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

doi:10.1109/CSDE48274.2019.9162392

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

Emirates ICT Innovation Center

Robert Bosch Engineering and Business Solutions
Swinburne University of Technology
CQ University

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-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 language	British English
Title of host publication	2019 IEEE Asia-Pacific Conference on Computer Science and Data Engineering, CSDE 2019
Publisher	Institute of Electrical and Electronics Engineers Inc.
ISBN (Electronic)	9781728163031
DOIs	https://doi.org/10.1109/CSDE48274.2019.9162392
State	Published - Dec 2019
Event	2019 IEEE Asia-Pacific Conference on Computer Science and Data Engineering, CSDE 2019 - Melbourne, Australia Duration: 9 Dec 2019 → 11 Dec 2019

Publication series

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

Conference

Conference	2019 IEEE Asia-Pacific Conference on Computer Science and Data Engineering, CSDE 2019
Country/Territory	Australia
City	Melbourne
Period	9/12/19 → 11/12/19

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 9 Industry, Innovation, and Infrastructure

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10.1109/CSDE48274.2019.9162392

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Borundiya, A. P., Banerjee, A., Khargharia, H. S., Morshed, A., Azad, S., Ali, A. B. M. S., & Wasimi, S. (2019). Digital Marketing through Physical Context Awareness. In 2019 IEEE Asia-Pacific Conference on Computer Science and Data Engineering, CSDE 2019 Article 9162392 (2019 IEEE Asia-Pacific Conference on Computer Science and Data Engineering, CSDE 2019). Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/CSDE48274.2019.9162392

Borundiya, Amit Parasmal ; Banerjee, Abhik ; Khargharia, Himadri Sikhar et al. / Digital Marketing through Physical Context Awareness. 2019 IEEE Asia-Pacific Conference on Computer Science and Data Engineering, CSDE 2019. Institute of Electrical and Electronics Engineers Inc., 2019. (2019 IEEE Asia-Pacific Conference on Computer Science and Data Engineering, CSDE 2019).

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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.",

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series = "2019 IEEE Asia-Pacific Conference on Computer Science and Data Engineering, CSDE 2019",

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Borundiya, AP, Banerjee, A, Khargharia, HS, Morshed, A, Azad, S, Ali, ABMS & Wasimi, S 2019, Digital Marketing through Physical Context Awareness. in 2019 IEEE Asia-Pacific Conference on Computer Science and Data Engineering, CSDE 2019., 9162392, 2019 IEEE Asia-Pacific Conference on Computer Science and Data Engineering, CSDE 2019, Institute of Electrical and Electronics Engineers Inc., 2019 IEEE Asia-Pacific Conference on Computer Science and Data Engineering, CSDE 2019, Melbourne, Australia, 9/12/19. https://doi.org/10.1109/CSDE48274.2019.9162392

Digital Marketing through Physical Context Awareness. / Borundiya, Amit Parasmal; Banerjee, Abhik; Khargharia, Himadri Sikhar et al.
2019 IEEE Asia-Pacific Conference on Computer Science and Data Engineering, CSDE 2019. Institute of Electrical and Electronics Engineers Inc., 2019. 9162392 (2019 IEEE Asia-Pacific Conference on Computer Science and Data Engineering, CSDE 2019).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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M3 - Conference contribution

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Borundiya AP, Banerjee A, Khargharia HS, Morshed A, Azad S, Ali ABMS et al. Digital Marketing through Physical Context Awareness. In 2019 IEEE Asia-Pacific Conference on Computer Science and Data Engineering, CSDE 2019. Institute of Electrical and Electronics Engineers Inc. 2019. 9162392. (2019 IEEE Asia-Pacific Conference on Computer Science and Data Engineering, CSDE 2019). doi: 10.1109/CSDE48274.2019.9162392

Digital Marketing through Physical Context Awareness

Abstract

Publication series

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UN SDGs

Access to Document

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