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What you can learn about visitors to the exhibition using facial biometrics.
What arouses the greatest interest among visitors of the exhibition? How is the attention of guests distributed among exhibitors? Which stands attract visitors with their design and technological solutions, and which ones stay a little longer to communicate with representatives of the stand and get more detailed information? What else can you learn about the interests of visitors of the exhibition if you analyze their activity? Where were they? In which areas of the event there was a surge of interest, and which stands were ignored?
The RecFaces company demonstrated the capabilities of facial recognition technology at exhibitions. For the first time, the Id-Guard solution was used as an analysis of the activity of visitors to the important IT-Axis industry forum, held on November 26, 2021.
The OCS Distribution organizing company was interested in analyzing the preferences of visitors to the exhibition, in particular, their interest in specific stands. And if earlier the organizers of the exhibition knew the total number of visitors, and their interest in specific participants could only be estimated approximately, the company RecFaces, which acted as a technological partner of the IV Global IT-Axis Technological Forum, provided real-time reports on visitor activity. Anyone could find out which stand is the most visited, how many unique visitors it attracted, what are their socio-demographic characteristics.
Usually, the Id-Guard system is configured to identify specific users and find their faces in the database. However, in this case, in order to maintain anonymity, only the name of the company represented by a particular visitor was used to track the activity of the guests of the forum. Thus, participating companies received statistics on the results of the exhibition, which companies were interested in their exhibits.
The technical implementation of the project became possible thanks to a collaboration with Bosch Security, which provided 6 HD IP cameras with high photosensitivity and good NBE-3503-AL optics during the event, and the Nerpa company, which provided a server for processing video streams. The Id-Guard solution was integrated into the visitor registration program, for which the company A5000 was responsible.
At the time of registration confirmation on the forum, a biometric template and a profile with the name of the company were created for each visitor. At peak hours, the traffic was 100-120 people per minute, and the total number of visitors exceeded 1,500 people. And all the analytics on these visitors in real time could be seen at the RecFaces stand, where three monitors displayed classic video from surveillance cameras, analytical data on the number, gender and age of visitors, as well as the number of unique visitors and company representatives at the participants' stands.
Visitors to the RecFaces stand quickly assessed the potential for using Id-Guard in marketing. This is accurate advertising targeting, and assistance in the work of consultants in sales halls, at exhibitions and conferences, and analysis of the product arranging effectiveness, and much more.
Collecting marketing information at exhibitions and in sales areas is not the only and not even the main scope of Id-Guard application. Initially, the solution is designed to analyze video from surveillance systems and allows you to create various reports — on the actions of a particular visitor, on the gender and age of visitors for a certain period of time, on compliance with the mask regime, etc. And the fact, that this is a box solution and it can be quickly adjusted to a specific request, only increased the interest of potential partners and customers in the product.
At the exhibition was also demonstrated the easy integration of Id-Gate with the Bosch Building Integration System. The ready-made box software product Id-Gate is designed to expand the functionality of access control systems using face recognition technology. When Id-Gate is integrated with the access control system, all access policies and rules are automatically applied to the new biometric functions. You can also edit user information in real time by sharing data automatically.