The Experience is the Sensor
Our assertion: The experience is the sensor. If true, this turns the world of digital signage upside down.
It is well understood that a key strength of interactive content is engagement. With interactive content you get all the benefits of static signage enhanced with the ability to immerse. Content reactive to user input – possibly in context, tailored in real-time for the user and/or the environment – is sticky. Users like it, want to use it, come back to it.
There is another key strength, however, one that is often overlooked because the technology in support of interactive content had not been able to fulfill it. (Until now.) If users are at the screen, expressing preferences and interest through their interaction, isn’t this information valuable? Isn’t there value to building insight about users/visitors/customers based on their decisions? Isn’t there value to understanding how those subjects are influenced by their environment (time, season, weather), demographics (age, gender), location (store, in-store) and more?
Data is the foundation of the customer experience effort. You have to look at data in the course of your business. With it you can answer questions like what happened, why it happened, what will happen and how to make it happen.
Imagine technology capable of recording touch interaction, interfacing with software gathering demographic data off a webcam, capturing user/item identification information off an RFID/NFC reader or a QR code, logging environmental information for in-store location and weather. Imagine the ability to take all of this information and collect it in context, giving you the ability to identify “sessions” and data points for each session that are then structured and stored in the cloud for analysis.
If all this is possible then interactive content – the experience – is the sensor.
This concept turns the world of digital signage upside down. Interactive content becomes a means of capturing (sensing) information, not just pushing it on an audience. It’s a complete paradigm change. Of course, data capture doesn’t have to be explicit. The user experience can still be personalized and informative. In fact, the more rich and engaging the content, the more insight you can gain about the consumer of your content.
Taken one step further, with the ability to update content on the fly in response to trends, you can essentially “program” content to be intelligently reactive. The experience is not only a sensor, it’s a programmable sensor. It’s an end point amongst the Internet of Things that is always learning about and reacting to users and the environment.
An IntuiFace-based experience is a sensor. Created without writing code, this sensor acts as hub for the capture of user interaction, user identification and environmental information. With guidance from the business, creative teams identify events to monitor. IntuiFace automatically collects these data points and transfers them to the cloud. Then, automatically, this data is forwarded along to virtually any analytics, marketing or data warehousing platform available on the market. Insight launches a feedback loop, providing direction for creating and deploying more effective content.
Interactive content is the ultimate source of insight about your target audience. We’ve said it before and we’ll say it again – data capture is the holy grail of the signage community. With IntuiFace, technology has finally caught up.