EXPLORING DEEPSMARTS
The DeepSmarts Platform is a unique data collection and analytics solution from Holovis, used across attractions, venues and parks. DeepSmarts provides real-time metrics and visualisations on data a number of different reports utilizing data from all across the particular entire location and systems, giving delivering operators and owners valuable insights impactful insights that inform key revenue-driving decisions.
DeepSmarts allows you to better understand your guests, drive revenue, improve reliability and lower costs – we sat down with Holovis’ Head of Platforms Stu Edgington to understand a little more of its capabilities, and how it’s used across the themed entertainment industry.
Q: Can you give us a bit more insight into how DeepSmarts works?
A. Certainly! DeepSmarts at its most basic fundamental level is a data collection engineering and reporting visualization platform – that means it takes information and metrics and data points from across a venue, and it collects, transports, analyses and interprets these various data sources, providing the user with useful impactful information and insight into what is happening in their venue.
DeepSmarts also collects data on guest behavior, movements and location, as well as attraction data such as throughput and downtime. It does this in a number of ways – A.I. enhanced cameras can track how many people are in a particular space and what their , inferring their movements and behaviors are, sensors can tell us how long a ride queue is or we can tap directly into other systems that already exist in the venue, for example a ride system to know how that ride has been operating including uptime, show quality, faults and even predict issues before they arise..
DeepSmarts then takes these inputs, runs its fantastic in-depth analysis, and provides the operator with reports visualizations and insights valuable to them.
Q: What are the sorts of reports and information DeepSmarts provides?
A: These reports can be customized to any venue, but they fall into three main categories;
Guest Behavior Analysis – This tells you what your guests are doing – where they are, how many of them there are, what they’re doing and what general categories they appear to fall into. For example, we can tell you if a particular attraction is more popular with a certain demographic or at a certain time. We can tell you what areas of your venue are quiet, and the more crowded areas you may want to draw people away from. The behaviour of the guest, combined with the contextual understanding of the physical space give further insights, for example classifying a guest as ‘sitting’ has very different meaning in a restaurant compared to a public space or ticketing booth.
Retail Commercial Analysis – Understand the traffic different areas of a retail location are experiencing to analyze where guests are shopping and what areas could be approved on. We can use gaze tracking to identify what products shoppers are looking at and which aren’t catching their attention to help retailers decide how to display their products, or even which they should offer discounts on. Mall and commercial landlords can also use this data to implement dynamic pricing based on footfall, demographics and even conversion rates.
System Operation Analysis – This helps operators understand the ongoing maintenance and reliability of a certain system. For example, it can tell you how often a ride is breaking down or if there’s certain factors that may be affecting that. It can even help with preventative maintenance – the system can analysis the average lifecycle of a certain mechanical part, and then provide warnings when parts are due for repair, even suggesting the optimal time to carry out the repairs to minimize guest impact and resource requirements..
Because there is such a breadth of possibilities, we always work with the client and the particular project to establish what will be useful to them, and tailor DeepSmarts accordingly.
Q. So what are the benefits to an operator of having these reports?
A. First and foremost, it allows operators to improve and customise guest experience. DeepSmarts and its sister Platform HoloTrac are inspired by a simple but powerful idea, that the more you understand about a guest, the better an experience you can create. Holovis applies this concept hand in hand with capabilities in turn-key, real-time immersive experiences. They The result allows Operators to can review what areas are lacking or unpopular with guests by using real data and not having to rely on guest surveys or word of mouth. This makes your experience better and people want to return more often! This also helps the operator to reduce maintenance costs and stuff budgets, as the system will tell them when a certain part may need preventative maintenance, or what areas are quiet and don’t need as much staff at that time.
It can also be used for things like targeted advertising – the system can build up a picture of each individual guest’ profile, and this can work with real time media generation through our HoloTrac platform to create exciting advertising opportunities. One really clever example is we can use gaze tracking to monitor if a guest in a shop looks at a particular item for a long time, without deciding to purchase. Later on, we can then serve that customer an advert for a discount on that item to nudge them towards purchasing it.
Q. Are there examples of DeepSmarts being used in the themed entertainment industry at the moment?
Yes – DeepSmarts is currently in operation at theme parks and other venues, including all of our 360Golf installations. For one major theme park, it unlocked over $900,000 worth of revenue uplift opportunities through the analysis of guest engagement and behavioral patterns and the recommendation of targeted marketing and promotional activities. In our 360Golf venues it allows operators to see how many guests are playing their courses, and how they are all scoring. Holovis now embeds DeepSmarts in all of our tech driven attractions and projects, which helps our teams delivery and commissioning process making them truly data-driven. Deepsmarts also powers our service offering which is focussed on customer success. Working with the Client operational team post opening our team of themed entertainment domain experts and data scientists utilise Deepsmarts to maximise the commercial, operational and guest experience performance of the attraction.