(c) Seeketing 2019  contact@seeketing.com

How to override the random mac problems of wifi tracking or rtls tracking system

Written by dcaldera.

Probably, you're considering to deploy or looking for an wifi tracking analytics solution as an alternative to Seeketing technology, so we think it's important to let you know in detail the technological differences between Seeketing and other solutions, including Cisco Meraki,  Retency, Aruba networks, and many many others which are based on the identification of MAC addresses that the phones emit (assuming their public declarations, API documentation or real testing performed).

The Seeketing technology is different from these other solutions because Seeketing does not use MAC Address to uniquely identify the users' phones, since the percentage of phones that emit their real MAC is very low . What happens in practice when a phone is not connected to a Wi-Fi network is that it never emits the same MAC address, but instead emits random MAC addresses (fake address). This effect is known as MACs randomization (there is a lot of documentation on this effect on the internet), and consequently, it prevents accuracy when determining how many real phones and how long they are in a certain area. 

The amount of real MAC addresses is about 2% of total visitors, so data is not representative of visitors of the mall. Sometimes other providers are using small samples and then perform a big extrapolation process.  So you are not comparing two identical technologies. This problem is already suffered by many customers in malls and retail environments who invested in solutions based on MAC detection and discovered that the analytics gathered did not correspond to reality. We are aware of this issue in several countries, and some of these companies who suffered this now are working with us. Because you must take into account that the providers of solutions based on MACs usually hide this fact.

What Seeketing can guarantee is that at technological level there are no other technologies that can replace us, and this is why we are explaining to all our clients and partners the comparison of our technology with those based only on detecting Wi-Fi MACs to identiy phones. This way, you will not have to make the mistake of thinking that the data based on these technologies are massive and valid, and you will not have to wait a year to have a comparison that allows you to confirm that you are obtaining incorrect data.

For this reason, we are sharing here our lab tests where we compare a Seeketing Node against MAC-based technologies to detect phones in a well-defined environment.

These have been the results obtained:

4 phones in an anechoic chamber

2 Iphone  + 2 android

Systems based MAC WIFI / MAC Bluetooth   

SEEKETING

4 phones in standby mode 

Real presence time  1h

Real presence time  4h

Visitors / Presence time

        28 visitors  /  9 min

116 visitors /  2 min

Visitors / Presence time

4 visitors  / 57 min

4  visitors / 56 min

Error over real data in several real environments

Higher than 700%

                 Lower than 5%

Finally, we are fortunate to keep our clients for more than 6 years uninterruptedly, and we believe in the value of making lasting alliances. That is why we are sure that we can reach an agreement with the premise of a long-term alliance, and in this way to lower the costs to the level that is convenient for you and still profitable for us. And above all, we can be able to collaborate in helping you with other high-value Seeketing technologies (Omnichannel solution, Optical sensors for store counting, Proximity Marketing by sending messages to phones with or without APP, traffic measurement of digital campaigns, integration with your CRM, WIFI, APP, POS, etc.).

Seeketing first pure phygital technology

Written by dcaldera.

Phygital concept (acronym of Physical + digital) specifically refers to the identification of the presence of the same person both in the physical world and in the digital world, it does not refer not only to a simple combination of elements or data of the physical world (obtained from many people) and digital (obtained from many other people), but refers to the fact that we are the same person who has a presence in the physical world and in the digital world, and therefore our behavior in the physical world and in the digital world are not two separate entities but rather are part of the same reality, which must be able to be treated jointly and must be analyzed person to person, and there must be the ability to Identification of the presence of each person in both worlds.

In the nineteenth century there was only physical life for people, at the end of the twentieth century the digital (or better called online) world arose, based on the connectivity between machines through networks and protocols such as html, www, etc. .., and since then we start talking about digital or online life, or digital behavior of people. However in this past century still the physical and digital life of each person is separated, and nobody analyzes what each person does in their physical life and in their digital life, considering that it was not possible to identify the presence of the same person in both worlds. At the beginning of the XXI century people adopted massively mobile online communication machines, such as smartphones or smartwatches. The smartphones represent the union of the physical and digital world, since it allows us to access the digital world anywhere and at any moment, since we take them with us all day and everywhere. 

It is not until the appearance of technologies like in 2011, that we can not speak about a true phygital world. Since previously, the activity or behavior in the digital world had been analyzed separately, through for example web page analysis tools Google Analytics or apps such as Flurry and through cameras or other presence sensors or counting people, to analyze the behavior in the physical world. Seeketing unique identifiers represent the first technology based on hardware that is placed in the physical world for the detection of personal mobile phones in the physical world, and the detection of the use of web pages or mobile applications that incorporate the Seeketing functionality through an embedded SDK or library, you can know that the same person is present in a physical area (thanks to the fact that we always carry our smartphone with us, we could almost say that we have stuck a digital chip to our physical body ), is the same person who, through his smartphone, is browsing certain web pages, or mobile applications.

Use case

An example or case of use referred to the environment of marketing and physical commerce, is when for example a girl uses her smartphone to review the products of an online fashion store while she waits for the bus, but finally she does not buy these products in the online store. After several days that person goes to a physical area or commercial, and when she passing by the physical store receives a message via whatsapp or SMS on her smartphone with a content like "''the item you are interested in we have 5 different colors and now the dress room number 3 and 8 are empty, do you like to enter and buy it?''". The possibility opens up to a new phygital marketing, where being able to know the tastes or interests through web browsing or use of a person's apps is combined with the physical presence of that person near the store, and with the status of occupation of the physical store itself (tails in box or testers), being able to trigger a message or initial a digital communication (push whatsapp or sms) depending on the physical presence. 

Case of use Seeketing

Written by dcaldera.

The real usage cases of our technology are very varied:

- Airports and infrastructures
- Retail and Ecommerce. Cross-shopping
- Malls
- Transportation systems
- Cross-shopping
- Security

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Seeketing

Seeketing is a company dedicated to mobile, offline and online marketing. We provide innovative technologies to analyze client flow within selling points, both indoor and outdoor, in public and private spaces using our SDK and IGRP Nodes.

 

Contact

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C/ Francisco Alonso, 2 
Boadilla del Monte - Madrid
28660 SPAIN 
contact (@) seeketing.com 
+34 915 024 409 
+34 676 482 952

+34 670 463 223