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Bluetooth tracking of humans in an indoor environment: An application to shopping mall visits
Oosterlinck, Dieter Benoit, Dries F. Baecke, Philippe Van de Weghe, Nico
Oosterlinck, Dieter
Benoit, Dries F.
Baecke, Philippe
Van de Weghe, Nico
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Publication Type
Journal article with impact factor
Editor
Supervisor
Publication Year
2017
Journal
Applied Geography
Book
Publication Volume
78
Publication Issue
January
Publication Begin page
55
Publication End page
65
Publication NUmber of pages
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Abstract
Intelligence about the spatio-temporal behaviour of individuals is valuable in many settings. Generating tracking data is a necessity for this analysis and requires an appropriate methodology. In this study, the applicability of Bluetooth tracking in an indoor setting is investigated. A wide variety of applications can benefit from indoor Bluetooth tracking. This paper examines the value of the method in a marketing application. A Belgian shopping mall served as a real-life test setting for the methodology. A total of 56 Bluetooth scanners registered 18.943 unique MAC addresses during a 19-day period. The results indicate that Bluetooth tracking is a sound approach for capturing tracking data, which can be used to map and analyse the spatio-temporal behaviour of individuals. The methodology also provides a more efficient and more accurate way of obtaining a variety of relevant metrics in the field of consumer behaviour research. Bluetooth tracking can be implemented as a new and cost effective practice for marketing research, that provides fast and accurate results and insights. We conclude that Bluetooth tracking is a viable approach, but that certain technological and practical aspects need to be considered when applying Bluetooth tracking in new cases.
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Keywords
Bluetooth Tracking, Marketing, Indoor, Experiment