Comments on: Analytics in the Physical World http://paul.webanalyticsdemystified.com/2008/07/29/analytics-in-the-physical-world/ Thu, 20 Nov 2008 13:26:04 +0000 http://wordpress.org/?v=2.3.2 By: Daniel Shields http://paul.webanalyticsdemystified.com/2008/07/29/analytics-in-the-physical-world/#comment-148 Daniel Shields Thu, 31 Jul 2008 11:40:39 +0000 http://paul.webanalyticsdemystified.com/2008/07/29/analytics-in-the-physical-world/#comment-148 Eric Bradlow, a professor at the University of Pennsylvania's Wharton School recently (2005) published a paper on pathing in Grocery Stores using radio devices in the shopping carts. The intriguing paper is available here: (http://knowledge.wharton.upenn.edu/article.cfm?articleid=1208). The study is an advanced understanding of human behavior and decision support data in the real world. Its an outstanding application of some of the same types of metrics that we've tried to isolate in your online ecommerce metrics. Based on that real-world application, I would suppose that variations on what Judah described would possible, and potentially robust if appropriately applied. I'd bet there are distributed 'Hot Spots' throughout a venue in relation to the data of returned on multiple studies in each particular location. These could probably be manipulated by the placement of food and coffee stations, proximity to large dynamic sponsors, and ultimately whichever provides the best 'hob-nobbing' area within a reasonable distance from the open bar. (Omniture seems to dominate these pieces at the shows I've attended...;)) Not suprisingly, Dr. Bradlow and his group formed something called the Wharton Interactive Media Initiative which is dedicated to studying and researching commerce related behaviors exhibited in the diverse channels of any business. Eric Bradlow, a professor at the University of Pennsylvania’s Wharton School recently (2005) published a paper on pathing in Grocery Stores using radio devices in the shopping carts. The intriguing paper is available here: (http://knowledge.wharton.upenn.edu/article.cfm?articleid=1208). The study is an advanced understanding of human behavior and decision support data in the real world. Its an outstanding application of some of the same types of metrics that we’ve tried to isolate in your online ecommerce metrics. Based on that real-world application, I would suppose that variations on what Judah described would possible, and potentially robust if appropriately applied.

I’d bet there are distributed ‘Hot Spots’ throughout a venue in relation to the data of returned on multiple studies in each particular location. These could probably be manipulated by the placement of food and coffee stations, proximity to large dynamic sponsors, and ultimately whichever provides the best ‘hob-nobbing’ area within a reasonable distance from the open bar. (Omniture seems to dominate these pieces at the shows I’ve attended…;))

Not suprisingly, Dr. Bradlow and his group formed something called the Wharton Interactive Media Initiative which is dedicated to studying and researching commerce related behaviors exhibited in the diverse channels of any business.

]]> By: Judah http://paul.webanalyticsdemystified.com/2008/07/29/analytics-in-the-physical-world/#comment-147 Judah Wed, 30 Jul 2008 15:30:04 +0000 http://paul.webanalyticsdemystified.com/2008/07/29/analytics-in-the-physical-world/#comment-147 I've seen something similar done with RFID at conferences in the supply chain space. Attendees were given an RFID tag attached to their badges. The tag contained a unique id. When they encountered an RFID reader they were logged as being in the reader's field. In theory, time spent by unique id's could be detected by logging when the unique tag first entered the field and when the unique tag's signal was no longer detected. Disclosure was easy, it was attached as a note on their badges. By wearing the badge, they opted-in. Opt-out was easy too. The tag could be removed from the badge (and left in the hotel room :). I’ve seen something similar done with RFID at conferences in the supply chain space. Attendees were given an RFID tag attached to their badges. The tag contained a unique id. When they encountered an RFID reader they were logged as being in the reader’s field. In theory, time spent by unique id’s could be detected by logging when the unique tag first entered the field and when the unique tag’s signal was no longer detected. Disclosure was easy, it was attached as a note on their badges. By wearing the badge, they opted-in. Opt-out was easy too. The tag could be removed from the badge (and left in the hotel room :).

]]> By: paul http://paul.webanalyticsdemystified.com/2008/07/29/analytics-in-the-physical-world/#comment-146 paul Wed, 30 Jul 2008 13:25:35 +0000 http://paul.webanalyticsdemystified.com/2008/07/29/analytics-in-the-physical-world/#comment-146 A phone sniffer could solve this problem as each phone is unique and has its own unique code. I was also thinking of using a pressure sensitive matt in front of the booth to record pedestrians. Similar to how the highway department uses those hoses accross the road. A phone sniffer could solve this problem as each phone is unique and has its own unique code. I was also thinking of using a pressure sensitive matt in front of the booth to record pedestrians. Similar to how the highway department uses those hoses accross the road.

]]> By: Todd http://paul.webanalyticsdemystified.com/2008/07/29/analytics-in-the-physical-world/#comment-145 Todd Wed, 30 Jul 2008 02:26:32 +0000 http://paul.webanalyticsdemystified.com/2008/07/29/analytics-in-the-physical-world/#comment-145 What about thermal imaging? :) Same problems as we live with already, though. Whether its thermal imaging or some form of phone sniffer, if the technology doesn't apply some form of unique ID to phones/bodies so you can determine whether or not folks who walk by early come back later... you're dropping a lot of critical data on the floor! http://ieeexplore.ieee.org/xpl/freeabs_all.jsp?tp=&arnumber=4270494&isnumber=4269956 What about thermal imaging? :) Same problems as we live with already, though. Whether its thermal imaging or some form of phone sniffer, if the technology doesn’t apply some form of unique ID to phones/bodies so you can determine whether or not folks who walk by early come back later… you’re dropping a lot of critical data on the floor!

http://ieeexplore.ieee.org/xpl/freeabs_all.jsp?tp=&arnumber=4270494&isnumber=4269956

]]> By: paul http://paul.webanalyticsdemystified.com/2008/07/29/analytics-in-the-physical-world/#comment-143 paul Tue, 29 Jul 2008 16:40:28 +0000 http://paul.webanalyticsdemystified.com/2008/07/29/analytics-in-the-physical-world/#comment-143 Disclosure could be handled by a sign near the sniffer. This would be similar to a site's privacy policy. I suppose one could use a video camera and some sort of artificial intelligence to analyze the video feed as well. Would that require disclosure? How about if I hired someone to count the visitors by hand; surely that wouldn't require disclosure. Disclosure could be handled by a sign near the sniffer. This would be similar to a site’s privacy policy. I suppose one could use a video camera and some sort of artificial intelligence to analyze the video feed as well. Would that require disclosure? How about if I hired someone to count the visitors by hand; surely that wouldn’t require disclosure.

]]> By: Brad Warthan http://paul.webanalyticsdemystified.com/2008/07/29/analytics-in-the-physical-world/#comment-142 Brad Warthan Tue, 29 Jul 2008 16:28:08 +0000 http://paul.webanalyticsdemystified.com/2008/07/29/analytics-in-the-physical-world/#comment-142 Not sure about a mobile phone sniffer. You'd almost think you would have to disclose to the public the fact you are using it. How about a blue-tooth detection device (much smaller crowd) or a "quid-pro-quo" free drawing/registration? Not sure about a mobile phone sniffer. You’d almost think you would have to disclose to the public the fact you are using it. How about a blue-tooth detection device (much smaller crowd) or a “quid-pro-quo” free drawing/registration?

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