Assessing prime-time for geotargeting with mobile big data
| Autor: | Vijay Viswanathan, Syagnik Banerjee, Hao Ying, Kalyan Raman |
|---|---|
| Rok vydání: | 2013 |
| Předmět: |
Marketing
business.industry Strategy and Management Economics Econometrics and Finance (miscellaneous) Big data Advertising Customer relationship management Location-based advertising Competition (economics) Prime time Geotargeting Performance measurement Statistics Probability and Uncertainty business Consumer behaviour |
| Zdroj: | Journal of Marketing Analytics. 1:174-183 |
| ISSN: | 2050-3326 2050-3318 |
| Popis: | Effective marketing depends on knowledge of customer behavior and competition. This is especially true for location-based marketers who risk sending alerts at inopportune moments or to the wrong targets. This study analyzes check-ins around Times Square in New York City using Foursquare, a location-based mobile application. The findings reveal interesting patterns of certain consumer segments frequenting different businesses in the Retail and Foods sectors at specific times and days. Retailers can use the results to develop better marketing plans for specific segments. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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