Data-Driven Marketing

Unlocking the Power of Data-Driven Marketing as an Investment, Not an Expense

For many business owners, the term “marketing” often evokes thoughts of expenses that are hard to justify. However, this perspective needs a fundamental shift. Marketing should be viewed as an investment rather than an expense. By embracing this mindset, business owners can harness the power of understanding visitor behavior and utilizing Wi-Fi analytics to optimize their marketing strategies. In this article, we’ll delve into why marketing should be considered an investment and how leveraging data-driven insights can significantly improve your return on investment (ROI).

Marketing as an Investment

  1. Building Brand Equity with Data-Driven Marketing

Investing in marketing is akin to planting seeds for your brand’s growth. Through targeted campaigns, you can create awareness, build a strong online presence, and foster a positive reputation. Over time, these efforts contribute to brand equity, which is a valuable asset that can appreciate in value over time.

  1. Understanding Visitor Behavior

To make your marketing investment truly effective, you need insights into visitor behavior. This is where Wi-Fi analytics comes into play. By analyzing the data collected from customer interactions within your establishment, you will gain valuable insights into what drives traffic, what your customers are interested in, and how they move through your space. These insights enable you to optimize your physical layout and marketing strategies for a better customer experience.

  1. Data-Driven Decision Making

Marketing investment should be data-driven. By tracking and analyzing customer data, you can make informed decisions, adjust your strategies in real-time, and allocate resources more efficiently. You’ll be able to identify which marketing channels and campaigns are most effective, eliminating wasteful spending on underperforming efforts.

ROI Benefits of Data-Driven Marketing

  1. Personalized Customer Engagement

Customers appreciate personalized experiences. With data from Wi-Fi analytics, you can segment your customer base and create tailored marketing messages, special offers, and product recommendations. This personalized approach not only enhances customer loyalty but also increases the likelihood of conversions.

  1. Cost-Efficient Advertising through Data-Driven Marketing

Data-driven marketing allows you to target the right audience at the right time, resulting in cost-efficient advertising. You can allocate your budget where it matters most, focusing on high-conversion opportunities. This leads to a significant increase in ROI as you reduce wasted ad spend.

  1. Customer Retention

Maintaining loyal customers is often more cost-effective than acquiring new ones. Wi-Fi analytics can help identify customer behavior patterns, enabling you to implement retention strategies like loyalty programs, personalized recommendations, and post-purchase engagement. These efforts lead to increased customer retention and lifetime value.

Tools for Effective Data-Driven Marketing

  • Wi-Fi Analytics Solutions

Utilize Wi-Fi analytics platforms that provide real-time data on visitor behavior. These solutions offer insights into customer demographics, traffic patterns, and dwell times, which are valuable for making informed decisions about layout and marketing strategies. GoZone’s Marketing4WiFi software is a great example of a powerful Wi-Fi analytics platform.

  • Marketing Automation

Marketing automation tools enable you to set up personalized marketing campaigns that trigger based on customer behavior. This automation streamlines the process of delivering targeted messages and offers to your customers. GoZone’s Marketing4WiFi platform includes these types of marketing campaign tolls. Additionally, they can run automatically so the platform does the work for you.

  • Customer Relationship Management (CRM) Software

Invest in CRM software to collect and manage customer data efficiently. This tool allows you to track customer interactions, segment your audience, and automate personalized email marketing campaigns. GoZone’s Marketing4WiFi platform offers a full CRM option that allows data to be imported from external systems as well as automatically receiving data from your Wi-Fi users.

Marketing should be seen as an investment, not an expense. By embracing this mindset and leveraging data-driven insights from visitor behavior and Wi-Fi analytics, small business owners can maximize their ROI. With personalized customer engagement, cost-efficient advertising, and enhanced customer retention, your marketing investment will not only pay off but appreciate over time. Equip your business with the right tools, such a Wi-Fi analytics solution, CRM software, and be sure to enable marketing automation to unlock the full potential of marketing as an investment. In today’s data-driven world, the return on investment from understanding and engaging with your customers on a personal level is immeasurable.

