Exposure Analytics help
Terms Glossary
Term Explanation
Total Visitors All unique devices detected at the event
Engaged Visitors Unique devices qualifying as engaged visits at one or more zones across the event
Engaged Dwell The average visit duration for all engaged visits at the event
Passing Visitors Unique devices detected that do not qualify as engaged visits
Returning Engaged Visitors Unique devices qualifying as engaged visits at one or more zones across the event that have returned on multiple days
Total Returned Visitors Unique devices detected that have returned on multiple days
Average Dwell Time The average duration of stay for all unique devices, passing and engaged, detected at the event
Brand Reach Average visit duration for all devices multiplied by average dwell time for all devices
Coefficient A 60 % coefficient means that for every 60 unique devices detected 100 will be shown in final data. This allows for visitors who do not have a WiFi enabled device.
Minimum Time At Event Devices detected at the event that do not meet the minimum visit duration are not counted in final data
Minimum Engaged Duration How long a device must be present within the engaged zone
Minimum Mean The range of the engaged zone in dBm
Maximum Mean The range of the passing zone in dBm
Maximum engaged signal strength The dBm value that represents the outer perimeter of the engaged area. Any devices found outside the engaged area will be classed as passing.
Maximum passing signal strength The dBm value that represents the outer perimeter of the passing area. Any devices found outside the passing area will not be counted.
Dwell Time Distribution A drill-down view of average dwell time showing the count of visitors divided into time buckets according to the time spent in the space.
Blacklist A period of time where any devices detected will be omitted from reports. This is useful to exclude devices from your reports that are not visitors, such as staff devices or POS systems. All devices detected between a blacklist's start time and end time will not be counted in analytics reports.
Frequently Asked Questions
How does the Exposure Analytics platform detect people?
Rather than detecting people, we detect the smart devices that people carry. With WiFi enabled the device periodically updates the list of available WiFi networks in the immediate area, it is this discovery process that is detected by our sensors.
How does Exposure Analytics know how far a device is from the sensor?
Our sensors use radio signal strength to estimate the approximate distance of a device. The sensors log the unique identifier, timestamp and signal strength of probe requests to build a picture of people’s movements. If a device is detected by multiple sensors it is assigned to the sensor which detected the strongest signal.
If Exposure Analytics detects smartphones does it know the phone number of the device?
No, the only information gathered is that which is broadcast by the device as part of it's WiFi discovery process.
Does Exposure Analytics know who the device belongs to?
No, in normal operation Exposure Analytics only detects the MAC address. We retain the OUI which relates to the manufacturer - this helps us determine whether we should include the device in our statistics. After extracting the OUI, we perform one-way encryption (hash), add a secret ‘salt’ and truncate the MAC address to completely de-personalise it. It can’t then be linked back to an individual. We take privacy very seriously, and our solution is not intended to track individuals, but instead to garner insight into numbers and movements of groups of people.
You say it does not know who the device belongs to 'in normal operation', what does this mean?
When we are using sensors to 'listen' for the WiFi discovery messages transmitted by the device there is no way for us to tie that specific device to an individual. However, we do support a number of WiFi captive portals (a captive portal provides the popup page you see when connecting to free WiFi at hotels, events etc) which commonly ask the user for some information to authenticate such as name, email address etc. Some portals also support login via social network credentials such as Twitter or Facebook. If these methods are used Exposure Analytics can tie the unique MAC address to a specific individual. We encourage our clients to state explicitly within the terms of connectivity that this information is being retained.
Not everybody has their WiFi enabled all of the time. How do you account for that?
We use a simple coefficient to ensure overall accuracy. In order to apply the most accurate coefficient, we encourage clients to provide timestamped photographic or video 'snapshots' of the area around a sensor. A manual headcount is compared to the recorded data in Exposure Analytics, if we count 100 people and Exposure Analytics has detected 60 devices the coefficient is set at 60%. Another effective method is to compare the verified gate count to the raw data from a Smart EX sensor placed in the entry/exit area. Once we have a verified coefficient it is applied within the platform which shows the adjusted accurate data. With a 60% coefficient we display 100 visits for every 60 detected by our sensors.
How does Exposure Analytics distinguish between things like WiFi routers, point of sale terminals and staff devices?
Any devices detected prior to the event opening are placed into a 'blacklist' and are removed final analysis. Typically we set the blacklist period to be the 30 minutes prior to event opening but this can be customised for specific circumstances.
Do sensors contribute to WiFi network traffic?
Our wifi sensors are completely passive. They do not transmit wifi traffic at all, only listen, and therefore they will not have a detrimental impact on wifi quality at the venue
How many devices can the Exposure Analytics platform detect reliably?
So far we have successfully measured events with up to 120,000 simultaneous attendees. We are limited only by processing capacity in the Exposure Analytics cloud platform and this scales automatically as this load increases.
How large an area does each sensor cover?
In order to gain the optimum granularity of people’s movements, we recommend one sensor for every 1000 sq ft or 300 sqm. This equates to a radius from the each sensor of approximately 10 meters.

