California Trails & Greenways ConferenceMonterey, 2017

Harness Visitor Use Data to Empower Outdoor Experiences

Agenda• Benefits of using data• Data types• Tools to collect data• Analyzing data• Methodology

Benefits of Using Data• Focus efforts• Target relevant audiences• Effective resource management

DATA TYPES

Data Types• Numerical• Geographical • Demographical• Behavioral• Social

Data Types - Numerical• Example:

• A person enters your park• What can we learn

• How many visitors (hike/bike/equestrian) are in the park?• How many visitors came through the northern gate?• What are the preferred times to visit the park?

Data Types - Geographical • Example:

• A person enters your park and walks the Skyline Trail• What can we learn

• What are the most crowded areas in your park?• How long does it take to complete the Skyline Trail?• Did he use the designated trails? Did he go off trail?

Data Types - Demographical• Example:

• A 33 years old female enters your park, and walks the Skyline Trail• What can we learn

• What is the main audience of the park?• What are the interests of a specific demographic group?

Data Types - Behavioral• Example:

• This is the third time that the same 33 years old female enters your park

• What can we learn• What are the main characteristics of the

first/second/third visits?• What is the key reason for recurring visits?

Data Types - Social• Example:

• This is the third time that Alice enters your park

• What can we learn• Alice is also interested in Zumba• Alice’s friends

Aggregation Vs. Specification• Use aggregated data to

• Full park picture• Detect trends• Understand park audience• Identify visiting patterns

• Use specific visitor data to• Personalize visiting experience

TOOLS

Tools• Manual Counts• Automated Counters • Proximity Sensors• Surveys • Apps

Tools – Manual Counters• Data

• Number of visitors• Type (hike/bike/equestrian)

Data Types

Numerical

Geographical Demographical Behavioral Social

Tools – Manual Counters• Pros

• Simple• Complete measurement

• Cons• Minimal information• Measure only a specific time

window

Data Types

Numerical V

Geographical XDemographical XBehavioral XSocial X

Tools – Automated Counters• Data

• Number of visitors• Single Location• Time• Direction • Type (hike/bike/equestrian)

Data Types

Numerical

Geographical Demographical Behavioral Social

* Photos from Eco Counter website

Tools – Automated Counters• Pros

• Complete measurement• Continuous data gathering

• Cons• Require setup• Installation costs• Single location data

Data Types

Numerical V

Geographical VXDemographical XBehavioral XSocial X

* Photos from Eco Counter website

• Data• Number of visitors• Single Location• Time• Direction • Type (hike/bike/equestrian) • User Id

Tools – Proximity SensorsData Types

Numerical

Geographical Demographical Behavioral Social

Tools – Proximity Sensors • Pros

• Continuous data gathering• Partial measurement• Unique identification

• Cons• Require setup• Installation costs• Single location data• Require additional devices (app,

bracelet)

Data Types

Numerical VX

Geographical VXDemographical XBehavioral VXSocial X

Tools – Surveys • Data

• Gender• Age• Main characteristics (e.g. income,

dog owners)

Data Types

Numerical

Geographical Demographical Behavioral Social

Tools – Surveys • Pros

• Simple• Open questions• Flexible

• Cons• Public participation• Partial measurement• Measure only a specific time

window

Data Types

Numerical X

Geographical XDemographical VBehavioral VXSocial X

Tools – Apps• Data

• Number of visitors• Time• Direction• Gender • Age • Main characteristics• Friends

Data Types

Numerical

Geographical Demographical Behavioral Social

Tools – Apps• Pros

• Continuous data gathering• Low installation costs• Direct feedback

• Cons• Partial measurement • Require additional devices

(smartphone)

Data Types

Numerical VX

Geographical VDemographical VBehavioral VSocial V

Data Types and Tools

Data Types Manual Counts

Automated Counters

Proximity Sensors

Surveys Apps

Numerical V V VX X VXGeographical X VX VX X VDemographical X X X V VBehavioral X X VX VX VSocial X X X X V

ANALYZE

Correlation and Collaboration• Use Correlation to

• Combine data sources to gain new insights (i.e. steppers and surveys)

• Use Collaboration to• Enhance your data base with 3rd party data (weather data)• Get insights from other similar agencies

Analyze - Tools• Excel is your friend

• 3rd party dashboards (e.g. Survey Monkey, Google Analytics)

• External visualization tools (e.g. StatWing)

METHODOLOGY

Methodology• First Step: Create a base line

• Current status• Measure impact of changes• Quantity Vs. Speed• Rule of thumb – 3 months

Methodology

MethodologyThe test subject

Methodology

Everything we talked about: data types and tools

Methodology

Analyze the data to gain insights

Methodology• Example: We want to increase weekday traffic

Weekday experience – current status

Survey focusing on weekday visitors

What is important for this specific segment?

Methodology• Example: We want to increase weekday traffic

Weekday experience – current status

Survey focusing on weekday visitors

What is important for this specific segment?

New marketing campaign

Use counters to measure the new weekday traffic

Why did my campaign work (or not)?

Methodology• Example: We want to increase weekday traffic

Weekday experience – current status

Survey focusing on weekday visitors

What is important for this specific segment?

New marketing campaign

Use counters to measure the new weekday traffic

Why did my campaign work (or not)?

The Process• A continuous process • Short iterations• Any level of the organization can implement

SUMMARY

Summary• Data

• Use the right tools to get the data you need• Aggregation Vs. Specification• Correlation and Collaboration

• Methodology• Base line• Build – Measure - Learn

Empower Outdoor Adventures by Connecting Park Managers and Visitors

Easy2Hike PlatformVisitor’s App Managers Dashboard

NavigationEducation & Park Data

Visitors Behavior InsightsData Driven Decisions

Navigation

Easy2Hike – Visitor’s AppEducational Data Safety Corridor

Easy2Hike Park Dashboard• Park Insights• Data Driven

Decisions