What does Tufuta Analytics deliver
- Know how many people are in an allocated area of town; segment the high street into multiple zones
- Give greater understanding to how many shoppers and local workers are currently in the open areas and those inside the retailer’s stores.
- Understand the impact of weather on how the high street is shopped
- Understand how areas change over time. For example, what impact on that part of town has a large format store had when it closed, or a new retailer opened.
- Understand the night-time economy: data available is 24/7
- Understand what activities deliver the most visitors to the town centre or out of town shopping areas
- Report count data sets to help provide investment, both local and from central government
- Compare historic data sets through the online reporting
Why work with Tufata Analytics when there are other methods of data collection
Overview of solutions: Monitoring External Counts
Camera system: -
Advantages: Typically a camera solution when positioned correctly is between 85 & 92% accurate at monitoring people passing a set point; most solution count bi-directional and the data is easily understood by all concerned: [100 went up the street at this point /100 went down the street at this point at this time period].
Disadvantages: typically cameras are not able to produce valuable data, such as how many people are using the street (zone) at any point in time; it doesn’t count how many people are in the retailers or sitting in the pub garden nor how many people are in the local shopping arcade; therefore the count is limited in value. In addition, as a town changes, the location of the camera does not; new store opening for example will change the town flow
Manual Count: -
Advantages: Typically a manual count when conducted correctly is between 85 & 90% accurate at monitoring people passing a set point; bi-directional flow and the data is easily understood by all concerned: [100 went up the street at this point /100 went down the street at this point at this time period]. Additional information's such as approximate age and gender can also be collected
Disadvantages: typically manual collection is flawed as it are not able to produce valuable data, such as how many people are using the street (zone; or has visibility of the brand) at any point in time; it doesn’t count how many people are in the retailers or sitting in the pub garden nor how many people are in the local shopping arcade; therefore the count is limited in value. The data collection is limited by time of day (no night time economy typically collected) and results are weather dependant. Typically the length of data collected is short and not always represent the true footfall of the area.
Wi-Fi solution: -
Advantages: the data will tell you if your visitors are retuning or new visitors to the area; sophisticated solutions are also able to deliver a heat map of sorts of how people you the town centre by tracking individuals.
Disadvantages: GDPR, whilst at the moment wi-fi tracking does not fall within the remit of GDPR compliance, as long as the mac address is not kept as a whole within the solution or is disguised in some way. (Australia has already banned this type of tracking unless the visitor/shopper has opted in). Wi-Fi has to be enabled on the mobile device
Tufuta analytics solution: -
Advantages: Unaffected by GDPR as the data collected cannot identify an individual. Collects data from multiple zones to give a much better understanding of how the identified zone or town is used by its visitors over the working day or night time economy. Time and heat map shopper movements can be mapped. The solution delivers Occupancy of zone and area with comparison data point.
Disadvantages: does not give passing traffic of specific points or able to understand if the person is a regular user or a new user to the town. Additional data sets available such as age and gender can not be collected.