What is WiFi Analytics?
WiFi analytics is the process of collecting & analyzing customer data from WiFi access points to report KPIs such as customer traffic, dwell time, and churn likelihood. WiFi analytics are used to improve operations, trigger marketing, and track campaign results.
Every connected device, such as a cell phone, laptop, or tablet, broadcasts an anonymous signal. This signal allows Wi-Fi access points such as Cisco Meraki to recognize a unique device ID associated with the device.
Therefore, the WiFi access point can track this data whether a person logs into WiFi, or not. Their presence is trackable as long as they have WiFi enabled on their device.
As a result, enterprise big-data software such as Bloom’s WiFi analytics can clean, process, and apply advanced algorithm sets. Then, detailed customer analytics and location intelligence become available for physical locations to optimize restaurant operations.
Bloom’s analytics is similar to website analytics that gives webmasters the ability to track customer interaction and attribution, allowing them to personalize their customers’ buying journey.
For detailed information about the aspects of WiFi analytics, click What is Presence Analytics?
Bloom Intelligence WiFi Analytics Solution
The Bloom Intelligence enterprise WiFi analytics tools provide robust KPIs and rich insight and into customer behavior at your location, such as:
- Dwell Time
- First Time Visitors
- First Time Visitor Return Rate
- Customer Churn Likelihood
- Popular Visit Times
- Much More
Multi-unit chains can compare their in-store analytics, such as traffic data or customer churn rates of each location or group averages of sites, to identify opportunities to optimize operations and marketing.
These analytics reports can display for any date span you choose.
The real significance is being able to see data such as dwell time by the hour, which measures the average dwell time of anyone that comes in at a specific hour.
Why is this important? Imagine a fast-casual restaurant, for example.
If their average customer dwell time is 30 minutes, but at 8 a.m. it doubles to 60 minutes, what is going is on at 8 am, causing their average dwell time to increase?
Could they be understaffed? The bottom line equates to fewer table turns, which means less revenue.
Identifying these restaurant operational inefficiencies is critical to the success of any restaurant.
An introduction to how the Bloom Intelligence platform collects customer data and then builds detailed customer profiles.
Making WiFi Analytics Actionable
The Bloom Intelligence customer analytics platform creates fresh, actionable customer behavioral insight.
Bloom employs multiple machine learning algorithms. They remove employees and outliers from the data.
As you can see, this provides multi-location operators real insight into their customer behavior and locations’ health.
After that, the Bloom big-data stack processes these customer data points through multiple advanced algorithmic sets to create insight, build customer profiles, and to trigger email marketing campaigns from the behavior of your customer via our WiFi marketing platform.
Therefore, a customer only needs to log in to guest WiFi once for Bloom to capture a customer’s contact information.
For example, a customer returns to a location after previously logging into the guest WiFi the previous visit. The Bloom marketing platform can trigger a survey, offer, or message to the customer.
Bloom knows that the customer received the message when they return to the location and if they redeemed the offer.
The ability to track attribution of all email campaigns allows restaurant and retail marketers to track ROI and effectiveness of all messaging.
Benefits of wifi analytics
For marketing & operations
Marketing and operational decisions become infinitely harder to make when no actual customer behavior data exists.
As you can see, this means that these decisions have to be made based upon personal reference or opinion.
Consequently, this can be devastating for a business.
With comprehensive, accurate customer demographic and behavior data, restaurant marketing professionals can take their marketing campaigns to the next level.
Knowing who your ideal customers are, how they behave at your location, and what they’re likely to be more interested in will allow you to segment your customers into various personas. After they are segmented, you can send them customized marketing messages that will be more engaging to them.
Of course, this will significantly increase marketing results and drive down costs.
Likewise, operations decisions, such as staffing and purchasing, can be confidently made with Bloom intelligence’s data solution that utilizes WiFi analytics.
Behavior-Driven Marketing Campaigns
Bloom’s WiFi marketing and analytics platform allows you to track customer behavioral data and demographics. It does this for every guest who comes into your place of business with a WiFi-enabled device. This behavior data goes into your restaurant CRM database.
You can then see individual customer behavior and demographic data.
Then it becomes possible to create marketing campaigns based on specific data metrics.
These include dwell times, visit counts, age, gender, or whether the customer is at risk of churning.
For instance, you could create a campaign to get your churning customers to return. First, you simply create the message you’d like to send to them.
Then, you tell Bloom to send the message whenever the customer is at risk of churning.
Bloom uses advanced machine learning and AI to determine when a customer reaches that threshold.
You can also further segment the campaign to only send the message to customers with specific behavior patterns or demographics.
The possibilities are countless, and you’ll see accurate, tangible ROI metrics to help you optimize and profit.
WiFi Analytics Provide
Accurate Campaign ROI
One of the most potent benefits that a business can gain from using a WiFi marketing and WiFi analytics platform is the ability to see accurate, real-time results from WiFi restaurant marketing campaigns.
After all, if a business is unable to track the performance of marketing campaigns accurately, it becomes impossible to know if they are providing positive ROI.
Likewise, it makes testing and optimization impossible.
Bloom Intelligence gives you the ability to track the results of every campaign you create. You can track activity and can see customers returning to your place of business and/or redeeming an offer.
Bloom’s WiFi analytics detects the device of any consumer that walks back Into your location that received one of your offers, messages, or surveys.
Indeed, this allows you to see which campaigns are working well and which need attention.
Likewise, it allows you to do A/B testing on your messaging and media to gain the most significant ROI possible.
WiFi Analytics FAQs
What is WiFi Analytics?
WiFi Analytics is the process of collecting & analyzing customer data from WiFi-enabled devices through WiFi access points. This data is used to create KPI’s around customer behavior at a location such as dwell time or churn likelihood. These KPI’s are used to improve operations, trigger marketing, and track campaign results.
What is Customer Churn?
Customer churn or customer attrition is the percentage of customers that stopped using your service or going to your locations during a specific period. Marketers use this data to create marketing campaigns to save at risk customers. Operators utilize this data to optimize business operations.
How do you track marketing for physical locations?
Marketers of physical locations track performance of their marketing campaigns by using WiFi analytics. Location marketers use email addresses of customers that are associated to WiFi-enabled device to track via WiFi access points whether that customer returned to a location from an email or online marketing campaign.
What is Customer Dwell Time?
Customer dwell time is the length of time a customer stays at your location. In restaurants, it is also called table turn time. Customer dwell time is used to measure the efficiency of their staff of servicing their customers. This combined with customer satisfaction has a direct correlation to revenue production efficiency of your staff.