Mobile Tracking Observes Buyers` Movements

Mobile Tracking Observes Buyers` Movements

Mobile technologies make it possible for advertisers to track consumers` location.

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Mobile technologies make it possible for advertisers to track consumers` location.

A new study cited by Science Daily used a targeting strategy tracking where, when, and for how long consumers are in a shopping mall. What`s the goal? To understand how shoppers` physical movements affect their economic choices. The study was conducted by researchers at Carnegie Mellon University, New York University, and Pennsylvania State University and was published at the journal Management Science.

Our results can help advertisers improve the design and effectiveness of their mobile marketing strategies .”, commented Beibei Li, one of the coauthors of the study and an assistant professor of information systems and management at Carnegie Mellon University’s Heinz College of Information Systems and Public Policy.

How did the researchers gather the data? They tracked 83,370 unique responses over 14 days. The study took place in June 2014 at an Asian shopping mall with more than 300 stores and more than 100,00 daily visitors. What were consumers asked? Whether they wanted to have free Wi-fi and if they wanted, completed a form with their age, gender, income range, type of credit card and phone.

So, participants were randomly assigned to one of four groups:

“Those who did not receive any ads via their mobile phone, those sent an ad from a randomly selected store, those send an ad based on their current location, and those sent ads based on information trajectory-based targeting.”, as Science Daily explains.

Then, researchers monitored the participants, obtaining information about their location and behavioral data that was recorded and updated on their mobile devices.

The research concluded that trajectory-based targeting is more efficient as customers are inclined to use offers sent via mobile phone more frequently and more rapidly than conventional forms of mobile targeting. The study was financed by Google and Adobe.