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Panvista's Beacons Track Trade Show Traffic
The company's Analytics 360 solution uses battery-powered Bluetooth beacons and is designed to be easy and inexpensive to install.
Jul 06, 2015—
Panvista, a mobile-intelligence company based in Toronto, Canada, is providing a solution that uses Bluetooth Low Energy (BLE) beacons to help exhibitors and trade shows identify where people are located and how long they spend in given areas, such as at a specific booth. The system, known as Analytics 360, helps show exhibitors to better understand their booth visitors, and enables event organizers to generate additional revenue through better planning and more appropriate pricing for booths, based on traffic flow.
The Analytics 360 solution comes in two versions, each employing Bluetooth beacons. One uses Bluetooth beacons in the form of smart badges worn by attendees, as well as the installation of battery-powered Bluetooth sensors (receivers) to enable Panvista software to identify those individuals' locations. A second version involves a mobile app running on attendees' Bluetooth-enabled smartphones, along with the installation of Bluetooth beacons on the show floor to enable Panvista's software platform to identify each visitor's location.
Many companies utilize Google Analytics or similar services to track and report website traffic. Panvista's goal was to find a way to take that kind of analytics to the physical world, Echenberg explains, adding that Analytics 360 is intended to help trade show exhibitors understand, "What does busy mean?" For instance, he says, if a company's booth is filled with people, what value is there in that activity? Are they spending any time there? Are they learning more about a particular product or service? "Our premise was a technology that addressed questions that weren't being answered," he states.
Beacon-based data could be acquired less expensively, Echenberg says; however, using mobile apps to gather data has its limitations, since doing so requires that users first download the app and enable their smartphone's Bluetooth functionality. Those requirements, he notes, reduce the percentage of attendees using the system.
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