Using commodity hardware as an affordable means to track

on-site visitor flow

Kyle JaebkerDirector IMA LabIndianapolis Museum of Art

kjaebker@imamuseum.org@kjaebker

Gray BowmanApplication DeveloperIndianapolis Museum of Art

gbowman@imamuseum.org@latenightwgray

Photo via Flickr user reticulating

• NPD Group reported 70% Smartphone Penetration in Q3 2012

• comScore (2013) detailed 123.3 million Americans now own smartphones

Smartphone Growth

Photo via Flickr user reticulating

IMA Sept. 2012 Exit Survey• 73.3% of respondents carry smartphones• 25-44 Year olds, 83.7% carry smartphones

Smartphone Growth

Why use WiFi?

- Optimal range- Visitors already BYOD, use WiFi- Low cost hackable adapters- Available diagnostic tools

Hardware

Low Cost ~ $70 per device• Raspberry Pi• USB Wi-fi Adapter (monitor mode)• SD card

Agent Software

• Linux – Raspbian OS• Tshark – Packet Analyzer• Python

• Control Tshark• Handle Failures• Transmit Data

Server Software

Photo via Flickr user Martin Skott

• Python• Django – Service Endpoints & Reporting

• MySQL - data storage

Visitor Analytics• Vflow01 installed: 12/21/2012 (118 days)• Vflow02 installed: 03/26/2013 (23 days)• Vflow03 installed: 03/21/2013 (28 days)

• 53,637 unique devices detected• 455 per day

• Unique per agent• Vflow01: 45886, 388 per day• Vflow02: 7222, 314 per day• Vflow03: 13529, 483 per day

Visitor Analytics

Visitor Analytics: Devices vs Trafsys

Visitor Analytics: Frequency

Possible Applications: Flow

Possible Applications: Triangulation

Drawbacks: Multi-Device Detection

Photo via Flickr user DaveOnFlickr

Drawbacks: Range

Photo via Flickr user p4nc0np4n

Drawbacks: Privacy

Photo via Flickr user nitot

Drawbacks: Wi-fi Enabled?

Next Steps

• Range Testing• More data collection points• Enhanced software• Cleaning Data

Photo via Flickr user pawpaw67