MILAN – PTA Group and WindTre Business have started a project to monitor mobility flows in over 65 shopping centers in Italy, through Data Analytics technologies. PTA Group, a company with thirty years of experience in the international retail market and leading dealer in the digital-out-of-home market in shopping centres, together with WINDTRE BUSINESS for the development of targeted marketing strategies thanks to a “data driven” approach. Big Data Analytics, in fact, represent a fundamental tool in guiding business decisions, both for private companies and public administrations.
In particular, Mobility Analytics by WINDTRE BUSINESS is an advanced Big Data solution that uses the information collected by the WINDTRE mobile network, in a completely anonymous and aggregated form, and sophisticated statistical algorithms. The latter provides effective and personalized tools to support digital commercial strategies. To enhance the value proposition of PTA GROUP, WINDTRE BUSINESS has developed an ad-hoc algorithm with which to identify the sales potential of advertising spaces managed exclusively by PTA within Shopping Centres. The solution leverages the study of mobility patterns and sociodemographic characteristics of visitors to the places where the adverts are placed.
The Big Data Platform allows PTA to return attendance data through a constant and certified survey of all the dynamics inherent to the customer journey within the shopping centers under concession. The data can be consulted via an interactive web-dashboard, created with a simple and intuitive interface. “Thanks to the partnership with WINDTRE, the objective of PTA Group is to consolidate leadership in the DOOH reference market within Italian malls and give customers, in the broadest spectrum of our services, a data approach driven that can be of absolute added value in every single activity that the Shopping Center carries out today”, says Cesare Pozzini, DOOH division manager of PTA Group. “The tool can also be used for all specialty leasing activities which confirm its goodness and make it a valid tool, easily consultable by the mall manager himself”, concludes Pozzini.
“Big Data Analytics technology represents a great opportunity to transform business models. It allows you to create effective commercial strategies, supported by accurate and real information based on algorithms and indicators that can be customized for the specific client”, he commented Leonardo Cotronei (photo), Head of Marketing 5G, M2M, IoT and Data Analytics at WINDTRE. “In the case of PTA Group we can contribute to the definition of targeted advertising campaigns, based on the interests of potential customers thanks to the enormous amount of aggregate data on mobility and consumption habits that we can access, in complete respect of privacy, as a leading operator of the Italian mobile market”.
