Purple WiFi Introduces 'Presence Analytics' Targeting

Guest WiFi provider Purple WiFi has added a 'Presence Analytics' feature to its service, in order to enable venues to track and engage consumers according to their behaviour and location.

Oldham, UK-based Purple WiFi provides a solution at retail, hospitality and leisure venues, to enable consumers to gain free WiFi access through their social media accounts. Real-time analytics are gathered through the firm's 'Purple Portal', to understand who is visiting and using the hotspot, how long they are online, and their age, gender and any other relevant information that they provide through their social networking profile. Resulting data can be used to target consumers with personalised coupons and e-mail campaigns.

The firm says its new Presence Analytics feature offers real-time data and reporting, similar to how cookies track user browsing online. It also incorporates customer tracking through each WiFi's unique number, and a signal strength indicator which identifies how far away the device is from a particular access point. From this intelligence, reports can be generated on data such as footfall, repeat vs new visitors, average number of visits, average visitor duration, and 'recency' of visits.

In addition, the firm's 'Location Based Services' geo-fencing technology identifies specific sales areas, or locations and behaviour patterns within that area. Purple WiFi can then gauge how long consumers will remain in these areas and what purchases they are considering, enabling venues to target consumers' phone messages highlighting offers in the store.

CEO Gavin Wheeldon (pictured) comments: 'Purple WiFi's social media login feature provides a wealth of understanding, but when added to Presence Analytics and Location Based Services, things start to get really interesting. Individuals need to feel confident that information collection is in their best interest and once they understand the advantages of opting-in, in terms of better targeting and relevant offers, it is our belief that they won't be opting out.'

Web site: www.purplewifi.net .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.