BlueZoo product system
Dwell Time
Understand visitor persistence, not just presence
Sticking around, or just passing through?
For certain applications, knowing how long people remain in an area is incredibly important
For advertising, how long people are in the viewshed of digital signage is needed to calculate impression multipliers for programmatic ad platforms
Simple counts alone don’t indicate visit length, and hide deeper behavioral patterns
See how time is a factor in people’s presence
Our dwell-time data allows you to see the same foot traffic in a different way.
Understand how people behave over time
Dwell data gives you insight into how long people remain in a space, in areas as small as 50 square meters, or as large as 30,000 square meters
A level-up for advertising
Understand of how many people stick around long enough to actually see one or several adverts
Accountable accuracy
The most accurate foot traffic data in the market, delivered with the ability to calibrate & audit as needed
Choose the tech you need
With support for both passive Wi-Fi and Bluetooth Low Energy (BLE), our solution provides the flexibility needed to meet your operating conditions.
Private & secure
Adhere to the highest standards while collecting accurate data, minimizing liability
Analysis at your fingertips
Get detailed, up-to-date analytics, which can also be delivered in customized reports or directly accessible from the data warehouse through SQL queries
Part of a system
Count is designed to work seamless with other parts of the product system, allowing you to see multiple aspects of the same space
Proven success for our customers
Executive Channel Network
In out-of-home advertising, juggling technical demands & standards compliance doesn’t have to be an issue.
JCDecaux
How smart, data-driven measurement can benefit both city planning and advertisers.
Unlock your company’s data potential
Learn how BlueZoo can deliver insights that allow you to make more informed, timely decisions and operate more cost-effectively.
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Quick walkthrough
How Dwell Time detects visit durations, and delivers data & analytics
Using sensors to detect people
BlueZoo sensors are placed at key locations, such as digital displays, important rooms, thoroughfares, etc. These sensors monitor the surrounding area for mobile phone signals, discerning who has entered the sensor’s inner detection zone vs. its outer detection zone. This difference helps you determine which visitors ‘matter’. The shape of these zones can be altered using different hardware configurations.
Measuring visit duration & handling data
At regular intervals (1 min – 15 min, depending on hardware type & settings), the sensors aggregate their detections, compress this data, then send it securely to a central data warehouse for further processing.
Making use of the data
Processed data is then made available via our Dashboard and APIs. The Dashboard allows you to get up-to-date occupancy for each sensor, alongside interactive analytics providing in-depth information about how long people remained at each sensor. These analytics can also be customised and shared with others using our Reporting functionality.
Getting the most out of your sensors
The Dashboard also allows you to easily monitor the status & performance of your sensors. Combined with our mobile apps, you can rapidly deploy & configure new sensors, as well as guarantee the most accurate data delivery by auditing & calibrating their detection settings.
“Digital Out of Home audience trading is now borderless, and omnichannel campaigns increasingly represent a significant portion of our revenue growth. We are delighted to partner with BlueZoo to expand our audience measurement and ensure our customers are getting 100% of promised impressions.”
Charles Parry-Okeden
Global CEO, Executive Channel Network (ECN)
Read customer story
Resources
BlueZoo products
Get to know the system of products, platform components, and core technology delivering our unique insights
Tutorials
Easy-to-follow videos explaining how to get started, perform common tasks, and properly calibrate sensors.
FAQs & support
Have a question? Our knowledge base is here with answers, and we’re always here to help as needed.
How it works
A technical deep-dive on how BlueZoo Dwell Time delivers its foot traffic data
BlueZoo measures the time between the first and the last probe received by each smartphone and leverages it to estimate the time spent by people in the sensor’s inner detection zone. The analytic is calculated statistically, knowing that smartphones must arrive before the first probe received and must depart after the last probe received.
Because BlueZoo manages two detection zones at each sensor, inner and outer, most smartphones are detected in the outer detection zone before they are detected in the inner zone. This allows estimates of dwell time more accurately than if only a single detection zone were being monitored.
BlueZoo delivers a histogram (a probability distribution) of sensor dwell times. The histogram, at its finest grain, consists of 106 distinct bins. The following screenshot of a BlueZoo report shows daily aggregations as a series of bar charts and a single weekly aggregation as a pie chart.
BlueZoo’s solution records dwell times in 106 distinct bins at a 15-minute grain in the BlueZoo cloud-based data warehouse, though statistically significant results often require aggregation across both bins and time. Managing dwell time counts in bins makes dwell time measurement scalable to an unlimited number of concurrent smartphones/visitors and ensures consumer privacy.
The 106 bins are composed of dwell time periods of in six tranches:
- 30 bins at a one-minute grain to 30 minutes,
- 15 bins at a 2-minute grain from 30 minutes to 1 hour,
- 24 bins at a 5-minute grain from 1 to 3 hours,
- 20 bins at a 15-minute grain from 3 to 8 hours,
- 16 bins at a 1-hour grain from 8 to 24 hours, and
- 1 bin for visits of longer than 24 hours.
BlueZoo data warehouse records dwell time at the finest granularity of 106 bins per quarter hour, while the BlueZoo Dashboard and most customer applications use the data warehouse to aggregate data across bins or time (e.g. days), or both.
The most common analysis of dwell time generates median dwell time. Average dwell time is less commonly used because that value is sensitive to even a small number of very long visits. In this case of retail signage shown in the following graph, we eliminate the long tail and look only at the distribution of dwell times up to 30 minutes. The mode (the high point) is 102 seconds and the median is 198 seconds.
The Digital Out of Home (DOOH) category makes important use of impressions multipliers which are calculated from several inputs including:
- Opportunities-to-see of people present during a period (count is dimensionless),
- Median dwell time of the people present (in seconds), and
- Spots per period (count is dimensionless).
Opportunities-to-see is measured by the BlueZoo Count product. Spots per period is based on advertising loop length and the number of spots in the loop. Dwell time, the most difficult to measure, is calculated by BlueZoo Dwell Time.
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