Purple Wi-Fi introduces Presence Analytics and location-based services for consumer insights and targeted marketing opportunities

Cloud-based social Wi-Fi software company Purple Wi-Fi has introduced Presence Analytics and location-based services to its Guest Wi-Fi products, offering real-time data and reporting for consumer behaviour insights and opportunities to engage customers directly.

Purple Wi-Fi links a devices MAC address to the users social profile

Presence Analytics bridges the gap between Google Analytics and the real world, with real-time data and reporting using the Wi-Fi technology in a similar manner to how cookies track user browsing online. The addition of this information complements Purple Wi-Fi’s Purple Portal which allows the business to understand who is using a hotspot, how long they are online, and their age, gender and relevant information offered from their social networking profile.

Presence Analytics also includes customer tracking, facilitated by the users MAC address, with the received signal strength indicator (RSSI) identifying how far away the consumer is from the Access Point. Continual storage of this intelligence allows key elements to be identified, including how long devices stay in certain locations and how often they return to the same place. Reports on footfall, repeat vs new visitors, average number of visitors, average visitor duration and number of visits can also be ascertained from the data.

Purple Wi-Fi’s location-based services will use Geo-fencing technology to take the data a step further by creating invisible lines around specific sales areas or locations to identify behaviour patterns within that area. Wi-Fi grids monitoring such activity allows instant confirmation of who is using the network and where, enabling Purple Wi-Fi to gauge how long consumers remain in specific areas and what purchases they are considering. This in turn will assist venues to develop marketing engagement strategies that can be implemented in real-time, such as email or direct messages sent to a consumer’s phone.

“Purple WiFi’s social login feature provides a wealth of understanding, but when added to Presence Analytics and Location Based Services, things start to get really interesting,” said Gavin Wheeldon, CEO Purple Wi-Fi.

Customers will be able to opt-in or opt-out of tracking with Purple Wi-Fi only being about to detect an anonymous MAC address and confirm whether it is a new or repeat visitor and how long the device stays for if a customer has not opted-in. Wheeldon added: “We support an individual’s right to privacy and right to control the collection of information. They need to feel confident that information collection is in their best interest and once they understand the advantages of opting-in, in terms of better targeting and relevant offers, it is our belief that they won’t be opting out.”

If a customer opts-in the MAC address can be linked to personal data such as age, gender, name, email address, location, language, likes, etc. enabling relevant brands to target their ideal consumer.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.