Terms Glossary
| Term | Explanation |
|---|---|
| Total Visitors | All unique devices detected at the event within your zones. |
| Directly Engaged Visitors | Unique devices qualifying as engaged visits at one or more zones across the event. |
| Indirectly Engaged Visitors | Unique devices qualifying in the passing zone above the engagement threshold at one or more zones across the event. |
| Passing Visitors | Unique devices detected that do not qualify as engaged visits. |
| Passers-By | All non-unique devices that pass directly by the booth. |
| Impressions | All non-unique devices detected within sight of your booth. |
| Conversion Ratio | Percentage of visitors converted from passing to engaged (engaged / total visitors × 100). |
| Dwell Time | The average duration of a stay for all unique devices, passing and engaged, detected at the event within your zones. |
| Average Engaged Dwell | The average visit duration for all engaged visits at the event within your zones. |
| Dwell Time Distribution | A drill-down view of average dwell time showing the count of visitors divided into time buckets according to the time spent in the space. |
| Max Time Seen | The maximum time we can see devices for before we exclude them from processing. |
| Min Time Seen | The minimum time we can see devices for before we exclude them from processing. |
| Booth Score | The EA way of benchmarking your booth and its performance. |
| Average Booth Score (YTD) | The average across all your events for the current year. |
| Visitor Statistics | These are the top-line totals per day and pre-event. |
| Heatmap | This shows the density of devices around the sensors. |
| Treemap | This shows the percentage of devices around the sensors. |
| Flowchart | This shows non-unique movements between sensors. |
| Customer Journey | A Sankey diagram showing the point of entry at the booth and the ability to track journeys from sensors. |
| Weather | This is the weather for the location of your event. |
| Coefficient | This percentage accounts for visitors with multiple devices, visitors with no device, and visitors with Wi-Fi turned off. |
| Blocklist | A period of time where any devices detected will be omitted from reports. This is useful for excluding devices from your reports that are not visitors, such as staff devices or POS systems. All devices detected between a blocklist's start time and end time will not be counted in analytics reports. |
| Booth Size | The footprint of your stand in feet or meters. |
| Booth Location | The location of your stand: front, middle, or back. |
| Event Type | Event, expo, activation, or exhibition. |
| Business or Consumer | B2B, B2C, or both. |
| Map Creator | Sensor placement map creator. |
| Floorplan | A clean map of your booth. |
| Sensor Placement Map | This shows the location and coverage of sensors on your booth. |
| Reports | Once you have multiple events, you can start reporting on sensor names, event managers, venues, and many more data sets. |
| Event Report | A PDF of the summary data. |
| Event AI Report | An AI-enhanced PDF of the summary data. |
| Dashboard | Create your own views of dashboards and statistics. |
| KPI | Key Performance Indicators you can supply us to add to your event. |
| Events | The events associated with your company. |
| Devices | Sensors associated with your company. |
| Viewers | People who can see your events in the EA platform. |
| Expected Footfall | The footfall you are expecting at your event. |
| Industry | The industry sector for your event. |
| Category | The category of your business, such as brand or agency. |
| Indoor or Outdoor | Whether your event is indoors or outdoors. |
| Pre-Show Contact | The pre-show contact in charge of the event. |
| On-Site Contact | The person on site. |
| Event Address | The address of your event. |
| Shipping Address | The address for shipping our equipment prior to installation and before your event starts. |
| Downloads | A section for EA to upload documents that users can view and download. |
| Event Download Options | This shows users the ways they can download the data. |
| Orders | A section for you to view and submit orders. |
| Sensor Test | A platform tool you can use to test whether your sensor is operating correctly. |
| API | Details of the EA API. |
Frequently Asked Questions
How does the Exposure Analytics platform detect people?
Rather than detecting people, we detect the smart devices that people carry. With WiFi enabled the device periodically updates the list of available WiFi networks in the immediate area, it is this discovery process that is detected by our sensors.
How does Exposure Analytics know how far a device is from the sensor?
EX sensors use radio signal strength to estimate the approximate distance of a device. With Apex we can draw zones and count the people within them.
If Exposure Analytics detects smartphones does it know the phone number of the device?
No, the only information gathered is that which is broadcast by the device as part of it's WiFi discovery process.
Does Exposure Analytics know who the device belongs to?
No we don't, all the data collected is GDPR compliant. We perform one-way encryption (hash), add a secret ‘salt' and truncate the MAC address to completely de-personalise it. It can't then be linked back to an individual. We take privacy very seriously, and our solution is not intended to track individuals, but instead to garner insight into numbers and movements of groups of people.
You say it does not know who the device belongs to 'in normal operation', what does this mean?
When we are using sensors to 'listen' for the WiFi discovery messages transmitted by the device there is no way for us to tie that specific device to an individual. However, we do support a number of WiFi captive portals (a captive portal provides the popup page you see when connecting to free WiFi at hotels, events etc) which commonly ask the user for some information to authenticate such as name, email address etc. Some portals also support login via social network credentials such as Twitter or Facebook. If these methods are used Exposure Analytics can tie the unique MAC address to a specific individual. We encourage our clients to state explicitly within the terms of connectivity that this information is being retained.
Not everybody has their WiFi enabled all of the time. How do you account for that?
