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Visitor Tracking

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Aquila has developed a partnership with Insight Now a leader in real time consumer insight analysis – to provide mobile event surveys which can provide an additional level of location based data capture beyond regular quantitative data collection methods.

Typically a mobile marketing survey is embedded into an application download using a bluetooth marketing solution or via a web form using Wi-Fi marketing. So for example, you might have an event voucher download followed by a mobile marketing survey download. The mobile marketing survey can request details around gender, age, location as well as a response from the user to the campaign or their view on a key question for the client. This information can then be collated and provided to the client in the same way as traditional online surveys. User participation can be stimulated by using the survey responses as entries to a prize draw.

Visitors use their phone to interact and download content along with a WAP or html link to a digital survey. They work through the survey completing the questions, and the answers are automatically collated, analysed and reported back to the event organiser via our web based survey solution. This is ideal for any requirement where real time feedback is needed on a physical interaction e.g. a conference, retail or sporting event.

The surveys are quick to download, can be branded in keeping with the events imagery and can be structured in variety of ways to suit the customer. When the survey is being completed, WAP or Internet access is required, but this is possible on most new phones and is very cheap for the consumer – typically less than 1p of data is transferred during the survey process.

This application is particularly suited for:

• Assessing the visitors viewpoint of a new product or service e.g during an event launch exercise;
• Assessing the real life visitor experience compared with the target experience on the ground;
• Assessing the impact of a particular event location versus another;
• Attaining feedback and insight immediately after the visitor having the experience.

How does it work in Practice?

Consumers use their mobile device to interact with a small electronic tag attached to a display to download content.

The tag can be attached to just about any object such as wall-based displays, service desks, advertising panels, marketing or exhibition displays.

Therefore, when a customer visits one of your events you are able to automatically offer them a survey, either directly, or as part of other “content”. This could be any form of digital content including videos, music, vouchers, a prompt for an important event, games, live information or contact information.

Overall, in addition to delivering a survey at precisely the right moment, this approach allows the event organisation to communicate more in depth information to visitors to other sites and more importantly to engage them with the event through the use of multimedia content and the ability to participate in a survey, opinion poll, or to generally be given “a voice”.

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