IBM uses data analytics to map Vivid visitor movements

Information is turned into real-time visualisations and projected onto a lighting sculpture

IBM's Heart of the City sculpture. Photo credit: IBM.
IBM's Heart of the City sculpture. Photo credit: IBM.

IBM has deployed data analytics technology at its Heart of the City lighting sculpture in Sydney to map visitor movement and interaction at this year’s Vivid Festival.

The vendor is using Wi-Fi signal data coming from the smartphones and tablets of visitors to map and visualise real-time movement around the 40 light exhibitions installed around Circular Quay. According to an IBM spokesperson, these visitor movement patterns are then projected on to the vendor’s lighting sculpture.

“It reflects what’s going on at street level. This data reveals patterns that can be used for future planning such as patterns based on times of day, visitor numbers, their dwell time, the direction they headed and the pace they walked at,” the spokesperson commented.

“Understanding how visitors move around large-scale public events can help Vivid festival organisers' better plan to enhance visitor experiences.”

IBM’s sculpture uses PresenceZones location-based software and Wi-Fi infrastructure from its business partner, Ruckus Wireless.

According to IBM, the wireless signal data is only detected along the Vivid Light Walk, and is fully encrypted. No personal information is captured.

This is the first time the vendor has taken part in the 18-day Vivid Sydney festival which runs until 9 June.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

Sign in