More now than ever before, the need to measure and qualify ROI with respect to experiential or event marketing is key. Having the tools required to measure ROI on this investment is of paramount importance.
Experiential/Production agencies and brands are often reliant on attendee numbers being provided by either venues and or event organisers. This data at times has proven to be unreliable as a baseline for their subsequent metrics.
Deploying a single Footfall Analytics smart sensor removes the need for guesswork and estimation by accurately measuring audience movement in and around areas within a given stand or indeed venue.
Our smart sensors detect the Wi-Fi probes broadcast by all smart devices. With on average 80% of people leaving their Wi-Fi enabled at all times this ensures we have a very large sample size.
We are able to measure not just the number of people in the area but also the average dwell time or exposure to your brand activation.
Of equal importance we are able to provide footfall data on visitors on and around your stand/area who fall outside of the “ engaged “ parameter.
This is crucial as we need to not only be happy that visitors attended the stand/area, but we need to be very mindful of the significant numbers who may have passed by the stand/area.
We work with you to define a distance/area around your activation and or stand that you wish to have classed as “ Engaged “ You will then let us know the minimum dwell time that you would like to set whereby anyone that remains within the reach of the engaged zone for a defined period of time, lets say 30 seconds will be classed as engaged.
Access to Live data
The Footfall Analytics live dashboard provides a myriad of data in real time. Clients are provided full access to their event on our Footfall analytics web portal.
How we do it
Our smart sensors detect the Wi-Fi probes that are constantly emitted by all smart mobile devices. Our experience tells us that up to 80% of users have Wi-Fi enabled on their mobile smart devices. You do NOT need to be attached to any Wi-Fi network for us to capture your unique mac address.
Video Analytics For Events
Built upon existing IP camera technology, DemoGraphics transforms facial vectors captured and anonymises that data into a unique identifier [ data string ] in a split second, no actual faces or footage are ever recorded. DemoGraphics then processes all the vectors data in the cloud ready to report on, meaning no heavy infrastructure onsite
DemoGraphics offers an entire suite of metrics. DemoGraphics can estimate age brackets, gender, emotion and also label if a face has facial hair or is wearing glasses. DemoGraphics can also detect the pose of the face and if the face is looking forwards towards your stage or activation. DemoGraphics can detect if faces are down and not concentrated on the activation. This is all tracked and reported on with heat maps and graphs of your audience’s engagement.
DemoGraphics does this by using Artificial Intelligence and machine learning, having been trained on millions of images.
Because of the identifying nature of this module, some jurisdictions would require informing delegates that images are being processed for identification purposes.
Returned Conversion, Post Event
DemoGraphics is not site specific. Link event expos to retail outlets. Track conversion and returned custom between expos and even track conversion from expos to someone walking into a store. The DemoGraphics platform can alert to this and report on when and where the face was last seen.
Such technology is to be built on, and we can partner and integrate with your in-house teams. We can expose API endpoints and triggers for rule-based scenarios. We can also work with your partners endpoints to pull data into the platform, such as pre analysis of delegates photos through pre registration sign up.
DemoGraphics does not stop at events. Take a retailer or a car sale room. Imagine an expensive activation window display. How has conversion ever been analysed. How has return on investment been reliably reported on.
Introduce DemoGraphics sensors behind the window, upon the door and point of sale can track conversions and measure success. Track conversions from the window to the shop and conversions throughout to the till-point. Track if the activation was aimed at 20-30 year old females. Did it hit the audience? DemoGraphics reports this.