Yes, we often add new trade area layers as unique business needs and use cases arise. As an example, Costco has its own unique trade area layer due to its sheer size, product offerings and draw of customers from a large geographic area.
When internal data is available we will compare it to our external data and calibrate our models accordingly.
Mobile location data is better suited to isolating individual trade areas for deeper analysis (by time of day, etc.) but it is poorly suited, and cost prohibitive, to creating a national solution where all trade areas are taken into account, and the migration between them. For this reason mobile location is not the basis for STRATA's trade area algorithms.