3.13 Leveraging Data & Measuring Impact: Visit Sørlandet & Dyreparken

This case study demonstrates the value of trialling new and innovative uses of technology to bridge gaps in our understanding of the visitor experience throughout a wide and dispersed geographic area.

Collaborative Research to Gather Real-Time Data with Sensors

INSITE, the project presented in the case study, involved the application of beacons led by leading technology providers, forming a collaborative partnership with the local organisation

Collaborative Research to Gather Real-Time Data with Sensors

INSITE, the project presented in the case study, involved the application of beacons led by leading technology providers, forming a collaborative partnership with the local organisation board and a cross-section of participating businesses of all sizes.

Main Takeaways:

  • It's necessary to keep identifying opportunities to exploit new technologies in order to explore untapped opportunities thanks to digital.
  • Collective intelligence can help us bring together a mix of leading-edge organisations and companies with SMEs to share learnings.
  • The shared cost of the programmes and government support brings the benefits of big data within reach for all.

Summary

INSITE Project with INFUTURE, FLUXLOOP and USUS

INSITE is a project aimed to contribute to tourism growth and value creation through data-driven development and operation in Southern Norway. The project aims to move towards operating models supported by actual data and analysis, rather than qualified guessing, by analysing tourism patterns across the region with the use of beacons.

The Project

INSITE is a project aimed to contribute to tourism growth and value creation through data-driven development and operation in Southern Norway. The project moves towards operating models supported by data and analysis, rather than qualified guessing, by analysing tourism patterns across the region with the use of beacons.

Partners

The project was supported by USUS, the cluster for tourism businesses in Southern Norway and funded by the Research Council of Norway, the national government agency for research and innovation projects.

The project board is comprised of the Dyreparken Zoo in Kristiansand, who acted as a project manager and the partners NORCE (Norwegian Research Center), inFuture (consulting company), fluxLoop (technology supplier) and the Vy (Norwegian State Railways).

The Dyrparken Zoo piloted the project in 2015, installing beacons inside the park. Guests were invited to download the Dyreparken app and to provide their location. The analysis and visualisation of the movement gave insight into the customers' patterns inside and outside the premises.

Process

The project used beacons to generate insights from guests’ into movement patterns in the region. This was possible through communication between the network host and guests' mobile phones, resulting in a precise location at a given time.

In addition to the location data generated, the network hosts also had the ability to communicate with certain apps, which enabled time-relevant communication between the app and the end-user.

Development

Other partners followed the approach from Dyrparken and installed beacons to capture motion data at their location. Besides, geofence data were tested as a supplement to the beacon data.

Motion data was sent to INSITE's own cloud platform (Azure) for further structuring and processing. Based on structured and movements models, movement reports were created, adapted to the various patterns, showing guests’ actual movements and behaviour.

Several exploratory analyses were performed, e.g. movement data were analysed to find connections in guest movements. Based on the customer journey models, visualisations were designed to make information about the customer journeys available.

Results

Based on insights and visualisations of motion data, partners applied some changes to their opening hours, planning of new activities and their offer to guests and customers. Also based on collected movement data, partners used social media advertisement to retarget people, who had been registered by beacons at the locations.

Several of the INSITE partners tested the use of a chatbot and low-threshold digital communication to provide information to guests, based on their movements. In attraction sites and parks, the movement's report helped to change the staffing plan thanks to insights on times when there was a need for people at the reception.

For Dyrparken, beacon registration determined the type of information, promotional offers and dice roll requests the various guests were receiving in the app, making information customised and relevant to the guests. The app registered 150,000 sent messages in 2018 (+ 30% from 2017) and 20,000 unique recipients in 2018 (+ 30% from 2017).

