BlueZoo Convert measures foot traffic between locations that may be any distance apart, and is normally configured to accumulate data over several days or weeks. Convert is useful for measuring the impact of signage and its influence on consumer foot traffic. First, traffic is measured to establish a baseline. Then, after signage is put in place, traffic is remeasured to quantify the impact of the signage.
Convert answers the following question: “What fraction of the people who are exposed to the signage follow the directions of the signage?” We infer that people detected near the sensor located at the signage have “seen” the advertisement. We measure unique visitors, identified by their mobile phone MAC address, and filter them by time to ensure correct directionality.
The simplest application of Convert consists of two steps:
First, we measure baseline flow. Before signage is posted, BlueZoo sensors measure foot traffic from the signage locations to the destination over a period (e.g. two weeks). We measure the percentage (P %) of persons that would have gone to the destination without the signage boost.
Second, we deploy the signage and remeasure traffic. After signage is posted, the same BlueZoo sensors measure foot traffic from the same locations (now with signage displayed) to the destination over a period (e.g. two weeks). We expect that more people (P’ %) will go to the destination with the signage boost. The question is: How much bigger, if at all, is P’ % than P%?