A/B Testing Proximity Notifications
How to run useful A/B tests for proximity notifications without confusing copy effects, trigger reliability and audience differences.
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Real peopleReal placesPractical technology
Independent UK technology guide
Make proximity technology work in real places.
Practical guidance to Bluetooth beacons, NFC, QR, indoor navigation, privacy, pilots and long-term operation.
Measured environmentsPrivacy by designPilot before scale
Technology is the easy part. Placement, interference, consent, maintenance and visitor behaviour decide whether it works.
BluetoothNFCQRIndoor navigation
Knowledge areas
Start with the decision you need to make.
Each area combines practical planning, limitations, evidence and the operational work that continues after launch.
10 published guides
Bluetooth Beacons
How BLE beacons broadcast, how signal behaviour changes indoors, and how to plan placement and maintenance without promising impossible precision.
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10 published guides
Proximity Marketing
Relevant messages in physical spaces, with clear choices, sensible frequency and measurement that does not overstate attribution.
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10 published guides
NFC and QR
App-free interactions, deliberate taps and scans, dynamic redirects, security checks and realistic technology comparisons.
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10 published guides
Indoor Navigation
Planning maps, zones, routes, accessibility and temporary wayfinding for museums, venues and events.
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10 published guides
Privacy and Analytics
Data mapping, lawful basis, transparency, minimisation, retention and honest measurement for UK proximity projects.
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10 published guides
Deployment and Operations
From site survey and pilot to installation records, procurement, maintenance and the decision not to deploy.
Explore the topic →A better deployment question
Not “How accurate is it?” but “What decision must it support?”
Indoor radio signals move with walls, people, devices and placement. Define the operational decision first, then measure whether the system supports it in the actual environment.
Explore beacon planning →01
Define the outcome
Start with the visitor or operational decision, not the hardware.
02
Measure the venue
Test signal behaviour, routes and edge cases in the real space.
03
Operate the system
Plan ownership, batteries, records, updates and deletion before scale.
Technology in real places
One technology, very different operating environments.
The right design depends on who is moving, what they need to decide and how the venue behaves on an ordinary day and under pressure.
Accessible journeys
Design routes around real people, not ideal conditions.
Accessible wayfinding joins digital guidance to lifts, level access, clear signage and a journey a visitor can complete independently.
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Events and venues
Guide busy arrivals without creating more noise.
Combine physical signs, staff support and digital routes so people can recover quickly when plans or entrances change.
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Operational visibility
Know where equipment is and who owns the process.
Asset location only becomes useful when identification, records, exceptions and maintenance are built into daily operations.
See practical guidance →Latest published guides
View all published guides →New practical reading
Access Control and Proximity Integration
Practical guidance on access control and proximity integration, covering selection, pilot evidence, ownership and ongoing operation.
Read guideAccessibility Considerations for Museum Proximity
Practical guidance on accessibility considerations for museum proximity, with inclusive alternatives, venue testing and ongoing maintenance.
Read guideAccessibility in Indoor Navigation
Accessibility considerations for indoor navigation, including step-free routes, audio, screen readers, haptics and testing with disabled visitors.
Read guideAccuracy Classes: Near, Immediate and Far
Practical guidance on accuracy classes: near, immediate and far, covering site testing, realistic thresholds and documented limits.
Read guideAccuracy in Gallery Spaces
Practical guidance on accuracy in gallery spaces, covering site testing, realistic thresholds and documented limits.
Read guideAdvertising Interval and Its Effect on Detection
How the beacon advertising interval affects detection opportunity, latency, radio traffic and battery planning.
Read guideAisle and Zone-Based Offers
Practical guidance on aisle and zone-based offers, covering objectives, dependencies, pilot evidence and ongoing ownership.
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Alternatives to Beacon-Based Proximity
Practical guidance on alternatives to beacon-based proximity, covering selection, pilot evidence, ownership and ongoing operation.
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Analytics Dashboards for Proximity Campaigns
Practical guidance on analytics dashboards for proximity campaigns, covering UK data protection, minimisation, retention and accountability.
Read guideAnalytics Tools and Platforms for Proximity
Practical guidance on analytics tools and platforms for proximity, covering UK data protection, minimisation, retention and accountability.
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Anonymising and Pseudonymising Location Data
The difference between anonymising and pseudonymising location data, and why removing names does not necessarily remove identifiability.
Read guideEditorial approach
Real limitations are part of the answer.
We do not promise exact indoor accuracy without a measured environment. We explain interference, calibration, maintenance, consent, data minimisation and the point at which another technology is the better choice.
Read our standards