Airport_Business_December2019-January2020 - 28

TECHNOLOGY
AUTHOR Kelly Harlin

Best
Face
Forward:
BUSINESS INTELLIGENCE PLATFORMS STREAMLINE TRAVELERS'
EXPERIENCES

Technology in digital signage can market the services
passengers want inside your terminal.
IN THEIR 2008 book Nudge, economist Richard Thaler
and legal scholar Cass Sunstein observe that even
though people believe instinct usually leads them to
the best decisions, they're worse at knowing what's
good for them than they realize. Often, they need
more help then they think - a subtle hand on their
shoulder guiding them this way or that. In other
words, a nudge.
There might not be any gathering
place in existence where people are
more in need of a gentle nudge than
an airport. Harried, exhausted travelers
must navigate dozens of inconveniences
and distractions, from weather delays to
backed up security lines to gate changes,
often under stress because they have an
important work presentation ahead of
them, they're missing their loved ones
or they're afraid to f ly. Although there
are certainly thousands of frequent flyers
who stream through airports every day,
there are also a significant number who
are in an unfamiliar place and don't
know the quickest way to the bathroom
or where to get the best meals for kids.
But regardless of their level of experience,
pretty much every traveler needs a little
help navigating the trip at some point.

ABOUT THE AUTHOR
KELLY HARLIN

Kelly Harlin is Analytics Platform Strategist at NEC Display
Solutions of America, Inc., serving as the chief strategist and
voice of NEC's Analytics Learning Platform (ALP).

Digital signage already pervades
most airports, guiding travelers to their
gates, to shops where they can pick up
last-minute souvenirs and places where
they can charge their phones. Emerging
technologies, however, can make that
signage work even harder for you -
thereby making life easier both for
travelers, as well as airport staff.
Signage that predicts what customers
need based on a broad characterization
of who they are is the next frontier in
creating a streamlined airport experience
- giving guests a thoughtful nudge in the
right direction for them. These days, you
can pair digital signage with a business
intelligence platform equipped with
anonymized mobile device sensors, video
sensors and RFID tracking that allow
you to gather data about travelers and
instantly convert it into action.

Understanding the
options
Mobile sensors can help you understand
how people move through the airport:
where they spend their time and for how

long; where you could benefit from
more device charging stations; where
you need extra seating; where an extra
monitor would prevent people from
rushing the gate agent and so on. Such
a feature doesn't require access to a server
because it doesn't collect any identifying
information about the mobile devices -
it simply tells you the number of people
who came through a space at a certain
time and how long they stayed. You can
then use a dashboard to look at a heat
map, analyzing the collective journeys
customers take through the airport.
Next come demographic video
sensors, which use facial detection
technology to analyze who your
customers are in the broadest of strokes.
They can't tell you exactly who a person
is; they can identify that a traveler is, for
example, a 22- to 27-year-old woman.
They can then combine that data with
other information, such as the fact that
it's a sunny day and there is a flight delay,
and put it all together to trigger content
when she approaches digital signage that

28 \ AIRPORTBUSINESS / DECEMBER 2019/JANUARY 2020



Airport_Business_December2019-January2020

Table of Contents for the Digital Edition of Airport_Business_December2019-January2020

An Enjoyable Airport Environment
Flight Delayed and Not a Care in the World
Silica Safety: What Airports Need to Know
The Evolving Concern of PFAS at Airports
Best Face Forward
Battling Bilzzards
Airports, FBOs and Lease Negotiations
High-Flying Fixings
Inside the Fence
Industry Update
Airport Guru
Airport_Business_December2019-January2020 - 1
Airport_Business_December2019-January2020 - 2
Airport_Business_December2019-January2020 - 3
Airport_Business_December2019-January2020 - 4
Airport_Business_December2019-January2020 - Inside the Fence
Airport_Business_December2019-January2020 - Industry Update
Airport_Business_December2019-January2020 - 7
Airport_Business_December2019-January2020 - 8
Airport_Business_December2019-January2020 - 9
Airport_Business_December2019-January2020 - Flight Delayed and Not a Care in the World
Airport_Business_December2019-January2020 - 11
Airport_Business_December2019-January2020 - Silica Safety: What Airports Need to Know
Airport_Business_December2019-January2020 - 13
Airport_Business_December2019-January2020 - The Evolving Concern of PFAS at Airports
Airport_Business_December2019-January2020 - 15
Airport_Business_December2019-January2020 - 16
Airport_Business_December2019-January2020 - 17
Airport_Business_December2019-January2020 - 18
Airport_Business_December2019-January2020 - 19
Airport_Business_December2019-January2020 - 20
Airport_Business_December2019-January2020 - 21
Airport_Business_December2019-January2020 - An Enjoyable Airport Environment
Airport_Business_December2019-January2020 - 23
Airport_Business_December2019-January2020 - 24
Airport_Business_December2019-January2020 - 25
Airport_Business_December2019-January2020 - 26
Airport_Business_December2019-January2020 - 27
Airport_Business_December2019-January2020 - Best Face Forward
Airport_Business_December2019-January2020 - 29
Airport_Business_December2019-January2020 - Battling Bilzzards
Airport_Business_December2019-January2020 - 31
Airport_Business_December2019-January2020 - 32
Airport_Business_December2019-January2020 - Airports, FBOs and Lease Negotiations
Airport_Business_December2019-January2020 - 34
Airport_Business_December2019-January2020 - 35
Airport_Business_December2019-January2020 - Airport Guru
Airport_Business_December2019-January2020 - 37
Airport_Business_December2019-January2020 - High-Flying Fixings
Airport_Business_December2019-January2020 - 39
Airport_Business_December2019-January2020 - 40
Airport_Business_December2019-January2020 - 41
Airport_Business_December2019-January2020 - 42
Airport_Business_December2019-January2020 - 43
Airport_Business_December2019-January2020 - 44
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