data for fun… and for economics€¦ · 4. grow a smarter marketing list and gain a deeper...

Andrew SercombeMarketing Coordinator

[email protected]

Colin Salter Director, Customer Success

[email protected]

Data For Fun…And For Economics

What get’s measured gets

done!

• Feet On The Street• Demographics• Number of Businesses• Festival Attendance• Tourists• Conventions• Office Workers• Residents

Measure! Measure! Measure!

The list goes on…

• Find a way to record and understand all of these moving pieces.

Recognizing a Need

• Can we record how many people visit our restaurants before a hockey game?

• How many people are waiting for the bus vs. actually shopping/dining?

• Do festivals in the park hurt or help our businesses?

• How can we help businesses find better locations, based on more than which space has the cheapest rent?

• When can garbage pick-up be most effective?

• How can we better communicate news and promotions?

• Can our advertising engage users in a conversation, rather than lecture or preach to them?

Think BIG,And ask Different Questions…

What we had…

• The London Area Wireless Network (LAWN)

• A phased-in outdoor public Wi-Fi network.

• Launched in 2011.

• The City partnered with us to grow and enhance the network for the 2013 World Figure Skating Championships downtown.

• 62 Units.

• Approx. 10,000 unique users per month.

• 300 GB of data per month.

How it worked

1. Users select London LAWN as an open network from their phone, tablet, or laptop.

2. Accept our terms and conditions.

3. Have access to free outdoor Wi-Fi to look up store hours, make reservations, buy tickets, post on social media, etc.

We could only measure the number of users, where they were logging on, and how much data they were using.

Free WiFi for all! But our uses were limited.

“Turnstyle is at the forefront of a movement to track consumers who are continuously broadcasting their location from phones….Their success speaks to the growing value of location data”

Elizabeth Dwoskin, The Wall Street Journal

Innovation

Toronto-based company

founded in 2012 as one

of the first WiFi

analytics and marketing

companies in the world

Scale

25,000+ venues under

management in 31

countries

Privacy

Founding member of

the Future of Privacy

Forum’s Mobile

Location Analytics

group, the leading

privacy group for WiFi

technologies

Leadership

Member of the

Location-Based

Marketing Association –

the president and

founder sits on our

Advisory Board

WHO IS TURNSTYLE?Leading provider of WiFi-based proximity marketing and analytics, focusing on the food services and

hospitality industries

OVERVIEW

WHY WI-FI?Mobile devices are driving behavior change in customers

of total mobile data traffic will be offloaded by 2019 to Wi-Fi networks

of consumers stay longer in venues with Wi-Fi and 63% spend more

of consumers feel comfortable making a large purchase in-store if Wi-Fi access is available

of millennials always have their smartphoneat their side, day, and night

77%

50%

87%

54%

OVERVIEW

PRODUCT VISIONTurnstyle is a platform purpose-built to use a system of cookies for the 21st century, bridging the

physical/digital divide that is quickly narrowing across society

Empowering brick and mortar venues

with analytics previously exclusive

to e-commerce

Delivering a powerful

location based

marketing and

customer engagement

platform

Bridging the gapbetween digital and

physical profiles for a richer customer

experience

OVERVIEW

1. Customer enters venue with a Wi-Fi enabled mobile device

1. Passively capture Audience Analytics, no application download or network connection is required by the consumer

2. Venue offers Wi-Fi as a value-add and presents customer with a branded Wi-Fi login splash page

3. Customer joins open Wi-Fi network via email, SMS or social profile

4. Grow a smarter marketing list and gain a deeper understanding of your customers

5. Reward and retain your customers with automated marketing rules based on location

CUSTOMER JOURNEYCustomize the user journey as they enter, browse, purchase and leave your venue. Activate,

engage and drive advocacy from the customers you worked so hard to acquire on the Turnstyle Platform.

OVERVIEW

TURNSTYLE OVERVIEWWe have developed a platform with 3 core modules aimed at capitalizing on the full breadth of

WiFi’s potential as a marketing & analytics platform

Audience Analytics

Provide a clear picture of how customers interact with various locations

Branded Social WiFi

Identify and opt-in customers during WiFisign on, in a flexible branded splash page

Location Based Campaigns

Automate real-time, tailored engagement with consumers based on their behavior

Phase 1 Phase 2

OVERVIEW

OVERVIEW DASHBOARDProvide a high level view of the health of your WiFi marketing & analytics network

With Turnstyle’s overview dashboard, stakeholders at all levels are presented with an overview of their network. Get a glimpse into your networks operations and view such metrics as:

• Number of access points online and offline for all your venues

• Number of WiFi sign-ins

• Average number of visitors

• Location list of summary, including number of WiFi sign-ins and upcoming campaigns at a store level

• A real-time map of your network

OVERVIEW

THE SOLUTIONBranded Social Wi-Fi

With Turnstyle’s advanced public Wi-Fi, Turnstyle clients can provide customers free access to their Wi-Fi network using an existing social profile, email address or phone number.

Once connected, customer devices are linked to their social profiles, allowing retailers to:

• Generate customer contact lists for marketing purposes

• Automatically post ‘check-ins’ and other media to increase brand presence

• Recommend products and promotions based on a customer’s behaviour

80% of mobile consumers are influenced by theavailability of Wi-Fi when deciding where to shop

OVERVIEW

THE SOLUTIONAudience Analytics

Turnstyle enables retailers to gather deep insights about their operations in order to answer questions such as:

• Are efforts better spent on attracting new clients, or retaining existing ones?

• Which types of messaging deliver the highest walk by conversion?

