How can digital signage analytics help you make better business decisions?

Autumn.

Driving down Broadway on a particularly chilly October morning, you swoosh past numerous billboards and posters, most of them digital screens displaying new products, events, or announcements. The colors and transitions, indeed, are a spectacle! But how do these help brands understand the way people interact with them?

Enter digital signage analytics― a vital weapon businesses use to help them make informed choices and personalize the content on digital signage based on parameters linked to demographics, immediate reactions, and time spent paying attention.

Nowadays, it is possible to be precise using analytics and understand your customer’s preferences while at the same time helping your brand stay relevant. Let’s delve deeper into what digital signage analytics truly means for your business.

What is Digital Signage Analytics?

Digital signage analytics are specific software-incorporated statistics used to determine the number of people who watch, interact, and are interested in what you offer. It helps understand customer engagement, so the right messages and calls to action get put in front of them.

Based on the information gathered, messages can be targeted and tweaked to be more effective and deliver better and more directly attributable ROI.

Alternatively, digital signage analytics might also refer to showing any analytics (such as insights on company performance, sales, or employee productivity metrics) on your?team’s internal communications?screen. This form of digital signage analytics helps to improve your internal communication and organizational efficiency.

But how do these two varied definitions of digital signage analytics help businesses make rational business decisions? What are the implications of each, and how important are these?

Let’s take a look.

4 ways digital signage analytics can help in decision-making

When presented on a digital signage screen or even those produced by the software that empowers screens, market data can help businesses bring forth numerous operational changes.

For instance, brands can instantly identify what content or ads are effective with customers. This can go so far as to compare sales figures of specific products based on the times of the day and frequency of the ads for the individual item.

1. Enhanced consumer experience

Digital signage software?coupled with marketing analytics can enhance consumer experience depending on what kind of traffic is at your landing page right after. These provide businesses with information on the micro-level performance of their signage system.

Some examples can be:

• Customers’ or visitors’ demographics, such as age, gender, and ethnicity, can be analyzed using facial recognition technology on check-in kiosks at museums, libraries, movie theatres, etc.
• The dwell time, or the time a user interacts with a particular page on a digital screen, can give an idea of the average interests of the target audience.
• Quantifiable activities like the number of QR scans, average wait time in queues, and viewer analytics (like counting the number of times people turn their heads to see the content on screen)

2. End-to-end data on footfall

Digital signage analytics are the most relevant and reliable when tracking crowd activity, especially in museums, art galleries, movie theatres, airports, hospitals, shopping malls, etc.

Self-ticketing kiosks, one-to-one interactive check-ins, door sensors that detect footfall, etc., help your system keep track of the number of daily and monthly visitors you get in a day. It can also help assess your peak business hours and plan all significant events or happy hours around that time. You can also drop the most important announcements of the day at these popular times.

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