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IAEE Tech Guide - Brought to You by: Austin Convention Center
IAEE Tech Guide - Brought to You by: Austin Convention Center


Using Device WiFi Detectors to Track Attendee Traffic Patterns

October 31, 2019

Salestratus based in Cincinnati, OH, is a global SaaS provider for tradeshow management. Their global team of marketing, technology, and tradeshow management professionals develops and delivers tailored technologies and end-to-end solutions.

Show organizers and exhibitors all want data to be smarter. Data that not only help them with their show design but also provides ROI proof points for the exhibitors.

Organizers specifically seek an overview of attendees in the exhibition hall, points of interest, traffic pattern, heat maps, and how exhibitors are attracting attendees based on position, sponsorship levels, product relevance, and pre-show marketing. Exhibitors seek a general view of unique and returning visitors to the booth and the ability to combine this data with the lead capture numbers to calculate a sales effectiveness conversion rate (number of engaged booth visitors versus the number of leads captured.)

Salestratus new disruptive technology uses the Wi-Fi detector signal from everyday smartphones to locate a person within a calibrate radius from their Sensor. The plug and play Sensors are strategically positioned throughout the Hall, at the entrance, on product showcase areas, and on the booths of participating exhibitors. The Sensors are calibrated to read a circular radius around the Sensor ranging from 2ft to 60ft. Multiple Sensors can be used in one booth to scan different areas. The Sensors come online 30 minutes before the Exhibit Hall opens, to ‘blacklist’ the booth staff devices and eliminate them from the results. The Sensors timestamp all readings of the individual MacIDs of attendee smartphones with the Wi-Fi detector switched on and push those data to a dashboard.

The results for each Sensor show the number of unique visitors detected within the calibrated zone, whether they returned more than once, and the average time they spent. These data are viewable in a dashboard for each individual Sensor or by aggregate using the data from all Sensors in the Hall.

For the organizer, this provides clear data points to change or improve traffic flow throughout the Hall and provides proof points to help exhibitors improve their presence at the show with sponsorships, and better engagement. For the exhibitor, the data are representative of their marketing efforts at the event, the level of sales engagement or staff interaction they achieved, and ultimately their sales conversion rate.