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Seeketing Use Case: Aruba
1. Aruba Use Case
Does it make sense to evaluate profitability of mass events?
Aruba did it!!!
MONITORING TRACKING COMMUNICATING
2. Knowing wishes and interests of buyers is the key
that allows companies to meet the needs of their
customers at the right time and in the most
appropriate way. Knowing well what they want, the
way they want it, how and when it is valuable and
first quality information for companies when they go
out to the market.
Time and technological developments have made
that marketing methodologies changed and new,
more practical and efficient ways emerged.
Everything being transferred to the cell phone is the
current trend. People want to be connected all the
time, anywhere
Knowing the customer through Seeketing
3. Customers today demand a consistent and
personalized purchase experience across all channels:
physical, web, and mobile. In this new multichannel
environment, retailers are faced with the difficulty of
accessing the shopping experience that occurs in
online channels
Seeketing provides a coherent and integrated
solution based on mobile technology which allows
the tracking of visitors either online or at the store.
This facilitates the understanding of the full shopper
funnel while also offering the capability to push
targeted communications to clients when visiting the
facilities
Knowing the customer through Seeketing
Draw them in
Get people in and make the most of their
experience once they are in
Visits cycle
Understand and act on your customers’ path in
the online and offline channel to improve their
experience and conversion rates
Conversions and sales
Increase sales, average ticket and recurrence
of visits, ensuring operational efficiency
4. Seeketing is a tool that provides the possibility for
companies to know, through metrics, the behavior of
their customers in order to generate the offers that
best suit the market. You can obtain analytical
information, connect with them, communicate, build
loyalty and make consumption statistics; such as zone
traffics, frame time, dwell time, frequency o visits or
loyalty. It generates that firms recognize who are the
most loyal customers and who consume their brand
more regularly through the creation of
measurements and reports that show the life cycle of
consumption
This tool can be used by shopping centres, mass
events, airports, transport stations or smart cities to
measure the flow of people entering and leaving and
to know what the behavior of people.
Knowing the customer through Seeketing
5. Aruba is a success story to understand the potential of
this tool that integrates mobile phones, loyalty, and
digital experiences.
Aruba Tourism Authority (ATA), which shares the
macroeconomic objective of the Aruba government to
stimulate tourism as the main economic activity of the
island, decided to implement Seeketing. On the one
hand, they wanted to understand the profitability of the
investment of the events, being able to measure the
amount of tourists that went through each event.
Another objective was to understand the interests of
these tourists to carry out relational marketing.
To measure the operation of its massive events, they
evaluated two major festivals on the island: the Fashion
Week, held in December 2016, and the Soul Beach
Festival that took place in May 2017 and included Usher,
the global phenomenon and winner of several awards
along with The Roots, Grammy winners.
Aruba case study
6. Seeketing placed nodes which captured the signal of all
the telephone devices that roamed the places where
the routers were installed through the telephone
network, the data network, a Bluetooth connection or
the Wi-Fi on. 20 nodes were distributed in specific
sectors of the island such as the airport, port, shopping
malls (Paseo Herencia), beaches (Moomba Beach, Sand
Beach, Baby Beach, Surfside Beach), restaurants and
bars (Faro, Giannis, Garden Fresh, Gelatissimo, Azia) and
stadiums (Harbor Stadium).
Areas were created for interests (gastronomy, beaches,
shopping malls, festivals), behavior patterns, routes,
dwell times, zone flows, and loyalty. The omnicanality,
offline and online, allowed the personalization of
communication by all possible means and interact with
tourists. In return, visitors obtained benefits from their
mobile phones such as promotions, relational contact,
possibility of payment methods, scheduling and events.
How could this be achieved?
7. The processing of these data allowed to obtain
information such as the permanence of the visitors in
the festivals, if these were new or recurring visitors,
days of the week and times there was a greater flow of
people; which were the most visited shops and beaches,
how many people went from the airport to the stadium
and how many to the shops or beaches, how many of
the travellers went from the hotels to a trade or how
many of the users returned from the beach to the hotel,
more once a day, etc.
How could this be achieved?
8. These are some of the questions that the authorities of
Aruba could answer: Where is advertising more
effective? Are promotions and marketing effective in
converting loyal customers? More dwell time means
more sales? How many people who pass in front of the
promotion come to these? What cross-user interests do
users have during their stay?
The last step corresponded to the analysis of the
information obtained. The generation of metrics
allowed the creation of patterns, comparisons of
performance and the understanding of how, where and
who are those that generate conversions.
.
How could this be achieved?
9. The evaluation of each detail and the creation of
marketing strategies allowed them to create a complete
radiography of tastes, needs and desires of each visitor.
By having graphic maps of all the locations, they were
able to detect which zones performed better based on
the movements and actions of the travellers.
In addition, it was possible to know the relationship
between new and old visitors and monitor their
progress to know the degree of loyalty they had with
the place studied.
Thanks to the recognition of a certain time of
permanence of its visitors in certain areas, ATA was able
to identify new sales opportunities. In addition, based
on the degree of interest in each area (festival,
gastronomy, beach, shopping) it was possible to
establish a mapping by routes and generate new tourist
circuits.
Conclusions
10. It was also possible to evaluate, for example, in the case
of recitals, the performance of each artist according to
the flow of people who had per hour in the shows.
Usher was the artist who yielded most followed by The
Roots. In turn, the data was crossed with previous
events and corroborated that among the music festivals
that take place on the island the most people ever call is
the Electronic and that the best recital of that style was
made in 2013 while the Best Jazz Festival was in 2014
and the best Summer Festival was in 2016.
Aruba Tourism Authority was able to achieve the
proposed objectives and understand that Fashion Week
and Soul Festival were not profitable events for the
island since they obtained a 30% phase shift below the
investment plan they had and what really happened.
Conclusions
11. ATA concluded that they were erroneously making marketing investments in massive festivals
that they believed led to more people and the study helped them to determine which activities
are productive and which are not, what interests and what is not for the travellers. In short,
determine in which it is convenient to invest the money to improve the tourism in Aruba.
Conclusions
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