Browserbite created a proof-of-concept offline analytics solution for user tracking at events using Bluetooth low-energy beacons.
Events
DGTL MKRS is an events innovation company providing tools and solutions for B2B events services. The company approached Browserbite to develop a proof-of-concept offline analytics solution to use at events in Germany.
The solution was aimed at events where booths exist, such as trade fairs or music festivals. The company wanted a solution to track which booths were most effective. This data can then be correlated to promotion activities carried out by those stands, such as free tests, games, or other marketing activities in which those booth owners might be engaged.
In essence, the DGTL MKRS wanted a tool that provides Web Analytics-style data for offline events such as:
We developed a solution that proved that:
Browserbite has an extensive background in high-tech solutions and mobile development. We also work extensively in the German market, one of the most restrictive markets in terms of data privacy.
DGTL MKRS required both the high-tech, "out-of-the-box" thinking that informs all of Browserbite's projects and a company that can think with the potential privacy challenges of such a tracking technology.
Browserbite implemented a solution using BLEs that we placed at individual booths and locations, and we developed an app to track proximity to these BLEs.
BLEs can have a range as small as 1 m or as high as 500 m. Browserbite programmed a mobile device solution that could detect:
The initial proof-of-concept app was purposely minimal yet functional: It requests Bluetooth permission when installed, listens for broadcasting BLEs, and then logs the name and strength of each signal it picks up. It works offline and online. When there is no active connection to the internet, the app still collects Bluetooth data and transmits that data with the correct timestamps once it's connected again.
For the test case, we installed the app on iPads used by event promoters, who then walked around the event conducting surveys or playing games with visitors.
GPS data can be less accurate than short-distance BLEs, depending on the user's phone, location, or whether the user has high-accuracy GPS turned on. GPS also drains the battery more quickly than Bluetooth.
WiFi can be used for high-accuracy triangulation, but relying on WiFi at a public event is risky. The event might not provide WiFi, or users might not go through the UX hassle of connecting to an open WiFi network and accepting its terms when they can just use their mobile data.
Another benefit of Bluetooth is that it's binary. A connection either exists or doesn't. For very-low-range BLEs, this provides enormous accuracy in results because we know that the user is indeed that close to a BLE when a connection does exist.
Physical barriers such as rain or someone standing in the way can significantly affect Bluetooth's signal strength. This can provide an inaccurate idea of where users stand during an event.
A much fuller solution would correlate data from other sources to create an accurate picture of everything happening at an event, and we have that on our roadmap to develop. For example, weather or moisture sensor data could track rain and modify incoming BLE signal data. Motion sensors could also be used to track barriers between beacons and devices.
DGTL MKRS was extremely satisfied with Browserbite's work on this project and decided to move ahead with us for a second proof-of-concept, the details of which we cannot disclose immediately, but which explores further options for accurate offline analytics.
Browserbite specializes in creating high-quality MVPs, prototypes, and proof-of-concept apps using reliable technologies and an agile development process. We love a challenge and are always looking for exciting areas of technology to explore for our customers.
Take a look at some of our other case studies if you'd like to know more, or reach out to us directly to tell us about your project.
"Within three months," said Dennis Dedaj, CEO of DGTL MKRS, "we executed a live proof of our concept and reached valuable insights into our business model. We started into the next project phase fast and will further develop our product."
We successfully demonstrated that such an app, used with the right BLEs, obtains accurate data from low-energy beacons for offline analytics. We displayed this data using a rudimentary data visualization tool, although that wasn't the app's primary purpose.
Our tests revealed extensive insight into how each beacon type—by model and brand—provided its data. For example, some beacons have a high signal strength for several meters, and then that strength drops very suddenly, while others weaken more gradually. Beacons whose signal strength drops suddenly aren't useful because the data would look something like this as a user moved away from the beacon:
The jump from 5.78 m to 25 m would be inaccurate, but that's how the signal strength works for some beacon models.
We provided a recommendation to DGTL MKRS for the models we feel they should use for this solution.
Physical barriers such as rain or someone standing in the way can significantly affect Bluetooth's signal strength. This can provide an inaccurate idea of where users stand during an event.
A much fuller solution would correlate data from other sources to create an accurate picture of everything happening at an event, and we have that on our roadmap to develop. For example, weather or moisture sensor data could track rain and modify incoming BLE signal data. Motion sensors could also be used to track barriers between beacons and devices.
DGTL MKRS was extremely satisfied with Browserbite's work on this project and decided to move ahead with us for a second proof-of-concept, the details of which we cannot disclose immediately, but which explores further options for accurate offline analytics.
Browserbite specializes in creating high-quality MVPs, prototypes, and proof-of-concept apps using reliable technologies and an agile development process. We love a challenge and are always looking for exciting areas of technology to explore for our customers.
Take a look at some of our other case studies if you'd like to know more, or reach out to us directly to tell us about your project.
Mobile App, Strapi API, DevOps, UI/UX Design, IT Consulting
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