This study had the following objectives: 1. To identify and clarify these two emerging effects – real time data and changing culture, 2. To identify the shifts in data collection and transportation modeling that must take place to assist in identifying and forecasting travel behavior, and 3. To discuss the impacts of such operational shifts, both in cost and outcomes to provide NYMTC with the cost and efficacy impacts of incorporating these emerging tools.” To address these objectives, the research team at Albany Visualization and Informatics Lab (AVAIL), led by Dr. Catherine Lawson, PhD., from the University at Albany, conducted a literature review; a cost benefit analysis of current and emerging transportation data surveying and modeling methodologies; and produced a set of recommendations for the near-term and the longer-term.