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PSIFebruary2017

ANALYTICS (from previous

ANALYTICS (from previous page) area. The complexity of video analysis goes further; software can recognise gait or movements that appear suspicious or body language red flags, and highlight this to business owners in real time. More than security “It’s the applications beyond security, however, that are likely to capture business owner’s imagination,” reveals Scott. “In terms of a retail space, visual merchandising and store atmospherics have long been known to have a direct impact upon the customer experience and how much they spend. Chain Store Age set some hard facts on this topic back in 2004, stating that 63 per cent of consumers remember occasions when the store atmosphere caused them to buy more while almost half also spent money and more time in a store with the right atmosphere.” Growth in areas such as facial tracking and machine learning mean that video technology can now automatically track a customer’s reaction to certain visual cues. Questions on which displays are holding people’s sight for the longest, which are eliciting a sigh, and which get people picking up products can be answered with quantifiable, results-based metrics – and without a sales assistant lurking with a clipboard! The ability to respond to these messages is key in increasing customer engagement, retention and sales. This level of granular data has previously been the preserve of online stores (who can track clicks, Questions on which displays are holding people’s sight for the longest, which are eliciting a sigh, and which get people picking up products can be answered with quantifiable, results-based metrics – and without a sales assistant lurking with a clipboard! page views and more) however new sensors and data analytics can now gather a similar level of data from the physical world. In further uses, some hotels in Paris, for example, have recently begun using facial recognition software to recognise regular or highvalued guests before they enter the building. The concierge is then ready to greet them in a personally-tailored manner before they step through the door. The longer such technology is in place the more it can learn about a customer base or even individual customers, and therefore the more information it can push out to employees to customise each and every client’s experience. Endless applications “While retail is one exciting space where the installation of smart sensors can provide real additional value beyond the realms of security, the sectors which this technology can be applied to are almost endless,” explains Scott Brothers. “The growth of big-data analytics will allow businesses to create bespoke packages; tailoring the parameters they wish to analyse to their needs. Schools and universities, for example will be able to programme sensors to detect class attention - who has a hand raised, who spent hours staring out the window or talking – and feed it back to the teacher in real time if necessary. Building sites could detect if workers are wearing hardhats and if the construction is adhering to safety regulations. Intercity transport hubs could be optimised to automatically despatch extra transport to the areas in highdemand, or to reroute around traffic incidents in real-time.” We can expect to see the use of smart, interconnected technology becoming a part of many businesses in the coming years. However, while the sensors may become ubiquitous, their uses will be unique. It is the creativity available to each business that will breathe new life and applications into areas such as video. What has long been considered legacy technology can now be updated for the digital revolution – paved by the creation of products which no longer just record, but understand, data. 38 www.psimagazine.co.uk

thepaper Business News for Security Professionals Pro-Activ Publications is embarking on a revolutionary launch: a FORTNIGHTLY NEWSPAPER dedicated to the latest financial and business information for professionals operating in the security sector The Paper will bring subscribers (including CEOs, managing directors and finance directors within the UK’s major security businesses) all the latest company and sector financials, details of business re-brands, market research and trends and M&A activity FOR FURTHER INFORMATION ON THE PAPER CONTACT: Brian Sims BA (Hons) Hon FSyI (Editor, The Paper and Risk UK) Telephone: 020 8295 8304 e-mail: brian.sims@risk-uk.com www.thepaper.uk.com

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