Having completed over 5000 events we are able to use our historical data to apply a coefficient that takes this into account.
How does Exposure Analytics distinguish between things like WiFi routers, point of sale terminals and staff devices?
Any devices detected prior to the event opening are placed into a 'blacklist' and are removed final analysis. Typically we set the blacklist period to be the 30 minutes prior to event opening but this can be customised for specific circumstances.
Do sensors contribute to WiFi network traffic?
Our wifi sensors are completely passive. They do not transmit wifi traffic at all, only listen, and therefore they will not have a detrimental impact on wifi quality at the venue
How many devices can the Exposure Analytics platform detect reliably?
So far we have successfully measured events with up to 200,000 simultaneous attendees. We are limited only by processing capacity in the Exposure Analytics cloud platform and this scales automatically as this load increases.
How large an area does each sensor cover?
With EX sensors this is dependant on the environment and the positioning of the sensor. Apex coverage depends on the height and number of Apex installed. Our team will work with you to calculate the number of sensors required.
Can Exposure Analytics tell me the average visit duration at my event?
Yes. Exposure Analytics takes the combined visit duration for all devices detected by all sensors at the event and divides this by the number of devices detected. This is then displayed as the 'Dwell Time' on the summary report page.
Can Exposure Analytics tell me the average visit duration at my stand, booth or popup?
Yes. Exposure Analytics calculates both the average visit duration for the entire audience and 'engaged' visits.
What is an 'engaged' visit?
A visit is classed as engaged when a device or person passes the specified parameters for duration and proximity, both of which are defined on a per sensor or per zone basis and are fully customisable.
What is a 'passing' visit?
Any device that does not meet the engaged criteria can be classed as passing with EX sensors.
What is 'Brand Reach'?
This is a term we use to describe the overall impact of a particular stand, booth or popup. Basically, overall audience/footfall size/volume multiplied by the average duration of stay in that area around the activation.
How accurate is Exposure Analytics platform?
Our goal is to provide a 'pattern of movement' with a target accuracy of +/- 10%. It is not possible to provide 100% accurate data as the variables, especially in an event scenario, are significant. We are very confident in our data and if you compare our sample size with other methods we have a much higher 'resolution' of data.
How quickly can Exposure Analytics sensors be deployed?
Depending on the device used it can take from a few minutes to upto 30 minutes per sensor.
What are the dimensions of a sensor?
65mm x 56mm x 25mm for 4G sensor and PoE is smaller. Apex sensors vary depending on installation height, we can provide this information once the we know the parameters.
Do sensors need mains power?
Apex requires Power over Ethernet (PoE). EX sensors can be powered via PoE, mains power or a battery pack for short periods.
What type of internet connection do sensors need?
Where possible we always recommend using hard wired internet access. Where not available, we provide sensors with inbuilt 4G connectivity. It's important that the event space has 4G connectivity though. We also have 4G PoE routers for Apex.
Are the sensors weatherproof?
We offer both indoor and outdoor weatherproof versions of our sensors.
How do you charge for Exposure Analytics?
We have various pricing models that we offer, tailored to meet your requirements.
How quickly will my data be available after the event is finished?
The Exposure Analytics platform starts performing advanced analysis of collected data as soon as the event closes each day. The total audience size and number of sensors deployed at the event are the primary factors in the duration of the analysis. Even for very large events with audience size in the tens of thousands analysis is usually completed within a few hours. For a single sensor event analysis will usually be completed within an hour.
How do I access my reports?
All reports are accessible via the Exposure Analytics online portal. Log in with your username and password any time to access your data.
Can I export my data?
Yes, Exposure Analytics currently supports printing of standard reports pages and additional exports in MS Excel format.
Do you have an API?
Yes, all customers are able to access data via our API. Please contact us to enable API access.
How do you secure my data and the personal data of my customers?
We take the security of the Exposure Analytics platform very seriously, all data is protected using multiple layers of authentication. Access to the databases that store event and personal data are only accessible by the Exposure Analytics application and personnel who have the correct credentials and secured VPN access to the Exposure Analytics cloud platform. All communication between the Exposure Analytics cloud platform and devices or users on the public Internet is encrypted and secured. Furthermore, the unique MAC address detected by our sensors is encrypted using irreversible methods before data is sent to the Exposure Analytics cloud.
Do you offer a version of the Exposure Analytics service for permanent installation at venues or retail premises?
Yes, please contact our specialist team, specifying that you are interested in a permanent installation.
What is the smallest area a sensor can measure?
We have measured activity in areas as small as a 3 metre radius with EX and even smaller with Apex.
Do you charge an ongoing fee to access reports and data?
No, you are charged for for the event or sensor hours. Ongoing access is included.
Do you have a reseller program?
Yes, and if this is of interest we'd love to talk to you. We are actively seeking partners in markets across the world.
Do you have a white label service?
Yes, talk to us about your specific requirements.
Do you charge for new features or upgrades?
No, we want all of our clients to benefit from our continuous development of Exposure Analytics. From the things that you don't see, like more efficient database operations, to the more visible aspects such as new reports and user interface improvements. We do charge for custom features and integrations with other platforms are also available, please contact one of the team with your requirements.