WiFi data ‘set to revolutionise DM’

Wifi data 2Direct marketers could soon have another way to build a detailed picture of their customers by tapping into the new generation of WiFi networks to gain greater insight into visitors to stores and local areas.
Using location settings on mobile devices, these WiFi networks allow a heat map to be accessed, showing what exits/entrances are busiest to stores and therefore where brands should be targeting their marketing.
By overlaying demographical data brands will be able to find out where customers are spending most of their time so that local businesses know where it is best to display their messages.
A presentation on the “WiFi revolution” was aired at Tug Life, a week-long expo examining the ways that digital life is affecting real life, run by digital media agency Tug.
The new technology, which will pave the way for a new era of data insight, has already been installed at airports including Heathrow, and places like Camden Market and the City of York.
The owner of Camden Market, which currently operates a Purple WiFi network, has already dug deep to gain insight into what customers are doing.
It was originally believed that the majority of people visiting were interested in one particular type of music, however when visitors logged into WiFi through their social media, the data shared on Facebook about their favourite bands revealed that other music types were more popular. This data was then fed to local bars and shops which could change the music they were playing to attract more customers.
Tug Life has already heard speakers from Twitter, Google, YouTube and Microsoft, with presentations from Citrix, Charles Wells, Nectar and Camelot in the coming days.

2 Comments on "WiFi data ‘set to revolutionise DM’"

  1. WiFi data ‘set to revolutionise #directmarketing’ http://t.co/9RivzU7KJe #advertising #datascience #location #CRM #digitalmarketing

  2. RT @DM_editor: WiFi data ‘set to revolutionise #directmarketing’ http://t.co/d8RGabYPFl #advertising #datascience #location #CRM

Comments are closed.