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    Bluetooth tracking of humans in an indoor environment: An application to shopping mall visits

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    Publication type
    Journal article with impact factor
    Author
    Oosterlinck, Dieter
    Benoit, Dries F.
    Baecke, Philippe
    Van de Weghe, Nico
    Publication Year
    2017
    Journal
    Applied Geography
    Publication Volume
    78
    Publication Issue
    January
    Publication Begin page
    55
    Publication End page
    65
    
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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.
    Keyword
    Bluetooth Tracking, Marketing, Indoor, Experiment
    Knowledge Domain/Industry
    Marketing & Sales
    DOI
    10.1016/j.apgeog.2016.11.005
    URI
    http://hdl.handle.net/20.500.12127/5773
    ae974a485f413a2113503eed53cd6c53
    10.1016/j.apgeog.2016.11.005
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