Ask the Board – November 19, 2018 | THOMAS KUNKA


“What was your biggest takeaway from DSE 2018?”

DSE 2018 was an exciting event as always. My biggest takeaway was not among the rich selection of digital signage displays, video walls, or content management systems but rather tucked away as an up-and-coming niche in our industry. “Analytics as a service” may not be a common phrase, but it soon will be. By attaching a simple webcam to a digital signage player and leveraging cloud services, we can gather valuable metrics that can help us justify our investments.

These services can tell us how many people walk past our signage installations and how many are engaged by our content. By analyzing facial expressions, we can even judge people’s general dispositions. To me, this represents a significant shift in how this type of technology is being perceived and applied by our industry. When facial recognition software first crossed our paths, it was seen as a mechanism to display targeted advertisements to people with particular demographics. Today, we seem to be gravitating towards gaining a better understanding of what we do and why we do it. Quantitative rather than qualitative data will help us change the impression that what we do is nothing more than as an expensive gamble with technology. If we can gather that data with only a modest investment in hardware and on-demand cloud services, we have an opportunity to bring a new level of thinking to even the smallest of installations.

About Author

Senior Application Specialist
University of Illinois at Urbana Champaign

End User Council

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