Ghent University Academic Bibliography


Project: investigation the value of shopping path data for marketing intelligence

project duration
01-OCT-11 – 30-SEP-14
This proposal is about tracking the movements of customers 'i.e. paths) in a shop environment such as shopping-malls. Path data contains valuable information for marketind researchers because it describes how consumers interact with their environment. The aim of this project is to develop methods for descriptive as well as more advanced analyses to generate managerial insight for this new data source.