signal festival data analytics - cisco€¦ · •data presentation of o2 •art of analytics...
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SIGNAL FESTIVALDATA ANALYTICS
Martin Pošta, Festival Director, Signal festival
Pavel Křižanovský, Cisco Systems
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CONCEPT OF THE PRESENTATION
• WHAT IS SIGNAL FESTIVAL ?
• WHY WE MEASURE
• MEASUREMENT METHODS • DATA PRESENTATION OF O2
• ART OF ANALYTICS
• QUESTIONAIRE – SOFT DATA
• DATA PRESENTATION OF CISCO
• LIVE RESULTS
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WHY WE MEASURE
• AUDIENCE• PRECISE NUMBERS
• BEHAVIOUR
• FESTIVAL OPTIMISATION• AVERAGE NUMBER OF INSTALLATIONS
• POPULARITY OF INSTALLATIONS
• DWELL TIME AT CERTAIN LOCATIONS
• SHOPS/SOUVENIRS
• MONETISATION
• SPONSOR NUMBERS
• LOBBYING
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HOW WE MEASURED
• 3 SYSTEMS
• O2
• ART OF ANALYTICS
• QUESTIONNARE - SOFT DATA
• CISCO
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VISITORS ARRIVING TO SIGNAL
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Source:
WHO IS OUR FESTIVAL VISITOR
• Questionnaire survey
• 800 respondents
Source:
from social networks
35%
from media28%
from friends29%
passing by5%
other3%
not saying10%
with partner21%
with friends27%
with family, kids22%
alone20%
1 day67%
2 days24%
3 days6%
4 days2%
Don’t know1%
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Source:
WHO IS OUR FESTIVAL VISITOR II.
0.00 Kč
500.00 Kč
1,000.00 Kč
1,500.00 Kč
2,000.00 Kč
2,500.00 Kč
3,000.00 Kč
3,500.00 Kč
4,000.00 Kč
Praha Středočeský kraj Ostatní kraje Zahraničnínávštěvníci
Vstupenky na veškerou kulturu
Autobusy, vlaky, MHD, taxi
Nákupy šaty, boty
Nákupy suvenýrů, zboží
Restaurace, bary, občerstvení
Parkování
Benzín, palivo
Potraviny v obchodech
Ubytování
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CISCO DATA ANALYTICS
• CISCO CMX TOOL • CONNECTED MOBILE EXPERIENCE
• REAL-TIME LOCATION ANALYTICS
• MEASURING ON 19 ACCESS POINTS
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Source: Cisco CMX / data analytics
UNIQUE FESTIVAL VISITORS
13. – 16.10.
18 – 24 HRS.
TUESDAY 135.674FRIDAY 152.796SATURDAY 166.080SUNDAY 87.543
TOTAL 578.137
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Source: Cisco CMX / data analytics
UNIQUE FESTIVAL VISITORS
• Staroměstské náměstí 117668• Karlovo náměstí 100937• nám. Míru 82308• Kampa (3 instalace) 81053• nám. Republiky 74900
• Klárov Dome 73704
• Vojanovy sady 67119
• Piazzeta ND 64943
• Intercontinental 54785
• Palác Národní 47421
• nám. Jiřího z Poděbrad 28750
• Klementinum 18946
• Cihelná 18696
• AVČR Krocínova 11704
• Národní AVČR 11481
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Source: Cisco CMX / data analytics
AVERAGE TIME SPENT ON LOCATION
68% 5 – 20 min
25% 20 – 60 min
6% 1 – 5 min
1% 60+ min
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POSITIVE „SIDE EFFECTS“
• CMX NOT ONLY MEASURING TOOL
• WIFI HOTSPOT
• EMAIL HARVESTING
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BUSINESS OUTCOME
• FESTIVAL OPTIMISATION• LOWERING THE NUMBER OF INSTALLATIONS
• ADJUSTMENT OF CATERING/SOUVENIR STALLS
• MONETISATION
• AUDIENCE• PRECISE NUMBERS
• ADJUSTMENT OF FESTIVAL ROUTE
• SPONSOR IMPACT
• LOBBYING• ECONOMIC IMPACT STUDY
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Technologie a živé ukázky
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Cisco CMX Analytika – princip fungování
• Presence and location detection
• Visibility (Wi-Fi, BLE)
• Easy Wi-Fi login, custom or social
• Zone-based, custom
splash pages
• App-based mobile engagement
• Context-aware in-venue
experiences
DETECT CONNECT ENGAGE
Presence Location SocialANALYTICS
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Demo
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Příklad:Co dalšího lze vyčíst z nasbíranývch dat
V sobotu 15.10.2016 průměrný
návštěvník navštívil 5 instalací a
jeho oblíbená cesta byla:
1. Kampa
2. Piazetta
3. Národní
4. Karlovo náměstí
5. náměstí Míru
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1. Wifi jako infrastruktura, poskytující konektivitu
2. Wifi nadstavbové službyŘízení přístupu návštěvníků, MDM, Pokročilé bezpečnostní mechanismy, Lokalizace zařízení, …
3. Wifi jako business nástroj, který poskytujeanalytické údaje
Vývoj wifi…od infrastruktury k analytikům…
1995
2015
2010
2005
2000
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THANK YOU
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