Information is turned into real-time visualisations and projected onto a lighting sculpture
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
In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.
With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.
Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.
Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.
The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...
Sergiu Alexei
The top 6 content challenges facing B2B firms
Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...
Marcus
10 lessons Telstra has learnt through its T22 transformation
Check out tiny twig for comfy and soft organic baby clothes.
Morgan mendoza
Binge and The Iconic launch Inactivewear clothing line
NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...
talalyousaf
NetSuite to acquire Bronto's digital marketing platform for US$200m
Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training
Infosectrain01
3 ways Booking.com is improving its B2B marketing game