CASE STUDY

ADOBE SUMMIT 2015 HOW INDOOR POSITIONING BASED ANALYTICS AND SMARTPHONE NOTIFICATIONS HELPED TO OPTIMISE THE CONFERENCE EXPERIENCE

Ø  Wi-Fi based indoor positioning and analytics covering 40 separate zones

Ø  Approx. 150 Walkbase sensors with Wi-Fi and Bluetooth technology

Ø  Provided on-the-go information about the amount of visitors, their dwell times,

popular zones, heat maps and much more

Ø  Enabled the triggering of location based

messages in the Summit App

Adobe Summit EMEA is the largest digital marketing event in Europe. In 2015 the Summit was held from

29th to 30th April at the ExCel London Exhibition Centre – a venue comparable to the size of an airport.

Events of this scale are often distributed to multiple

areas and several floors, which present challenges in planning the exhibition areas and controlling visitor

flows. Walkbase and Adobe were on a joint mission in solving these by bringing digital analytics and

engagement tools tools to the physical world.

Walkbase built a Wi-Fi based indoor positioning installation in a very tight timeline given most of the

physical structures of the exhibition halls were finished just a few hours before opening.

In addition to real-time analytics of people flow,

crowding and dwell times at all locations, the Walkbase solution was also used on-the-spot to

create a personalised experience:

Ø  Visitors received personalised messages on the Summit App triggered by Walkbase beacons.

Ø  An in-app heat map provided the attendees with real-time distribution of visitors at the venue.

CHALLENGE AND OPPORTUNITY

THE SOLUTION – BUILT IN LESS THAN 48H

WALKBASE BUILT AN AIRPORT GRADE INDOOR POSITIONING AND ANALYTICS INSTALLATION FOR THE LEADING DIGITAL MARKETING CONFERENCE TO OPTIMISE THEIR VISITOR EXPERIENCE AND SEND PROXIMITY BASED MESSAGES TO ATTENDEES’ PHONES.

WALKBASE CASE STUDY© Walkbase 2016, all rights reserved.

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WALKBASE CASE STUDY© Walkbase 2016, all rights reserved.

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KEY ANALYTICS FINDINGS

VISITOR PATTERNS

During the two-day event, Walkbase identified altogether 8,151 Wi-Fi enabled visitors – 6,889

during Wednesday and 5,370 during Thursday. The highest peak in the number of visitors on

Wednesday was between 11:00 and 12:00. Traffic was more steady during Thursday.

56 % of the visitors participated on both days.

The amount of quick visits was fairly small with over 68% of visits lasting longer than one hour.

Arrival at the venue occurred so that 10% of visitors were already in by 8:00 on Wednesday

and 12% on Thursday. 53% of all visitors had arrived at 11:00 during the first day. On

Thursday, the number of visitors started to decline already after the keynotes, but the

quickest drop occurred after 15:30. At 16:15 there were still 14% of the days visitors

present at the venue.

WHERE DID PEOPLE SPEND TIME?

Ø  The Adobe stand was the second most popular area after the Auditorium (2,257

unique visitors in total).Ø  28 % of the 8,151 event visitors came to the

the Adobe stand, of which 71 % spent at least 7 minutes at the stand.

Ø  The most popular zone was the Auditorium with 8,183 visitors in total and mean visit

duration 1h 13 minutes.

Ø  Wednesday was a more popular day at the Auditorium. However, Wed had more in-out

activity and shorter visits. Thursday’s keynotes attracted less people but engaged

them more effectively.Ø  40 % of the visitors visited the Auditorium

as their first non-bypassing location.

Total number of visitors at the entire venue

WALKBASE CASE STUDY© Walkbase 2016, all rights reserved.

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THE MOST POPULAR KEYNOTES

Ø  The amount of visitors not participating in the keynotes, but dwelling at the venue was

30% on Wednesday and 33% on Thursday.Ø  The percentage of visitors dropping out

mid-keynote was the highest between 11:50 and 12:00 on both days.

Ø  The most popular presentations at the Auditorium were David Coke Freestyle Assets DEMO on Wed, and the SNEAKS presentations on Thu.

Ø  Generally, the visitors were able to access the break rooms quite quickly. The biggest

room was also the most popular one, with longest median duration (10 min 49 sec).

Ø  Every fourth visitor participated in the Summit Celebration. The most active hours

in the celebration area were from 20:00 to 22:00, with the number of visitors steadily

going down after 21:30.

