We’ve all heard about “the cloud”. Whether it’s in relation to our personal electronics like our mobile phones and computers, or in the technologies we use in our professional lives as parking and transportation professionals, the past ten years or so have seemingly revolved around how to manage the information and data we store in the cloud.

The actual definition of the cloud can be ambiguous, but ultimately it describes the global network of servers where our information lives. It’s not actually physical, but rather an electronic network connected worldwide storing and managing data, running applications, and delivering content to all of our devices.

So what are the benefits of using the cloud as a parking professional? First, the cloud is “pay as you go”. You can gradually add to the size of your network as you need rather than paying for one local system. You can also continue to grow the cloud as you go rather than having to replace a “one size” on-site system. Finally, the beauty of the cloud is that you can connect to it from anywhere (depending on internet connection and security policies). This allows you to access your valuable data from anywhere at any time, while also allowing your patrons and customers to do the same when needed.

Cloud-based technology has come a long way since its inception. Today, issues such as network connection and security have dramatically improved in quality and provide much greater reliability than when the cloud was initially realized. Many organizations are moving to the cloud to manage their parking data to improve operational efficiencies, provide more reliable access for their customers, and better manage their facilities. As our industry (and every other walk of life) continue to be more mobile and tech-dependent, it’s important to understand the value of the cloud, as well as the potential disadvantages, in order to choose the solution that works best for your organization and plan accordingly.

Many parking systems today are set up to gather a significant amount of information from users through parking apps, monthly parking systems, beacon-based solutions, and more. But how can this information be used to help the operator enhance its operation and more effectively serve its patrons, while ensuring the safety and security of their private information?

Data can provide a great deal of insight into a customer’s behavior, preferences, and needs. Business Intelligence (BI) systems can give operators a better understanding of the user’s schedule, parking habits, interests, and more. BI can also help the operator develop targeted marketing programs to attract new customers and establish and maintain consumer loyalty. These programs can be used to provide discounts, benefits, and amenities based on each individual user’s habits and preferences. Further, BI can provide owners and operators with intelligence related to a variety of useful components including the practices and strategies of their competitors, changing industry trends, as well as local behaviors such as traffic patterns, seasonal issues, demographic changes, and more.

In addition, parking analytical data can give operators a better idea about how their individual facilities are operating, their efficiencies and performance, and implement necessary changes for those that may be underperforming. This data can also provide insights into trends by facility, dates, pricing models, locations, or regions to better understand both their client base and their resources and apply strategies that are working effectively across their portfolios. Let ParkEngage put BI technology to work for you to supercharge your marketing and operations today.