The present invention includes a method for fusing marketing data with cellular or other mobile-device data to create synthetic or fabricated travel data. In some embodiments, the technique comprises obtaining and/or generating marketing data for one or more study areas disaggregated at the individual and/or household levels, obtaining cellular data for the study area(s) aggregated into probabilistic distributions for geographic subareas within the study area(s), and associating travel and activity information from the cellular data with individuals or households in the marketing data by their current residential or commercial subarea using the respective probabilistic distributions in the cellular data.
METHOD FOR FUSING MARKETING DATA AND CELLULAR DATA FOR TRANSPORTATION PLANNING AND ENGINEERING