#SMX #12C @aknecht

How to Track, Interact & Measure Using Beacons

Digital Out of Home & Beacons Case Study at

Toronto’s Billy Bishop Airport

#SMX #12C @aknecht

TITLE OPTION #2 – IMAGE Slide with SMX FOOTER:

ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooter-eitherforatitleslideorallothers.YOUMUSTUSETHISFOOTERATMINIMUMONYOURTITLESLIDE&ALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifusingexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionSMXwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.

TheOpportunity!

#SMX #12C @aknecht

• Measure&trackairportvisitorsjourney•  fromairportarrivaltosecurity•  Fromsecuritytoairportexit

• Identifylocationswherevisitorsdwell(howlonginzone)• UsethisinformationtooptimizelocationforDOHbillboards• CombinethisinformationwithDOHadstoretargetvisitors

The Opportunity! Text Slide with Solid Blue Banner:

ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.

#SMX #12C @aknecht

§ AddressCanadianPrivacyLaws–  Can’tgetuser/deviceinfofromtelcos

–  Requireownapptogatherinformation

§ Getuserstodownload&useapp§ Implementbeaconsatkeylocations–  Ensurebeaconscommunicatewithapp

§ UseBigDatatointegratemultipledatasources

Approach Image + Bullets Sample Slide:

Clickcontenticonstoaddimages,charts,video,tables,etc…DELETETHISSLIDEIFYOUDONOTUSE.

#SMX #12C @aknecht

FacialRecognitionSoftware:- Engagementtime- Gender- AgeRangeRequireBeacons:- Journeytime- Dwelltime- Remarketingability

Combing Facial Recognition Software & Beacons

#SMX #12C @aknecht

Step 1 – Created App & Website to encourage downloads

#SMX #12C @aknecht

Step 2 - Encouraged Download & Use of App

Ø OfferenhancedWiFiatYTZwithAppsign-inØ PromotedviaDOHØ Downloadedappbutdidn’tregister:usebeaconstotriggermessage

Ø OfferfeaturesinApptoencourageuseØ FlighttrackingØ Downloadcontentforofflinereading

#SMX #12C @aknecht

Ø Appmustbedownloaded&activeØ Usersmustregister(uniqueID)Ø UsermustbeloggedinØ Appmustcommunicatewithbeacons

App Requirements to Pass Data via Beacon

#SMX #12C @aknecht

Createzonesaroundperceivedpaths• Start&endoftunnel• Top&bottomofescalators• ZonesaroundDOHdisplays• Etc

Step 3 - Set-up Beacons in Appropriate Locations

#SMX #12C @aknecht

Gimbal-Beaconmanagement

Urbanairship-BasicAnalytics-HTMLmobilemessage

Beacon Vendors

#SMX #12C @aknecht

• InitialAppUserIDmethodologyinsufficient• Testingofbeacons&appcommunicationfailed• Resultingindelays&costoverruns• DOHAdvertisershesitanttocombineDOHdisplaywithmobile•  Creepyfactor(theysawourad&nowwesendthemamessageaboutit–creepy!)

Turbulence!

#SMX #12C @aknecht

• UsedGeofencingandUrbanairshiptogetmessagestouser• Apprequiredtoberefactorednearlyfromscratch(underway)• Enhancedanalytics&advancedimplementationonhold

Route Change

#SMX #12C @aknecht

Providedsponsoredlinktopublishedcontentrelevanttouserslocatione.g.:

WheretoeatarticleswhenuserinspecificcityTorontoEntertainment&Restaurantguidestoarrivals

Preliminary Results (Geo Fencing)

#SMX #12C @aknecht

SpecificmessageswhenenteringorleavingtheairportUsingGimbalGeofencingtodefinetheairport

Preliminary Results (Geofencing)

#SMX #12C @aknecht

§ Geofencing–  sponsoredlinktopublishedcontentrelevanttouserslocation•  i.e.RestaurantGuidetodestinationcity

–  SawsignificantspikeinUsers

§ Potential– OfferDOH&Beacon/Geofencetoadvertisers

Preliminary Results (Geo Fencing) Image + Bullets Sample Slide:

Clickcontenticonstoaddimages,charts,video,tables,etc…DELETETHISSLIDEIFYOUDONOTUSE.

#SMX #12C @aknecht

GimbalAnalytics(App/BeaconssoftlaunchedAug2015)

#SMX #12C @aknecht

GimbalAnalytics(App/BeaconssoftlaunchedAug2015)

#SMX #12C @aknecht

UrbanairshipAnalytics

#SMX #12C @aknecht

§ Appbeingrebuilt&tested§ IntegrateduserID§ SaleslookingforadvertisertocombineDOH&Beacons

Current Status

HoldingPatternfornow

Image + Bullets Sample Slide:

Clickcontenticonstoaddimages,charts,video,tables,etc…DELETETHISSLIDEIFYOUDONOTUSE.

#SMX #12C @aknecht

LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX

Alan K’necht

Alan@Knechtology.com