Ask the Board – April 10, 2017 | RICH MORRIS

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What is the most representative way to measure the impact of a digital signage deployment?”


Different displays at one location can serve a number of different purposes (e.g. directional or informational based on defined or advertised services), as:

Informational:

– Implementation of traffic recognition technology that counts the number of people that walk by a certain display, if they stopped and for how long, etc.

– Content Management Statistics that provide statistics for interactive displays that measure the type and number of times a viewer presses certain buttons and features

– Correlation of sales or consumer interest in a product or service based on the appearance of an advertisement on a particular display

Directional:

– Customer feedback/engagement – more useful for directional signage, i.e., are people getting lost or asking staff wayfinding questions.

About Author

Director, Hotel and Resort Operations Systems
Hilton Worldwide

MEMBER OF THE DSE ADVISORY BOARD
End User Council

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