Game changer for the Australian Open

Tennis Australia has teamed up with IBM to create CrowdTracker – a service that displays real time data compiled from crowds at the Australian Open. Data is displayed as a bird’s eye view of the grounds, allowing users to see where spectators are congregated and track what’s happening on different courts. It even integrates tracking of ‘selfie spots’ – hotspots of social activity.

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Our take

CrowdTracker is compiling complex data and applying it to simple, practical uses – from allowing grounds staff to increase provision of services as necessary, to indicating hotspots for merchandisers or mobile vendors, to helping spectators get from here to there whilst avoiding the crowds. Finding innovative ways to engage with your audience whilst making their life easier – that’s putting the customer first!

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The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.