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Smart WiFi Suite Enterprise Feature Matrix

  • Enterprise-grade cloud infrastructure
    Scaleable platforms on the Amazon AWS cloud provides carrier-grade uptime.
  • Multi-Location Data Views
    An aggregated view of your data giving you visibility to all of your locations or drill-down to specific locations.
  • User Access Control
    Allows your administrator to control and limit access, features and data visibility among users.
  • Advanced Captive Portal Engine
    A complete toolset to design and build dynamic captive portals, guest flows and custom privacy controls. Includes our Touchless Menu features.
  • Guest Forms, Vouchers and Payments
    Collect guest data, surveys, on-line or offline payments and offer different access levels.
  • Customized login methods
    Choose how guests are able to access your network including social login, emails and SMS login, advertisements or a combination.
  • Data Export
    Full guest profile export to CSV allowing you to use collected data in third party systems.
  • Detailed Location Data Analytics
    Analyse detailed information about your locations like busy days, busy times and location comparisons.
  • Demographics and Device Information
    Make informed decisions based on detailed demographics and perform location comparisons.
  • Data Sync to other systems/API
    Save time populating other systems as guest profile data can be sent to external systems on timed intervals.
  • Triggered Campaigns
    Engage with your guests without the manual work by creating personalized email, SMS or Twitter campaigns.
  • Coupons and Loyalty
    Increase spend and promote repeat visits by creating incentives for guests or their friends to come back.
  • Import external data
    Bring in contact data from other systems to consolidate your marketing efforts into a single comprehensive platform.
  • Contact segmenting and lists
    Build contact groups to send personalized messages to your guests based on automatic segmentation and your own critera.
  • Scheduled Campaigns
    Communicate with your contacts to drive awareness through email, SMS or Twitter.
  • Traffic Counts and Statistics
    Monitor your venue and events with real-time and recorded traffic counts and patterning.
  • Heatmapping and Traffic Flows
    Visualize crowd density and how people flow in, out and through your venue to see where people congegrate.
  • Alerting and Reporting
    Create automated alerts to help control crowds or to monitor abnormal trends.
  • Intelligent Landing Page Builder
    Simple to create pages that support multiple campaign types and can easily be modified and re-purposed for other venues or events.
  • Campaign Management Tools
    Offer your advertisers options to suit their advertising needs such as A/B testing, ad weights, flexible scheduling and more.
  • Reporting and Attribution
    Analyse detailed information about the campaigns and creatives to get the best campaign targeting.

  • Access


  • Insights


  • Automation


  • Contacts


  • Presence


  • Advertising

You should receive a text shortly with a link to view a sample Guest Flow.

Take a look at the sample we just sent you, and feel free to reach out if you’d like to learn more.

Custom Splash Page Builder

A custom splash page helps give a captive portal the branded look it needs to stand out from the crowd and give guests the peace of mind they’re accessing the network associated with the venue they’re visiting.

WiFi Payments and Vouchers

Offer premium guest WiFi access and promote WiFi upgrades with comprehensive payment and voucher modules. Payments can be used to offer guests varying speeds of WiFi access, while vouchers are great for venues that want to utilize a captive portal that also requires a voucher code for WiFi access.
WiFi payments and vouchers

Guest Plans

Venues can now offer multiple levels of guest WiFi access with our Guest Plan feature. Guest Plans are defined by specific upload and download speeds and session time limits. Brick-and-mortar businesses can offer guest WiFi access and promote WiFi upgrades with our new payment and voucher modules.

Versatile Form Builder

Create and display custom guest surveys on any splash page of your guest flow. Collect feedback and gather additional data points to create smarter marketing.

Enhanced Guest Flow

Guest flow gives venues complete control over the guest WiFi experience. Guest flows help keep a visually pleasing captive portal experience by preventing clutter of multiple marketing assets. Keep it simple, or turn your WiFi into a digital billboard.
WiFi splash page with survey social login

Integrated Ad Spaces

Ad Space Integrations is a powerful feature for venues who want to promote products, deals and specials, online shopping, loyalty programs and other signups, or third-party advertisers all on a pre-authenticated Splash Page.

Increase impressions and clicks for advertising opportunities by showcasing AdSpaces before requiring a guest to connect to WiFi.

Have an app that needs more downloads? The URL redirect function will navigate guests to the app store specific to their device as soon as they click on the advertisement/call-to-action button.

No more will guests have to wait to connect to WiFi to reach interactive ads. Ad Space Integrations takes Ads4WiFi smart advertising tools and places it our smart marketing environment powered by Marketing4WiFi.

Hotspot Scheduler

Determine the specific days and times that WiFi is available to guests. Hotspot Scheduler offers smarter WiFi control by allowing venues to run their guest WiFi during business hours.