Techniques for analyzing effectiveness of an urban area based on traffic patterns collected from route-oriented vehicles. A process collects sequences of global positioning system (GPS) points in logs and identifies geographical locations to represent the urban area where the route-oriented vehicles traveled. The process models traffic patterns by: partitioning the urban area into regions based at least in part on major roads, segmenting the GPS points from the logs into time slots, and identifying the GPS points associated with transporting a passenger in the route-oriented vehicles. The process models traffic patterns by projecting the identified GPS points onto the regions to construct transitions of the identified GPS points travelling between the regions. Then the process builds a matrix of the regions for each time slot in each day based on a number of the transitions. Each item in the matrix represents an effectiveness of a connection between two regions.