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About: Exposure is a real-time analytics platform for offline marketing and event industry professionals. It unveils the effectiveness of marketing campaigns conducted by brands and provides detailed data on visitor behavior for event organizers.
The Problem: When events are conducted, their organizers and sponsors have no info on how visitors behave on the event’s territory, what they pay attention to and if they interact with different stands, tents, banners etc. Such data would allow organizers to optimize the effectiveness and visitor satisfaction on their events, while sponsors could measure ROI and figure out if it’s profitable for them to represent their brands on those events in the future.
When the CTO at Forge Special Projects Jeremy Rollinson had reached us for the first time, he had only the technology to collect the info on mobile devices carried by visitors and their movements. He required a web product to be made on top of it that would be able to process that data and provide useful stats.
The Solution: Having Wi-Fi device tracking sensors installed on the territory of the event, Exposure can retrieve the data from them and process it using an extremely complicated mathematical model to show the following statistics: - How many people interact with a particular brand activation; - How much time they spend learning the specific product/banner/stand; - What zones are visited most; - How many people visited the event. Providing both real-time and historical analytics, Exposure lets event sponsors and organizers understand the visitor flow and male necessary changes to increase brand awareness and event performance.
Noteble Challenges: We replaced a previous proprietary and limited MySQL-based system collecting data from Wi-Fi sensors with a new solution based on a flexible PostgreSQL database.
Using ElasticSearch allowed Exposure to significantly speed up data processing and provide true real-time stats for users.
Setting up and using the AWSservers allowed us to quickly add up servers in case Exposure requires processing more data in real time than expected during big events.
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