Numbers

  • 90.000 unique guests registered by beacons in 2018
  • 985 deployed beacons
  • 17 partner companies from USUS and 155 businesses involved
  • 130 GB of generated data
  • 1096 days and 31 000 project hours invested
  • 3,322,304.01 EUR project costs across all partners

If you'd like to read the full summary of the INSITE project you can do so by downloading the document below! 👇

Collaborative Research to Gather Real-Time Data with Sensors

INSITE, the project presented in the case study, involved the application of beacons led by leading technology providers, forming a collaborative partnership with the local organisation

Collaborative Research to Gather Real-Time Data with Sensors

INSITE, the project presented in the case study, involved the application of beacons led by leading technology providers, forming a collaborative partnership with the local organisation board and a cross-section of participating businesses of all sizes.

Main Takeaways:

  • It's necessary to keep identifying opportunities to exploit new technologies in order to explore untapped opportunities thanks to digital.
  • Collective intelligence can help us bring together a mix of leading-edge organisations and companies with SMEs to share learnings.
  • The shared cost of the programmes and government support brings the benefits of big data within reach for all.

Summary

INSITE Project with INFUTURE, FLUXLOOP and USUS

INSITE is a project aimed to contribute to tourism growth and value creation through data-driven development and operation in Southern Norway. The project aims to move towards operating models supported by actual data and analysis, rather than qualified guessing, by analysing tourism patterns across the region with the use of beacons.

The Project

INSITE is a project aimed to contribute to tourism growth and value creation through data-driven development and operation in Southern Norway. The project moves towards operating models supported by data and analysis, rather than qualified guessing, by analysing tourism patterns across the region with the use of beacons.

Partners

The project was supported by USUS, the cluster for tourism businesses in Southern Norway and funded by the Research Council of Norway, the national government agency for research and innovation projects.

The project board is comprised of the Dyreparken Zoo in Kristiansand, who acted as a project manager and the partners NORCE (Norwegian Research Center), inFuture (consulting company), fluxLoop (technology supplier) and the Vy (Norwegian State Railways).

The Dyrparken Zoo piloted the project in 2015, installing beacons inside the park. Guests were invited to download the Dyreparken app and to provide their location. The analysis and visualisation of the movement gave insight into the customers' patterns inside and outside the premises.

Process

The project used beacons to generate insights from guests’ into movement patterns in the region. This was possible through communication between the network host and guests' mobile phones, resulting in a precise location at a given time.

In addition to the location data generated, the network hosts also had the ability to communicate with certain apps, which enabled time-relevant communication between the app and the end-user.

Development

Other partners followed the approach from Dyrparken and installed beacons to capture motion data at their location. Besides, geofence data were tested as a supplement to the beacon data.

Motion data was sent to INSITE's own cloud platform (Azure) for further structuring and processing. Based on structured and movements models, movement reports were created, adapted to the various patterns, showing guests’ actual movements and behaviour.

Several exploratory analyses were performed, e.g. movement data were analysed to find connections in guest movements. Based on the customer journey models, visualisations were designed to make information about the customer journeys available.

Results

Based on insights and visualisations of motion data, partners applied some changes to their opening hours, planning of new activities and their offer to guests and customers. Also based on collected movement data, partners used social media advertisement to retarget people, who had been registered by beacons at the locations.

Several of the INSITE partners tested the use of a chatbot and low-threshold digital communication to provide information to guests, based on their movements. In attraction sites and parks, the movement's report helped to change the staffing plan thanks to insights on times when there was a need for people at the reception.

For Dyrparken, beacon registration determined the type of information, promotional offers and dice roll requests the various guests were receiving in the app, making information customised and relevant to the guests. The app registered 150,000 sent messages in 2018 (+ 30% from 2017) and 20,000 unique recipients in 2018 (+ 30% from 2017).

Numbers

  • 90.000 unique guests registered by beacons in 2018
  • 985 deployed beacons
  • 17 partner companies from USUS and 155 businesses involved
  • 130 GB of generated data
  • 1096 days and 31 000 project hours invested
  • 3,322,304.01 EUR project costs across all partners

If you'd like to read the full summary of the INSITE project you can do so by downloading the document below! 👇