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Wi-Fi analytics combined with Wi-Fi marketing tools has fast become one of the most effective ways for businesses to communicate with their customers and keep them coming back and spending more. With a Wi-Fi analytics and marketing platform, determining who the clients are and how they behave becomes reasonably inexpensive and simple. The data gathered can then be utilized to build and deploy targeted marketing initiatives with a measurable return on investment in real time. Consumers now expect to be able to access free Wi-Fi regardless of their location. It is intended to be secure and compliant with applicable data protection rules but also to be of high quality. The assumption of free and accessible Wi-Fi can be far more advantageous to any business than previously perceived. Wi-Fi analytics data can assist in deciphering customers’ habits and preferences. Knowing this can assist a retailer in determining the busiest hours, which goods sells best, and even which hours will require more staff on-site. Its strength, though, is in its tremendous marketing potential. Owing to this potential, the Wi-Fi analytics market has been growing, and according to Reports and Data, the market size is expected to reach $40.93 billion in 2028, registering a massive compound annual growth rate of 25.6 percent during the forecast period. Wi-Fi Analytics for Offline Businesses Numerous offline businesses have long been at a disadvantage in terms of client data acquisition when compared to internet businesses. Until recently, the only method to obtain accurate consumer data was to pay a third-party to conduct a survey of customers. This was costly and provided firms with a “moment in time” snapshot of a tiny sample group of customers. Fortunately, Wi-Fi analytics can help organizations of any size overcome this issue. Each mobile device – smartphone, tablet, laptop and smart watch – is uniquely identified by a MAC address. When Wi-Fi is enabled on a device, it continuously sends out a signal in search of a Wi-Fi access point. Simultaneously, Wi-Fi access points are constantly scanning for WiFi-enabled devices. This signal carries the device’s MAC address, which is used to identify the customer going forward. The device and its MAC address are registered into a database, at which time particular details about the device can be measured and tracked. Among these anonymous details are first-time visitors and rates of repetition, dwelling periods, and weekday/hour of the day details, among others. These metrics are beneficial since they provide an accurate view of an Weaponizing their WLANs Wi-Fi analytics can be your customers’ number one marketing tool by Paroma Bhattacharya 62 CHANNELV ISION | MARCH - APRIL 2022 MOBILE & WIRELESS

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