Color maps - Real or fiction?
Undoubtedly, color maps or heatmaps are one of the “coolest” features when we talk about retail presence analytics, shopping centers and any business where we want to know a little more about the customs and habits of our clients when they visit us.
There are currently many analytics applications on the market that offer such functionality. Some with more or less detail, but at the end of the day, they help us corroborate information we had previously assumed we knew about our business: where visitors accumulate, which areas are the most visited, by time slots, by days of the week, season, etc..
We must clarify that we are talking about heat maps generated from data captured by WiFi technology. Based on the reading by the APs of the signals of those customers who carry their mobile phone with their WiFi activated, which allows them to be followed and monitored. Remember that the accuracy of the WiFi location is not a GPS. It’s a radius of approx. 4-6 square meters, provided we have a reading of 3 or more APs at the same time from the same device, which is connected to the network, we can have better positioning data and also, at that moment, the wave and signal interferences coinciding (noise) are not very loud.
This localization is anonymous, unless they connect to the network by providing contact information that is later associated with their device MAC thus provide names and surnames to the anonymous visitor. This option allows us to obtain that much demanded functionality in any business for the public: automatic messaging to the person in charge, such as, “Antonio has just returned to the store” or a message to the client, such as “Thanks Antonio for returning for the second time this week” or a promotional message: ” Antonio, for being a faithful client the last 3 months, here is a coupon to enjoy our new promotion”.
This is where we can really take advantage of the potential of presence analytics and heat maps: exploiting the data that the system gives us. And for this, the marketing department should be able to devote the necessary time to analyze the data obtained, generate reports from the results and from there, make or change strategic decisions based on the analysis of the big data obtained at that time.
Source: Density Networks
Author: Eloy Fructuoso