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Mobile Trajectory-based Advertising Using Customer Physical Movement Patterns

October 21, 2016
12:00 pm - 12:20 pm
GRB 340 A

Track: Data Science
Type: Presentation
Level: Beginner/Intermediate

We propose a new mobile ads strategy that leverages full information on user real-time movement trajectories and evaluate it using a large-scale field experiment in a major shopping mall. We find the new strategy outperforms the existing approaches and facilitate higher business revenues. Our work demonstrates the value of analyzing fine-grained human digital traces to understand decision-making.


, Assistant Professor, Anna Loomis McCandless Chair, Carnegie Mellon University