"It's a way of measuring the effectiveness of your marketing and advertising," he says. "If a bar owner says to a promoter, 'Your job is to get me 100 females in this bar by 9 p.m.' Well, now the owner has a way to measure that promotion."SceneTap believes it has created a viable solution for venue owners. A doorman might be able to track all the patrons entering and leaving a bar, but not keep track of age and gender. A POS (point-of-sale) system might provide good data, but a lopsided picture. "If you own a nightclub, for example, and look at the POS system to backtrack over the night based on names on receipts," Harper says, "well, if you do that in environment like a nightclub, it's probably going to be 90% males, because they are the ones most likely buying the drinks."