Can you measure real-world behaviour using tools designed for the web?

Google Analytics for the real world.   Several companies have self-identified as such. We ourselves have written a blog post entitled Google Analytics for the Physical World. But what happens when you literally run real-world behaviour data through tools designed for the web?

Notman House Google Analytics

The above screenshot shows what happens when we do exactly that, using Notman House in our native Montréal as the test subject. The dashboard (shared here) was created using Google Data Studio based on data from Google Analytics (GA), industry-standard tools for measuring behaviour on the web. The source data, however, has nothing to do with the web.

Since 2012, we’ve had our infrastructure deployed at Notman House. Each of the orange dots in the above image represents one of our sensors: there are three on each floor, plus one in the café (not shown). These ten sensors detect, among other things, the Bluetooth signals of smartphones and wearables carried by the occupants of the house. Our Pareto SaaS relays this real-time location data to GA.

Steps are clicks

In web parlance, we’ve modelled Notman House as ten web pages with users being not the humans themselves, but rather their Bluetooth-emitting smartphones and wearables.

An obvious shortcoming is the fact that many people keep Bluetooth disabled on their phone, while conversely, an increasing number of people are carrying multiple Bluetooth devices: uniquely counting each human is impractical. But when you’re capturing 1000+ daily sessions, the trends certainly pervade as we’ll now show!

Hourly “occupancy” analytics

Notman hourly analytics

The daily occupancy cycle of Notman House is consistent week over week (dark blue vs. light blue bars), and concentrated between the hours of 8am and 7pm (graph is GMT, hence shifted 5 hours from local time), both of which agree with observation.

Sessions per page

Notman session analytics

User sessions were far more likely to include the Café and the 3rd Floor West, which is consistent with observation as both are event spaces which routinely attract the most occupants.

Sessions by device

Notman device breakdown

Similar to how web analytics can be split into desktop/tablet/mobile and browser type, Bluetooth packets often include information about the device type or brand (see Sniffypedia) which may be correlated with user demographics. Indeed we’ve observed seemingly characteristic device distributions based on region and venue (ex: office/store/school).

The verdict?

Can you measure real-world behaviour using tools designed for the web?   With little effort, using only the basic functionality of GA, we were able to extract the three highlighted metrics, each of which effectively captures the behaviour of occupants of physical spaces. Imagine the potential when leveraging the extensive functionality of tools such as GA.

Imagine as a retailer creating a Data Studio dashboard which compares e-commerce and in-store behaviour side-by-side.

Now imagine the additional granularity and insights when both people and assets are individually identifiable by opting-in with a mobile app or carrying an inexpensive Bluetooth beacon.

Time and again the web has shown that those who measure outperform. Not only can you measure real-world behaviour using the tools of the web, history suggests that, sooner than later, you definitely should!

A remarkaBLE week in Bluetooth

The headlines:

  • 01 12 16 — HID Global Acquires Bluvision to Expand With Bluetooth Solutions for the Enterprise Internet of Things Market (press release)
  • 05 12 16 — Gimbal is Joining The Mobile Majority (press release)
  • 07 12 16 — Bluetooth 5 Now Available (press release)

It’s not every week that you see two companies in your competitive landscape acquired, in addition to the first major evolution of the standard on which your core technology is based! Amidst everything else that’s happened in 2016, perhaps we’re the only ones to remark this remarkaBLE coincidence, but it’s certainly not without significance!

In 2012, when we started reelyActive, our expected exit was an enterprise acquisition: build a better real-time location system (RTLS), raise the right eyebrows, combine agile innovation with access to the right resources. It would appear that Bluvision have done just that, which is commendable given the track record of outcomes for RTLS companies (our co-founders cut their teeth at one which inevitably failed!)

Over the past few months, we’ve shifted our immediate focus to the out-of-home (OOH) market which has a pressing need to reach and engage individuals in the real-world, in real-time, and in context (all the while measuring the results). It would appear that Gimbal and The Mobile Majority have come together to do just that for mobile advertising.

What makes this week’s coincidence so striking to us?

Where Gimbal and The Mobile Majority are headed, we’re taking our novel Bluetooth RTLS technology, like that of Bluvision.

When Bluvision CEO Jimmy Buchheim showed us his BluFi prototype in 2014, we knew we weren’t alone in developing “bring-your-own-device” (BYOD) RTLS technology allowing any Bluetooth Low Energy device, including the ones we carry and wear, to be identified and tracked throughout a space. This is the inverse (literally!) of what Gimbal and almost every other mobile-focused company is doing today with beacons.

But what about the future? To us, advertising is backwards, as much for brands as for Bluetooth packets! Which brings us to Bluetooth 5.

With 4x range, 2x speed and 8x broadcasting message capacity, the enhancements of Bluetooth 5 focus on increasing the functionality of Bluetooth for the IoT.

While the Bluetooth SIG are advertising (pun intended) the above features as key to the future of IoT, what’s key to us is that Bluetooth 5 hasn’t upset the existing wireless advertising functionality (which, for us, makes it the undisputed global standard for Active RFID). This means that the growing billions of people, products and places with Bluetooth radios will retain the possibility of being discoverable on a human scale, advertising what they want, when they want and with whom they want.

Our mission is to unlock the value of the data [they] choose to share.

And the week’s events have emboldened us on that mission, affirming the value of BYOD RTLS and of reaching audiences in the real-world, while protecting and extending the wireless standard which makes our vision a reality.