MTS has created a service for analyzing attendance at public events based on Big Data analytics. The solution analyzes anonymized aggregated data on movements, the size and composition of the population, as well as the flow of tourists and buyers, the company told Vedomosti.
The geoanalytical platform works on a subscription model and allows customers to independently upload heat maps and dashboards with statistics. The service will be relevant for organizers of festivals, concerts, races and other cultural events. Customers may include commercial organizations, NGOs, ministries of culture and tourism. They will be able to get a report on the number of attendees, the socio-demographic composition of the audience, and the time people spend at the event.
The service will allow assessing whether there are enough checkpoints, cafes, recreational areas and other infrastructure to make guests feel comfortable, develop a program for the next event with an accurate account of the interests of the audience and save on advertising budgets, MTS explained.
“A clear understanding of your audience will also help attract partners and save marketing budget by focusing on a narrower target segment. We ourselves will widely use analytics for events organized by our division for mass events and concerts MTS Live,” said Oleg Aldoshin, Vice President for Corporate and New Business Development.
The Department of Tourism of the Ministry of Culture of the Samara Region became the first customer of the service. MTS analyzed several events in the region — the VolgaFest embankment festival, the Shostakovich XX Century international art festival, and the interactive open-air museum The Road of History is Our Victory.
Now MTS Big Data geoanalytics is used in 46 regions of Russia. The data helps to plan urban space, including the construction of roads, interchanges, clinics and parks, as well as adjust schedules and public transport routes. A business can use geo-analytics to compare available locations when opening new outlets and offices.