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Five Ways to Evaluate People Counting Data


people countingPeople counting is not as simple as mounting a piece of technology at the door of your store and then returning to the same old way of doing business. In fact, over the last decade, store-level people counting data has increased in importance more than any other piece of data in the retail industry. Therefore, it is important to have a comprehensive understanding for managing this most important resource. Following are five ways to ensure your people counting data is up the task of reporting what’s happening in your stores.

  • Accuracy
  • Consistency
  • Timeliness
  • Completeness
  • Understood by users

Accuracy for people counting means accurately representing of the number of people who entered or exited a properly monitored facility and measures the total sell-through opportunity for any identified period of time. There are many dynamics in today’s retail environments that require a sophisticated device to interpret shopper behavior at the point of entry to a retail space. Through years of development, ShopperTrak has developed the expertise to solve people counting issues like shadows, side by side walkers, partial-entries, count-zone lingering, cross traffic, carts, strollers and young children. In so doing, ShopperTrak delivers a reliable measurement of adult shoppers who having entered a store.

Consistency in people counting is the cornerstone of all data quality. Methods used to produce the final data when managed properly will produce the same results time and again. Thorough scrutiny for completeness, applied tests of reason and immediate corrective action for flawed data is of high value when corrected before the data is combined with other key performance measurements.  

Timeliness is defined in part by the needs of the data’s end user when people counting data is combined with other measurements for developing critical reports used in daily decision making. Late data is almost as bad as wrong data in the information chain leading to decision-making.

Completeness is essential in all data quality circles. This is true particularly with people counting when trending to history is a critical element in the decision making process. Missing data can lead to wrong and costly conclusions.

Often overlooked, but especially important is can the data be understood by users. Delivering data in a manner that makes it easy for users to gather critical insights is often the difference between success and failure. Education on people counting theories will play an important part in the foundation of quality-controlled results.

If you want to learn more about people counting, the technology, and how to utilize this important metric, download our eBook, “40 Ways to Turn Foot Traffic into Business Results”.


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