authorities understand mobility trends for infrastructure development and traffic management. Retail clients utilize the platform to gain insights into consumer foot traffic, site selection, and competitive analysis.

The core of the business model is providing data-as-a-service (DaaS) through its platform. This platform offers clients access to curated datasets and analytical tools, likely on a subscription or project basis, allowing them to understand population dynamics at various granularities. A key product is their "Travel OOH" solution, which specifically measures audiences in and around airports, a critical segment for travel-focused advertising.

In a significant strategic move, Intermx was acquired by T-Mobile in April 2024. This acquisition integrates Motionworks' powerful analytics engine with T-Mobile's extensive network-derived data, aiming to enhance the precision and scale of the insights offered. For T-Mobile, this purchase signifies a deeper push into the advertising technology and data analytics space, leveraging its vast mobile network data to create more sophisticated products for marketers and planners. For Motionworks, operating under the T-Mobile umbrella provides access to a richer dataset and the resources of a major telecommunications corporation.