Video Analytics with the Use of CRM in Museum Marketing

Currently, the ways of interaction with customers, research of the audience interested in visiting and building business development strategies are changing in connection with the development of technologies. Video analytics is of great interest as one of the most innovative ways to communicate with the client. Nowadays one of the most popular areas of video analytics is face recognition with subsequent identification. Culture institutions, like any other organizations, need to constantly think about the future and follow trends not only in terms of organizing exhibitions and educational events, but also in terms of adaptation to a changing world. The technology of face recognition can be a way to expand opportunities for effectively maintaining contact with the audience through a deeper analysis of the behavior of visitors, as well as the audience itself and its structure. Face identification is the main topic of this study that involves the use of video analytics for both marketing and museum security purposes. The purpose of the work is to select and justify the method of implementing video analytics under the existing restrictions, providing recommendations on the choice of surveillance cameras and suitable software. The literature covering the general issues of introducing video analytics without reference to the characteristics of cultural institutions was analyzed as part of a study. In addition, international ratings of recognition algorithms, materials of algorithm developers and camera manufacturers were used. The main method of research, in addition to the analysis of the literature, was the empirical method in cases where it was possible.