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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.
By Claire Swedberg
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.

Booth-by-booth report
The company was launched approximately seven years ago to offer apps that help trade shows and exhibitors share content with their visitors. About two and half years ago, says Andrew Echenberg, Panvista's president, customers began asking questions about what else an app could provide them. They sought to know not only how much activity there was on an app, but also physical data related to an app user's location, in order to help them identify how attendees behaved. These companies wanted a way to identify how successful their show was, areas in which they could improve and what business opportunities were available. Often, a trade show consists of hundreds of thousands of square feet containing thousands of attendees, and knowing how that space is being used is almost impossible.

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.

Heatmap report
The company found that passive ultrahigh-frequency (UHF) RFID tags and readers provided a limited solution. The readers could be installed at key locations, such as in doorways, to read tags in attendees' ID badges in order to track how many people passed through an area and when this occurred. However, the collected data would be limited to areas where the interrogators were installed, and the readers themselves tend to be expensive, as does the installation of those devices.

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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