Leading European Mobile Operator

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A leading mobile operator needed to gather as much information as possible for a targeted offer.

The context

Due to the fierce competition in Europe among mobile operators, a leading mobile operator wanted to gather as much information as possible about its customers in order to better target them with a targeted offer. They understood that knowledge of the demographics (gender and age group) of their shoppers as well as when they shop, what they look at and what are the conversion rates of the different stores are all powerful tools that enable maximizing their targeting efforts, thus, improving sales.
Therefore, the operator chose the TruMedia solution for both traffic counting and demographic measurement.

The TruMedia solution

The leading operator installed TruMedia’s iCapture Mix devices in over 100 stores throughout the country.

iCaptureMix‐ generates true viewing data for digital displays and screens by analyzing facial
images of the people watching the displays. Relying on state-of-the-art video analytics
technology, iCapture automatically detects and tracks faces captured by its sensor. Further
real time classification algorithms determine the viewer’s gender and age‐group. iCapture
integrates with various business applications like content management systems , enabling
targeted ads and other content based on the current audiences’ size and demographics.
This information is sent over the Internet to the TruMedia Portal database.
iCapture, like all other TruMedia products, provides true and unbiased information since it does not require audience cooperation for measurement.

Results

Following the installation of the Trumedia iCapture, the leading mobile operator could:

  • Analyze customer in-store patterns.
  • Compares conversion rates between stores.
  • Optimize placement of displays for maximum exposure.
  • Analyze product sales in correlation to the time the product advertisement was played.
  • Maximize effectiveness of in-store advertised content by displaying targeted content based on customers’ demographics.
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