Published on March 10, 2014
• What are beacons and Location Analytics? • What are their uses? • Should customers be excited about them? • What do retailers get from Beacons? • What are the privacy implications? • What do I do to bring Beacons to my team? WEBINAR: Photograph by Joe McNally, National Geographic Beacons: When Do You Need Yours, and Oh, What are Beacons? Presenter: Jon Rosen EVP, iInside email@example.com
What are beacons? Photograph by Joe McNally, National Geographic Beacons are a system of low-powered transmitters that enable push notifications to mobile devices running an application in close proximity • The iBeacon works on Bluetooth Low Energy (BLE), also known as Bluetooth Smart • iInside nodes use BLE and Bluetooth classic to enable location- based messaging and location analytics
What are their uses? Photograph by Joe McNally, National Geographic Retailers leverage the in-store advantage by enabling highly targeted, on-site communication
Photograph by Joe McNally, National Geographic Market Introduction of One-Way, near-field location identification • App-dependent Push Messaging • Does not detect the presence of other devices Does Not Provide a Geolocation • 16-byte UUID (can be used to identify a retailer) • UUID Major (can be used to identify a store number) • UUID Minor (can be used to identify a location in a store) Near-field Configuration Battery Powered What does an iBeacon do?
Photograph by Joe McNally, National Geographic Mobile Application Required For Push Messaging Applications Register UUID/s of interest with iOS Push Notification Generated By iOS When Registered UUID is Encountered Applications Can Scan and Perform Ranging When Active How does an iBeacon communicate with a mobile device?
Photograph by Joe McNally, National Geographic A a system of sensors that identify the geospatial position of a mobile device and use data analytics to generate actionable insights into consumer traffic behavior. What is Location Analytics?
What are the benefits and drawbacks of the different technologies? Photograph by Joe McNally, National Geographic Beacons and passive analytics are different. • Beacons: app-based location messaging • Passive Analytics: Retailers benefit from consumer traffic behavior • Combined: Relevant personalized messaging and Analytics in a single infrastructure
Photograph by Joe McNally, National Geographic How beacons and location analytics technologies work together iInside installs sensors that follow Bluetooth and WiFi signals for highly accurate 1-meter precision analytics Consumer devices Use WiFi and/or Bluetooth The collected data is securely sent to iInside for further examination These reports allow businesses to make calculated improvements that increase profits iInside’s team of analysts provide insightful reports based on their findings
Should customers be excited about them? Photograph by Joe McNally, National Geographic Yes Customer can opt-in to indicate their Preference for: • Targeted Mobile advertising and content delivery • Loyalty recognition & rewards • Information to assist the shopping experience
What do retailers get from iInside Beacons? Photograph by Joe McNally, National Geographic iInside Beacons work with apps, to combine users’ app data with data on how they move through stores. This helps retailers better adjust and optimize their audience, messaging and delivery. • Communicate with visitors based on their location • Use individuals’ data to target messaging • Pushing ads and coupons to consumers • Combat “showrooming” • Generate consumer data
What to retailers get from location analytics? Critical KPIs for smart retailers Photograph by Joe McNally, National Geographic Every key constituency; Operations, Merchandising, and Marketing, will use precise indoor traffic analytics to measure, optimize and improve core KPIs, including: • Departmental Performance • Conversion • Traffic Volume • Traffic Dwell • Staff Ratios • Departmental Marketing Impact • Shopper Intent • Shopper Engagement • Cross Store Behaviors • Queue Management • Showrooming
What are the privacy implications? Photograph by Joe McNally, National Geographic BEACONS: • Opt-In only. Users’ comfort depends on how much personal data they are willing to relinquish in exchange for utility • Consumers are open to sharing data as long as they’re getting something valuable in return. ANALYTICS: • All data is anonymous • Consortium provides privacy guidelines and opt-out facility • Consumers have shown an acceptance of this within prior technologies
Photograph by Joe McNally, National Geographic Business Case Reporting & Value Plan Pilot Implementation • Performance metrics • Queue management • Staffing (departmental and check-out) • Pathing, dwell and draw; change effects • Success metrics • ROI model • Optimization • Integration Budget Implementation • Hard costs • Soft costs What do I do to bring beacons and location analytics to my team? • 2-4 months • Proof of concept, technology and vendor • Build constituencies Adoption: Business
Location Analytics Webcast Series Indoor Location and: Photograph by Joe McNally, National Geographic • Loyalty: Mobile Applications • Retail Business Intelligence • Scheduling and Clienteling • Retail Queue Management • Retail Merchandising • Store Design • Retail Showrooming • Technology/Differences • Airport Applications and Queuing • Convenience Stores • Specialty Retail • Mobile SDK, LBM • Location Intelligence for Indoor Maps • Shopper Engagement
Questions? Email: firstname.lastname@example.org iInside © 2013 15 Presented by: Jon Rosen EVP, iInside email@example.com
Leading The Market In Indoor Location Technologies Accurate traffic data adds a powerful dimension of actionable insights that empower both your decision-makers and your customers ACTIONABLE INDOOR TRAFFIC ANALYTICS FOR THE REAL WORLD Photograph by Joe McNally, National Geographic
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