Adobe Summit 2015, London. This presentation is about Walkbase's implementation of real-time Wi-Fi analytics covering the whole ExCel event area in London (size of an airport) and iBeacon messaging capability for the Summit App. Presentation by Adrian James, Sales Director and UK MD at Walkbase. Read more: http://www.walkbase.com/blog/the-new-mobile-experience-at-adobe-summit-personalisation-hyper-localisation-and-analytics

1. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
TRIANGULATE POSITIONS AND PERSONALISE MESSAGES
#AdobeSummit @walkbase

2. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
TRIANGULATE POSITIONS AND PERSONALISE MESSAGES
#AdobeSummit @walkbase

3. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
TRIANGULATE POSITIONS AND PERSONALISE MESSAGES
#AdobeSummit @walkbase

4. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
THIS ALLOWS US TO…
§ This gives us the X and Y co-ordinates to
place you on the map
§ View how you;
§ Path e.g. 15% of visitors went from the
Deloitte stand to session to food between
10am and 10.15am
§ Dwell in areas like partner stands or
meeting rooms to understand visitor to
lead conversion and utilization
§ Frequency of visits, repeats and bounce
rates by zone or for Summit itself
§ An understanding of queue lengths in
Food areas
§ Assess the layout of the Summit and see
where it can be optimized for Advertising
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5. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
LIVE REAL-TIME DATA
#AdobeSummit @twitterhandle

6. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
CASE: HOTEL
Toilet zone Check in desk zone
Lifts & stair zone
Lounge zone
Bar area zone
Breakfast zone
Restaurant zone
Vending
zone
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7. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
New location/format opening Weekend/holiday analysis Check in queue analysis Apple Watch messaging
Restaurant/breakfast analysis Capacity Management Bluetooth messaging
promotion on coffee and
breakfast
In hotel Advertising
KEY HOTEL USE CASES
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8. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
CASE: LARGE SUPERMARKET
8
PATH TAKEN
TIMES
TAKEN
% OF TOTAL
PATHS TAKEN*
1323 12 %
1159 11 %
1155 11 %
1089 10 %
998 9 %
CAFE CASH REGISTERS CAFE
FRESH FOODS CASH REGISTERS
FRUIT & VEG FRESH FOODS LEISURE & SWEETS
FRUIT & VEG FRESH FOODS
ENTRANCE &
TOBACCO
FRUIT & VEG FRESH FOODS
* Only paths of at least 2 zone transition were calculated to the “total paths taken”
§ Christmas 2014: The most popular movement paths were from from or through
“Fruit & Veg” zone, which illustrates the typical path through the store.
§ Recommendations:
- Test more end of aisle display screens with A|B creative
- Change the flow for the top paths with signage and moveable fittings
- Use day parting promotions via beacons on loyalty app
- Identify those in the café area that dwell all day
1.
5.
4.
3.
2. BAKERY, PRESERVES
BAKERY, PRESERVES
3
12
4
5
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9. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
IN-STORE ANALYTICS
Conversions – in-store funnel - repeat visits - paths - zones- dwell times - store benchmarking – A/B testing
OMNI-CHANNEL ATTRIBUTION
Campaign impact & ROI in physical stores
CONSUMER RESEARCH
Specific in-store behaviour
CUSTOMER PROFILING & IN-STORE ADVERTISING
Trigger/guide digital ads based on nearby profiles
IN-STORE ENGAGEMENT
Personalization via beacons
PROCESSING DATA REAL TIME
LOCATINGPEOPLE
INDIVIDUALLY
TRANSITION TO OMNI-CHANNEL DIGITAL
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