The maximum range is considerably more than this recommendation. Because the antenna picks up wifi signals from all directions, it’s more useful to express this range as radius from the sensor rather than square meter coverage. In a typical environment, the range is approximately 40m radius indoors, or up to 80-100m radius outdoors. Thick concrete walls, floors and sheet metal will reduce this range significantly. Tented structures, shell scheme walls, MDF and other common materials used at events do not have such a dramatic effect. We always discuss sensor positioning and measurement goals in detail with clients prior to deployment.
Can Exposure Analytics tell me the average visit duration at my event?
Yes. Exposure Analytics takes the combined visit duration for all devices detected by all sensors at the event and divides this by the number of devices detected. This is then displayed as the 'Average Dwell Time' on the summary report page.
Can Exposure Analytics tell me the average visit duration at my stand, booth or popup?
Yes. Exposure Analytics calculates both the average visit duration for the entire audience and 'engaged' visits.
What is an 'engaged' visit?
A visit is classed as engaged when a device passes the specified parameters for duration and proximity, both of which are defined on a per sensor or per zone basis and are fully customisable. For example: The sensor on our main booth we class an engaged visit as one which is within the boundaries of our booth (radius of 5m) for longer than 90 seconds.
What is a 'passing' visit?
Any device that does not meet the engaged criteria is classed as passing. Example; a device is detected within the 5m radius for only 30 seconds, or outside the radius for 120s.
What is 'Brand Reach'?
This is a term we use to describe the overall impact of a particular stand, booth or popup. Basically, overall audience/footfall size/volume multiplied by the average duration of stay in that area around the activation.
How accurate is Exposure Analytics platform?
Our goal is to provide a 'pattern of movement' with a target accuracy of +/- 10%. It is not possible to provide 100% accurate data as the variables, especially in an event scenario, are significant. We are very confident in our data and if you compare our sample size with other methods we have a much higher 'resolution' of data.
How quickly can Exposure Analytics sensors be deployed?
We have designed every component of the platform to address the needs of the events industry. If ethernet cabling has already been installed a sensor can be deployed and retrieved in minutes.
What are the dimensions of a sensor?
65mm x 56mm x 25mm
Do sensors need mains power?
Ideally power should be provided via Power over Ethernet (PoE). If not there is a micro usb charging slot for mains or battery pack.
What type of internet connection do sensors need?
Where possible we always recommend using hard wired internet access. Where not available, we provide sensors with inbuilt 4G connectivity. It’s important that the event space has 4G connectivity though.
Are the sensors weatherproof?
We offer both indoor and outdoor weatherproof versions of our sensors.
How do you charge for Exposure Analytics analytics?
For full coverage of an event our prices are based on the overall number of attendees. For coverage of a stand, booth or popup we charge by the sensor hour. 3 sensors active for 8 hours per day for 2 days would total 48 sensor hours. We do not charge for blacklist sensing, only when the event is open.
How quickly will my data be available after the event is finished?
The Exposure Analytics platform starts performing advanced analysis of collected data as soon as the event closes each day. The total audience size and number of sensors deployed at the event are the primary factors in the duration of the analysis. Even for very large events with audience size in the tens of thousands analysis is usually completed within a few hours. For a single sensor event analysis will usually be completed within 10 to 30 minutes.
How do I access my reports?
All reports are accessible via the Exposure Analytics online portal. Log in with your username and password any time to access your data.
Can I export my data?
Yes, Exposure Analytics currently supports pdf export of standard reports and a formatted summary spreadsheet in MS Excel format.
Do you have an API?
Yes, all customers are able to access data via our API. Please contact us to enable API access.
How do you secure my data and the personal data of my customers?
We take the security of the Exposure Analytics platform very seriously, all data is protected using multiple layers of authentication. Access to the databases that store event and personal data are only accessible by the Exposure Analytics application and personnel who have the correct credentials and secured VPN access to the Exposure Analytics cloud platform. All communication between the Exposure Analytics cloud platform and devices or users on the public Internet is encrypted and secured. Furthermore, the unique MAC address detected by our sensors is encrypted using irreversible methods before data is sent to the Exposure Analytics cloud.
Do you offer a version of the Exposure Analytics service for permanent installation at venues or retail premises?
Yes, please contact our specialist team, specifying that you are interested in a permanent installation.
What is the smallest area a sensor can measure?
We have measured activity in areas as small as a 3 metre radius
Do you charge an ongoing fee to access reports and data?
No, you are charged for for the event or sensor hours. Ongoing access is included.
Do you have a reseller program?
Yes, and if this is of interest we'd love to talk to you. We are actively seeking partners in markets across the world.
Do you have a white label service?
Yes, talk to us about your specific requirements.
Do you charge for new features or upgrades?
No, we want all of our clients to benefit from our continuous development of Exposure Analytics. From the things that you don't see, like more efficient database operations, to the more visible aspects such as new reports and user interface improvements. Custom features and integrations with other platforms and apps are also available, please contact one of the team with your requirements.
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