In today’s interconnected world, data has become the lifeblood of businesses. On a recent trip to Dubrovnik, I noticed that there was free WiFi inside the old town walls. Some may think of this as an act of kindness, or excellent hospitality towards tourists (Dubrovnik old town is mostly a tourist destination only nowadays). But it’s only when you log on the free WiFi network that you discover the real value proposition.
In return for free WiFi , they’re gathering your data.
A family member recently made a thought-provoking statement, “You pay for what you get in this world. No product is free – and if is is then you are the product.”
With the example of Dubrovnik, you are indeed the product. They admit to gathering “information that can use used to identify user presence, time spent, repeat visits within range of WiFi access points and the content that a user visits online.”
This is the type of data that fuels decision-making, innovation, and the ability to drive growth, making it one of the most valuable assets in the digital age.
Data analytics in events
Data analytics is a now a big thing. In the example here, Dubrovnik can plan the success of their own town and increase the revenue driven from it based on user behaviour. All measured through the WiFi antenna.
Applying this to the events market and the opportunities for data collection and analysis are HUGE.
Think of the intelligence we can collect, and the data analytics potential. Modern WiFi solutions have emerged as perhaps our most powerful data collection tool, offering unique advantages that have revolutionised our ability to collect, analyse, and utilise data.
But how exactly can we apply these strategies to the events world and harness our event WiFi solutions to drive future growth and success?
Here we provide some examples of how modern WiFi solutions can take events to the next level, using technology to innovate.
It’s data that’s driving event success
Since entering the events industry in 2011, I’ve noticed that the more successful events are those produced by a team with real creativity, innovation and ingenuity. Success stems from very talented event leaders that have an eye for quality, and who understand that we are all just looking for escapism from real life.
These are the types of people that go to no ends of effort to deliver experiences that immerse, shock or wow us. I’ve worked with enough of them to notice a trend. They have the power to make us feel emotions that we don’t feel in our every day controlled lives.
However in the past couple of years I’ve started to see a new dimension evolve from event producers. It’s no longer just about ideas, creativity and gut feel. The bright ones are starting to rely on data to inform their event decisions, and decide which ideas to carry forwards and develop further, and which ideas to drop.
This is because data offers the only genuine evidence that enables event producers to determine the success of our creativity and innovation.
Whether you’re looking to maximise revenue at events by measuring the density of visitors in event zones, determine the most popular performers at a festival, or judge whether a brand activation is more popular in certain cities than others, data provides us with invaluable intelligence to make future decisions around our events. And this is where modern WiFi solutions can help.
In fact, it’s already here. We know because we’re already implementing it. In the most exciting evolution of the Event WiFi industry, this is the most exciting. We’ve conquered WiFi that doesn’t drop out, we’ve manage to get hundreds of devices online at the same time without contention. Now, we’re using data to drive event success in the following ways:
Real-Time Event Data Capture
Modern WiFi solutions allow for real-time data collection on an unprecedented scale. Whether it’s at an outdoor festival, a city centre, a conference centre, or an office, WiFi access points can gather data about users via people-tracking technology, record their locations, their devices, and even the websites or apps they access. This real-time data can provide businesses with valuable insights, enabling them to adapt quickly to changing circumstances and user preferences.
For example, event producers can use WiFi data to optimise their site layouts, offer premium prices on areas with a higher footfall, and personalise marketing strategies. By analysing foot traffic patterns and customer behaviours, businesses can make data-driven decisions to enhance the customer experience and boost sales for their sponsors and traders.
People tracking cameras
We mention people tracking via WiFi access points, but these are limitations with the accuracy here. It’s all to do with IP addresses changing and people being counted multiple times. A more accurate way is by using camera technology that automatically counts people crossing an invisible line. Those cameras connect to the network to transmit their data back for real-time reporting.
Marketing promotions
WiFi-based data collection plays a significant role in enhancing user experiences. When users connect to WiFi networks, businesses can provide personalised services and offers, creating a more engaging and tailored experience whilst driving up sales. For instance, event sponsors can offer guests a free product by visiting their stand, or traders can offer a discount to guests as they walk past their stand.
Public spaces like museums and amusement parks can use WiFi data to guide visitors with interactive maps and suggest points of interest, making the visitor experience more enjoyable and informative.
Digital signage and displays can promote brands in specific event areas. You get the picture…..
Image source: screencloud
Security and Privacy Concerns
While the power of modern data collection over WiFi is undeniable, it comes with important responsibilities. Collecting data over WiFi networks must be done ethically and with respect for user privacy. Striking the right balance between data collection and privacy protection is crucial to maintaining trust and compliance with legal and regulatory frameworks.
Businesses and event producers must implement robust security measures to safeguard the data they collect over WiFi. Encryption, authentication protocols, and regular security audits are essential to ensure that sensitive user information remains secure.
The Future of WiFi Data Collection
As technology continues to evolve, the potential for WiFi data collection will expand even further. When it comes to events, with more reliable event connectivity, the volume and diversity of data collected over WiFi will continue to grow.
This data can fuel advancements in artificial intelligence and machine learning, leading to more accurate predictions and personalised experiences.
For example, smart events can use WiFi data to optimise traffic management, reduce energy consumption, and improve public safety.
Summary
Whilst some event producers are still struggling to achieve robust WiFi at larger events, others are learning how to harness its power.
The power of modern data collection over WiFi is undeniable, revolutionising the way events operate and interact with users. The real-time data, enhanced user experiences, and potential for innovation are driving forces behind its continued growth and adoption.
As we harness the potential of WiFi data collection, it is imperative that we do so responsibly and ethically, respecting user privacy and data security. With the right balance, WiFi data collection will continue to play a pivotal role in shaping our connected world, offering endless opportunities for businesses and society as a whole.
If you’d like to discuss data gathering and people tracking technologies, get in touch. We’d love to talk.
