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

这个小型企业创新研究第二阶段项目旨在改进用于位置分析的数据挖掘技术。该项目将侧重于分析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业人员和广告有效性研究人员能够更好地检测新出现的模式，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，这项研究将影响区位分析的最先进水平。这项研究有潜力满足消费者洞察专业人员的需求，以更好地了解消费者的行为，而不需要使用冗长的调查。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，类似于现有的网络分析仪表板。大多数网络分析仪表板都会衡量网站访问量、页面浏览量和特定在线物业所花费的时间等指标；类似地，位置分析仪表板会衡量真实消费者对实体位置的访问。这样的位置分析仪表盘可以通过订阅的方式提供给依赖于现实世界中消费者行为的公司？包括零售商、酒店/度假连锁店、餐馆和旅游公司。这样一个仪表盘将解决广泛的市场研究机会，从购物者忠诚度研究到商店就座，再到营销有效性衡量。拟议工作的其他未来影响包括能够将位置分析数据整合到地理信息系统中，以改善公共安全、城市规划和交通系统设计。

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.