EFI brings ROI tracking technology to the signage market

The system combines a standard printed sign with a webcam connected to a computer or tablet running a partner facial recognition software and EFI's own SSA software for data organisation, analytics and reporting.

It works by detecting the presence of people within viewing range of the sign and determining using eye-tracking tools which of them are actually viewing the sign and for how long.

Using third-party advanced, proprietary facial recognition pattern algorithms, the SSA system assigns a gender and age range to each viewer, providing a wealth of market-segment information.

Facial pattern data is discarded on the fly via an embedded, failsafe routine in the software, which ensures no images of faces are stored during operation.

SSA has been developed by EFI's Online Print Solutions (OPS) unit, which it acquired last year, and was shown as a technology demonstration at the International Sign Expo (4-6 April), where visitors to EFI's booth saw an SSA kiosk attached to a sign capturing and reporting live data.

OPS founder and director Mark McGowan told PrintWeek that the inspiration for SSA came from a desire to measure ROI in the signs market. "If you look at things like the web, TV, direct mail - they all have their own analytics," he said.

"Signage was really the only place where advertisers spend money where there was no way to track ROI and unless we solve that problem then more money will just migrate from that."

SSA is about to go into beta testing with four or five printers worldwide and is scheduled for commercial launch at Fespa 2013 in London next month.

McGowan said that EFI had "exciting plans" for future iterations of the product, including use of 'big data' to further enhance SSA's analytics capability. He said: "Print can drive relevance, revenue and profit in the age of big data and this technology demonstration can show how that will happen with signage. SSA has the potential to deliver unprecedented insights on the best strategies and execution to drive retail sales."

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