Visitors Insights

The Visitors Insights section of DISPL CMS, also commonly referred to as visitor analytics report, contains the treated visitor data from a certain period, divided in data points-of-view, such as: 

• Customer engagement with advertisements
  Amount of visitors interacted with the content, attention time to the content in comparison with visit duration, frequency of interaction with your customers during their visits, brand awareness analysis using attention metrics, content effectiveness.
• Behavioral data
  Customer's emotional feedback to the content, dwell time, visit duration, amount of contacts.
• Demographic data
  Socio-demographical characteristics, such as age group, gender, graphic comparisons per day/week/month, facial expressions, and more, over a certain period of time.
   

How it works

The Visitor Insights chart is fast visual interpretation of the raw data made available in our servers, generated originally by the devices connected to your DISPL CMS. DISPL Player is the software responsible for collecting uploading raw data to the cloud.

Visitor Insights is not the only way to analyze

There are 3 ways to analyze the raw analytics data: through Visitor Insights, Excel report, or via API. Click the links to further your knowledge about each of them.
 

Graph #1 - Audience

Audience is the daily/weekly/periodic comparison of: 

• a) Visitors
  Quantity of individual visitors detected by their faces in the selected period;
• b) Contacts
  Quantity of total contacts of visitors, meaning the amount of times the visitors were detected by the camera.

Key takeaways in Audience: Peak visitors shows amout of individual people, while contact peaks indicate busiest days, with longer customer journeys, people circulating more than usual.
 

Graph #2 - Attention

Attention is the daily/weekly/periodic comparison of:

• a) Visit duration
  Mean amount of time each visitor stayed in the area, difference of time between his/her's last contact and the first contact of the day. 
• b) Attention time
  Mean amount of time each visitor engaged with the screens, effectively watching content. This parts from the suposition that the camera is positioned nearby the screen that displays digital signage content. If the device doesn't show any signage, then it can be interpreted as customer insterest in certain shelf, area or stand.

Key takeaways in Attention: Peak visit duration shows periods when customers are more engaged with the area in general, peak attention time shows periods when visitor are more focused in signage or certain areas. Filtering by content or device may confirm this understanding.

Graph #3 - Engaged visitors

Engaged visitors is an analysis of the most populated attention time groups taking into account all customers. They may be grouped in 4 different time spans:

• Engaged < 6 seconds
  People that were detected very briefly, very likely to be a "bounced", i.e. a lost lead.
• Engaged 6-10 seconds
  People that had a minimal interaction with the signage and/or physical displays.
• Engaged 11-15 seconds
  Intermediate group.
• Engaged >15 seconds
  Customers that were detected by the camera for long periods of time, certainly are leads, having consumed much information from sigange and physical displays.

Key takeaway from Engaged visitors: You may understand the behavioral profile of visitor towards a certain product, area, media content or screen. Thus, you may effectively compare the impact of several digital signage campaign on your customer through the engagement time. 

Example: "Shampoo 1 - Black" campaign has a much more engagement from our customers than "Shampoo 3 - Gray" on tuesday nights. We'll change campaign focus from shampoo 3 to shampoo 1. 

Graph #4 - Core Metrics

Core metrics are a group of 4 major indicators:

• a) Total visitors (Reach)
  Total sum of individual persons identified during the entire period selected.
• b) Total contacts
  Total sum of every contact made by every customer. Counting of times visitors were seen by cameras.
• c) Average contact frequency
  Ratio between total Visitors and their total Contacts. The bigger this ratio, more reliable is the data generated, for more samples of the same customers were taken for correct calculation.
• d) Average attention time
  Mean attention time per visitor in the selected period. The bigger, the more engaged are the the customers to your signage campaigns.

Graph #5 - Gender and age group 

Gender and age group are a simple percentage comparison of gender representativity among 4 fixed age groups:

• Age < 20 years old
• Age between 20 and 29 years old
• Age betweeon 30 and 45 years old
• Age > 45 years old

Key takeaways from Gender and age group: You may discover the demographic data of your visitors, and also filter the results by campaign or media content, and find out what is the demographic of the people most engaged.