SOLUTION BRIEFIntel® Audience Impression Metrics SuiteRetail BankingDigital SignageIncrease Bank Sales withTargeted Digital SignageWith targeted messaging retail banks can deliver marketing messages, basedon demographic information such as age or gender, to specific viewers. Introducing Targeted Marketing According to a 2010 CEB Financial Services With today’s revolution in digital marketing, Customer Experience Survey, an average banks have a unique opportunity to increase of nearly 70 percent of customers prefer sales and capture new customers with to open accounts at the branch rather than targeted marketing content using digital on the Internet or through other channels, signage. By combining digital signage with and over 40 percent of customers prefer to the Intel® Audience Impression Metrics Suite address issues in-person with bank staff or a (Intel® AIM Suite), marketers can deliver viewer- manager.1 With most customers entering the specific messaging while implementing valuable bank branch to conduct business, banks have business intelligence solutions that can help a singular opportunity to not only convey gauge the effectiveness of their marketing specific messages but also gain a better campaigns. understanding of the people entering a particular branch. Targeted messaging offers the ability to deliver marketing messages to specific viewers, based By using digital signage, retail banks can take on demographic information such as age or advantage of the opportunities the rapidly Adding Intel® Audience Impression gender. For example, promotions can focus evolving word of digital marketing offers. Metrics Suite to digital signage can on new checking accounts and student loans According to TowerGroup, the number of help bank marketers implement to college-age customers or offer financial bank branches deploying digital signage in planning advice to older customers who may the United States is projected to increase business intelligence solutions while from 26,000 in 2011 to 56,000 in 2015. 2 be thinking about retirement. delivering viewer-specific messages. With digital signage, banks can create Targeted Digital Marketing in the digital touch points with customers inside Modern Bank Branch the branch, transforming brick-and-mortar The bank branch remains a crucial point of outlets into service-oriented destinations. contact with existing and potential customers. Digital signs positioned near windows can Face-to-face interaction at the bank is an also be seen by passersby, expanding the important factor in how customers make scope of marketing opportunities. personal financial decisions.
Figure 1. A 2010 Intel study included measuring Intel conducted a three-month study in 2010 a wealth of quantifiable information about the number of views of dynamic digital signage compared to views of a static sign. to measure various aspects of digital signage viewer behavior and characteristics while technology, including a look at its effectiveness, safeguarding privacy (see sidebar). 89 Dynamic based on number of views, compared to a static 84 Static Viewer-based information: sign. As shown in Figure 1, this study revealed 80 • Gender and age range that the digital signage captured an average • Number of viewers per message, of more than 400 percent more views than a time of day, or demographicsViewership (In Thousands) 63 static sign.3 • Distance from and attentiveness 60 Intel® Audience Impression Metrics toward the display Suite: Helping Enable Smarter Bank Bank marketers can use this information to help Marketing shape their marketing programs, ensuring they 40 Combining digital signage solutions with are promoting the right products and services Intel AIM Suite can help marketers in retail at each branch. For example, the Intel AIM banks deliver key marketing messages Suite may reveal that certain branch locations 20 while collecting information about viewer draw more customers from a college-age 16 15 15 demographics and behavior. demographic, whereas other branches serve older customers. The Intel AIM Suite and the Intel AIM Suite’s integrated package of bank’s digital signage solution creates the three anonymous viewer analytics (AVA) Month 1 Month 2 Month 3 opportunity to deliver targeted messages to software components utilizes the powerful those audiences in the appropriate branches. performance of Intel® processors. Providing an In addition, by better understanding who is easy way to add data collection and audience visiting each bank branch, branch managers can measurement tools to a bank’s digital fine-tune their other in-branch products and signage network, Intel AIM Suite provides services or external marketing campaigns to the opportunity to target the messaging appeal to the identified audiences. based on the viewer. The system also collects PRIVACY DESIGNED IN Safeguarding privacy is important to both consumers and manufacturers, retailers, and others throughout the digital marketing industry. Information about viewer demographics and behavior provides banks with valuable insights into their customers. In additional to enabling real- time targeted marketing through digital signage, this information gives bank marketing staff and managers what they need to better plan and fine-tune branch product offerings and marketing campaigns. Intel designed the Intel® Audience Impression Metrics Suite (Intel® AIM Suite) with privacy in mind, adopting guidelines such as those devised by Privacy by Design under the Information and Privacy Commissioner of Ontario, Canada. Intel AIM Suite collects no personally identifiable information about viewers, completely safeguarding their anonymity and privacy. The system analyzes captured video using sophisticated face pattern detection algorithms—not facial-recognition—to identify the age range, gender, attentiveness, and distance from the display. The data is aggregated, and then the video image is immediately destroyed. At no time does the system attempt to recognize individual faces or match individuals to any personal identification or transaction. Read the Privacy by Design white paper “Anonymous Video Analytics (AVA) technology and privacy,” at www.ipc.on.ca/images/Resources/AVAwhite6.pdf. 2
Intel® Audience Impression Metrics features on viewers’ faces to determine gender Figure 2. Intel® AIM View detects nearby viewers of the display and uses anonymousSuite Software Components and age range without recording any images viewer analytics to determine aspects of theirIntel AIM Suite brings together three innovative or collecting personal information. Viewers’ demographics and behavior.software components—Intel® AIM View, Intel® personal privacy is always maintained. GENDER: MaleAIM Analytics, and Intel® AIM Manage—to place AGE BRACKET: Adult Intel® AIM Analytics SENSOR DISTANCE: 4 Feetpowerful tools in the hands of bank marketers. ATTENTIVE?: Yes The data visualization and reporting systemIntel® AIM View of Intel AIM Analytics features a wide rangeIntel AIM View is an audience-detection module of powerful report formats. Using its user-that utilizes AVA to detect the presence of friendly interface, marketers can analyze thecustomers who are viewing the digital signage effectiveness of their marketing campaign anddisplay, whether they are inside the branch or make informed decisions about products andlooking at the display through a window. As services to offer in their branches.shown in Figure 2, this component collects As shown in Figure 3, the demographic andinformation on the number of viewers present, behavior data associated with viewers aretheir distance from and attentiveness toward presented in easy-to-understand reports,the display, their gender and age range, what graphics, and charts using pre-definedcontent was viewed, and how much time was templates. These files can be exported in GENDER: Female AGE BRACKET: Adultspent viewing content. This data is then used CSV format or through Intel AIM Suite’s web DISTANCE: 10 Feetin real time to determine the content to display ATTENTIVE?: Yes API for use with other data systems. Userson the screen. can drill down to obtain details to help themAVA is audience detection technology, not understand how certain demographic groupsfacial recognition technology. It measures key respond to specific marketing campaigns.Figure 3. Intel® AIM Analytics gives the user access to data, charts, and reports associated with the viewers ofthe digital signage. 3