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

Blog Posts

How service heterogeneity is impacting engagement

Marketers have long known the importance of standardising products to assure quality and consistency. For services, however, standardisation is much more complex.

Dr Chris Baumann

Associate professor, Macquarie University

Kindness matters in business: why the nice guys finish first

A recent 1000-page Royal Commission report on misconduct in Australia’s financial sector revealed hair-raising stories of excessive commissions, rampant mis-selling and charges levied on the dead. So how do you stop a bank from misleading its customers?

Nick Liddell

Director of Consulting, The Clearing

Myer vs. David Jones: Do cyborgs win?

As two of Australia’s stalwart brands in Myer and David Jones continue their respective journeys through troubled waters, it heralds yet another sign of the shifting business environment and shift towards an experience economy.

Tom Uhlhorn

Founder and strategy director, Tiny CX

nice article

meripadhai

5 things marketers need to do to get better in buy in when presenting

Read more

International business is closely related to marketing or marketing activities carried out by the company. According to Gitman and McDani...

Eko Prasetyo Utomo X

Salesforce: The age of the marketing campaign is over

Read more

Back in 1968 Holden began an appeal to customers who have an interest in competition. It did this with the introduction of the HK GTS 32...

Ben Tate

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Your blog post is really good and informative. Thanks for taking time to provide us this useful information with us.Auto wrapping uaeADF ...

Yes Machinery

Image intelligence:10 must-see infographics for marketers

Read more

A debt of gratitude is in order for sharing this marvelous information.I have taken in numerous things from your post

digitech Classes

Lumen CMO strives to make the brand synonymous with anti-ageism

Read more

Latest Podcast

More podcasts

Sign in