• What types of promotions bring new clientele?

Turnstyle is able to passively capture audience analytics. No application download or network connected is required by the consumer.

OVERVIEW

THE SOLUTIONContext Sensitive Marketing

Turnstyle’s Campaign Manager brings sophisticated and powerful automated marketing tools to retailers’ fingertips. Using our service, retailers can:

• Setup automated marketing campaigns to push messages directly to users’ phones based on:

•Location•Visit Frequency•Time of Day / Week / Month

and more…

• Measure campaign effectiveness and redemption to determine ROI

• Message ‘at-risk’ customers to incentivize them to come back into the store and re-engage with the brand

47% of consumers want to receive coupons and discounts on their mobile device when they enter a location.

OVERVIEW

Multi-Level Permissions

Delegate control, any number of user accounts

can be created and customized (which venues

can be viewed, read only or read/write

privileges).

Custom Reporting

Provide custom analytics and non-standard

reporting, including mapping and using non-

WiFi data sources such as PoS data, loyalty

data, weather, etc.

Open APIs

Turnstyle’s API pushes customer data for integration

into third-party applications, including real-time

notifications of customer entry and exit at the venue.

Turnstyle’s API team is very agile to create custom

APIs to fit your business needs.

PLATFORM & DATA ACCESS These core modules have been designed to make accessing or reporting on the resulting data as

simple and unencumbered as possible

Seamless Integration

OVERVIEW

Downtown London Launch

• March 1, 2015.

• New sign-in process goes live.

• Access to the Turnstyle Dashboard.

• Access to push notifications and couponing.

• The fun begins!

Case Study – Play On!

May 15-17, 2015

Case Study – Play On!How we were involved:

• We created a Play On! branded WiFi log-in page as part of our Play On! sponsorship.

• We sent push notifications about the celebrity game time, the championship game time, and a welcome to Play On! message when people entered the park.

• We also arranged coupons to be sent throughout the weekend to push people from the park to businesses.


• 25,648 devices recognized in the park over the course of the weekend.

• 9,335 were new devices. Lots of visitors!

• Surprise! While hockey players were approx. 80% male, overall attendance was 50% male, 50% female.


• What were sisters, mothers, grandparents, girlfriends doing in-between games? Shopping on Richmond Row!

• What were hockey players doing in-between games? Drinking and eating on Richmond Row!

Joe Kool’s Wi-Fi Unit

(Saturday, May 16)

Case Study – Play On!• Richmond Row’s foot-traffic during the day and at dinner time increased Friday,

Saturday, and Sunday compared to other weekends.

• Sunday of Play On! was the busiest Sunday of the Spring…but very few retail businesses stayed open.

• Definitely an event we would support again in 2016.

Case Study – Forest City Beer Fest

August 15, 2015


How we were involved:

• Included push notifications and branded log-in page as part of our sponsorship, as well as gave the event access to the foot-traffic numbers and demographics.

• Push notifications prior to the event promoted Beer Fest, and notifications during the event promoted the beer cooking class registration, beer tour times, and last call.


What we learned:

• 2,642 visitors. 50% of which were new visitors who had not been downtown since Turnstyle launched.

• Brought 904 more people to the Market than a typical August evening at the Market without programming.

• Brought more females than males downtown.

• People STAYED downtown after last call at 11pm.

• Definitely an event we would support again in 2016.

Case Study – Food Fest

June 26-28, 2015

Food Fest

• Victoria Park

• Total Visitors – 9,350 (54% increase)

• New Visitors – 5,913 (121% increase)

• Male: 44%

• Female: 56%

• Dominant Age: 21-30

• Richmond Row

• Total Visitors – 1,812 (22% decrease)

• New Visitors – 777 (29% decrease)

• Male: 51%

• Female: 49%

• Dominant Age: 21-30

Friday, June 26 to Sunday, June 28

Other ways we’ve used Turnstyle

Doors Open/Culture Days-As part of our in-kind sponsorship, we sent push notifications outside downtown venues. As people entered, they were sent a message with a fact, piece of trivia, or description of the building.

Sunfest-As people entered Victoria Park, they were sent a welcome message and a link to the main stage concert schedule.

My Dundas• Project to transform

Dundas into a flexible street.

My Dundas

We can help answer:

• What does Dundas Street look like on an average day vs. an event day?

• What happens to foot traffic when the busses are relocated off Dundas Street?

• What happens to foot traffic in the winter vs. summer?

• Does construction at Fanshawe College reduce foot traffic?

• How many people attended the My Dundas street-party launch event?

Applications• To better direct our event sponsorship program.

• To push notifications and coupons promoting our businesses.

• Business recruitment, retention, relocation.

• To improve business store-hours.

Applications (cont’d)

• The City’s Environmental Studies for downtown developments.

• Data and case-studies to back-up our advocacy efforts.

• To inform festivals/events when to increase garbage maintenance and security.

• To communicate emergency messages. (thankfully not yet!)

1 year later

• The amount of sign-ins did not significantly change.

• We manage the advertising in-house.

• There is the opportunity to make advertising revenue if we find the right partner.

• The technology is very valuable as in-kind sponsorship.

• Push notifications need to be strategic.

• The couponing feature is a program we hope to grow in 2016.

• We are working on a report/breakdown of our first year of data collection so that we can measure our progress in the future.

Andrew SercombeMarketing Coordinator

[email protected]

Colin Salter Director, Customer Success

[email protected]

Data For Fun…And For Economics

data for fun… and for economics€¦ · 4. grow a smarter marketing list and gain a deeper...

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