SBIR Phase II: System for Location-Based Mobile Consumer Analytics

这个小企业创新研究第二阶段项目旨在改进位置分析的数据挖掘技术。该项目将重点分析由消费者移动设备产生的半连续GPS和/或基于wifi的位置数据。预期的改进将使消费者洞察专家和广告效果研究人员能够更好地发现新兴模式，并对消费者行为、偏好和生活方式属性做出更有力的推断。增强的数据挖掘系统将利用最先进的模式识别和机器学习技术来动态处理和解释位置和其他类型的数据。如果成功，这项研究将影响位置分析的最新发展。这项研究有可能满足消费者洞察专业人士的需求，以便更好地了解消费者的行为，而无需使用冗长的调查。从更广泛的意义上说，这项研究旨在加速新兴的位置分析领域的进展。这项研究可以创建一个位置分析仪表板，类似于现有的web分析仪表板。大多数网络分析仪表板衡量的是网站访问量、页面浏览量和特定在线属性所花费的时间等指标；类似地，位置分析仪表板将测量真实消费者对物理位置的访问。这样的位置分析仪表板可以在订阅的基础上提供给那些依赖于消费者在现实世界中的行为的公司吗？包括零售商、酒店/度假村连锁店、餐馆和旅游公司。这样的仪表板将解决广泛的市场研究机会，从购物者忠诚度研究到商店客流量，再到营销效果测量。拟议工作的其他未来影响包括将位置分析数据整合到地理信息系统中，以改善公共安全、市政规划和运输系统设计。

This Small Business Innovation Research Phase II project aims to improve data mining technologies for location analytics. This project will focus on the analysis of semi-continuous GPS and/or WiFi-based location data generated by consumer mobile devices. The anticipated improvements would allow consumer insights professionals and advertising effectiveness researchers to better detect emergent patterns and to draw stronger inferences about consumer behaviors, preferences, and lifestyle attributes. The enhanced data mining system would utilize state-of-the-art pattern recognition and machine learning techniques to dynamically process and interpret location and other types of data. If successful, this research will impact the state-of-the-art in location analytics.This research has the potential to meet the need of consumer insights professionals to better understand how consumers behave, without the use of lengthy surveys. In a broader sense, this research aims to accelerate progress in the emerging field of location analytics. This research can lead to the creation of a location analytics dashboard, similar to existing dashboards for web analytics. Most web analytics dashboards measure metrics such as site visits, page views and time spent for given online properties; analogously, the location analytics dashboard would measure visits by real consumers to physical locations. Such a location analytics dashboard could be offered on a subscription basis to companies that depend on consumer behaviors in the physical world ? including retailers, hotel/resort chains, restaurants, and travel companies. Such a dashboard would address a broad range of market research opportunities, from shopper loyalty research to store sitting to marketing effectiveness measurement. Additional future impacts of the proposed effort include the ability to integrate location analytics data into Geographic Information Systems for improved public safety, municipal planning and transit systems design.