At AirTight Networks, we talk a lot of SMAC (Social, Mobile, Analytics, Cloud). Together these forces have come together to significantly impact and radically change various markets. It’s not hard to wax eloquent about SMAC for long periods of time, but in this article, I want to focus only on the Analytics piece – that numerical, statistical, miracle whip that drives business decisions.
Analytics Data: Type and Collection
In the SMAC model using Wi-Fi as the Mobile piece, data is collected from Wi-Fi access points. The analytics data itself generally falls into one of two categories:
1) Presence, and
2) Opt-in.
Presence Analytics
Presence Analytics is, as it sounds, focused around whether the client device is on-location (“present”) and whether it is inside or outside a boundary (e.g. a store front). This type of data is device-specific (MAC Address), independent from the user of a device (contains no user-identifying information), and therefore anonymous. It is collected by using Access Points (APs) to scan the air and to gather MAC addresses (which only a hashed representation thereof is stored). Presence Analytics can be used for a variety of things, but some examples might include:
- Understanding total foot traffic (e.g. how many visitors came to your location)
- Understanding capture rate of visitor traffic (e.g. which visitors came inside your store front and which ones stayed outside)
- Understanding dwell time (e.g. visit duration) either inside or outside your location
The same capability that enables Presence Analytics also enables similar functions like Loyalty Analytics. Examples of this might be:
- Understanding visitor frequency (how often do they come to see you?)
- Understanding visit recency (when was the last time they came to see you?)
- Understanding repeat visitor information (how many times have they come to this location over a period of time?)
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At AirTight Networks, we talk a lot of SMAC (Social, Mobile, Analytics, Cloud). Together these forces have come together to significantly impact and radically change various markets. It’s not hard to wax eloquent about SMAC for long periods of time, but in this article, I want to focus only on the Analytics piece – that numerical, statistical, miracle whip that drives business decisions.
Analytics Data: Type and Collection
In the SMAC model using Wi-Fi as the Mobile piece, data is collected from Wi-Fi access points. The analytics data itself generally falls into one of two categories: 1) Presence, and 2) Opt-in.
Presence Analytics
Presence Analytics is, as it sounds, focused around whether the client device is on-location (“present”) and whether it is inside or outside a boundary (e.g. a store front). This type of data is device-specific (MAC Address), independent from the user of a device (contains no user-identifying information), and therefore anonymous. It is collected by using Access Points (APs) to scan the air and to gather MAC addresses (which only a hashed representation thereof is stored). Presence Analytics can be used for a variety of things, but some examples might include:
- Understanding total foot traffic (e.g. how many visitors came to your location)
- Understanding capture rate of visitor traffic (e.g. which visitors came inside your store front and which ones stayed outside)
- Understanding dwell time (e.g. visit duration) either inside or outside your location
The same capability that enables Presence Analytics also enables similar functions like Loyalty Analytics. Examples of this might be:
- Understanding visitor frequency (how often do they come to see you?)
- Understanding visit recency (when was the last time they came to see you?)
- Understanding repeat visitor information (how many times have they come to this location over a period of time?)
- See more at: http://blog.airtightnetworks.com/retail-analytics-who-owns-the-data/#sthash.G4eTBGfv.dpuf
At AirTight Networks, we talk a lot of SMAC (Social, Mobile, Analytics, Cloud). Together these forces have come together to significantly impact and radically change various markets. It’s not hard to wax eloquent about SMAC for long periods of time, but in this article, I want to focus only on the Analytics piece – that numerical, statistical, miracle whip that drives business decisions.
Analytics Data: Type and Collection
In the SMAC model using Wi-Fi as the Mobile piece, data is collected from Wi-Fi access points. The analytics data itself generally falls into one of two categories: 1) Presence, and 2) Opt-in.
Presence Analytics
Presence Analytics is, as it sounds, focused around whether the client device is on-location (“present”) and whether it is inside or outside a boundary (e.g. a store front). This type of data is device-specific (MAC Address), independent from the user of a device (contains no user-identifying information), and therefore anonymous. It is collected by using Access Points (APs) to scan the air and to gather MAC addresses (which only a hashed representation thereof is stored). Presence Analytics can be used for a variety of things, but some examples might include:
- Understanding total foot traffic (e.g. how many visitors came to your location)
- Understanding capture rate of visitor traffic (e.g. which visitors came inside your store front and which ones stayed outside)
- Understanding dwell time (e.g. visit duration) either inside or outside your location
The same capability that enables Presence Analytics also enables similar functions like Loyalty Analytics. Examples of this might be:
- Understanding visitor frequency (how often do they come to see you?)
- Understanding visit recency (when was the last time they came to see you?)
- Understanding repeat visitor information (how many times have they come to this location over a period of time?)
- See more at: http://blog.airtightnetworks.com/retail-analytics-who-owns-the-data/#sthash.G4eTBGfv.dpuf
via WiFiNovation | Scoop.it
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