Digital Marketing through Physical Context Awareness

Amit Parasmal Borundiya, Abhik Banerjee, Himadri Sikhar Khargharia, Ahsan Morshed, Salahuddin Azad, A. B.M.Shawkat Ali, Saleh Wasimi

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

1 Scopus citations

Abstract

Over the past two decades, digital marketing has disrupted the advertising industry, seeing increasing growth in spending each year, and it is forecast to overtake spending on traditional advertising. With the advent of the Internet of Things (IoT), the potential benefits of incorporating fine-grained contextual data is being explored. However, with existing metrics for digital marketing being focused on web based interactions, it is unclear how they can be adapted to interactions in the physical environment. The paper defines new metrics for capturing customer interactions in a physical environment and explores how they relate to eventual purchase decisions. This paper shows how such metrics can be measured for indoor retail environments, through detection of shopping intent. Finally, usage of the proposed metrics are demonstrated using a real world example.

Original languageBritish English
Title of host publication2019 IEEE Asia-Pacific Conference on Computer Science and Data Engineering, CSDE 2019
PublisherInstitute of Electrical and Electronics Engineers Inc.
ISBN (Electronic)9781728163031
DOIs
StatePublished - Dec 2019
Event2019 IEEE Asia-Pacific Conference on Computer Science and Data Engineering, CSDE 2019 - Melbourne, Australia
Duration: 9 Dec 201911 Dec 2019

Publication series

Name2019 IEEE Asia-Pacific Conference on Computer Science and Data Engineering, CSDE 2019

Conference

Conference2019 IEEE Asia-Pacific Conference on Computer Science and Data Engineering, CSDE 2019
Country/TerritoryAustralia
CityMelbourne
Period9/12/1911/12/19

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