Crowd control in the ArenA | KPMG | NL
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Crowd control in the ArenA

Crowd control in the ArenA

Simone Jeurissen uses data to improve crowd control in the ArenA.

Simone Jeurissen uses data to improve crowd control in the ArenA.

Simone Jeurissen works as a Data Management Consultant at KPMG. She is involved in the management of various types of data that support technological developments, the digitisation of companies and other data-driven innovations. An example of an innovation-driven project is at the Johan Cruijff ArenA. KPMG, as a strategic partner, contributes to the management and use of data within the data innovation analysis projects of Amsterdam Innovation ArenA. The ArenA has the ambition to be the most innovative stadium in the world by 2020. The innovative use of data plays a major role in this.

Innovating with the aid of data
"KPMG Advisory has many fields of expertise, including data and analysis. A number of years ago KPMG helped the ArenA with the design and installation of a data analysis platform. In the 'data lake' on which the platform runs, data from various source systems are stored. Various data labs are available on the platform where this data is analysed. The platform is open to everyone. For example universities and students can use the platform and contribute to the ArenA."

Design of data governance
"After the platform was installed, the ArenA asked how could they ensure that third parties could share data on the platform with confidence. They wanted to know how they could comply with all laws and regulations. The privacy legislation (AVG), which came into force on 25 May 2018, contains strict rules on what may and may not be done with personal data. In order to meet these demands, KPMG designed a data governance framework. This framework consists of procedures, roles and responsibilities. Together, these ensure that all data processing operations are carried out correctly. We took an iterative approach to designing the framework. We started with an accelerated design phase, which was only four weeks. That is short compared to traditional design phases in such assignments. This was followed by the implementation period in which the design was fine-tuned. Several projects were executed in accordance with the data governance framework, and the lesson learned from these projects were further used to develop the design."

Visitors' experiences, safety and sustainability
"The ArenA has identified a number of innovation themes, such as improving the visitor experience, as well as improving sustainability and safety within and outside the ArenA.  All projects are related to one or more of these themes. For example, mobility improves when we start providing visitors with customised traffic information and travel advice. We are also working on solutions to improve crowd control. Think of a system that prevents 'accumulations' from occurring, which could lead to a reduction in safety. Or, for example, special offers in the hotel and catering areas, so that the public is drawn to these locations, resulting in fewer queues. We can also influence the health of the grass. This is measurable thanks to special sensors in the grass. We can even optimise the performance of the players. Sensors allow us to see who is in the best condition or who is running the fastest. This is however all 'work in progress'. We do not focus on one solution, but on the development of mechanisms that support innovation in the longer term. They are not air castles, 2020 is here faster than you think, and then it must be a reality."

"Work in store"
"Are we ready when the ArenA is the most innovative stadium? No, we think bigger than that. The vision and solutions we are developing now, will soon be used to turn Amsterdam into a Smart City. There is still plenty of work to be done."

"Inspiring customers"
"Working at KPMG is a great learning experience. You are immediately thrown into the deep, there is a huge drive to perform better and better and of course because we have great customers with super interesting and varied engagements. The client portfolio consists of a variety of clients, such as a small organisation, a family business or a housing corporation. In addition, we also work with the largest international companies. This can be very challenging, for example, when a company has dealt with a number of takeovers and different legacy systems have been combined. Then you have to deal lots of different data."

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