Gain a complete snapshot of all authenticated and unauthenticated visitors and devices that come into contact with your venues with Presence Analytics
What is Presence Data?
Presence data is the total count of unauthenticated devices (laptops, mobiles, tablets etc.) that come into contact (‘ping’) with an access point in a venue.
These devices get close enough to an access point so that their unique MAC address can be recorded, but do not authenticate onto the WiFi network.
Recorded alongside the devices’ unique MAC address is also:
• Strength of signal (RSSI); signifying how close a device is in proximity to an access point
• Duration; how long the device was seen by any access point within a venue
These distinct sets of data form two important reports within the Purple Portal:
Each report provides key information into visitor behavior.
Based on signal strength only, devices which have an RSSI of 30 or above are classed as ‘converted’ (coming close enough to an access point to infer that they entered the venue).
‘Passed’ visitors are those whose devices were seen by an access point, but who did not meet the RSSI 30 threshold.
These are classed as ‘passed’ as they were close enough to the venue itself to become a visitor (and be picked up by an access point), but most likely did not enter the venue.
The motive for these computations is that many customers want to better understand not only the number of visitors they had, but also the number of potential visitors that passed by and could have entered the venue.
Being able to track this over time allows venues to measure success in attempts to convert a higher number of potential passers-by, encouraging them to enter the venue, and identify specific locations that have a higher percentage of conversion.
Based only on duration, ‘stayed’ visitors are those who stay beyond the minimum duration set to constitute a meaningful visit. This eliminates people who are only captured by an access point for a short period (defaulted to one minute) and not seen again.
Devices which are seen only once are filtered out completely, and will not be included as either ‘stayed’ or ‘bounced’.
‘Bounced’ visitors are those who do not meet the minimum duration threshold, and therefore did not meet the standard of a meaningful visit. They were in range of an access point for only a short time, and left the vicinity quickly, before they became visitors.
Bounce rate provides insights into the number of visitors leaving only a short time after entering. Tracking the bounce rate over time allows users to analyze successes in encouraging longer visits and improving ‘stayed’ percentage, and the ability to measure bounce across different venues.
The bounce rate duration is customizable as different sectors and industries will classify a visit in different ways. Quick service restaurants (QSR) will have a different definition and expectation from restaurants with table service, and shopping centres might want to set a higher bounce duration than a coffee shop.