Commercial Integrator January 2021 - 13

Prescriptive Analytics tells us " What
should we do? "
› This data suggests several possible actions
and outcomes before the decisions
are actually made.
› Properly gathered and applied, pre2.
AI-powered Analytics
a. More simply said, this refers to
machine learning and automates (and
makes more efficient and effective) the
process of evaluating data from the
wealth of information enterprises are
Benefits of Analytics (business):
› Measures, quantifies, and substantiates
ROO and ROI
› Measures how much of your missions'
statement is accomplished
› Encourages and supports smart decision
making
› Provides clearer insights through data
visualization
› Keeps you updated with the most current
information
› Lets you know where you have been and
where you need to head
› Offers and promotes efficiency
Benefits of Analytics (messaging):
› Measures and tracks customer/employee
interest from signage in-store or in office.
› Facilitates the fine tuning and targeting of
a message.
› Measures response to a call to action and
shows what works and does not.
› Measure peak periods to display key
messages to the most viewers.
› Gives the ability to make faster, more agile
message changes as varying needs are
assessed.
scriptive analytics predicts not only
what will happen, but also why it will
happen. It provides actionable recommendations
taking advantage of the
predictions.
› This entails input from many different
data sets including historical and transactional
data, real-time data feeds, and yes,
Big Data.
› Prescriptive analytics can be used to
optimize production, improve scheduling
and inventory to make sure the
right products are delivered at the
right time thus optimizing the customer
experience.
Analytics Trends
1. Anonymous Video Analytics (AVA)
a. Anonymous is the key word. This
is facial recognition software that
can provide a full range of demographic
information (gender, age,
eye response, emotional responses,
socio/economics, etc.). this allows
the delivery of targeted messages as
customers move through a space.
commercialintegrator.com
constantly generating.
b. AI can even predict outcomes based
on historical information. It can " sort "
information in a format that is most
accessible and critical to the organization's
objectives.
c. This can transform Big Data and
big content into self-service data
visualizations for users across the
organization to increase automation,
operational efficiencies and maximize
revenue.
3. Mobility and beacon connectivity
a. Adding mobile devices to the mix
enhances and expands the amount of
data retrieved and track more types
customer engagements.
4. Wi-Fi location tracking
a. Allows you to track the route of a customer
through the store or employees
in a building to ascertain the best
location for your screens plus gather
further data via mobile devices and
foster person to screen interaction.
› The data collected can be augmented
with data from other information systems
as needed.
We have the internet of things (IoT) with
an ever-increasing number of devices that
can be connected and interconnected. We
have Big Data that is literally increasing by
the second and we have advances in analytics
that help makes Big Data quantifiable
and thus useful.
As a point of reference, analytics that
" touches " pro AV and digital signage applications
is growing at >30% per year. This
market alone is forecasted to reach > $33
Billion by 2026.
As the famous bank robber Willie Sutton
said when asked why he robbed banks, he
said, " That's where the money is. "
Increasingly, our money will come from
all the information out there, the analytics to
make is useful, and finally the content management
systems (CMS) to help us manage and
distribute it all. Stay tuned next month for the
CMS, the third leg of this information stool.
Alan C. Brawn, CTS, ISF, ISF-C,
DSCE, DSDE, DCME, is the
principal of Brawn Consulting.
JANUARY 2021 Commercial Integrator
13
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Commercial Integrator January 2021

Table of Contents for the Digital Edition of Commercial Integrator January 2021
