Every business wants to better understand their customers. For organizations who have introduced digital display technology as a means to communicate with customers, audience analytics tools function as a way for these customers to communicate back, albeit indirectly. These communications let businesses market their products or services more effectively. The two-way functionality of a display with an audience analytics platform is a focus of past writing in this space, but those pieces have emphasized the commercial benefits that audience analytics can provide. There exists a further level of utility that analytics platforms can provide and it is most visible in large, public event venues.
Stadiums and arenas hosting tens of thousands of guests for sporting events and concerts have complex logistical challenges they must prepare for. While providing fans an enjoyable experience is primarily dependent upon the action on the field, court, or stage, there are countless other elements that contribute to a successful event. Chief among them is fan safety. An ideal event experience for a fan involves no safety concerns whatsoever. Fans want to enjoy the performance they came to see; that can’t happen if they are preoccupied with their well-being. That responsibility falls on the organization hosting the event. So how does a massive venue keep huge crowds safe? That process starts by understanding how these crowds behave.
Audience analytics tools are adept at identifying gender breakdowns, age groupings, and other more advanced metrics, but at a fundamental level their best skill might be the simple measurement of local crowd sizes and movement patterns. This data lets venue management teams better understand how their patrons behave. For decades, stadiums have used input from their ushers to corral crowds and learn about their behavior. And while these ushers are still necessary contributors to a smooth fan experience, audience analytics platforms can remove some of their burden. Using data on foot traffic patterns, venue management teams can make informed decisions on whether to supply additional ushers to certain areas, whether to open or close sections of the concourse, and whether the locations of amenities, concessions, and promotions are appropriate.
Stadiums and arenas are always going to have the tangled challenge of entertaining and securing huge crowds in bustling areas. As this task becomes more difficult, these venues are going to need to supplement their traditional methods with new technologies. Entertainment is paramount to fans but only because safety is paramount to hosts. Audience analytics are simply the logical next step in putting on a good show. To learn more about how your venue can incorporate audience analytics, give us a call!