Minority Report-style marketing is just a few kilobytes away.
“John Anderton, you could use a Guinness right about now.” That’s the famous line in the dystopian future epic Minority Report that sums up the future of marketing. Now, an enterprising start-up in Ireland’s south-east may be a step closer to making such scenarios a reality.
LiquidEdge, founded by TSSG-based researcher Steve Davy, aims to define the future of accurate marketing.
‘Typically, this technology has been used for performance measuring of networks, but we are using the data by combining it with social profile data that is coming off the Wi-Fi networks’
– STEVE DAVY
Davy told Siliconrepublic.com that the company has developed a new technology that enables Wi-Fi networks to interact with smartphones and other smart devices to enable venues such as hotels and concerts to tailor marketing directly to users.
“We layer over the existing Wi-Fi network and use the data that is coming back to try and understand the customer’s behaviour while they are on-site.
“Typically, marketing would have the challenge to understand what are the customers that are there, who are the high-value customers; and what we are providing is a tool to look at the data that is coming back from the Wi-Fi, and use it to build up a picture of the customer while they are there.”
He said that a hotel, for example, could then use that data to send personalised messages to the customer.
Davy explained that LiquidEdge is combining deep network management and automation techniques with analytics.
“Typically, this technology has been used for performance measuring of networks, but we are using the data by combining it with social profile data that is coming off the Wi-Fi networks.
“This will enable venues to send different messages to different types of customers based on context, such as if you are at a wedding or a business meeting, and send messaging to suit different segments and potentially serve customers better.”