Ethical data partnership helps TCT understand its users' needs

Press release

Montreal - Trans Canada Trail, the organization that manages Canada's national trail network, and Propulso, a pioneer in ethical data intelligence, are joining forces to revolutionize the way we understand and manage trails in Canada.

Using the Propulso platform, Trans Canada Trail can, for the first time, access vast datasets that illustrate key aspects of trail use, including total visitors, unique visitors, user demographics, entry and exit points, as well as the speed or direction of trail use. By better understanding trail use and user behavior, Trans Canada Trail can make informed decisions about trail maintenance and development, as well as other critical needs.

"Our vision is to offer an unparalleled experience to the millions of people who access and depend on the Trans Canada Trail every day," says Mathieu Roy, Vice President and Director, Trail Experience, at Trans Canada Trail. This innovative partnership with Propulso is one more step in our efforts to understand the needs of trail users and ensure that the Trans Canada Trail remains a world-class destination and transportation corridor, for everyone."

Propulso collects consent-based, anonymous data transmitted by trail users' mobile devices. This innovative approach to market research is the first of its kind in the Canadian trails sector. It requires customized elements to collect data from the Trail's unique form, provides unprecedented clarity on trail use and user behavior, and adheres to very rigorous privacy standards.

As an ethical data intelligence platform, Propulso prioritizes informed consent and user privacy. The platform complies with a number of national and global privacy standards, including Quebec's Bill 25, Canada's Bill C-27 and the European Union's General Data Protection Regulation (GDPR).

Propulso's ethical approach to data intelligence is based on the principle of informed consent and makes it the ideal partner for Trans Canada Trail.

"We're delighted to be working hand in hand with Trans Canada Trail to offer a solution that combines technology with an unwavering commitment to data ethics," enthuses Mathieu Le Reste, Propulso's president and CEO. Our platform will provide Trans Canada Trail and affiliated trail groups with the valuable information they need to make informed trail management decisions."

This collaboration also benefits trail groups that are part of the 28,000 km Trans Canada Trail network. They will be able to access the same data sets, facilitating better coordination and improved trail management, for a smooth and enjoyable trail experience across Canada.

The partnership between Trans Canada Trail and Propulso will make waves in the trail management world. As Canada's largest trail organization, Trans Canada Trail is taking the lead in adopting data-driven solutions to maintain and manage its valuable national trail network.

The partnership between Trans Canada Trail and Propulso will make waves in the trail management world.

Resources

• View the webinar on Propulso's Trans Canada Trail data
• Explore the interactive map of the Trans Canada Trail
• Learn more about GeoIndicators reports

About Trans Canada Trail The Trans Canada Trail (the Trail) is the world's longest recreational trail, stretching over 28,000 kilometers on land and water. Linking three oceans - the Atlantic, Pacific and Arctic - the Trail connects 15,000 rural, urban and Aboriginal communities in every province and territory. It is a common thread that links Canada's diverse landscapes, seasons, people and experiences, fostering unity, collaboration and connection. Trans Canada Trail is a registered charity that acts as steward of the national trail in collaboration with local trail partners. With funding from the Government of Canada through Parks Canada and investments from all levels of government, as well as generous donors, Trans Canada Trail is the largest investor in trail infrastructure projects in Canada, supporting improvements, growth and optimization of the Trail for generations to come. (https://www.sentier.ca)