How LKF Group and SWIFT use big data and analytics

LKF Group and SWIFT use big data to enhance customer experience and financial coCompanies of all sizes are increasingly adopting big data and analytics to tap into data insights and create value for their businesses.

The head of data analytics at Lan Kwai Fong Group (LKF Group) and SWIFT shared how they use big data and analytics for enhancing customer experience and effective financial crime compliance respectively at the Big Data & Business Analytics Forum 2017 last month.

Multiple data sources

With a diversified business ranging from F&B, lifestyle, retail to property, LKF Group has access to diverse sources of data in different formats. Harnessing such data to gain valuable insights is important to the Group in making better business decisions.

“Most retailers, shops, restaurants and property owners want to know how many clients come to their stores, who they are, where they go, what engages them and what they buy,” said Keith Tsui (pictured, left), data and analytics director at LKF Group.

The Group has many data sources ranging from online, point of sale (POS), sensors, mobile devices to social media. “By using simple data collection and analytics tools, we could make better decisions, enhance our customer experience and measure our marketing promotions’ effectiveness,” he noted.

Measuring marketing ROI

He used last year’s Halloween campaign to illustrate how different technologies were deployed to enhance customer experience and measure the effectiveness of marketing campaigns.

Aiming to attract new customers during Halloween, the Group launched a Halloween Monster Mash promotion last year in which technologies like augmented reality (AR), internet-of-things (IoT), GPS and social media channels were used.

Participants downloaded a mobile app developed by the Group, and used it to join an AR-powered ghost-hunting game at Lan Kwai Fong. They had to turn on their mobile phones’ GPS and log in via social media to play the game. When they walked into pubs that had installed bluetooth beacons, ghosts appeared on their phones. They caught and took photos of the ghosts, and received coupons as rewards from the pubs.

He said basic data was collected by the game such as the gender and arrival time of participants, the most-visited pubs and most popular coupons. Such data had helped the Group to measure the marketing ROI of the Halloween promotion. 

Enhanced customer services

Big data also helps the Group provide better services to its tenants and customers, according to him.

A fitness center occupies six floors in a building at Lan Kwai Fong. By collecting data through the people counting system at the building entrance, he said the Group can measure the building footfall and make necessary arrangements. For instance, a dedicated elevator can be allocated to that fitness center or more security guards can be arranged during peak hour.

Other technologies like facial recognition help the Group to display targeted advertisements.

A web camera is integrated into a billboard TV to run advertisements. With facial recognition technology, the camera can identify a passerby’s characteristics such as gender, age and sentiment. Based on the gender of the passerby, the billboard TV can display relevant advertisements such as a razor advertisement to a male or a cosmetic advertisement to a woman.