Dave Palermo (Scala): “Advanced analysis in digital signage allows companies to anticipate demand”

Retailers and quick service restaurants (QSR) They are trying to use big data to create new business opportunities and increase sales. Advanced analytics solutions enable businesses to leverage complex data resources to create more effective digital communications programs. Dave Palermo, VP of Global Marketing at Scala, In this interview, he addresses the application of advanced data analysis techniques in digital signage to improve the purchasing experience and influence consumers at the point of sale..

What is advanced data analysis??
New analysis tools such as neural networks can identify non-linear patterns in data, showing what is neither obvious nor evident, to find relationships between data points to give retailers the competitive advantage they are looking for. Technology no longer requires a PhD in statistics to understand and use it. It has become a business-oriented tool that is easy to manage through a web browser.

For retailers and QSRs, Advanced analytics techniques can transform large volumes of data into actionable intelligence. Represents the new wave in the world of digital signage, helping businesses better understand customers and gain insights into their purchasing patterns.

How do digital signage and advanced analysis come together??
Working together, Advanced analytics and digital signage create a new sales dynamic in which retailers and QSRs can establish a specific and persuasive consumer experience that influences purchasing decisions. Advanced analysis allows you to go so deep into internal data, such as the customer's purchase history, as in external factors, such as climate and economic conditions, to understand consumer preferences and anticipate demand. The system applies what it learns to the seller's strategy, what has, basically, one of these two objectives: either maximize, how to increase sales, or minimize, as to reduce product deterioration.

From there, The retailer has a data-driven digital communication program where digital signage automatically generates and displays the right message in the right place at the right time. It's all about customization, allowing you to direct the customer's attention and evaluate their behavior at the decision point during the purchasing process.

What should retailers and quick-service restaurants look for in digital signage software to get the most out of advanced analytics?
The software must allow them to develop a rich content strategy where single or multiple sequences can be used on a screen and that allows for dynamic and creative content.. Needs to support granular scheduling for distribution to individual stores on a network and scheduled within locations.

Digital signage software should also integrate easily with point-of-sale system data.. This allows you to measure how the advanced data analytics program is working to achieve your desired business objectives.. It also provides the feedback necessary for continuous improvement in the analytics program..

Finally, Make sure the software integrates with content and data from another marketing channel. Digital communications have to fit within global marketing programs, including general advertising campaigns, the interactive ones, coupons and in stores. Having everything working together is essential to achieving the desired results at the decision point..