Visitor behavior intelligence software monitors the actions of each visitor to a physical venue via data sources such as guest Wi-Fi, people counters, or cameras to track the location of individuals. This enables physical venues to better understand the interactions, experiences, and motivations of their individual visitors, providing insight into their customer journeys and the general behavior of these visitors. These tools may also connect to data sources such as social media, customer data platforms, or other third-party data sources (like weather applications) to give a more holistic view of the visitors’ experience at a venue.
Once connected to such data sources, visitor behavior intelligence software delivers insights to brick-and-mortar locations that are similar to what e-commerce platforms receive from tracking their website visitors. These types of tools provide analytics dashboards to understand frequency of visits from a unique individual, demographic information, and foot traffic to optimize the layout of the venue and understand what hinders or motivates individuals. The dashboard may include heat maps of where visitors are congregating and the ability to segment charts and graphs by specific demographic information.
These tools directly integrate with guest Wi-Fi providers and customer data platforms (CDP) to capture and store individual visitor data. Additionally, visitor behavior intelligence solutions often integrate with a location-based marketing software to target individual visitors.
To qualify for inclusion in the Visitor Behavior Intelligence category, a product must:
- Connect to multiple data sources within a physical venue, such as guest Wi-Fi solutions, people counters, and POS systems, among others
- Consume data from third-party data sources, such as social media platforms or customer data platforms, for a holistic view of visitor behavior
- Create reports, dashboards, and visualizations with business utility for physical venues
