Once objectives are set and the anticipated ROI is approximated, build achievable (read:
conservative) milestones into your project plan.
And then start small. Launch a beta project to work out the logistics of delivering content to
your screens, experiment with presentation methods, create baselines, and measure its
effectiveness. Ideally, motion sensors with eye-tracking technology can be deployed to help you
pinpoint what causes heads to turn. Also, survey buyers to see if the call to action contained
in your digital signage message influenced their decision.
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