Number of visits and median visit duration per zone

Total number of visitors at the Auditorium

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Wednesday peak during “David Coke Freestyle Assets DEMO”

Thursday peak during “SNEAKS presentations”

61m 56s6m 3s 2m 26s 5m 38s 2m 31s 1m 55s 2m 36s 4m 55s 4m 30s 7m 10s 2m 51s 9m 13s 10m 49s 6m 1s 3m 8s 2m 34s 12m 2s 4m 3s 1m 36s 3m 36s

8m 43s2m 47s 73m 47s 3m 47s 6m 24s 7m 57s 1m 38s 1m 23s 3m 19s 2m 8s 8m 42s 4m 26s 6m 31s 7m 56s 2m 21s 3m 20s 4m 49s 4m 53s 0m 57s

WALKBASE CASE STUDY© Walkbase 2016, all rights reserved.

WITH WALKBASE, ADOBE SUMMIT WAS ABLE TO:

Ø  Improve layouts and visitor experience with

analytics based on actual behaviour

Ø  Measure the popularity of program and stages

Ø  Report visitor patterns and conversions at all

areas including booths and session rooms

Ø  Estimate capacity requirements at entrances,

hallways, stages, and catering

WHY INDOOR POSITIONING? People counting is a traditional method of understanding visitor numbers, and is

typically based on technology like beam counters and ceiling mounted cameras. Also

existing Wi-Fi access points may be used for proximity based people counting.

The disadvantage of counting is that it gives

only a plain count of people seen at a given spot. Unlike positioning based solutions,

counting is unable to provide any advanced metrics like new vs. repeat visitors, paths and

zones, dwell times, conversions and heat maps. Also most counting solutions are not

capable of providing insights real-time.

WI-FI VS. BLUETOOTH? Bluetooth Beacons and Wi-Fi positioning are both based on radio technology and thus share many advantages. However, Beacons are ill suited for visitor analytics: to detect a visitor, she needs to have both a dedicated app installed and Bluetooth

turned on. Furthermore, the transmission of any analytics data needs to rely on the device’s connection as Beacons do not have connectivity.

In contrast, Wi-Fi is able to provide anonymous analytics based on all devices that have Wi-Fi

turned on. This typically yields to a very high sample size (50..80%) and may be reliably extrapolated to absolute numbers.

However, Beacons do beat Wi-Fi in triggering

proximity based actions in smartphone apps. This is why Walkbase combines both approaches.

Ø  Analyse visitor flows such as paths & crowding

Ø  Track customer retention and cross-visit

patterns between events

Ø  Display real-time stats and queue information

during the event

Ø  Enable the event apps with real-time heat map

as well as proximity based notifications

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CONCLUSION

A WELL RUN EVENT STICKS IN THE VISITORS’ MINDS. AT WALKBASE, WE ARE DEVOTED TO DELIVERING STATE-OF-THE ART YET FAST TO

DEPLOY AND SCALABLE ANALYTICS SOLUTIONS TO MAXIMISE VISITOR EXPERIENCE. IN LARGE-SCALE CONFERENCES, IT’S ALL ABOUT

MAKING IT EASY FOR PEOPLE TO MEET AND MOVE, EXCHANGE IDEAS AND NETWORK – AND THEN VISIT THE FOLLOWING YEAR AGAIN.

Walkbase

sales@walkbase.com

partners@walkbase.com

www.walkbase.com

ABOUT WALKBASE

Walkbase is the leading in-store analytics and marketing solution for retailers. Just like web analytics platforms have revolutionised the online

shopping experience, Walkbase provides the same level of measurability and smartphone enabled personalisation to brick-and-mortar stores.

Based on indoor location technology, the platform provides real-time

analytics on customers’ habits so the same level of personalisation can apply in brick-and-mortar as it does online. It analyses in-store customer

patterns, measures and optimises the impact of marketing on physical stores, engages customers with personalised in-store marketing, and links

the online and offline customer journeys together.

HOW CAN OTHER BUSINESSES BENEFIT?

RETAIL

Ø  Measure in-store conversions and behaviour

with high precision

Ø  Optimise layouts and store concept

Ø  Benchmark performance across stores

Ø  Analyse in-store impacts of marketing

Ø  Behaviour based segmentation and targeting

Ø  Location based loyalty marketing

AIRPORTS

Ø  Analyse and optimise passenger flows

Ø  Queue management

Ø  Retail analytics

Ø  Asset and staff management

Ø  Dynamic advertising and signage

Ø  Location based passenger services