Cisco Cisco 3365 Mobility Services Engine
9
Step 6
Check the Auto-Generate check box.
Step 7
Click Done.
From the report that is displayed, you can see that 32 percent of visitors who enter the reception, go straight to the card
tables. Path Analysis shows immediate visitation. Therefore, you can say that 32 percent of visitors were immediately
attracted to the card tables upon entering the reception area. If this is lower than you expected, you can take appropriate
action, such as increase advertising, and then measure it for success. If the casino measures this value for 4 weeks, and
if each week, the value fluctuates between 30 and 34 percent, immediate visitation can be considered to be 32 percent
on an average. You can then go on to place advertising and quantify its effectiveness by measuring when the advertising
is still in place. If the visitation goes up to 42 percent on an average, it would indicate that advertising provided a 10
percent improvement.
tables. Path Analysis shows immediate visitation. Therefore, you can say that 32 percent of visitors were immediately
attracted to the card tables upon entering the reception area. If this is lower than you expected, you can take appropriate
action, such as increase advertising, and then measure it for success. If the casino measures this value for 4 weeks, and
if each week, the value fluctuates between 30 and 34 percent, immediate visitation can be considered to be 32 percent
on an average. You can then go on to place advertising and quantify its effectiveness by measuring when the advertising
is still in place. If the visitation goes up to 42 percent on an average, it would indicate that advertising provided a 10
percent improvement.
9
Identifying and Capitalizing on Traveler Points of Entry at Airport
As a sales manager in an airport, I want to maximize the visitation to the duty-free shopping areas
before passengers reach the departure gates.
before passengers reach the departure gates.
Some locations within a building, such as an airport, might have multiple points of entry or access routes. For the owners of a
building, identifying which entry is utilized the most can provide valuable information. For example, in an airport, nearly all
the visitors end up at the departure gates. To maximize the visitation to the duty-free shopping areas before the passengers reach
the gate, you might want to restructure the airport layout, improve signage, or run promotions. Using the Path Analysis widget
of Cisco CMX Analytics, you can analyze the paths to the duty-free shopping areas in the departure terminal.
building, identifying which entry is utilized the most can provide valuable information. For example, in an airport, nearly all
the visitors end up at the departure gates. To maximize the visitation to the duty-free shopping areas before the passengers reach
the gate, you might want to restructure the airport layout, improve signage, or run promotions. Using the Path Analysis widget
of Cisco CMX Analytics, you can analyze the paths to the duty-free shopping areas in the departure terminal.
Step 1
Log in to Cisco CMX.
Step 2
Create zones for the areas in the airport. For details, see the “Creating a Zone” section in the Cisco Connected Mobile
Experiences Configuration Guide.
Experiences Configuration Guide.
Step 3
Choose Analytics > Dashboard.
Step 4
In the left pane of the Dashboard, click the Add icon next to Reports.
The Create New Report window is displayed. In this window, perform the following tasks:
a.
Click Customize.
b.
Select zones that equate to the areas in the departure terminal in an airport.
c.
Select Last Week and All Day for the date and time ranges.
d.
In the Path area, click Add Widget to Report to add a Path Analysis widget.
The Path Analysis widget analyzes the paths taken by visitors (or client devices) before and after visiting a focus
location, and provides a graphical representation of the paths.
location, and provides a graphical representation of the paths.
e.
From the Focus Area Filter drop-down list, choose an airport area.
f.
Click Done.
This generates a report with a single Path Analysis widget.
Step 5
Modify the widget with specific parameters:
a.
Select Show Top 15 Areas to display results by up to 15 incoming and outgoing areas.
b.
From the Focus Area Filter drop-down list, choose the location that you want to analyze. The location would be the
departure gates so that you can see the immediate paths taken to arrive there.
departure gates so that you can see the immediate paths taken to arrive there.
Step 6
Check the Auto-Generate check box.
Step 7
Click Done.
From the report that is displayed, you can see that a lot of people go to the flight gates after visiting the duty-free store. This
could be due to the layout of the airport, promotions being run, and signage running through the duty-free store.
could be due to the layout of the airport, promotions being run, and signage running through the duty-free store.
Using Cisco CMX Analytics, you can measure the results of the changes you make to draw passengers to the duty-free stores.