TY - GEN
T1 - Digital Marketing through Physical Context Awareness
AU - Borundiya, Amit Parasmal
AU - Banerjee, Abhik
AU - Khargharia, Himadri Sikhar
AU - Morshed, Ahsan
AU - Azad, Salahuddin
AU - Ali, A. B.M.Shawkat
AU - Wasimi, Saleh
N1 - Publisher Copyright:
© 2019 IEEE.
PY - 2019/12
Y1 - 2019/12
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85094673569&partnerID=8YFLogxK
U2 - 10.1109/CSDE48274.2019.9162392
DO - 10.1109/CSDE48274.2019.9162392
M3 - Conference contribution
AN - SCOPUS:85094673569
T3 - 2019 IEEE Asia-Pacific Conference on Computer Science and Data Engineering, CSDE 2019
BT - 2019 IEEE Asia-Pacific Conference on Computer Science and Data Engineering, CSDE 2019
PB - Institute of Electrical and Electronics Engineers Inc.
T2 - 2019 IEEE Asia-Pacific Conference on Computer Science and Data Engineering, CSDE 2019
Y2 - 9 December 2019 through 11 December 2019
ER -