Unlocking the Power of Analytics

In 2020, the role of big data analysis is growing exponentially. Dr Hannah Fry – Mathmetician, Broadcaster and Author – gives us a crash course and Jooku relates this to businesses and in particular digital signage.


Using data is not straightforward. There are pitfalls to fall into at every stage from collecting your data to taking away insights. To make a real difference to your business you need to have not just a lot of data, but the right data. Then you need to provide the right context to your analysis and to do that you need to have a good understanding of the real world scenario you are looking at.

AI is not great at establishing context. If you show something easily recognisable – like say a sheep – but you put it in an unusual situation – say on a staircase, analysis tools generally struggle to make sense of the image. It is up to us to provide that context for the program.

Sheep on a staircase

Even then, you still have the inherent unpredictability of human behaviour. Hannah gave the example of an analysis of tweets posted in London in languages other than English. Much of the analysis correlated with census data, with a large cluster of tweets Arabic in West London and the same for tweets in Russian around Mayfair/Belgravia. However, there was a surprise – a very tight and strong cluster of tweets in French that did not correlate with the census. Were these people who did not identify as French but just like to tweet in the language?

Top 10 Twitter languages in London other than English

Actually, no. This cluster was in fact linked to a single tweeter who had posted such an extreme number of times that his activity had shown up on a map of the whole CITY!


One of the most exciting frontiers of data analysis at the moment is picking up on tiny differences in seemingly unconnected data sets. For example a study on the cognitive ability of nuns showed that their likelihood of showing signs of dementia in later life correlated with certain characteristics of their writing style when they were in school.

So how can you use this knowledge in your retail/hospitality business?

MagicINFO’s retail analytics offering can give a good start. It uses external sensors to measure whatever you are interested in – footfall, heatmapping, display interactions, demographics and so on.

Then, Jooku/Samsung come into play – our experts use the Brightics AI platform to analyse the data in combination with other sources such as your PoS, weather and so on. You will receive actionable recommendations to improve customer engagement in a way that best suits your specific audience, ultimately improving sales.

Completing the circle, we can use the Rule Manager to build an environment for your in-store signage where in-store marketing messages update dynamically by responding to data in real time.

If you would like more insight into our analytics capabilities, or any information on the topics we discuss on this page please contact us via the link below or send an email to [email protected].

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