BlueZoo product system
Unique Visitors
Distinguish how often people come back to an area
Spotting the difference between a first visit, and a repeat
Knowing if someone is returning to a space is important for certain applications
Simple counts alone don’t indicate if someone has been in a space before, and can hide important details
Understanding visit frequency can help improve ad targeting, or staffing to match space usage
The power of multiple exposure
Our unique-visitor data helps reveal the impact of repeat visits.
A level-up for advertising
Understand if people have a chance to see an advert again, how powerful that exposure can be, and how it can compare to other ad panels running the same campaign nearby
Understand how people behave over time
Allows you to transform undifferentiated visit data into knowledge of how often people return to a space
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
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
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
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 Unique Visitors detects people returning to a sensor, 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 traffic & 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 many people returned to each sensor over time. 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.
“Accurate audience measurement is critical to our business. BlueZoo’s technology has finally allowed us to report verified audience numbers to our advertisers, even for indoor or underground locations.”
Julian Chu
COO, SOS Group
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 Unique Visitors delivers its foot traffic data
BlueZoo Unique Visitors measurement uses smartphones with global MAC addresses (an identifier that never changes) to project the number of unique visitors and their visit recurrence. We count unique visitors at a daily grain with the option to reset the cumulative unique visitor count daily, weekly, monthly, quarterly, or annually. The unique visitors for any day of a unique visitor campaign are reported as having “visited” (i.e. had an impression) once, twice, 3-times, etc, on each day of the campaign.
Like BlueZoo Count, smartphones must enter a BlueZoo sensor’s detection range to be reported. Unlike Count, counts of unique visitors can be reported for a single sensor or cumulatively across a group of sensors. The same detection zone options (shape and size) available for Count are used for Unique Visitors.
Measuring unique visitor counts while complying with privacy regulations adds a layer of technical complexity to this product. For example, GDPR requires that no personal identifiable information (PII)–not even pseudonymized MAC addresses–may be retained in a database. Our solution is to use a specialized database to which data can be written, but not read. The database’s only functions are to write data and to answer the question: “Has the database previously seen data with this value?”
We even filed for a patent to protect the technique!
Unique visitor counts are measured on the basis of a “campaign” period. Campaigns can be for a fixed period of time or can be periodic (i.e. recurring).
All unique visitor campaigns are cumulative. For a weekly campaign, a visitor first seen on Tuesday is reported as having been seen once. If the same visitor is seen again on Wednesday, the count of visitors having been seen twice increments up while the count of visitors having been seen once increments down.
Recurring or “periodic” campaigns have unique visitor recurrence totals reset to zero daily, weekly, monthly, quarterly, or yearly. The recurrence count for all smartphones is reset to zero when periodic campaigns are renewed (e.g. at the end of a week or month).
All unique visitor analytics are reported at a daily grain. Daily unique visitor counts are reported on the basis of how many times each unique visitor has been counted since the beginning of a campaign. The table below records the number of unique visitors seen once, twice, 3-times, etc when unique visitors A, B, C, D, E, F, and G enter the detection zone over five days. (BlueZoo does not record a unique visitor identifier with each count; the identifiers are listed in the table to make the counting easier to follow.)
| Day of week | Visits by unique visitors | Cumulative, seen once | Cumulative, seen twice | Cumulative, seen 3 times | Cumulative, seen 4 times | Cumulative, seen 5 times | Weekly cumulative |
|---|---|---|---|---|---|---|---|
| Mon | ABCA | 2 (BC) | 1 (A) | 0 | 0 | 0 | 3 |
| Tue | DEBA | 3 (CDE) | 1 (B) | 1 (A) | 0 | 0 | 5 |
| Wed | CECA | 1 (D) | 2 (BE) | 1 (C) | 1 (A) | 0 | 5 |
| Thu | DFGA | 2 (FG) | 3 (BDE) | 1 (C) | 0 | 1 (A) | 7 |
| Fri | F | 1 (G) | 4 (FBDE) | 1 (C) | 0 | 1 (A) | 7 |
The BlueZoo dashboard visualizes recurrence counts as a stacked bar chart where 1 time visits are blue and 10+ time visits are brown.
For each day of a campaign, the number of unique visitors is reported as the sum of unique visitors that have visited 1-time, 2-times, 3-times, 4-times… and 10-or-more-times cumulatively. In a multi-day campaign, while the total number of unique visitors never declines day to day, the number of unique visitors at each recurrence level will usually increment upward.
Counts of unique visitors provide different information than counts of visitors or visits. A visitor count is a snapshot at a moment in time of the number of people in the sensor’s detection zone. A visit count records how many times any person (with their smartphone) enters a detection zone during a period of time (e.g. 15 minutes).
A count of visits for a day is always equal to or larger than the maximum count of visitors during the day. The maximum count of visitors during a day is always equal to or larger than a day’s unique visitor count.
Industries like advertising value “new” visitors differently than repeat visitors, because unique visitors are a better measurement of “advertising reach.”
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